Laticrete hires director, marketing communications

Samantha Rothberg
Samantha Rothberg

Bethany, Conn.-Laticrete, a leading manufacturer of globally proven construction solutions for the construction industry, has named Samantha Rothberg Director of Marketing Communications. In her new role, Rothberg will be responsible for leading the North American 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 was previously the integration project manager and acting marketing manager for the Laticrete Europe business unit, where she helped set up the marketing and product management team in Italy.

“From her impressive leadership and management skills to leading the successful integration of the Benfer acquisition, which enabled 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 Americas and international divisions and our teams worldwide,” said Sean Boyle, senior vice president, marketing and channel management, North America, Laticrete. “Her successful track record and tireless efforts to be a good steward of her family legacy and the company’s founding principles make this promotion highly justified.”

Prior to joining the international division, Rothberg was involved with the Laticrete innovation team and the North American sales and strategic account group, with a focus on industrial innovation and offsite modular construction. Prior to joining Laticrete, Rothberg held the position of project manager at Lehrer, LLC, where she provided project consulting services and acted as the owner’s representative for private development and construction projects in the New York City area. She also served as project director at the New York City Economic Development Corporation (NYCEDC), where she oversaw complex capital projects on behalf of the City of New York.

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

“I am very excited about this new role and grateful to have the opportunity to build on the Laticrete legacy that my parents, grandparents and extended Laticrete family have worked so diligently towards,” said Rothberg. “I look forward to shaping the next generation and future of Laticrete.”

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