Windows giant Andersen hires VP of Sales, Marketing
, the world’s largest manufacturer of wood windows, patio doors and storm doors, has named Salvatore Abbate as senior vice president of sales and marketing.
In his new position, Abbate will be responsible for leading the development of sales and marketing strategies, initiatives and programs that result in revenue growth and competitive advantage within channels and customer segments.
Previously, Abbate was VP of global sales and marketing of Performance Films division at Solutia Inc. He also spent 16 years with Armstrong. Overall, Abbate has 20 years of experience in sales, marketing and engineering.
WinmoEdge caught up with Abbate, who shared information about his new role at Andersen, what are some challenges he faces and if he’s willing to listen to partnership and agency approaches.
WinmoEdge: What are your immediate duties and priorities as Senior Vice President of Sales and Marketing at Andersen Corporation?
Sal Abbate: I will be overseeing all sales, marketing, branding, service and customer insight responsibilities for the Andersen brands and products.
WinmoEdge: What can you bring from your experience in your previous jobs with Armstrong and Solutia Inc. that will help you in your new job?
Sal Abbate: I’ve spent the majority of my career working for companies with strong product and branding focus, and each have had varying go-to-market sales and marketing channels. Developing compelling programs, products and initiatives to help our channel partners be successful has been at the core of my sales and marketing experience. I also have a strong operational background having spent 10 years in engineering and process improvement roles, so I hope to bring that experience to the Andersen team as well.
WinmoEdge: What is your goal as Senior Vice President of Sales and Marketing, and how do you plan on reaching that goal?
Sal Abbate: Andersen has a legacy of great products, great people and great channel partners. These 3 “P’s:” people, products and partners, is why I joined. My job is to preserve this success while simultaneously ensuring that the business is engaging itself in the change elements necessary to be the most sought after brand in the industry in the new world environment. This means understanding and exceeding the needs of our customers and their customers and bringing new ideas to the marketplace.
WinmoEdge: What are some of the marketing and sales challenges you will be facing in your new job?
Sal Abbate: We are not getting any help from the economy, and the housing market continues to be volatile. Putting the right initiatives in place and capitalizing on the opportunities that best align with the Andersen offering will be a key focus of mine.
WinmoEdge: What is the company’s target audience that you plan on marketing to?
Sal Abbate: In today’s economy, and with the size of Andersen, we need to have compelling value propositions for a vast array of channel and end-use customers. We will continue to create consumer pull through our strong brand awareness efforts while simultaneously working with our channel partners to serve the trade customers with the broadest offering in the market.
WinmoEdge: Will you plan to reach out to new audiences? If yes, what are some ways you can market Andersen’s products to an untapped consumer base?
Sal Abbate: While I wouldn’t consider it a new audience, we have added a rich product assortment aimed at meeting the needs of the replacement contractor. We have introduced new products and line extensions to both our new and flagship product lines that are directly aligned with meeting the needs of this important segment. We will do this without losing site of the core customers that have made us the largest window and patio door manufacturer in North America.
WinmoEdge: What types of media buys does Andersen use, and can we expect to see new media buys in places where we have not seen the company before?
Sal Abbate: Media buys are a combination of print and online, targeted to the B-to-B and B-to-C audience of contractors, remodelers and architects. Andersen continuously seeks out new media opportunities that help grow the business, strengthen relationships and ultimately adhere to our key marketing objectives.
WinmoEdge: Some of our readers are on the lookout for possible partnership opportunities. As someone with marketing responsibilities, are you interested in forming partnerships? If yes, what do you seek in a partner and how can they reach out to you?
Sal Abbate: We are very interested in forming strategic marketing relationships with companies that have unique, impactful opportunities to reach our audiences and deliver measurable results.
Media opportunities can be directed to Margaret Hegg, Sr. Media Supervisor at email@example.com.
WinmoEdge: Does Andersen work with any agencies that will be helping with its marketing efforts? If yes, which agencies and how are they involved?
Sal Abbate: We work with a variety of agencies, Periscope, Hunt Atkins and Orange Seed to name a few, that help with brand strategy, trade and consumer program management, digital marketing, and loyalty programs.
WinmoEdge: As Andersen ramps up its efforts, will you be looking at areas where additional agency help may be needed, if at all? Is the company open to approaches from agencies that can provide relevant assistance, or does it prefer to reach out on its own as needed?
Sal Abbate: We typically reach out for agencies when we see a specific need that cannot be covered by our core agencies.
Bayport, Minn.-based Andersen Corporation operates more than 100 Renewal by Andersen window replacement stores in 33 states. The company’s marketing segment includes new residential construction, home improvement, replacement, commercial and international.
Nielsen reported that Andersen Corporation spent $17 million on media in 2010, including $11 million on local newspaper ads, $2.2 million on spot TV ads and $1.2 million each on national magazine ads and B-to-B.
100 Fourth Ave.
Bayport, MN 55003
Senior Vice President, Sales & Marketing
Chief Sales & Marketing Officer