This article is part of a series of conversations with women leaders in the construction industry. Click here for past discussions.
With a diverse resume that includes marketing work at nonprofits and other construction companies, Laura Shivers has a wealth of experience that prepares her for a new role with her current employer, Salt-based Big-D Cos. Lake City, Utah.
She was recently promoted to vice president of marketing and business development for the company, where she has served since 2020. Shivers will use her background outside the construction industry to further align marketing and business strategies to foster a culture of creativity and collaboration between teams and teams. departments, according to a press release shared with Construction Dive.
In his new role, he will leverage the collective power of Big-D’s many brands, departments and majors regional offices to create comprehensive campaigns across multiple channels, according to the release. Some of these include Big-D Midwest, Big-D Pacific Builders and CFC Construction.
Here, Shivers talks to Construction Dive about labor shortages, supply chain challenges and giving back to the communities where Big-D works.
This interview has been edited for brevity and clarity.
Laura Escalfats
Permission granted by Big-D Cos.
CONSTRUCTION DIVER: What made you choose construction for your career?
LAURA SHIVERS: I was hired in the construction industry because of my background in sales and marketing. At first, I didn’t fully understand the scope of opportunity and growth that this business offered. However, I have since discovered the rewarding nature of the industry, which has significantly shaped my career journey.
What do you do in your current job?
I lead the development and execution of comprehensive business strategies aligned with our mission and vision. I oversee business development and customer retention efforts, and manage integrated marketing tactics to improve brand awareness and customer experience.
My role is based in Tempe, Arizona, but encompasses corporate responsibilities that require visiting all of our regional locations.
What are some of your favorite marketing initiatives to work on and why?
I particularly enjoy working on cultural initiatives and am currently involved in a collaborative campaign with the American Heart Association, which I am excited to roll out nationally.
The partnership is part of our annual week of giving, a company-wide initiative where we dedicate time and resources to support a specific organization that impacts our industry and team members.
This partnership allows us to raise awareness of heart health, promote healthy lifestyles among employees and extended families, and contribute to life-saving research and education efforts. This initiative resonates with my personal commitment to giving back, and I appreciate the opportunity Big-D offers to improve the work community.
What are the biggest challenges facing contractors in your markets right now?
Most of our business units have common challenges including labor shortages and supply chain disruptions. To address these challenges, we continue to focus on building strong relationships with business partners and proactively communicating with customers to manage and mitigate where possible.
Are you recruiting any kind of new client these days? If so, in which sectors?
We are always exploring opportunities to expand and diversify our project portfolio. While we continue to serve our core markets, customer referrals are a large part of our new customer base. In addition, Big-D has specialized divisions focused on leveraging mining, manufacturing and data expertise that are experiencing extreme growth.
What are the benefits of working in construction?
The construction industry offers diverse roles, ample opportunities for growth and the opportunity to tackle different challenges on a daily basis. This variety makes the work attractive and satisfying, as there is always something new to learn and achieve.
What advice would you give to young women considering construction as a career?
Work hard, ask questions and continually seek to learn. Take advantage of every opportunity for growth and development, and your career will undoubtedly flourish. The construction industry is full of potential, and with dedication, you can achieve great success.
