Softwood Lumber Board Appoints New Leader for Think Wood Program

West Linn, Ore., July 29, 2019 –The Softwood Lumber Board (SLB) is pleased to announce Kabira Cher Ferrell as its new Vice President, Marketing and Communications, leading the Think Wood program, effective August 1, 2019. Kabira joins the SLB with solid wood background having led the Wood, Naturally effort for five years and more recently, provided strategic planning and counsel for the Think Wood program.  She also spearheaded the 2018 Issues Management initiative working across the SLB’s funded programs. 

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. During her eight years with Ogilvy she led integrated account teams including earned media, social, digital, analytics, and creative. She is skilled at creating and executing communications programs to build an organization’s reputation and support its business objectives.

“As the construction and design market evolves so do Think Wood’s strategy and tactics; I am excited to have Kabira lead the Think Wood program and look forward to further strategic alignment between initiatives funded by the industry and our partners,” said Ryan Flom, SLB chief marketing officer. “I am delighted to welcome her to the SLB team and confident that she will provide strategic guidance and counsel for our Think Wood program.”

In her previous role as an executive vice president at marketing communications agency, Ogilvy, Kabira led U.S. and global corporate account teams 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, executed public relations programs for corporate responsibility initiatives and for brands in global markets.

Before moving to Molson Coors, Kabira worked in the US 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 issues management. She began her communications career in the Silicon Valley, working for a number of technology start-ups.