Elaine Chiu, the Senior Brand Manager at Dulux Protective Coatings, is a driving force within the heavy industrial protective coatings industry in Australia. With a background in engineering and a passion for marketing, Elaine has brought a unique perspective to her role.
A Versatile Career
Elaine's career at Dulux Protective Coatings spans various roles, showcasing her diverse skill set. As the Senior Brand Manager, Elaine oversees portfolio management, specifically focusing on segments within the heavy industrial applications such as mining, chemical storage, and offshore. Additionally, she plays a crucial role in new product development (NPD) and ensures effective communication of the NPD portfolio and technical information. Managing all communications, including digital platforms and events, further highlights Elaine's multifaceted responsibilities.
Expertise and Leveraging Engineering Advantage
Elaine's engineering background and experience as a mechanical engineer in New Zealand have provided her with a solid foundation for her role at Dulux Protective Coatings. This background has proven to be advantageous as she is able to leverage her engineering expertise to bridge the gap between technical aspects and customer needs. Elaine's deep understanding of protective coatings and her technical proficiency enable her to effectively communicate complex information to customers, providing them with valuable insights.
Moreover, Elaine possesses a deep understanding of the technical nuances involved in protective coatings, allowing her to effectively promote the products and highlight their key features and benefits. This combination of engineering knowledge and marketing skills has allowed Elaine to excel in the field of B2B marketing.
Career Highlights and the Dulux Difference
One of Elaine's career highlights was winning the Dulux Paints & Coatings Marketing Professional of the Year (MPOTY) award in 2022. "What truly sets Dulux Protective Coatings apart for me is the people and the company's culture. We have an open-door policy, a flat structure, and incredible opportunities for career growth within the Dulux business unit. Dulux Protective Coatings values skills above all else, creating an environment where individuals can thrive and succeed."
Diversity in STEM is a cause close to Elaine's heart. She has actively contributed to promoting diversity in the industry by advocating and participating in Women in Corrosion with ACA (Australasian Corrosion Association) in 2022, 2023 and again in 2024. Elaine also extends her involvement with Engineers Australia by participating in CPD seminars, further supporting, and promoting diversity in STEM education.
Elaine recognises the importance of diverse backgrounds in the marketing team as well. She emphasizes the significance of having the right information delivered to the right people, and having a team with diverse backgrounds ensures a comprehensive understanding of customers' needs.
"It is truly inspiring to witness individuals from diverse backgrounds come together and contribute their unique expertise within the protective coatings industry. From PhD chemists and engineers to applicators, professionals from various industries such as mining, overseas paint manufacturers, and local formulators, it is a privilege to collaborate with such a wide range of individuals possessing diverse skill sets. This diversity contributes to the success of Dulux Protective Coatings.”, says Elaine.
Agility and Autonomy
Elaine cherishes the agility and autonomy she experiences within her role.
"I truly appreciate the ability to tap into the expertise of others and the trust that the business places in me. This environment fosters collaboration and allows me to accomplish tasks efficiently while driving innovation.", she explains.
Future Focus and Passion Projects
Elaine is excited about expanding the awareness of DuluxGroup's protective coatings arm. She highlights the remarkable Dulux Protective Coating's Technical Service team and their ability to aid with heavy industrial equipment and application training. With the pressure to turn over assets quickly, Elaine aims to support customers by developing new products with shorter dry times. Additionally, she emphasises the importance of providing a one-stop-shop experience, including plural componentry and equipment, to enhance customer efficiency.
Elaine Chiu's journey within Dulux Protective Coatings showcases her versatility, passion, and dedication to the industry. Through her role as Senior Brand Manager, she contributes to the growth and success of the company. Elaine's enthusiasm for innovation and customer support sets the stage for the future of Dulux Protective Coatings. With her leadership and the collective efforts of the team, the company continues to make a significant impact in the heavy industrial protective coatings market.
