Laticrete hires director, marketing communications

Samantha Rothberg
Samantha Rothberg

Bethany, Conn.—Laticrete, a leading manufacturer of globally proven construction solutions for the building industry, appointed Samantha Rothberg to director, marketing communications. In her new role, Rothberg will be responsible for leading the North America marketing communications team, which is responsible for branding, graphic design, digital media, social media and communications, as well as collaborating with the product management and marketing information systems functions.

Rothberg previously served as the integration project manager and acting marketing manager for the Laticrete Europe business unit, where she helped establish the marketing and product management team in Italy.

“From her impressive leadership and management skills, to spearheading the successful integration of the Benfer acquisition that allowed Laticrete to strengthen its market access and manufacturing capabilities in the European market, Samantha has proven to be invaluable in her contributions to the Laticrete North America and international divisions and our teams globally,” said Sean Boyle, senior vice president, marketing and channel management of North America, Laticrete. “Her successful track record and tireless effort toward being a good steward of her family legacy and the company’s founding principles make this promotion much warranted.”

Prior to joining the international division, Rothberg was involved with the Laticrete innovation team and North America sales and strategic accounts group, focusing on industry innovation and offsite modular construction. Before joining Laticrete, Rothberg held the position of project manager at Lehrer, LLC, where she provided project advisory services and acted as an owner’s representative for private development and construction projects within the New York City area. She also served as project director at the New York City Economic Development Corporation (NYCEDC), overseeing complex capital projects on behalf of the City of New York.

According to the company, Rothberg holds a bachelor’s degree in urban design and architecture as well as Spanish from New York University, is a LEED green associate and a member of the Construction Specification Institute (CSI) and Modular Building Institute (MBI).

“I am very excited about this new role and thankful to have the opportunity to build upon the Laticrete legacy that my parents, grandparents and extended Laticrete family have worked so diligently toward,” Rothberg said. “I am looking forward to helping shape the next generation and future of Laticrete.”

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