Katerina Figurski
Vice President & Chief Marketing Officer, Arcfield
For Katerina Figurski, naming a single achievement as the biggest one, is challenging. Since the last time she appeared on this list, Figurski and her team have been busy integrating two new companies into the business following the company’s two strategic acquisitions ⏤ including adding two sub-brands to the Arcfield brand family along with launching their own websites and social channels.
They’ve also doubled the number of tradeshows and events, and managed and leveraged owned and paid media to build brand awareness and enhance thought leadership for the company and its subsidiaries.
When it comes to developing and launching marketing programs, Figurski believes in programs that serve multiple purposes.
“In today’s budget-constrained environment, it is critical to stretch every dollar and ensure you are getting the most out of every investment,” she says.
A stand-out program from earlier this summer includes a thought leadership webinar developed with a D.C. media partner. Not only did this webinar forge a connection between an Arcfield sector leader and target potential customers, but the paid-social advertising around the webinar produced over 1 million impressions, drove over 10,000 views to a dedicated landing page and delivered over 200 leads to the business development team.
An additional win for Figurski and her team includes implementing a social media advocacy tool that delivers ready-to-share content to Arcfield employees, empowering them as brand ambassadors. Since its launch nearly one year ago, employee shares through the tool have garnered almost 1 million impressions for the company. Figurski credits this tool, and an impressive cadence of organic posts on LinkedIn (4.4 posts per week), for the company’s 94% increase in LinkedIn followers last year.
Why Watch
In 2024, Figurski and her team are focused on redefining and promoting the Arcfield story. With a new agency partner, they are working to strengthen the brand through a dynamic digital strategy, combining earned and paid media, and using the company’s experts to create valuable thought leadership content for mission partners. At the same time, they are driving demand and lead generation for Arcfield’s commercial businesses.
The company will also expand its corporate social responsibility initiatives in 2024. Recognizing a desire from the workforce for the company to do more, Figurski partnered with the leadership team to develop and launch a more robust CSR giving program. This includes the creation of community microgrants ⏤ financial contributions to employee-nominated organizations.
“While it is still in its early stages, I am extremely excited about the launch of our new charitable giving program,” Figurski said. “I believe it is our responsibility as a company to give back, and I am grateful to have our leadership team’s support as we strive to do just that. I am especially proud of the creation of our microgrants and look forward to the increased impact we will have in the communities in which we live and work.”
Fun fact: In an effort to try to read more for fun (and step away from the computer), Figurski set a New Year’s Resolution to read 12 books in 2024. She already surpassed that goal, with 28 total books read so far this year.