Game Changers Case Study: RectorSeal’s Digital Transformation
How did Delicia Shyu, Marketing & Communications Director at RectorSeal and TRUaire, drive marketing growth for a historically traditional, publicly traded manufacturing company with a team of 9? She focused on improving three things: her own mindset as a leader, collaboration and close communication, the right technology, and a clear vision of where she wanted to be.
Her Mindset as a Leader
To retain and motivate the right people, Delicia recognized the power of the leadership at RectorSeal, their role in empowering and connecting with their talent, and that leaders don’t only choose employees; the employees choose their leaders.
In the face of a churning workforce, RectorSeal enjoys a remarkably low rate of turnover of its employees. With her marketing team of 9, Delicia attributes low turnover to the leadership team at RectorSeal, but her give-and-take approach reveals a mutually beneficial work relationship that she has built within her department. “It’s up to both ends to continue to grow together and then dedicate to each other to make sure that relationship is strong. As long as you have that, what’s the reason for you to leave?”
Collaboration and Close Communication
Delicia’s team is broken into three pillars: strategic marketing, classical marketing and marketing communications. Each team collaborates closely with each other, to ensure messaging is aligned, but also to share skill sets. “This team is responsible for strategic marketing, Marcomm and traditional marketing. We have to collaborate with each other daily to create quality content. Some may be better at graphics, some may be better at messaging or digital media. Others know how to write.”
The Right Technology
“No doubt our team is growing, but in the meantime, we continue to make ourselves smarter and then discover new digital solutions so we can perform our job effectively and efficiently.”
Delicia’s team paved the way for RectorSeal to adopt more digital tools and strategies. “The team is so passionate about [the transition to digital processes]. They know they have to do this to keep the company growing.”
She focused on improving collaboration and automating repeatable processes with project management tools, digital asset management tools and implementing an eCommerce platform to enable faster business transactions that had previously been handled by fax.
A Clear Vision of Success
“If you have a goal, you know why you’re doing this, you can choose the right tools without spending a crazy amount of money and hiring another ten people. You can make it work if you know what your priority is and what you want to make happen.”
When building out her team and their tech stack, Delicia balanced her approach to leading people with her pragmatism regarding budgets. “For every dollar spent in your budget, you must have a business case for it.” She felt strongly that one need not sacrifice headcount for software, nor software for headcount. Delicia sought a balance that fit the business goals, that kept her team from feeling overworked, and that elevated both herself and her team as digital marketers to maintain relevancy in the industry.
Wrapping Up
Delicia, using a clear vision and a pragmatic strategy, pulled her organization into the 21st century, all while building a professional culture to outperform the impact of the Great Resignation. Game Changers is a live, interactive session designed to highlight the leaders who are shaking things up in their respective industries. It’s designed to engage, entertain and educate fellow marketers and features a live Q&A session not featured in this blog.