From sales to marketing, we talk to Steve Kaye, HiB Marketing Director, all about his career in the industry and his progression at HiB over the last 30-plus years.
Tell us about HiB
HiB is a leading supplier of innovative bathroom mirrors, cabinets, lighting and HiB Novum furniture. For more than 30 years, the company has been dedicated to providing the very best bathroom products across the UK, Ireland, Europe and the Middle East. Over that time, HiB has gained a reputation for launching high-quality solutions which not only look stunning and make bathrooms beautiful but also answer a genuine need.
Since HiB was established in the 1990s, the company has grown significantly to a 150 plus-strong operation with offices both in North London, Dublin and an 85,000 Sq.ft national distribution centre near Tamworth in the Midlands.
In 2020, HiB was awarded the prestigious Queen’s Award for Enterprise for the company’s successes in product innovation. Over the past three decades, HiB has developed many bathroom industry ‘firsts’ and has utilised colour changing technology, steam-free mirrors, precision LED illumination, Bluetooth connectivity and USB integration within their products. All new concepts are designed by HiB’s product development team, who ensure that each range is created with customers in mind, both in terms of style but also in function and practicality.
HiB’s portfolio is continually growing, with new ranges being launched twice a year, revealing the latest in bathroom product design, to suit every style and size of bathroom.
Tell us a bit about your journey to your current position at HiB
I first started at HiB as the first Sales Representative in 1992. I was responsible for the North of England and visited retailers for a number of years widening the company’s network of customers and building relationships.
My role developed into National Sales Manager before making the move into Marketing. I have a degree in Marketing so it was a natural transition and I started to focus on developing the HiB brand. As HiB’s Sales and Marketing Director I worked closely with HiB’s then Managing Director Warren Ginsberg to grow the company into the industry leading business it is today. Warren is now Chairman and his son Robert has taken the mantel as Managing Director and the company has gone from strength to strength. To support that growth, Sales and Marketing was split so that more time could be dedicated to each area, so I took on the role as Marketing Director. HiB’s Marketing team has expanded and we also have a dedicated in-house product design team, so my time is split between both areas making sure that HiB’s products answer a genuine need for customers and that we have the right marketing and communications to support the product offering.
How has Hib evolved over the years?
HiB has grown from a small family business to a multimillion-pound company but it still retains its family culture and values. Father and son Warren and Robert Ginsberg still oversee the business and all the major decisions but also play a key role in day-to-day operations.
Over the past 30 years have expanded to three sites, a head office in North London, a 85,000sqft distribution centre in Tamworth and offices in Dublin, Ireland and have more than 150 employees across the UK and Ireland, but culture is still at the core of the business. HiB’s vision is to be ‘the leading supplier of innovative, creative solutions which make bathrooms beautiful while also making a substantial difference to the lives of our people, partners and the world we live in’. This vision guide everything we do at HiB.
All aspects of the business have grown from the company infrastructure to our product offering and the brand as a whole. We had a brand refresh a few years ago and this was a real turning point for the company as it defined the company position and aims for the future.
What does a typical work day look like for you?
My time is split between product development projects and overseeing the marketing department. I work closely with both teams to prepare for new product launches and plan ahead for campaigns. I assist the teams with their goals and support their individual growth as well as that of the department. My day can range from new product development meetings to director meetings, signing off marketing materials and meetings with suppliers.
What or who has been your biggest inspiration throughout your career?
The founder and chairman of HiB Warren Ginsberg has been my biggest influence during my career. His enthusiasm and drive for business is unprecedented and he has been at the heart of HiB for more than 30 years.
What sort of skills does it take to be a marketing director in the bathroom industry?
Understanding the industry is a huge benefit as it is different from other sectors due to nature of bathrooms and the work they require. Having a strong strategy and vision for what we want to achieve and the steps we are going to take to get there is also important. This along with taking the time to listen and understand the needs the retailer and the end user is incredibly valuable as it shapes tactics and activities.
What advice would you give to someone starting out in the industry or field?
Learn the fundamentals of marketing and truly understand how this applies to your industry or business. The marketing landscape changes all the time, staying up to date with practices and new methods is important, but also remembering to take a step back and bring activities back to key objectives, promote what makes your business different and listening to the customer is equally key.
What does the future hold for you/ the company?
We have big ambitions at HiB and we are continuing to hit our milestones on our journey to achieving our vision. We’ve got new product innovations being developed, a digital transformation project underway and we’re building our infrastructure to facilitate and support our future growth. We’re looking forward to continuing the business of HiB in the future.