Next Gen All Star: Francesca Messina
AGE: 34
COMPANY: IMARK PLUMBING & LUXURY PRODUCTS GROUP
TITLE: SENIOR DIRECTOR, MARKETING AND TRAINING
How long have you been in the PHCP-PVF industry?
FM: I have spent the last ten years in the industry. In 2013 my father recruited me to join our family business. I am unbelievably grateful I did. No two days are ever the same and I learn something new every day! Over the years, I have worked for Peabody Supply Co., Hajoca, Ferguson and Blackman Plumbing Supply.
What drew you into the industry?
FM: I am passionate about making data-driven decisions and saw the unbelievable potential to develop my marketing skills in an industry starving for new perspective and technology. I saw the opportunity to become a marketer in a highly technical and specialized industry. This industry offers stability and longevity, which has always been important to me as a working mother.
The welcoming, family atmosphere has kept me in the business all these years. Many of my colleagues are mentors and friends. It’s a pleasure to work in an industry built on family values, respect, and relationships.
What is the most rewarding aspect of working in the industry?
FM: I am definitely an out-of-the-box thinker. Working in this industry I have had the opportunity to challenge the status quo and to keep momentum moving.
As our industry evolves — it’s exceptionally rewarding to be able to have a real impact on the way we grow distribution. I love teaching independent distributors how to maximize their marketing efforts and increase their marketing return.
I enjoy researching new technology and marketing tool. Helping a distributor implement a digital tool to improve the sales process, drive new leads, or build margin is exceptionally rewarding.
What is one thing you wish more people knew/understood about the PHCP-PVF industry?
FM: I want our industry to do a better job ensuring diversity and inclusion at all levels of the business.
As we look to hire new talent, I would love to see benchmarks goals and reporting on diversity by job type and level. If the industry can understand where the gaps are - we can work towards creating goals to meet. No
Everyone benefits from an inclusive workplace. Initiatives like these will help us attract new talent, fill roles, and continuing to provide a fantastic industry for future generations. Our commitment to diversity and inclusion will have a direct impact on increased productivity as well as attracting millennial and Gen Z job seekers who want to work for businesses that reflect their social consciousness.
What has been the proudest moment in your career so far?
FM: The lifelong relationships I have developed with members of our industry make me proud every day. I have worked with so many industry veterans, being able to learn from them and in return teach them my skills brings me great pride.
At IMARK, the opportunity to help family-owned businesses grow has been such a blessing in my life. I believe local and small business ownership strengthens the middle class. I take great pride in sharing my knowledge with our members. The more I can do to support these businesses and drive revenue their way, the happier I am.
Shopping at a family-owned supply house helps to promote more vibrant communities and keeps profits in the local market- helping spread this message and marketing these types of businesses has an impact that is seen an felt. I am proud to know my efforts help continue the tradition of independent distribution.
What is one thing most people don’t know about you?
FM: If I told you, everyone would know!
Why she was chosen as a Next Gen All Star Top 20 Under 40 winner:
“Francesca is known companywide as the most talented marketing person in the industry. She understands technology, and has helped many wholesalers and showrooms improve their marketing campaigns. She has developed and executed training courses on the subject and has helped LPG launch XTeach, the learning platform that helps showrooms develop soft selling skills, as well as practical product knowledge. Francesca was born into the industry, her father used to own Peabody Supply in Massachusetts, and she has worked for Blackman Plumbing supply in the past. She loves this industry and cares deeply about the future success of independent distribution. She is well known and well respected as the authority in digital marketing on our team, and with the supplier community we work with. I can't think of anyone else more deserving of recognition,” says Jeff MacDowell, executive director, Luxury Products Group.
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