WHAT IS YOUR BACKGROUND? EDUCATION? PREVIOUS JOBS?
Since 2006, I have served as the Marketing Manager for Doka USA. Doka is a worldwide manufacturer of formwork equipment. In my position, I am responsible for all marketing activities for the North America region. My duties include coordinating trade show events; handling the company’s public relations and advertising efforts; creating and organization of all internal and external newsletters, brochures and catalogs; as well as implementing strategies and campaigns to generate sales leads for our sales team. Marketing has been my passion and I majored in it in college. I possess a Bachelor of Arts in Marketing and Finance from Montclair State University in New Jersey.

WHAT DID YOU DO BEFORE GETTING INVOLVED IN THE CONCRETE INDUSTRY?
Prior to joining the concrete industry, I was employed by a pharmaceutical manufacturing company within the sales department.  My responsibilities including processing sales contracts and database management. Before this, I was  a financial analyst with a credit reporting agency.

HOW DID YOU GET THE POSITION YOU CURRENTLY HAVE?
I came across a wonderful opportunity to handle marketing activities for Doka USA, Ltd.  Wanting to fulfill my goal and explore my passion of a career fully committed to marketing, I applied for the challenging position. With limited knowledge of formwork as well as the concrete industry, I applied for the position that was posted for a Marketing Coordinator.  My passion for marketing and interest in the concrete industry lead to my growth and then promotion to Marketing Manager with Doka, responsible for all national marketing activities for the U.S., including six branches nationwide and in Canada.

WHAT IS YOUR FAVORITE ASPECT OF YOUR POSITION?
My favorite aspect is the variety in my job. One day I will be on a construction jobsite filming a video testimonial and interacting with our customers, and the next day I will be organizing and setting up a tradeshow. Then, the next day I will organize a market research study or plan a promotional campaign. The challenges, variety of activities, and creativity needed, give me a drive and let me carry out what I love to do. Every day there is something different… a new jobsite to explore, a new idea to execute, or a new challenge to overcome.

WHAT ASSOCIATIONS ARE YOU INVOLVED WITH?
I am involved in the American Marketing Association and the Women In Concrete Alliance. Also, Doka is a member of the American Society of Concrete Contractors, American Segmental Bridge Institute, American Concrete Institute, Concrete Industry Council, Beavers, Moles, and a variety of other local organizations in the US.

WHAT ARE YOUR GOALS AND AMBITIONS FOR YOUR POSITION?
Right now, we are a small but rapidly growing company. With limited resources, I am a marketing department of one.  My goal for my position is to build up a local Doka USA Marketing Department to be able to bring all our activities to the next level, and in-turn, generate more leads, and support for our sales team, as well as support Doka USA in its overall growth. 

I also plan to expand and build Doka’s presence throughout the USA and Canada and significantly increase our market share by acquiring new customers, enforcing brand loyalty, building brand awareness, and implementing effective marketing strategies.


WHAT TYPES OF CHANGES WOULD YOU LIKE TO SEE IN THE INDUSTRY?
I would like to see more women get involved in the industry. Also, I would like to see seminars on concrete basics so those entering the industry with limited information can have a crash-course. Having this general course overview about the industry will help them see how your company comes into play or what your company’s role is in this massive concrete industry.

WHAT IS YOUR ADVICE FOR OTHER WOMEN JUST ENTERING THE CONCRETE INDUSTRY?

  • Set Goals

Even though the industry is primarily male dominated, don’t let being a “women” in the industry stop you from fulfilling your goals or ambitions. My career and passion is marketing and applying it to the world of concrete presents its challenges, however, if you have the drive and ambition, it doesn’t matter what company, or products or services you work with. It’s possible to be successful in any industry as long as you are interested in what your do and apply yourself effectively!

  • Knowledge is key

If you are entering the concrete industry, it’s important to get out there and see first-hand exactly what your products or services do to gain a greater appreciation and understanding of your company. It’s great to go out on jobsites and see our products in action and talk with contractors using them to find out why they choose your company over competing products. 

Knowledge gives you confidence.  It’s important to ask lots of questions, participate in product training classes, visit jobsites to see your products in action, and read construction publications to learn about the construction industry. 

Also, be on top of trends and strategies not only in your industry, but also in your field. I participate in marketing seminars throughout the year, and read marketing books on a variety of topics. This helps me to incorporate new strategies into my workplace and our industry. Consolidating the information gained in both the field and in our industry helps set an action plan for success.


  • Get involved in concrete associations and tradeshows

Attending the World of Concrete tradeshow is a great opportunity to see all companies involved in concrete all under one roof. Also, there are many concrete organizations out there to help you network and gain knowledge about the industry. 

DIANA SANICKI | HEAD OF MARKETING, NORTH AMERICA, DOKA USA, LTD.