Wayne Hoerning


Laticrete has announced that the newly created position of international sales support & training manager has been filled by Wayne Hoerning, a former employee. Laticrete, in an effort to strengthen its focus on training, education and technical support in all international markets, welcomed Hoerning back and will benefit from his years of industry experience in furthering the use of Laticrete materials and methods overseas.

Hoerning began his career with Laticrete technical services in 1993, rising to supervisor of the division during his eight years in Bethany, CT. He returns after spending the last nine years still working directly in the tile and stone industry, and Hoerning’s prior experience with Laticrete  products and systems made him ideal for the position, the company said. Hoerning moved on from Laticrete in 2001 to take an opportunity with the International Masonry Institute in New York as marketing director. This was followed with four-years as a product specialist for Ardex in the Northeast, where he was responsible for introducing an entirely new product line to architects, distributors and installers across 17 territories. His most recent position with United Distributors Tile Group eventually brought him back to Laticrete.

Laticrete has continued to grow and expand around the world, this June opening another production, research and training center with the Laticrete Vietnam Company. Hoerning will step right in with the skills he needs to help train end users overseas in using the company’s materials, as well as support architects, designers, contractors and sales professionals with specifications, the company said. His first trip has been scheduled for Singapore in September to meet with Laticrete Southeast Asia.

“Wayne (Hoerning) has a vast amount of experience in the technical aspects of installing tile and stone from his time here at Laticrete,” said Faisal Saleem, Laticrete director, international business development. “He’s continued in the industry with high-level positions in construction, consulting and sales ever since. These are all skills that will certainly help us in our training, education and support efforts in overseas markets. Laticrete places a high level of importance on training and has proven this to be very successful. Wayne has a lot to offer in this field and we’re very pleased to have him join our international team.”

“One of the challenges as Laticrete continues to grow in global markets is to take the model that’s been so successful here and implement that overseas,” said Hoerning. “A large percentage of doing this successfully is in the training and education. The products are so technical and the methods so advanced, that it’s important to make sure the installers have the proper training in order to take full advantage. And my strength has always been in hands-on experience and looking at projects through the eyes of the installer. We’ll be out there in all the places where Laticrete operates, and not just with the contractors of big projects. Laticrete products are produced and sold locally in these markets, and people want to have tile in their kitchens and bathrooms and they want it to last.”