Senior Manager, Channel Marketing - Home Builder Channel

The Role:

The Senior Manager, Channel Marketing – Home Builder Channel is responsible for leading marketing strategy, customer engagement programs, demand generation initiatives, sales enablement, and commercialization efforts that drive profitable growth within the Home Builder channel.

This role serves as the primary marketing partner to National Builder Sales, Regional Builder Sales, Product Management, Customer Experience, Operations, and Executive Leadership. The position develops and executes integrated channel marketing programs that strengthen builder relationships, increase specification and product adoption, support sales growth, and enhance the overall builder customer experience.

The ideal candidate combines strategic thinking, commercial acumen, customer insight, and execution excellence with a deep understanding of the residential construction and home builder landscape.

Key Responsibilities

Home Builder Channel Strategy & Growth

• Develop and execute the annual Home Builder Channel marketing strategy aligned with corporate growth objectives.
• Partner with Sales Leadership to identify growth opportunities across national, regional, and local builder segments.
• Create and implement programs that increase market share, product adoption, customer engagement, and revenue growth.
• Conduct market, customer, and competitor research to identify emerging builder trends and unmet needs.
• Translate business priorities into actionable marketing initiatives that drive measurable commercial results.
• Serve as a strategic advisor to builder sales teams on customer engagement, positioning, and growth opportunities.

Builder Customer Engagement

• Develop programs that strengthen relationships with builders, developers, purchasing teams, architects, and design centers.
• Lead builder-focused marketing campaigns designed to improve awareness, consideration, specification, and product conversion.
• Partner with field sales teams to develop targeted regional and national builder initiatives.
• Support customer events, builder conferences, executive relationship programs, model home activations, and product showcases.
• Identify opportunities to improve the builder buying experience and remove barriers throughout the customer journey.
• Champion customer-first solutions that increase builder satisfaction, retention, and loyalty.

Product Launches & Commercialization

• Lead go-to-market planning and launch execution for products targeted to the home builder channel.
• Collaborate with Product Management to develop:
  • Channel positioning
  • Builder value propositions
  • Launch messaging
  • Sales tools
  • Product training materials
  • Customer communications
  • Ensure builder sales organizations are equipped to successfully commercialize new products and programs.
  • Track and report launch performance and adoption metrics.

Sales Enablement & Field Marketing

• Develop marketing programs that directly support builder sales teams and national account managers.
• Create:
  • Builder presentations
  • Sales playbooks
  • Competitive comparison tools
  • Case studies
  • Customer success stories
  • Training resources
  • Product guides
  • Support account-specific growth initiatives for strategic builder customers.
  • Collaborate closely with field sales to identify opportunities to improve sales effectiveness and conversion rates.

Demand Generation & Lead Development

• Develop integrated marketing campaigns that create demand and influence specification decisions.
• Execute builder-focused programs utilizing:
  • Digital marketing
  • Email marketing
  • Content marketing
  • Social media
  • Event marketing
  • Partner marketing
  • Industry sponsorships
  • Measure campaign effectiveness through engagement, lead generation, conversion, pipeline contribution, and revenue impact.
  • Establish KPI frameworks that connect marketing activities to business results.

Content Strategy & Communications

• Lead development of channel-specific content that educates, inspires, and influences builder customers.
• Oversee creation of:
  • Builder-focused collateral
  • Product communications
  • Videos
  • Success stories
  • Thought leadership
  • Sales presentations
  • Campaign assets
  • Ensure all content aligns with brand standards and channel objectives.
  • Partner with Corporate Communications and Brand teams to amplify builder success stories and strategic initiatives.

Events & Experience Marketing

• Lead planning and execution of builder-focused events and experiences.
• Support initiatives such as:
  • International Builders' Show (IBS)
  • Builder conferences (NAHB)
  • Customer advisory councils
  • Product launch events
  • Regional builder meetings
  • Design center programs
  • Executive customer engagements
  • Manage budgets, sponsorships, vendors, creative assets, and event performance measurement.
  • Evaluate ROI through customer engagement, pipeline impact, and sales results.

Research, Analytics & Business Insights

Research, Analytics & Business Insights

• Develop reporting frameworks that connect marketing investment to business performance.
• Analyze:
  • Customer engagement
  • Channel growth
  • Competitive activity
  • Campaign performance
  • Product adoption
  • Market trends
  • Sales effectiveness
  • Present actionable insights and recommendations to leadership.
  • Support development of business cases for strategic growth initiatives and product investments.

Budget & Agency Management

• Manage annual channel marketing investments across programs, events, content, digital marketing, research, and sponsorships.
• Oversee agency relationships, procurement activities, statements of work, and vendor performance.
• Ensure programs are delivered on time, within budget, and aligned with business objectives.
• Measure and improve marketing ROI across all builder channel investments.

 Cross-Functional Leadership

• Serve as a strategic partner to:
  • Sales
  • Brand marketing
  • Product Management
  • Operations
  • Customer Experience
  • Corporate Communications
  • Finance
  • Lead complex cross-functional initiatives supporting builder growth objectives.
  • Build alignment across teams and influence decision-making through data, customer insights, and market intelligence.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 15+ years of progressive experience in channel marketing, builder marketing, trade marketing, sales enablement, or strategic marketing leadership.
• Experience within building products, construction materials, home improvement, residential construction, or related industries. Experience with millwork products strongly preferred.
• Demonstrated understanding of the home builder ecosystem, including national, regional, and local builder business models.
• Proven success developing and executing programs that drive sales growth and customer engagement.
• Strong understanding of:
• Channel marketing
• Product commercialization
• Sales enablement
• Customer experience
• Demand generation
• Marketing analytics
• Exceptional communication, presentation, project management, and leadership skills.
• Ability to influence senior leaders and drive alignment across diverse stakeholder groups.
• Willingness to travel to corporate headquarters, customers, and industry events as necessary.

 KPIs

• Success in this role will be measured through:
• Builder channel sales growth
• Market share gains
• Product adoption and launch performance
• Strategic account penetration
• Customer engagement and satisfaction
• Pipeline contribution
• Marketing ROI
• Sales enablement effectiveness
• Cross-functional partnership and execution excellence
• Successful new product launches

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