Customer experience and digital strategy comes together

January 3, 2022

As the COVID pandemic spread globally, consumers leaned heavily on online shopping for all their needs – from paper products to home décor. The buying journey pivot from in-store to online is not new, but with COVID, the customer migration is forever changed.  

In early 2021, Tim Rhodes joined the team as the Vice President of Customer Experience and Digital Marketing. The role is responsible for the strategy and execution of the digital marketing program, the customer experience, and digital ecosystem.

Tim joins the team with experience in e-commerce – everything from operations and finance to marketing and sales. Before joining American Woodmark, Tim worked at Sherwin-Williams and GE. 

When asked how he would be approaching digital strategy at AWC, he shared, “I define our digital marketing and customer experience growth in four phases. These phases set the tone and expectations that American Woodmark is investing in a seamless CX journey for our consumers and customers alike. A seamless customer experience is important as it is the most effective way to keep customers and consumers happy and loyal to our business, and they are more likely to stay loyal if we offer timely personalized suggestions and updates as part of our experience.”

Build: the Build stage starts with our technology stack as the foundation to our CX planning. Ensuring we have all the building blocks in place and invest in the right technology that allows us to add, modify and be as flexible as possible as we progress.

Launch: the Launch phase allows us to put our plans into action. Connecting our web, CRM and social capabilities to create a robust buying experience, and for us to have the ability to learn through A/B testing.

Mature: the Mature phase is where we can take all our learnings and adapt quickly to our consumers buying behaviors. Connecting through 1st party data and forming a relationship with our brands is key.

Grow: the Grow stage allows us to look for innovative and fun ways to engage our audience. Understanding the latest technology, such as AR/VR, and putting it to use in a practical way that creates excitement and memorable moments for our consumers.

The phases are meant to be cyclical and will adapt with changing and evolving technologies. 

Tim, his wife Brittany and their two sons James and Alex live in Louisville, Kentucky with their two cats. The family enjoys any outdoor activity, including golfing and hiking. Welcome, Tim!

Related articles

  • Woodmark Welcomes Kim Coldiron as CHRO and VP of Human Resources Mar 09, 2021 Join us in welcoming Kim to our team as our CHRO and VP of Human Resources! Read article
  • Welcome our new VP of Financial Planning and Analysis Feb 08, 2019 We're continuously building our management team, filling it with people with industry knowledge and business acumen. Read article
  • Woodmark Welcomes Neil Wintrode, VP of Business and Digital Transformation Apr 02, 2021 Meet Neil! He is joining us as the Vice President of Business and Digital Transformation. Read article
  • Woodmark Welcomes Emily Videtto to Board Feb 24, 2021 We are excited to announce that Emily Videtto has joined its board of directors. Read article
  • Carol Moerdyk retires from Board of Directors May 27, 2022 Please join American Woodmark’s Board of Directors in extending best wishes to Carol Moerdyk, who has served on the Board for the past seventeen years and has been part of the Audit and Governance, Sustainability, and Nominating Committees. Read article
  • Latasha Akoma Joins Board Feb 10, 2022 Welcoming Latasha Akoma that joined the American Woodmark Board of Directors! Read article
  • Joel Charlton Welcome Apr 11, 2022 We are pleased to announce that Joel Charlton will join the American Woodmark team as Vice President and General Manager, New Construction, effective May 2, 2022. Read article