KB Home names PepsiCo, Activision vet to MarComm role
U.S. homebuilder KB Home has added Tom Silk as its new senior vice president of marketing and communications, TradersHuddle.com
Silk brings a great deal of marketing and business experience to the Los Angeles-based homebuilder, having most recently served as VP of marketing for hydration brands at PepsiCo Beverages Americas.
In that capacity, he led brand strategy, innovation and execution for PepsiCo’s Aquafina, Propel, SoBe, Tropoicana and Oceanspray juice drink brands. He is also credited with leading the turnaround of the SoBe franchise – under his leadership, it became the fastest growing brand in the company in 2009 and 2010.
Silk also formerly led global marketing efforts for the Guitar Hero and Call of Duty video game franchises at Activision-Blizzard. He also served as a brand marketer at The Clorox Company.
KB Home has delivered more than 500,000 quality homes for families since its inception in 1957, distinguished by its Built to Order homebuilding approach that creates custom homes at an affordable price.
At KB Home
Silk will be responsible for marketing, advertising, communications and social media outreach across its U.S. homebuilding operations.
“We are pleased that Tom has joined KB Home as a member of our executive team,” President and Chief Executive Officer Jeffrey Mezger said in a statement.
KB Home expects to utilize Silk’s experience, knowledge and expertise towards the betterment of the company.
During the past few quarters, the homebuilder was negatively affected as a result of a depressed economy and a weak housing market, and with that, the company has made changes in its administrative staff and is interested to connect with consumers on a new level, thus improving market share and strengthening brand resonance.
“I believe having someone of Tom’s caliber and expertise in this important role will help us to connect with consumers on a new level, further strengthen the number one brand in homebuilding, and solidify our reputation for innovation and leadership in the industry,” Mezger added.
In order to attract a wide range of homebuyers, KB home has undertaken a number of attempts, the most crucial being the partnership with SunPower Corp., which will supply KB Home with top-notch solar panels and systems that are composed of the most efficient solar technology available in the market.
This new initiative is intended to cut down the monthly energy bills of the homeowners, thereby reducing the overall cost of homeownership. In conjunction, the program will benefit the environment as solar panel systems become more available for consumer usage in an effort to provide an alternative to electricity from non-renewable resources.
KB Home has selected 10 areas to take part in this program, and has already offered solar panels in three California communities thus far, including: Newbury at the Enclave community in Eastvale; Manzanita at Paseo del Sol community in Temecula; and Monterey at Otay Ranch community in Chula Vista.
Five more communities, featuring the solar power systems in each homes, will be inaugurated in the second quarter of fiscal 2011 while the remaining two are expected to open in the fall of 2011.
KB Home ended the first quarter of fiscal 2011 with revenues of $196.9 million, down 25 percent from its Q1 last year. The company’s adjusted net loss was $38 million during the quarter, compared with $54.7 million in the previous year.
New York-based The Phelps Group
has handled its Hispanic messaging and media since 2007, The List database reports. Additionally, KB Home manages its own advertising and media initiatives.
The Nielsen Company reports that KB Home spent about $6.8 million on national advertising in 2010. About $1.95 million was spent on outdoor ads, about $1.94 million was allocated to local newspaper ads and about $1.1 million was put toward radio spots.
10990 Wilshire Boulevard
Los Angeles, CA 90024
Senior Vice President, Marketing & Communications
President & Chief Executive Officer