Woman In the Industry Spotlight: Elena Grant, National Tile Contractors Association
NTCA board meeting participants with NTCA team members at Total Solutions Plus 2024 in Boston, MA 2024.
Photo courtesy of Elena Grant
From left to right: Melissa Swan, NTCA board member; Elizabeth Lambert, Chair of Women in Tile; Grant and Amber Hunter, NTCA board member, at the All Women CTI event.
Photo courtesy of Elena Grant
Grant with Jane Callewaert of Dragonfly Tile and Stone Works
Photo courtesy of Elena Grant
During Total Solutions Plus 2024 in Boston, MA, Grant's son joined her since he goes to college nearby.
Photo courtesy of Elena Grant
Grant (on left) with her Coverings team (Jamie Rich, center, and Ally Jenkins, right), who she worked closely with for many years.
Photo courtesy of Elena Grant
Elena Grant, assistant executive director of marketing, communications and public relations at the NTCA, as well as the publisher of the association’s publication, TileLetter, has been entrenched in the tile industry for almost two decades. Her expertise in marketing and event management assisted in making Coverings a success, and working on the show connected her to the world of tile -- and she was hooked. Learn more about why Elena loves what she does and how she likes to spend her spare time.
SW: Tell us a little about yourself and your background.
EG: I have nearly 30 years of experience in marketing, customer service and event management. My career began at the U.S. Department of Commerce, where I worked as an International Trade Specialist, assisting companies in expanding their global reach. From there, I transitioned into partner and international marketing roles in the software industry before joining the Consumer Electronics Show (CES) as the Director of International Marketing. That role sparked my passion for event marketing and trade show management, leading me to Coverings, where I spent 15 years developing marketing strategies and industry programs.
SW: How did you first become involved in the tile industry?
EG: My involvement in the tile industry began through my work in event marketing and program development with Coverings. Through my work at Coverings, I had the opportunity to engage with a diverse group of industry professionals, including installers, designers, manufacturers and distributors, which deepened my appreciation for the passion and skill that drive the tile industry.
SW: What does your current role at NTCA entail?
EG: As the, I focus on marketing, communications and industry engagement to support the association’s mission of advancing excellence in tile installation. My work involves promoting what we do, expanding awareness of the association programs, fostering partnerships and ensuring NTCA members have access to resources. I am also the publisher of TileLetter.
SW: You left the industry for a little while but then came back. What are some reasons you enjoy working in the tile sector?
EG: The tile industry has an incredible sense of community and craftsmanship. I have always admired the passion of tile installers, and working with them on show floor programs at Coverings was one of my favorite experiences. The people and working to support and educate tile contractors are what drew me back.
SW: What are some of your favorite parts of working for NTCA?
EG: The people are amazing -- both the team at the NTCA, as well as our Board, Executive Committee and all our members. I love that the NTCA is dedicated to education and training. Seeing how our programs and education helps tile contractors and businesses is incredibly satisfying. I also enjoy being part of an organization that has been dedicated to advancing the industry since 1947. It’s inspiring to contribute to a mission with such a rich history and lasting impact.
SW: What is one of your more memorable experiences that you have encountered working in the tile industry?
EG: One of my most memorable experiences was working with tile installers on the show floor programs at Coverings. Helping to project manage the building of the tiny houses on the show floor at Coverings and the various vignettes developed in the Installation Design Showcase was challenging, fun and so rewarding -- lots of good stories. Getting to know the designers and installers through working with them, was so helpful to what I do now. Watching their craftsmanship and expertise in action reinforced how vital skilled professionals are to the success of the industry. I recently came back from the all-women CTI event, and it was exciting to be a part of that as well. Getting to know these talented women in our industry was great.
SW: What is something that people might not know about you?
EG: I am passionate about volunteering to support women who have been sex-trafficked. It’s a cause close to my heart, and I dedicate time to helping organizations that provide resources and support for survivors.
SW: When you are not working, how do you like to spend your free time?
EG: When not working, I spend time with my husband, Wendell, and our three children (Connor 19, Ava 17 and Nelson 14). Football games, plays – whatever the children are into ends up taking a lot of our spare time. Family time is incredibly important to me. I also enjoy travelling. I am currently on a trip to Spain with my sister. And as I mentioned earlier, I enjoy volunteering.
SW: Is there anything else you would like to share?
EG: I am honored to be part of NTCA and to contribute to the growth and success of the tile industry. The work we do at NTCA makes a real difference for contractors and the industry, and I’m excited to be a part of it.
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