Larry Williams

About Larry Williams

After more than 30 years in PR, Marketing, and Association Management, I’m still doing what I like to do best: find interesting and creative ways to help companies and industry groups climb the next mountain. I love a challenge. Establishing a brand. Increasing sales or market share. Motivating a target audience to act. And in some cases, convincing the target audience not to act. And I particularly enjoy developing strategies that take a fresh approach, then being able to execute using the right tools that are focused on the objective. I’ve spent my career tackling challenges this way in both for-profit and non-profit organizations, and in domestic (US) and international settings. I have extensive experience in the steel/construction/engineering sectors, of course, but this is rounded out by hands-on work in many other industries, including banking/financial services, food/beverage, travel, health care, and technology. I’ve also had a unique opportunity to be involved in some of today’s most pressing issues, including international trade and sustainability. This broad view of the world and industry sectors enables me to identify strategies and tactics that have been effective in one industry, and apply them in another industry or market to deliver the desired results. My experience as a company owner, industry leader, and working with the CEOs of major corporations around the world has reinforced my fundamental belief that the only meaningful marketing and communications programs are those with a clear and direct connection to the overall corporate strategy – which results in growth and market development of those organizations.

Experience

1. Executive Director

   Steel Framing Industry Association

   Jul 2012 — Present · Falls Church, VA, US

   Providing strategic planning, management, marketing, branding, and communications services to the companies in the steel and cold-formed steel framing industry.Since joining the SFIA, membership in the organization has grown from 900 to nearly 1,500 steel producers, stud manufacturers, suppliers/distributors, fastener/connector manufacturers, design professionals, and contractors. Manufacturer company membership has grown from 12 to 32 companies, now representing 80 percent of the cold-formed steel framing materials manufactured in the United States.New products and services I have produced and implemented since 2012 include- Market share and competitive analysis of the use of cold-formed steel in the US- A library of AIA/CES-approved seminars for use by members as marketing tools- Development and implementation of code compliance certification programs for steel framing stud and track, and cold-formed steel connectors- Studies and resources on Sustainability and Resilience- Marketing tools and materials to promote cold-formed steel framing, available in both digital and traditional formats- Strategic initiatives to defend against market share gains by competitive materials- Technical tools to aid design and specification of cold-formed steel framing.Support or provide oversight for SFIA and industry activities in research and development, code advocacy, compliance program and technical services.

Education

• Pacific Union College

  Bachelor of Science

  1977 — 1981

• Pacific Union College

  BS, Public Relations

Skills

• Collateral Materials Development
• Manufacturing
• Building Materials
• Media Skills Training
• Strategic Planning
• Marketing Strategy
• Trade Media Relations
• Business Planning
• Corporate Communications
• P&L Management
• Change Management
• Product Management
• Team Leadership
• Program Management
• Strategy
• Media Relations
• Sustainability
• Leadership
• Market Research
• Public Relations
• Marketing Communications
• Business Strategy
• Pricing
• Contract Negotiation
• Crisis Communications
• Business-to-Business (B2b)
• Development of Promotional Materials
• B2b
• Management
• Product Marketing
• Special Event
• Marketing
• Executive-Level Communication
• Competitive Analysis
• Negotiation
• New Business Development
• Trade Shows
• International Business
• Marketing Research
• Media Events