Design Director, Resilient & Laminate

📍 Job Overview

Job Title: Design Director, Resilient & Laminate

Company: Shaw

Location: Dalton, Georgia, United States; Cartersville, Georgia, United States; Chattanooga, Tennessee, United States; Calhoun, Georgia, United States

Job Type: FULL_TIME

Category: Product Design & Development Operations / GTM Strategy

Date Posted: 2026-08-20

Experience Level: 5-10 Years

Remote Status: On-site

🚀 Role Summary

• Leads the design strategy and creative direction for Shaw's residential resilient and laminate flooring categories, focusing on product differentiation and portfolio development.

• Translates consumer insights, market trends, and channel needs into commercially successful collections and product platforms to drive category growth and market share.

• Collaborates cross-functionally with Product, Marketing, Sales, Innovation, Manufacturing, and Sourcing teams to ensure alignment and successful execution of new product development and introduction initiatives.

• Drives brand strategy for assigned categories, ensuring distinct design points of view and clear market positioning for each brand within the portfolio.

📝 Enhancement Note: This role is positioned within Product Design & Development, with significant overlap into Go-to-Market (GTM) strategy due to its focus on portfolio development, channel growth, and market-ready concepts. The emphasis on translating insights into commercially successful products and driving market penetration aligns it with operations functions that support product lifecycle management and market launch.

📈 Primary Responsibilities

• Category Strategy & Leadership: Define and own the long-term design vision and strategy for Residential Resilient & Laminate categories, developing roadmaps aligned with consumer trends and business objectives.

• Product Differentiation: Ensure distinct design points of view across assigned brands, creating clear separation and compelling narratives for each collection to drive customer preference.

• Customer & Market Focus: Actively participate in customer visits, Voice of Customer reviews, and market research to translate insights into actionable product and design strategies, staying attuned to competitive activity and evolving consumer preferences.

• Channel & Geographic Expertise: Develop deep understanding of channel-specific (Retail, Builder/Multifamily, Home Center) and regional design preferences, applying these insights to create relevant products for specific markets and growth opportunities.

• Collaboration: Build strong cross-functional relationships to align teams around a shared product vision, actively seeking input from stakeholders throughout the design and development process to drive business growth.

• Team Development: Lead, coach, and develop category collection designers, fostering a culture of innovation, consumer-focused thinking, and continuous learning to build organizational capability.

📝 Enhancement Note: The responsibilities highlight a strategic leadership role that bridges creative design with commercial objectives. This involves not just aesthetic creation but also market analysis, strategic planning, and cross-functional execution, which are critical components of GTM operations and product management.

🎓 Skills & Qualifications

Education: Bachelor’s degree in Interior Design, Fine Arts, Textile Design, or a related field. Advanced degree or specialized design certifications are desirable.

Experience: A minimum of 5 years of product design experience, with a proven track record in design leadership, preferably within the hard surface flooring, soft surface flooring, or tile industry.

Required Skills:

• Design Strategy & Vision: Ability to define and articulate a long-term design vision and strategy for product categories.

• Portfolio Development & Management: Proven ability to manage a product design portfolio, showcasing successful product design and team leadership.

• Creative Direction: Strong capacity to guide creative output and ensure aesthetic coherence across product lines.

• Consumer Insights & Trend Analysis: Skill in translating consumer insights, market trends, and competitive activity into actionable product strategies.

• Cross-Functional Collaboration: Excellent ability to partner effectively with Product, Marketing, Sales, Innovation, Manufacturing, and Sourcing teams.

• Brand Strategy: Experience in developing and executing brand-specific design points of view and market positioning.

• Communication & Presentation Skills: Exceptional ability to communicate design concepts and strategies effectively to global stakeholders, including presentations.

• Aesthetic Sense: Innate aesthetic sense and intuitive understanding of color, design principles, and visual storytelling.

Preferred Skills:

• AVA CAD/CAM Skills: Proficiency in AVA CAD/CAM software is desired for design visualization and development.

• Channel & Regional Market Knowledge: Deep understanding of design preferences across various channels (Retail, Builder/Multifamily, Home Center) and geographical regions.

• New Product Development (NPD) & Introduction (NPI): Experience in managing NPD/NPI initiatives from concept to launch.

📝 Enhancement Note: The requirements emphasize a blend of creative talent, strategic thinking, and operational execution. The inclusion of "AVA CAD/CAM skills" and experience with "brand strategy" points towards the need for technical proficiency in design tools and a sophisticated understanding of market positioning, which are crucial for GTM success.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrated Design Leadership: Showcase a portfolio that clearly illustrates leadership in product design, emphasizing successful outcomes and strategic contributions.

• Commercial Success: Provide examples of products or collections that have achieved commercial success, highlighting their market reception and impact on sales or market share.

• Brand Differentiation: Include case studies or examples that demonstrate the ability to create distinct design strategies for different brands within a portfolio, ensuring clear market separation.

• Process Integration: Detail how design processes were integrated with product development, marketing, and sales functions to bring products to market efficiently.

Process Documentation:

• Design Strategy Frameworks: Evidence of creating and implementing structured design strategies, including how consumer insights and market trends were incorporated.

• Product Development Workflows: Examples of managing the design phase within a broader new product development workflow, from ideation to final product specifications.

• Cross-Functional Collaboration Protocols: Documentation or examples of how collaboration with other departments (Product Management, Marketing, Sales) was managed to ensure alignment and successful product launches.

• Innovation Pipeline Management: Showcase approaches to identifying, developing, and maintaining a pipeline of innovative design concepts that align with business objectives.

📝 Enhancement Note: For a Design Director role, the portfolio is critical for demonstrating not just creative talent but also strategic thinking, process management, and the ability to drive commercial outcomes. The emphasis on "commercial success," "brand differentiation," and "process integration" suggests that candidates should prepare to discuss how their design work directly contributes to business objectives and operational efficiency.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for Design Directors with 5-10 years of experience in the flooring sector, located in the Georgia/Tennessee region, the estimated annual salary range for this position is $120,000 - $170,000. This estimate considers factors such as leadership responsibilities, strategic impact, and the specialized nature of the industry.

Benefits:

• Comprehensive Health Coverage: Medical, dental, and vision insurance plans designed to support employee well-being.

• Retirement Savings Plan: 401(k) plan with company match, providing a strong foundation for long-term financial security.

• Paid Time Off: Generous vacation, sick leave, and holiday policies to promote work-life balance.

• Employee Discounts: Access to Shaw products and services at reduced prices.

• Professional Development: Opportunities for training, workshops, and continuing education to foster career growth.

• Life and Disability Insurance: Employer-sponsored life insurance and short-term/long-term disability coverage.

Working Hours: 40 hours per week, with an 8-hour non-rotating shift. Hours are standard business hours, typically starting in the AM.

📝 Enhancement Note: The salary estimation is based on publicly available data for similar roles in the specified geographic region and industry, factoring in the experience level and leadership scope. Benefits are typical for a large, established company like Shaw Industries, aiming to attract and retain talent in specialized roles.

🎯 Team & Company Context

🏢 Company Culture

Industry: Shaw Industries operates within the Building Materials and Home Furnishings sector, specifically focusing on flooring and surface solutions. As a subsidiary of Berkshire Hathaway, it benefits from a strong financial backing and a reputation for operational excellence and stability. The company emphasizes innovation, customer focus, and sustainability within its expansive portfolio of brands.

Company Size: Shaw Industries is a large enterprise with approximately 18,000 associates worldwide. This size indicates a well-established corporate structure, robust resources, and significant opportunities for career development and cross-functional exposure. For operations professionals, this often means structured processes, defined career paths, and access to advanced technologies.

Founded: Shaw Industries was founded in 1946. With a history spanning over 75 years, the company has a deep-rooted understanding of the flooring market, a legacy of innovation, and a proven ability to adapt to changing consumer demands and industry trends. This longevity suggests a stable work environment and a strong commitment to its employees and business.

Team Structure:

• The Design Studio likely functions as a central hub for creative talent, supporting various product categories and brands. This Director role will lead the design efforts specifically for the Resilient & Laminate categories within this broader studio structure.

• The role will collaborate closely with Product Management and Brand Marketing teams, which are integral to Go-to-Market (GTM) strategy and execution.

• Reporting lines likely involve a senior design leader or a VP of Product/Design, with direct management of a team of category collection designers. Methodology:

• Data-Driven Design: The role emphasizes translating "consumer insights" and "market trends" into product strategies, indicating a data-driven approach to design decisions.

• Strategic Portfolio Management: The focus on "category strategy," "product differentiation," and "channel-specific solutions" points to a strategic approach to portfolio development and management.

• Agile Product Development: The mention of "New Product Development" and "New Product Introduction" initiatives, coupled with a need for speed-to-market, suggests an agile or iterative approach to bringing new products to the market.

Company Website: https://careers.shawinc.com/us/en

📝 Enhancement Note: The company context highlights Shaw's position as a major player in the flooring industry, providing a stable yet innovative environment. For operations professionals, understanding the scale, history, and brand portfolio is key to appreciating the strategic importance and operational complexity of roles within such an organization.

📈 Career & Growth Analysis

Operations Career Level: This role is a Senior Management/Director level position, focusing on strategic leadership within product design and development. It requires significant expertise in design principles, market analysis, and team management. The scope includes defining category strategy, driving product differentiation, and influencing Go-to-Market (GTM) success through innovative product offerings. This level demands a blend of creative vision and commercial acumen.

Reporting Structure: The Design Director will likely report to a higher-level executive, such as a Vice President of Design, VP of Product Management, or potentially a Chief Marketing Officer, depending on the internal organizational structure. They will have direct reports, managing a team of designers focused on the resilient and laminate categories. Collaboration with peers in Product Management, Marketing, Sales, and Manufacturing will be crucial.

Operations Impact: The Design Director's impact on operations is significant, particularly in the GTM and product lifecycle management functions. By defining successful product strategies and driving innovation, this role directly influences:

• Product Roadmap Execution: Ensuring that the product pipeline is robust and aligned with market demand.

• Market Competitiveness: Creating differentiated products that provide a competitive edge.

• Sales Enablement: Providing compelling product stories and visually appealing designs that sales teams can leverage.

• Manufacturing Efficiency: Influencing product designs that are feasible and cost-effective to manufacture.

• Brand Equity: Strengthening brand perception through innovative and relevant designs.

Growth Opportunities:

• Executive Leadership: Potential to advance into VP-level roles overseeing broader design or product portfolios, or even into executive GTM strategy roles.

• Specialized Expertise: Opportunity to deepen expertise in specific product categories or advanced design technologies (e.g., sustainable design, digital design tools).

• Cross-Functional Leadership: Potential to move into broader product management, brand management, or GTM strategy roles that leverage design thinking and market understanding.

• Mentorship & Team Building: Developing leadership skills by building and mentoring high-performing design teams.

📝 Enhancement Note: This role is a critical link between creative product development and commercial success. For operations professionals, understanding how design leadership influences GTM strategy, product lifecycle, and market performance provides a framework for evaluating the role's strategic importance and potential for career advancement.

🌐 Work Environment

Office Type: This is an on-site position, implying a traditional office environment within Shaw Industries' facilities in Dalton, Cartersville, or Calhoun, Georgia, or Chattanooga, Tennessee. The environment is expected to be professional and collaborative, fostering interaction among design, product, marketing, and sales teams.

Office Location(s): The role is based in multiple locations across Georgia and Tennessee, offering flexibility in terms of geographical preference within the region. These locations are hubs for Shaw's operations, likely featuring modern office spaces equipped for design work and cross-functional collaboration.

Workspace Context:

• Collaborative Design Studios: Access to well-equipped design studios with necessary tools, materials, and software for product design and visualization.

• Cross-Functional Interaction: Daily opportunities to collaborate with product managers, marketing specialists, sales representatives, and manufacturing liaisons in shared office spaces or meeting rooms.

• Technology Integration: Exposure to and use of design software (including potential AVA CAD/CAM) and project management tools to support the product development lifecycle.

• Inspiration & Research: Proximity to material libraries, trend forecasting resources, and potentially showrooms or manufacturing facilities to inform design decisions.

Work Schedule: The standard work schedule is 40 hours per week, with an 8-hour non-rotating shift. This typically aligns with standard business hours (e.g., 8 AM to 5 PM), allowing for consistent interaction with other departments and stakeholders. Flexibility may be available, but the core expectation is on-site presence during these hours to facilitate collaboration.

📝 Enhancement Note: The on-site nature of the role emphasizes the importance of in-person collaboration, which is vital for a design leadership position that requires constant interaction with diverse teams and stakeholders involved in the GTM process.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of the application, resume, and portfolio to assess qualifications and experience.

• Hiring Manager Interview: A discussion focused on design philosophy, leadership style, strategic thinking, and experience with resilient/laminate categories.

• Cross-Functional Panel Interview: Interviews with key stakeholders from Product Management, Marketing, Sales, and potentially Manufacturing to evaluate collaboration skills, understanding of market dynamics, and ability to integrate design into broader business objectives.

• Design/Portfolio Presentation: A formal presentation where candidates showcase their portfolio, detailing specific projects, design processes, strategic rationale, and commercial impact. This is a critical stage for assessing skills and fit.

• Final Interview: A concluding interview with senior leadership to discuss cultural fit, long-term vision, and overall suitability for the role.

Portfolio Review Tips:

• Curate for Impact: Select projects that best demonstrate leadership, strategic thinking, commercial success, and brand differentiation within the flooring or similar industries.

• Tell a Story: For each project, clearly articulate the problem, your role, the design process, key decisions made (especially those informed by consumer insights or market trends), and the resulting outcomes (commercial success, market reception).

• Showcase Leadership: Highlight instances where you led design teams, influenced strategy, or collaborated effectively with cross-functional partners.

• Quantify Results: Wherever possible, use data and metrics (e.g., sales growth, market share increase, positive customer feedback) to demonstrate the impact of your design work.

• Address Brand Strategy: Include examples that show your ability to develop distinct design identities for different brands.

• Prepare for Specifics: Be ready to discuss your experience with resilient and laminate materials, as well as your familiarity with channels like Retail, Builder/Multifamily, and Home Center.

Challenge Preparation:

• Design Case Study: Be prepared to analyze a hypothetical design challenge or present a more in-depth case study of a past project, focusing on strategic decision-making and problem-solving.

• Trend Analysis & Visioning: Anticipate questions about current and future design trends in flooring and how you would translate them into a product strategy.

• Cross-Functional Scenarios: Prepare for questions that simulate cross-functional collaboration challenges, such as aligning design with manufacturing constraints or marketing messaging.

📝 Enhancement Note: The interview process heavily relies on the candidate's ability to demonstrate strategic thinking, leadership, and a commercially-oriented approach to design. The portfolio review is the cornerstone, requiring candidates to not only showcase creative work but also its business impact and operational integration.

🛠 Tools & Technology Stack

Primary Tools:

• Design Software: Proficiency in industry-standard design software is essential. While not explicitly listed as required, AVA CAD/CAM is mentioned as desired, indicating its importance for visual development and pattern creation in the flooring industry. Experience with other CAD/design suites (e.g., Adobe Creative Suite - Photoshop, Illustrator; potentially 3D modeling software) is expected.

• Project Management Tools: Familiarity with tools like Asana, Trello, Jira, or Microsoft Project for managing design projects, tracking progress, and coordinating with cross-functional teams.

• Collaboration Platforms: Experience with tools such as Microsoft Teams, Slack, or Zoom for seamless communication and virtual collaboration with global teams.

Analytics & Reporting:

• Market Research Tools: Ability to utilize data from market research platforms and consumer insight reports to inform design decisions.

• Sales & Performance Data: Understanding how to interpret sales data, market share reports, and customer feedback to measure the success of design initiatives.

• Dashboard Tools: Familiarity with BI tools (e.g., Tableau, Power BI) if used for presenting design performance metrics and trend analysis, though direct usage might be by other departments.

CRM & Automation:

• CRM Systems (e.g., Salesforce): While not a direct user, understanding how design influences product information within CRM systems and how sales teams leverage design stories is beneficial.

• Product Lifecycle Management (PLM) Software: Familiarity with PLM systems is advantageous for understanding how design specifications are managed and integrated into the broader product development and manufacturing processes.

📝 Enhancement Note: The technology stack for this role leans towards creative and project management tools, with an emphasis on understanding how design integrates with broader business systems like CRM and PLM, and how data from analytics tools informs design strategy.

👥 Team Culture & Values

Operations Values:

• Customer Orientation: A strong focus on understanding and meeting customer needs through innovative and relevant product designs. This means translating consumer insights into tangible product solutions.

• Innovation: A commitment to pushing creative boundaries, exploring new trends, and developing differentiated products that provide a competitive advantage in the market.

• Collaboration: Emphasis on building strong, trusting relationships across departments (Product, Marketing, Sales, Manufacturing) to ensure alignment and successful execution of design strategies.

• Execution & Accountability: Driving the design process from concept to launch with a focus on timely delivery, quality, and achieving key performance indicators (KPIs) related to product success.

• Thought Leadership: Expectation to act as a subject matter expert in design, bringing forward new ideas, trends, and strategic perspectives to guide the company's product direction.

Collaboration Style:

• Partnership-Focused: Works closely with Product Management and Marketing to ensure design aligns with brand strategy, market positioning, and commercial objectives.

• Data-Informed: Leverages consumer insights, market research, and sales data to guide design decisions and present compelling rationales to stakeholders.

• Global Mindset: Capable of working with and understanding diverse regional preferences and collaborating effectively with international teams.

• Mentorship & Development: Fosters a supportive environment for the design team, encouraging skill development, knowledge sharing, and continuous learning.

📝 Enhancement Note: The company culture values a blend of creative excellence, strategic execution, and strong interpersonal skills. For operations professionals, understanding these values helps in navigating team dynamics and aligning personal work style with organizational expectations.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Creative Vision with Commercial Demands: The primary challenge is to maintain a strong, differentiated design vision while adhering to business objectives, market trends, cost constraints, and manufacturing capabilities.

• Navigating Diverse Brand Portfolios: Ensuring distinct design identities for multiple brands within the resilient and laminate categories, avoiding visual duplication and creating clear market segmentation.

• Speed-to-Market: Meeting aggressive product launch timelines while ensuring thorough research, development, and stakeholder alignment.

• Global Market Nuances: Adapting designs to meet varying consumer preferences, competitive landscapes, and regulatory requirements across different geographic regions.

• Leading Through Change: Adapting design strategies to evolving consumer behaviors, technological advancements, and sustainability demands within the industry.

Learning & Development Opportunities:

• Advanced Design & Trend Forecasting: Access to industry conferences, workshops, and research platforms to stay ahead of design trends and emerging technologies.

• Leadership Development Programs: Opportunities to enhance leadership, strategic planning, and team management skills through internal training or external courses.

• Cross-Functional Exposure: Gaining deeper insights into Sales, Marketing, Manufacturing, and Product Management through collaborative projects, offering a holistic view of the business.

• Industry Certifications: Pursuing specialized certifications in areas like sustainable design or specific design software to enhance expertise.

• Strategic Impact: Opportunities to influence company-wide product strategy and contribute to significant business growth through impactful design leadership.

📝 Enhancement Note: Identifying potential challenges and understanding the available growth opportunities is crucial for candidates to assess their fit for the role and their long-term career aspirations within Shaw Industries.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for developing a long-term design strategy for a product category like resilient or laminate flooring. How do you incorporate consumer insights, market trends, and business objectives?" (Preparation: Outline a structured approach, mentioning research methods, stakeholder engagement, and strategic alignment.)

• "How do you ensure distinct design differentiation across multiple brands within a single product category? Provide an example from your portfolio." (Preparation: Focus on brand positioning, target audience segmentation, and creating unique visual narratives. Be ready to walk through a relevant portfolio case study.)

• "Imagine we need to launch a new resilient flooring collection for the builder/multifamily channel in the next 6 months. What are the key steps you would take from a design perspective, and how would you collaborate with Product and Sales teams?" (Preparation: Detail a phased approach, emphasizing collaboration, understanding channel needs, and speed-to-market considerations.) Company & Culture Questions:

• "What do you know about Shaw Industries and our position in the flooring market? How do you see your design leadership contributing to our success?" (Preparation: Research Shaw's brands, market presence, and recent initiatives. Connect your skills to their strategic goals.)

• "How do you foster a culture of innovation and collaboration within a design team and with cross-functional partners?" (Preparation: Discuss your leadership style, methods for encouraging idea sharing, and strategies for building strong working relationships.)

• "How do you measure the success of your design initiatives, beyond aesthetics?" (Preparation: Discuss KPIs like market reception, sales performance, customer feedback, and brand perception impact.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each project, clearly define the challenge, your role, the strategic approach, the design solution, and the quantifiable results.

• Highlight Commercial Impact: Emphasize how your designs contributed to business goals, such as increased sales, market share, or brand recognition.

• Showcase Leadership & Collaboration: Illustrate instances where you led teams, influenced decisions, or successfully partnered with other departments.

• Demonstrate Technical Proficiency: Be prepared to discuss the tools and processes you used, especially AVA CAD/CAM if applicable.

• Tailor to the Role: Select projects that are most relevant to resilient/laminate flooring and the target channels (Retail, Builder/Multifamily, Home Center).

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, commercial acumen, leadership capabilities, and a proven ability to translate creative vision into tangible business results, supported by strong portfolio evidence.

📌 Application Steps

To apply for this Design Director position:

• Submit your application through the Shaw Careers portal link provided.

• Curate Your Portfolio: Select 3-5 of your most impactful projects that showcase leadership in product design, commercial success, brand differentiation, and cross-functional collaboration, particularly within the flooring, tile, or hard surface industries. Ensure it clearly articulates your strategic approach and quantifiable results.

• Optimize Your Resume: Tailor your resume to highlight your experience in design strategy, portfolio development, team leadership, and New Product Development (NPD). Use keywords from the job description such as "Design Director," "Resilient Flooring," "Laminate Flooring," "Brand Strategy," and "Consumer Insights." Quantify achievements wherever possible.

• Prepare Your Presentation: Practice a concise and compelling presentation of your portfolio, focusing on your strategic rationale, design process, and the commercial impact of your work. Be ready to discuss your experience with different market channels and your leadership style.

• Research Shaw Industries: Familiarize yourself with Shaw's brands, product categories, market position, and recent company news. Understand their commitment to innovation and customer focus.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.