The Senior Manager, Channel & Field Marketing has overall responsibility for identifying and executing a comprehensive marketing strategy to support our brand position and drive sales growth across both the trade and replacement channels within the Pella Direct Sales Network (PDSN). This role will manage all aspects of the marketing strategy, including the vendor management of Agencies of Record (AORs), determining targeting, cadence (contact frequency/methods), and optimizing investments from our branches to ensure an exceptional customer experience and effective lead generation results.

In addition to evolving our existing marketing strategies, this role is responsible for researching and introducing new and innovative ways to reach our prospective customers and retain our existing ones. The Sr. Manager, Channel & Field Marketing will work closely with our channel sales team to ensure we are utilizing our combined strategies to win in market.

Additionally, this position will be responsible for active collaboration with Pella trade and replacement field marketing staff, business insights teams, agency partners, and IT teams to better understand our consumers, optimize business outcomes, and leverage our CRM and Call Center systems. The role acts as a change agent for the organization, championing a test & learn / ROI-driven culture.

RESPONSIBILITIES:

Provides leadership in enhancing and monitoring the lead generation management process throughout the PDSN. Observe leading and lagging metrics to evaluate success and adherence.
Manages the selection process for new approved AOR agencies. Also provides leadership for these agencies delivering effective retail marketing programs for the PDSN.
Develop and implement strategies, tactics and budgets for integrated, layered CRM projects/programs designed to increase lead conversion, selling opportunities and the overall share of replacement business tied to overall retail marketing strategy and promotions.
Proactively identify customer experience gaps/needs and propose solutions.
Manages, adapts and interprets several pilot projects designed to improve customer experience and test their impact for Pella’s retail replacement business.
Disseminate customer and market insight to all stakeholder groups.
Initiates and works with Business Insights to conduct primary research to produce recommendations for changes to end to end the customer experience.
Key internal support/contacts include Segment Marketing, Corporate Marketing, PDSN Sales Management, and the rest of the Replacement Business team.
Works in conjunction with IT and Business Insights groups to manage retail marketing databases from a reporting and advanced analytics perspective.
Develop and implement targeted trade marketing strategies to drive product awareness and sales growth within the trade channel, including initiatives such as trade shows, industry events, and partnerships with trade associations.
Collaborate with trade account managers and sales teams to create and execute promotional plans, customized merchandising strategies, and sales enablement tools tailored to the trade audience.
Conduct regular market analysis and competitive research to identify trade market opportunities, emerging trends, and potential challenges, and adjust strategies accordingly to maintain a competitive edge.
Develop training programs and materials for trade partners to ensure they are knowledgeable and well-equipped to promote and sell Pella products effectively, including product demonstrations, technical training, and marketing resources.

SUPERVISORY RESPONSIBILITIES:

This job directly supervises one (1) marketing manager responsible for day-to-day marketing coordination of the branches in the PDSN.

REQUIRED EDUCATION & EXPERIENCE:

Bachelor's degree in Marketing, Business, or a related field; advanced degree preferred.
Proven track record of developing and executing successful marketing strategies in both trade and replacement channels.
7+ years managing strategic plans for a distributed sales and marketing organization.
Strong expertise in managing marketing campaigns, agencies, and cross-functional teams.
Experience with CRM systems and data analysis.
Demonstrated ability to act as a change agent and champion a test & learn culture.
Excellent communication, collaboration, and leadership skills.
Strategic thinker with a results-oriented mindset.
Proficient in Microsoft Word, Excel, and PowerPoint.