This article is one in a series of conversations with women leaders in the construction industry. Click here for past discussions.
With a varied resume that includes marketing work at nonprofits and other construction firms, Laura Shivers has a range of experience that sets her up for a new role with her current employer, Salt Lake City, Utah-based Big-D Cos.
She was recently promoted to vice president of marketing and business development at the firm, where she has worked since 2020. Shivers will utilize her background outside the construction industry to further align marketing and business strategies to foster a culture of creativity and collaboration across teams and departments, according to a news release shared with Construction Dive.
In her new role, she will leverage the collective power of Big-D’s many brands, departments and regional offices to build comprehensive campaigns across multiple channels, the release said. Some of these include Big-D Midwest, Big-D Pacific Builders and CFC Construction.
Here, Shivers talks with Construction Dive about the labor shortage, supply chain challenges and giving back to the communities where Big-D works.
This interview has been edited for brevity and clarity.
Laura Shivers
Permission granted by Big-D Cos.
CONSTRUCTION DIVE: What led you to choose construction for your career?
LAURA SHIVERS: I was recruited into the construction industry due to my sales and marketing background. Initially, I didn’t fully grasp the extent of opportunities and growth this business offered. However, I’ve since discovered the rewarding nature of the industry, which has significantly shaped my professional 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 client retention efforts, and I manage integrated marketing tactics to enhance brand awareness and customer experience.
My role is based in Tempe, Arizona, but it encompasses corporate responsibilities that require visiting all our regional locations.
What are a few of the marketing initiatives you’ve most enjoyed working on and why?
I particularly enjoy working on culture initiatives and am currently involved in a partnership 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 companywide initiative where we dedicate time and resources to support a specific organization that impacts our industry and team members.
This collaboration allows us to raise awareness about heart health, promote healthy lifestyles among employees and extended families and contribute to research and education efforts that save lives. This initiative resonates with my personal commitment to giving back, and I appreciate the opportunity Big-D offers to enhance workplace community.
What are the biggest challenges facing contractors in your markets right now?
Most of our business units have similarities in challenges that include labor shortage and supply chain disruptions. To navigate these challenges, we continue to focus on building strong relationships with trade partners and proactively communicating with clients to manage and mitigate when possible.
Are you recruiting any new types of clients these days? If so, in what sectors?
We’re always exploring opportunities to expand and diversify our project portfolio. While we continue to serve our core markets, client referrals are a large part of our new customer base. In addition, Big-D has specialty divisions focused on utilizing expertise in mining, manufacturing and data that are seeing extreme amounts of growth.
What benefits are there to working in construction?
The construction industry offers diverse roles, ample opportunities for growth, and the chance to tackle different challenges daily. This variety keeps the work engaging and fulfilling, 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 continuously seek to learn. Embrace every opportunity for growth and development, and your career will undoubtedly thrive. The construction industry is full of potential, and with dedication, you can achieve great success.
