Florida Paints has been around for decades, competing in a category where brand loyalty, regional trust, and contractor relationships matter just as much as price. But proving the impact of marketing in that environment isn’t simple.

In this episode of Smarter Building Materials Marketing, Beth sits down with Santiago Quintero, Director of Marketing at Florida Paints, to talk about how the company approaches measurement, alignment, and accountability in a traditionally hard-to-track industry. Santiago shares how Florida Paints connects marketing activity to real business outcomes, why internal trust matters as much as dashboards, and what it takes to earn buy-in from sales and leadership.