Softwood Lumber Board Communications Webinar, Presented by Kabira Ferrell of
Think Wood

This webinar took place Wednesday, November 6 at 1:30 p.m. ET / 10:30 a.m. PT. You can still access the presentation if you are interested. 

An email with the presentation will be sent once you fill out the following form.

The opportunities for wood construction - residential, multifamily, and commercial - are tremendous. Wood is being discussed in a whole new way, driven in part by two key trends: taller wood buildings and increased interest in buildings with a positive environmental impact that also foster well-being in their occupants. With novelty comes an increased need for education, understanding how to design and build with wood. The desire to learn more is sparked by being exposed to the right stories and then nurtured on a path from wood newbie or skeptic to wood advocate. This is the power of data-driven, account-based marketing.

Learn about Think Wood’s strategic shift from awareness marketing to lead generation and lead nurturing as the campaign works to advance specification and choice of softwood lumber over concrete, steel, and composite decking - complementing the mission of SLB’s other funded programs. Kabira Ferrell, SLB’s Vice President of Marketing and Communications, will update attendees on Think Wood’s progress in 2019 and where the campaign will focus in 2020 to drive value for the industry.


Kabira Ferrell, Vice President of Marketing and Communications


Kabira Ferrell is the Vice President of Marketing and Communications with the Softwood Lumber Board (SLB) and lead of the Think Wood program, joining the team in August 2019. Kabira is a senior communications professional with a multi-faceted background including integrated marketing, corporate and crisis communications, corporate social responsibility, media relations, messaging and brand strategy. She is skilled at creating and executing communications programs to build an organization’s reputation and support its business objectives. Prior to joining the SLB, Kabira spent eight years with Ogilvy as an Executive Vice President, where she led integrated account teams in earned media, social, digital, analytics, and creative across multiple clients including Fortune 500, NGOs, and trade associations.

Prior to joining Ogilvy in 2011, Kabira was Director, Media Relations for Molson Coors Brewing Company. At Molson Coors, Kabira developed and strengthened relationships with key media as well as executed public relations programs for corporate responsibility initiatives and for brands in global markets.

Before moving to Molson Coors, Kabira worked in the U.S. business unit, Coors Brewing Company, managing their corporate communications department. As Director, External Communications at Coors, she was the company spokesperson for all business and brand media outreach. Kabira managed brand launches, reputation campaigns, and oversaw issues management. She began her communications career in the Silicon Valley, working for a number of technology start-ups.