KATHERINE DAVIS
Marketing Manager, DOW COATINGS AND PERFORMANCE MONOMERS
Could you please share your current role, what it entails, and what excites you most about it?
I am a marketing manager for Dow’s Architectural Coatings business in North America where I am responsible for direct customer support, prioritizing and progressing our Technical Service project pipeline, and leading promotional activities. My focus is on our existing product line—identifying solutions for commercial opportunities, guiding value proposition development, and ensuring that Dow’s Architectural Coatings have a strong and positive presence in the industry. My absolute favorite aspect of my job is interacting with our customers and finding the right technical and commercial puzzle pieces to fit together to achieve mutual success.
What brought you to the coatings industry? Was it part of the plan, or did you discover coatings along the way?
I was working as a lab technologist in Dow Personal Care R&D, with no plans to ever leave the personal care industry. Eventually, I started wanting to lead projects, make decisions, and move into a role that was closer to our customers. I had some friends on Dow’s Coatings team who mentioned an open position on the Technical Service and Development (TS&D) team coming soon. I decided to completely change my “plan,” take a leap, and apply for the position. My search for a bigger role led me to the coatings industry—and I have been here since 2017.
How, if at all, did your educational background shape your path into coatings?
I studied chemistry, which helped me to develop the interest and appreciation for the science behind what we do. My chemistry degree led me to a career in applications at Dow, which turned out to be a perfect fit for me in the lab. I really enjoyed formulating Dow’s ingredients into representative test formulations and developing new ways to test properties we are targeting with our products. Even though I am no longer in the lab, I still have a strong interest in understanding our technology, interpreting the data our teams generate, and helping convey those technical stories to the coatings industry.
Are there any misconceptions about your role or industry that you’d like to correct?
There is so much more to the coatings industry than just “watching paint dry.” Dow contributes to almost every ingredient in a waterborne paint can, and there is a deep, fascinating science behind each ingredient. For people who love science, the coatings industry offers a fun, vast, and ever-evolving field to explore. Especially at a company focused on bringing the greatest innovations to the paint can, it is extremely fulfilling to see our work directly impact the coatings that we apply in our homes.
Have you ever taken a detour or changed directions in your career? What did that pivot teach you?
I started at Dow in our Personal Care business, and I originally planned to stay in that industry for my entire career. When I began seeking a bigger role, I transitioned to Dow’s Coating Materials business and had many reservations about changing my “plan.” Taking this unexpected detour taught me that I can get excited about other areas of science and that there is endless information to learn about coatings.
How has the coatings industry changed since you entered it?
I have noticed an exciting shift in both approach and attitude towards sustainability-related changes in coatings. Historically, environmental and safety regulations have been the primary drivers of change to raw materials and formulated paints. In recent years, I am proud to take a more proactive approach with Dow—working to stay ahead of regulations. This gives us more opportunities to develop strong, well-supported solutions to implement before our back is against the wall. Additionally, there has been a noticeable increase in consumer awareness, which is becoming more of a driving factor in determining what goes into the paint can and what appears on the label.
What skills or traits do you think are essential for success in this industry?
Scientific curiosity, the ability to interpret complex data sets, strong communication and relationship-building skills, some degree of understanding of the technology and products, and a deep knowledge of regional and customer-specific formulation strategies and drivers are a few of the many skills that can help an individual be successful in this industry.
What keeps you motivated and eager to come to work each day?
Any day that I get to meet with our customers is a good day for me—even when it is a difficult meeting. Keeping customer interaction at the top of my priorities helps me keep our eye on the prize and focused on the true needs and gaps in the market. The paint manufacturer category of the coatings industry is full of the most deeply knowledgeable specialists I have ever encountered. It is inspiring to interact with our customers, and it motivates me to continue learning and pushing myself to offer the best support I can.
How does company culture impact your work and ability to perform successfully?
I thrive the most and feel most content when I am surrounded by people who have strengths where I have gaps and who embody qualities I want to emulate. I focus on my development and personal growth by observing the skills and qualities of mentors and role models and striving to cultivate those same skills and qualities in myself. Additionally, being part of a company culture that encourages and values employees learning about other functions, Dow businesses, and career paths has been a great fit for me.
What opportunities or unique advantages does your company offer that someone new to the workforce or not too familiar with coatings should consider as a career pathway?
Since moving to the marketing function after 10 years in R&D, I have taken advantage of several opportunities that Dow offers to support this type of transition. I participated in the Experienced Marketing Development Program (EMDP), designed for employees looking to move into marketing, and I attended an extremely well-executed Financial Acumen training led by some of Dow’s strongest finance specialists. These two opportunities provided me with distinct and impactful exposure and training to help me succeed as a marketer with a technical background.
After graduating from The College of New Jersey with a Bachelor of Science degree in Chemistry, Davis started her career at Dow in 2011 as a personal care R&D technologist. In this role, she refined her lab skills, honed her approach to science and experimental planning, and had lots of fun doing it! She learned how to formulate and test new products targeted for hair care, skin care, and sun care applications, which gave her a strong appreciation for the science behind the products that are used every day.
She applied this same sense of curiosity when she began learning coatings science as a technical service and development (TS&D) chemist in Dow’s Coatings and Performance Monomers business. In this role, Davis explored raw material solutions and formulations for specialty architectural coatings, including high gloss, primer, concrete coatings, exterior wood stains, and more.
Now, as a marketing manager, Davis leverages data to tell impactful stories, identify the best fit for the company’s products, and monitor market trends to better ensure future success.