by Jonathan McGaha | December 12, 2012 12:00 am
To accommodate its growth and evolving marketing and creative needs, NCI Building Systems, Houston, has adopted a new structure to streamline creative efforts and the overall efficiencies of its marketing department. Brooke Mathes-Yep has been selected to lead the development of this new model as vice president of corporate marketing and Patrick Racelis has been promoted to the position of creative director.
In her new role, Mathes-Yep will be accountable for leading the development of a synergistic central marketing group encompassing market intelligence, creative services and web & technical marketing services, which will effectively evolve the level and quality of support provided to the company’s 20 brands, while minimizing redundancies in costs. Additionally, she will be responsible for the strategic planning and execution of marketing and communications programs to enhance NCI brand awareness in investor and opportunity markets, as well as for the facilitation of internal communications.
Mathes-Yep will work closely with R&D and the coatings, components and buildings divisions to support the development and deployment of differentiated offerings, and to enhance the breadth of customer-focused products and services provided by the company’s brands. She will also work in concert with these brands to support the implementation of new technologies and processes for enhanced marketing operations and performance.
Prior to her new role, Mathes-Yep served as director of marketing for the buildings division, where she spearheaded the development of market evaluation, forecasting, tracking and initiative planning processes to elevate the focus of division sales & marketing efforts, and directed the NCI Marketing Council to enhance inter-company communications, synergies and to-market strategies across 12 brands.
Racelis, in his new role of creative director, will be accountable for leading and managing the day-to-day activities of the Fallbrook-based creative design team. As head of creative services, he will work closely with Mathes-Yep as these changes are put into place. Prior to accepting his new position, Racelis played an integral role in establishing the Fallbrook creative team and greatly improving the quality of branding created for advertising, print and web media for NCI and its divisions.
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