Welcome to the Marketing Connection Circle

The WithIt Marketing Circle is a collaborative working group for marketers in the home furnishings industry who want to stay creative, current, and competitive. Each session is an interactive peer forum focused on sharing tools, workflows, and real-world strategies, from AI and photography to product content, branding, and trade marketing. Come ready to exchange ideas, tackle industry-specific challenges, and leave with practical solutions you can implement right away.

About Christina O’Brien

Christina is a strategic marketing leader in the home furnishings industry and currently serves as Director of Marketing for Kuka Home, a leading global upholstery manufacturer. In this role, she leads marketing strategy and execution for North America, overseeing B2B and B2C campaigns, brand development, sales enablement, and public relations. Christina is known for aligning creative strategy with business objectives to drive measurable growth through omni-channel retail initiatives, brand positioning, and successful collection launches. She is recognized for building strong cross-functional partnerships, mentoring high-performing teams, and elevating customer experience through storytelling and engagement. Christina brings over eight years of industry experience, including prior marketing roles at Home Meridian International, a division of Hooker Furniture.

Quarterly Theme Framework

Q1: Marketing Planning That Actually Works

In a market-driven industry, strong execution starts with clear planning. This session focuses on building structured, realistic marketing plans that align with product cycles, sales initiatives, and market introductions, without becoming overwhelming. We’ll also discuss how organized, strategic planning positions marketing as a meaningful contributor to business growth.

Discussion Topics

  • What separates strategic marketing organizations from reactive ones?
  • Building annual and seasonal marketing calendars
  • Managing launches around market cycles
  • Project management tools and workflows
  • Aligning with sales and product teams
  • Demonstrating marketing’s impact on revenue and brand equity
  • Turning ideas into clear, executable plans

Q2: Building a Brand That Connects (Company + Personal)

Home furnishings brands must speak to trade partners first, while still influencing the end consumer. This session explores how to strengthen brand positioning, maintain consistency, and elevate both company and personal credibility in a competitive environment.

Discussion Topics

  • Strengthening brand positioning in a trade-driven industry
  • Communicating clearly to designers and buyers while influencing end consumers
  • Maintaining consistency across showroom, digital, and sales tools
  • Differentiating in a crowded market
  • Elevating your personal brand as a marketing leader
  • Using thought leadership and visibility to build credibility

Q3: The Art Product Storytelling

Home furnishings products are layered and complex, from construction and materials to performance and sustainability. This session focuses on turning detailed product information into clear, compelling messaging that resonates from the showroom to the retail floor.

Discussion Topics

  • Managing product information across large assortments
  • Translating technical specs into meaningful value
  • Supporting sales representatives while protecting brand voice
  • Aligning messaging across catalogs, websites, and market introductions
  • How to balance content for the trade vs. consumer-facing language

Q4: Creative Production, Imagery & Digital Execution

Visual assets and digital platforms shape how brands are perceived. This session focuses on improving creative production, using AI, and maximizing social and digital channels to support both B2B relationships and consumer engagement.

Discussion Topics

  • CGI vs photography vs AI, when and why
  • Practical uses of AI in asset creation and workflows
  • Selecting and managing production partners
  • Improving creative briefs, photography/video planning, and asset consistency
  • Social media strategy for trade-focused brands
  • Measuring meaningful engagement
Share This