2014 KBIS - Alexa Dorsey Announcement
Posted by KraftMaid on Feb 6th 2014
KraftMaid Cabinetry Product Manager Alexa Dorsey Selected for Prestigious NKHB 30 Under 30 Program at KBIS 2014
Ann Arbor, MI (February 4, 2014) – KraftMaid Cabinetry is a longtime supporter and exhibitor at the annual Kitchen and Bath Industry Show, held this year February 4-6 in Las Vegas, Nevada. However, this is the first year that an employee will attend the show as a member of the National Kitchen and Bath Association 30 Under 30 Program. Product Manager Alexa Dorsey was recently selected to participate in the program, which recognizes inspiring individuals who work in the industry and are interested in furthering their career within the industry.
Dorsey, who most recently played a critical role in the development of the company’s Console Vanity product, is described by her co-workers and supervisors as an enthusiastic individual who was born to work in design. Not only has she gained a wealth of knowledge through a mix of education and practice both on the design and product development sides, but she seeks inspiration through experience. An avid traveler, she strives to understand how different cultures use their homes, often ending up in kitchens around the world, cooking with grandmas and housekeepers to experience the connection they have with their homes.
In fact, her graduate thesis centered on the interactions that take place in the home, firmly planting in her the idea that the kitchen is the heart of a home. That theory makes her uniquely suited to innovate products and concepts for one of the country’s foremost cabinetry companies.
“During her time here at KraftMaid, Alexa has infused her early research into home life interactions with the functional roles of kitchen design. Blending both disciplines has changed the way that we look at our industry, and as a result, we are improving the way consumers live in their homes,” says Karen Brawn, director of marketing for KraftMaid Cabinetry.
Dorsey started her career at Masco Cabinetry/KraftMaid Cabinetry in 2010 as an Associate Product Engineer. She moved from that role into the Marketing Communications Department, where she served as Product Marketing Specialist with a focus on countertops before assuming her current assignment in late 2012. She came to Masco Cabinetry/KraftMaid Cabinetry after stints at residential design firms Hammond Beeby Rupert Ainge in Chicago and Steve Sivak Architects in Ann Arbor.
Alexa, who also owns and operates residential design consulting firm Alynndo Design, earned her bachelor’s degree in Architecture from the University of Cincinnati and master’s degree in Architecture from the University of Michigan. Aside from her specific duties as a Product Manager, she serves a vital role within the company as a “bridge” to the next generation of consumers.
“As a Gen Y team member, Alexa brings new insights to the team. In the cabinetry business, we need to keep a close eye on every generation to ensure our products, marketing and communications efforts are relevant to a wide range of consumers,” Brawn adds. “Her fresh insights are key to ensuring the brand stays relevant as the next 87 million consumers emerge into the marketplace over the next 20 years.”
The purpose of the 30 Under 30 Program, started in 2013, is to engage and recognize young people who are the voice and next generation of kitchen and bath professionals. The 30 participants selected receive travel and hotel fare as well as passes to attend KBIS, where they are put to work researching business problems posed by sponsors of the program/event.
Upon arrival at the show, the group is inducted into the program and then they set about to find the solutions at the show itself – through educational seminars, interviews with speakers, walking the floor and talking to product representatives in booths, etc.
“The group scours the show floor for innovations, trends and new technologies, as well as sustainable business practices and emerging business models, and then shares these insights with attendees,” says 2014 NKBA President John Petrie, CMKBD.
Structuring the program to include the research and presentation aspect serves two purposes – to help the program members immerse and apply themselves in and to new opportunities for growth and development in support of the industry and to offer NKBA members access to real, fresh data. In total, the 30 under 30 group will spend close to 20 hours to gather, digest and present their research. NKBA estimates the same work by a private firm would cost up to $50,000.
Dorsey has big expectations for the 30 Under 30 Program.
“As a member of the 30 Under 30 group, I am hoping to connect with other Gen Y professionals and find ways to encourage others within our age group to become a part of the Kitchen and Bath Industry and build successful careers,” she says. “Bringing more people from Gen Y into our field is critical because companies need to understand the Gen Y customers and their buying habits – which are quite different from those of previous generations. We also have such an opportunity for mentoring that will vanish in the coming years as experienced professionals start to leave the field without passing their knowledge on.”
KraftMaid Cabinetry officials are also excited to see what Dorsey and the other members of the 30 Under 30 Program do with this experience.
“We’re incredibly proud of Alexa for being selected to participate in this prestigious program through the NKBA,” Brawn says. “Our goal for employees at KraftMaid Cabinetry is to constantly innovate and grow. We work to empower talented individuals to expand their careers as they help us expand our business, and Alexa, with all that she has done and will do, certainly deserves this honor.”
Visit KraftMaid Cabinetry at Booth #N2343 at KBIS.
About KraftMaid Cabinetry
KraftMaid Cabinetry leads the semi-custom cabinetry industry in innovative product design, offering the flexibility to create a space that perfectly fits any lifestyle and budget. With a robust collection of more than 55 on-trend door styles and more than 100 furniture-quality finishes, KraftMaid Cabinetry helps customers create the home of their dreams. Based in Middlefield, Ohio, KraftMaid® brand cabinetry is backed by a limited lifetime warranty. For more information, visit www.kraftmaid.com . To stay in tune with the latest news and updates from KraftMaid Cabinetry, be sure to check out Facebook, Twitter, Pinterest, Houzz or the KraftMaid By Design blog.
###
Media Contacts:
Melissa Rickets
KraftMaid Cabinetry
P: 734-205-5517
Email: melissa.ricketts@mascocabinetry.com
Gina Page, Senior Account Manager, PR
hfa
330.376.2111, Ext. 6909
gpage@teamhfa.com
{gallery cols=4 mobile:cols=2}302{/gallery}