Top Women Profile: Holly Kutcher
Holly Kutcher didn’t seek out the building-materials industry.
“In fact, I was headed to Law School, when I took a turn, attended James Madison University for my master’s degree, and was fueled by how business works, what it takes to be successful in business, and how to develop business plans that drive success,” she said.
As it turns out, those business skills have helped guide Kutcher through a 25-year career in the industry, developing products as well as business plans that drive success. Today, she is vice president of retail for Deckorators, a UFP Industries company.
“What I was looking for was a career that would challenge me and enable me to develop and grow,” she said. “I found that in lumber and building materials. The work in this industry is both challenging and rewarding, but it’s the people who work in this industry that really make it a special place to establish your career.”
Instilled with a strong work ethic from her parents, Kutcher says her experience in category management has played a key role in her professional growth. “It’s about diving deep into the business, understanding what is working and what is not, and pivoting when necessary,” she said. “To really be successful in strategic business development, you need to get into the details. It’s that journey that allows you to find the wins and losses and act on it.”
There are no guarantees in business, but projects that begin with data analysis and market research are keys to understanding the end user of products and services in the development pipeline.
“It’s true that business is both science and art,” she says. “But the data is the starting point, and from there, the art of selling and developing programs takes shape.”
Like many Top Women in Hardware & Building Supply (Kutcher was part of the 2021 and 2024 classes), she pointed to the powerful impact of mentors on her career. Among them, UFP colleagues J.F. Granger and Donald James.
“J.F. encouraged me to be fearless,” she said, referring to her first boss at UFP. “He encouraged me to stand tall in a room and know that I deserved to be there.”
And one of the memorable lessons from Don James, executive VP of national retail sales and marketing, brought the valuable lesson of how to read a room, and how to command a room.
“Knowing what is—and also what is not—being said in a room is important,” Kutcher says. “How you react and pivot is equally important. Commanding a room is about being fully prepared, and presenting your ideas and thoughts in a concise, commanding and actionable way.”
Lessons learned from industry leaders and her own 25 years of building materials and category management experience infuse her advice to others who are entering or growing their career.
Her advice begins with the tried and true: “work hard and earn it.” She continues: “There are standards for promotions and advancing your career. Learn them and achieve them. Work harder than anyone else in the room, and beat the standard. Don’t expect the standard to be lowered to help you achieve it because that degrades the accomplishment. Rise to the standard, and then set a new standard.”
