About

Joe  is a globally recognized product and marketing expert in the ceramic and stone worldwide markets.  His specialty is Business Development, Product Management, and Marketing.

He has developed his expertise in strategic planning, new product development and marketing strategy during his twenty-seven year career at Dal-Tile, a subsidiary of Mohawk Industries.

Joe served as VP of Marketing where he was responsible for the Daltile, American Olean branding and products, as well as all Ceramic products for the Mohawk brand.  In addition, he was responsible for all products sold through the Home Center Channels including Home Depot, Lowes and Menards.  He directed marketing operations that included new product introduction, product life cycle management, branding strategy, competitive analysis, pricing tools, and international buying policies and strategies. He led and authored Dal-Tile’s strategic planning that included a product and manufacturing roadmap, sales plans, core competency analysis, and marketing plans.  In addition, he has led joint ventures in China, Italy and Mexico.

In a previous role, Joe served as a Sr. Director of Glazed Wall and Ceramics and had P&L accountability for these businesses across all the brands. Joe managed the company’s first time penetration into the Home Center Channel with mosaic products, which led to a 75% market share. In addition, he managed the complete renovation of the company’s largest product lines with new colors and sizes, which led to an additional $25M in sales.

ceramic tile consultant joseph lundgren, ceramic tile agents, ceramic tile industry

Early in his career, Joe established himself as a leader at both American Olean and Dal-Tile.  His vast experience in operations, sales and strategic planning has led to a wide range of skill sets that allow him to accomplish even the most difficult tasks.

He is a leader at project management and has provided direct leadership to numerous process improvement projects and developed cost savings initiatives that equaled $10M in annual savings through plant consolidations. On an SKU rationalization project  he reduced net SKU’s by 10% annually over three years.  (Total SKU’s started at 18,000.)  Another project yielded $2.5M in annual savings.

Joe has a Bachelors of Science Degree from Pepperdine University and an MBA from La Verne University.

Joe lives with his wife and two sons in Allen, Texas.  He can be contacted at:

Mail: 900 Junction Drive, Allen, TX 75013

Mobile: 214-641-7773

Email: joe@jlcconsult.com