Laticrete Promotes Two to Senior-Level Positions

Laticrete has promoted Samantha Rothberg to director of marketing communications to help propel the company forward.

Rothberg is a third-generation member of the family-owned business who most recently served as the integration project manager and acting marketing manager for Laticrete’s Europe business unit, where she helped establish the marketing and product management team in Italy.

“From her impressive leadership and management skills to spearheading the successful integration of the Benfer acquisition that allowed 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 America and international divisions and our teams globally,” says Sean Boyle, senior vice-president of marketing and channel management, North America. “Her successful track record and tireless effort towards being a good steward of her family legacy and the company’s founding principles make this promotion much warranted.”

Samantha Rothberg

Prior to joining the international division, Rothberg was involved with the company’s innovation team and North America sales and strategic accounts group, focusing on industry innovation and off-site modular construction.

In her new role, she will lead the North America marketing communications team, which is responsible for branding, graphic design, digital and social media, and communications, as well as collaborate with the product management and marketing information systems functions.

“I am very excited and thankful to have the opportunity to build upon the legacy that my parents, grandparents and extended Laticrete family have worked so diligently towards,” says Rothberg. “I am looking forward to helping shape the next generation and future of Laticrete.”

Before joining Laticrete in 2017, Rothberg held the position of project manager at Lehrer LLC, where she provided project advisory services and acted as an owner’s representative for private development and construction projects within the New York City area. She also served as project director at the New York City Economic Development Corp., overseeing complex capital projects on behalf of the city.

Just two weeks prior to Rothberg’s promotion, Laticrete announced Sharon La Riviere as the new manager of digital marketing for all business segments in the company’s North American division.

Sharon La Riviere

La Riviere began her career at Laticrete in 2016, serving as senior digital marketing and search engine marketing strategist. She now focuses her efforts on accelerating brand strategy, growth and leadership across all Laticrete digital media, including significantly enhancing its social media presence.

“In every aspect of her work, Sharon remains both ambitious and laser-focused on not only what the customer needs and how she can provide that to them, but also every team member she works with,” said Maria Oliveira, senior manager of marketing communications.

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