Propex expanding presence with new Marketing Director
Chattanooga, Tenn.-based manufacturer Propex Operating Company LLC has announced that John Maynie is coming on board as its new director of marketing.
Maynie, with more than 20 years of marketing, business development, sales and market research experience, was most recently director of marketing at Invensys Rail in Louisville, Ky.
He also spent 13 years with Ford Motor Company in several roles, including product development manager, and six years with General Electric Company in the Plastics and Transportation Rail Divisions.
“Adding John to our team is the latest in a series of purposeful investments in talent as we expand our leadership position globally,” Ralph Bruno, executive vice president for global sales and marketing, stated in a release. “I am pleased to add a leader to our marketing team with such broad experience and proven accomplishments.”
– known for its innovative solutions in areas like woven and nonwoven geotextile fabrics, synthetic turf; packaging fabrics; and fiber reinforced concrete and building materials – has a footprint covering three continents, with facilities totaling more than five million feet of manufacturing space.
In an interview with WinmoEdge, Maynie discussed his new role and Propex’s tremendous growth opportunities.
He stated that his first priority will include driving the company’s growth strategy around the geotextile space and positioning product solutions that fit into that segment.
“We already have some really exciting products in this market, and it’s a huge opportunity for the company,” Maynie said. “I’m here to put the process and disciplines in place to help us with this growth. It’s our main growth engine.”
During a recent meeting, our source said that he got a “good feel” for his marketing direction going forward, which includes translating value.
“We want to show our customers that our products will really support their needs,” he added. “The vision that I always take is from the customer’s lens. I’m always driving products, product development and marketing communications from that standpoint.”
On the geotextile side, Maynie highlighted Propex’s different offerings, including ArmorMax
, which are a lower cost improvement over traditional erosion control products.
“We’re all about growth here, that’s the message that I’m bringing across all of our segments,” Maynie expressed. “That’s all I know and my experience shows it. You have to continue looking for ways to go outside of the box. You have to always ask yourself, ‘why is this important to the customer? My marketing discipline is highly proposition based and I always look for ways to address customers’ needs, again, from their lens.”
Internally, our source also wants to make sure employees are speaking the same language across all business units, which can be challenging because of Porpex’s diverse portfolio.
In addition to geotextiles, Propex participates in the infrastructure space with products like NapaWrap Coastal HouseWrap
, which were launched last year.
Maynie sees tremendous opportunities to also expand Propex’s reach in these industries too.
“Fibermesh is much more user friendly than the other concrete solutions out there that are used in conventional installation, rebar and steel,” he continued. “We have the solutions that can support infrastructure, and when you think about the United States, we were recently rated a D by the federal government in reference to the quality of our infrastructure, so we think this is a huge opportunity to grow our presence and profitability,
while helping to raise the U.S.’s grade.”
Many of Propex’s products are green too, which is helping it gain traction among builders and consumers concerned with their environmental footprint.
“Our geotextile products allow natural grass to grow right through the material, which helps create a pleasing view versus the horrible aesthetics you can sometimes see in the median on a bridge,” Maynie acknowledged.
He also cited the company’s Isis line, woven backing for modular carpet, which is made from 85 percent post-consumer PET Plastic.
Maynie said Propex has a lot of room to grow into new channels across its different product lines, including Curv
is a light-weight, strong composite made from highly drawn polypropylene that is already being used by Samsonite and Bauer hockey.
“We already see ancillary markets in that space too, especially within the sporting goods industry,” he added. “This includes areas like football and hockey shoulder pads and helmets. Curv has the ability to fit into those spaces because it’s so light and strong at the same time.”
While products like Curv reach consumers through Samsonite and Bauer, Propex focuses almost solely on reaching B-to-B audiences directly. For now, the company’s advertising and collateral is primarily Web based, but it also develops printed sales material to leave with customers.
“We’re primarily focused on increasing brand awareness right now through our website and electronically maximizing that space,” our source acknowledged. “We do have a vision for a social media strategy and adding things like YouTube videos to our capabilities. I also see potential to get into LinkedIn and maybe come up with a blog.”
Our source expressed that he’s interested in developing strategies around the different forums Propex’s customers utilize so the company can do a better job listening to its users.
“This is very powerful when you start to throw your brand out,” Maynie said. “We want to become a part of those conversations. I think the growth opportunities for the company revolve around progressing our use in these technologies.”
As Propex ramps up its marketing efforts, Maynie also expects to expand his team as demand increases.
“We’re going to be getting more into market research, gap analysis and segmentation around many disciplines and processes that I want to implement,” he continued. “This is a process that I refer to as calibrate, explore, create, organize and realize. I want to develop the strategic portion and the commercialization piece that fits into this overall process for delivering new products to market.”
The List was unable to identify any of Propex’s current agency relationships.
Nielsen reported that Propex allocated about $31,000 towards measured media in 2010, all of which was spent on B-to-B initiatives.
Propex Operating Company LLC
6025 Lee Highway, #425
Chattanooga, TN 37421
Executive Vice President, Sales & Marketing
Senior Marketing Manager
Interactive Marketing Manager