Senior Channel Marketing Manager - Direct Accounts & MRO

The Channel Marketing Manageris responsible fordeveloping and executing integrated marketing strategies that drive profitable growth across key trade channelswithinforDirectWholesaleAccountsandMRO.

This role translates customer, market, and competitive insights into action by partnering closely with Sales, Product, Brand Marketing, Operations, Finance, and external customers. The Channel Marketing Manageranticipatesmarket trends,identifiesgrowth opportunities, develops compelling programs, and ensures effective execution across the customer journey.

This position goes beyond managing individual marketing tactics. It designs cohesive, results-driven strategies that strengthen brand relevance, accelerate product adoption, improve customer engagement, and deliver measurable commercial growth.

Key Accountabilities

B2B Trade Channel Strategy

• Develop and implement comprehensive channel marketing strategies aligned with businessobjectives, brand priorities, and trade partner needs.

• Identifyand quantify growth opportunities by defining the size of the prize, priority audiences, customer personas, buying-decision drivers, and competitive dynamics.

• Establish differentiated value propositions that strengthen the company’s position with customers and key trade audiences.

• Translate enterprise, brand,productand segment strategies into actionable channel plans and investment priorities.

Channel and Customer Expertise

• Build andmaintaindeep knowledge of the assigned segment, channel, customers, and broader B2B marketing ecosystem.

• Understand the needs, behaviors, and purchasing journeys of key trade audiences and decision-makers.

• Use market research, customer feedback, field insights, and competitive intelligence toidentifyemerging needs and growth opportunities.

• Develop channel-specific approaches that build awareness, generate demand, influence consideration, and support conversion.

• Serve as a trusted internal resource on customer, channel, and competitive dynamics.

Go-to-Market Excellence

• Develop and execute integrated, end-to-end marketing plans that support business priorities and customerobjectives.

• Lead channel activation for new product launches, promotions, merchandising programs, sales tools, digital content, events, and customer-facing collateral.

• Partner with Sales and customer teams to ensure programs are relevant, executable, and effectively deployed in the market.

• Establish clearobjectives, timelines, responsibilities, and success measures for each initiative.

• Manage the assigned marketing budget and oversee relationships with external agencies and other partners.

• Ensure marketing investments are prioritized against the opportunities with the greatest potential business impact.

Product Portfolio Strategy

• Provide Product Management and Brand Marketing partners with customer, market, and competitive insights that help shape the product roadmap.

• Evaluate portfolio performance andidentifyassortment gaps, innovation opportunities, and areas for optimization.

• Partner with cross-functional teams tomaintaina relevant and differentiated product portfolio for the assigned channel or segment.

• Support assortment, positioning, pricing, and launch recommendations with market and customer insights.

Cross-Functional Leadership

• Serve as the primary channel marketing liaison across Sales, Brand Marketing, Product Management,Sales Enablement,Finance, regional stakeholders, and external customers.

• Lead cross-functional teams in the development and activation of programs that support shared commercialobjectives.

• Align stakeholders around priorities, clarify roles and responsibilities, manage competing demands, and drivetimelydecisions.

• Champion the Trade Channel Marketing strategy and ensure it is effectively represented in business, brand, and product planning.

• Influence across the organization without relying solely on formal authority.

Trade Partner and Field Relationships

• Build andmaintainstrong relationships with Trade Sales teams, key customers, industry audiences, and sales representative agency marketing teams.

• Maintain a strong presence in the field to understand customer needs, market conditions, program execution, and competitive activity.

• Partner with Sales toidentifyopportunities, resolve execution challenges, and improve the effectiveness of channel programs.

• Incorporate field and customer feedback into future strategies, programs, and investment decisions.

Performance Measurement and Optimization

• Define clearobjectives, key performance indicators, and measurement plans for channel marketing strategies and programs.

• Analyze sales, margin, volume, market share, customer performance, product mix, lead generation, and program effectiveness.

• Distill complex market, customer, and segment data into clear insights and actionable recommendations.

• Use performance data to guide investment decisions,optimizeprograms, and develop targeted improvement plans.

• Communicate results, lessons learned, and recommended actions to senior leaders and cross-functional stakeholders.

Education and Experience

• Bachelor’s degree in Marketing, Business, Communications, or a related fieldrequired; MBA preferred.

• Seven or more years of progressive experience in channel marketing, customer marketing, product marketing, brand management,accountmanagemen,or a related commercial discipline.

• Experience developing and executing B2B marketing strategies across complex distribution channels.

• Demonstrated success leading integrated go-to-market programs and new product launches.

• Experience working with sales teams, external customers, agencies, and cross-functional partners.

• Experience in durable goods, building products, wholesale distribution, or the trade channel is preferred.

Knowledge, Skills, and Abilities

• Strong strategic thinking with the ability to translate insights into actionable commercial plans.

• Deep understanding of B2B customer journeys, channel dynamics, and buying-decision drivers.

• Strong business and financial acumen, including experience evaluating sales, margin, volume, and return on marketing investment.

• Demonstrated ability to synthesize data,identifymeaningful insights, and make clear recommendations.

• Strongproject-managementskills with the ability to manage multiple priorities and deliver results in a complex environment.

• Excellent communication, presentation, collaboration, and stakeholder-management skills.

• Ability to influence senior leaders and cross-functional partners and drive alignment without direct authority.

• Strong customer orientation and willingness to spend time in the field with sales teams, customers, and trade partners.

• Ability to balance long-term strategy with disciplined execution and attention to detail.

• Proficiencywith Microsoft Office and relevant marketing, analytics, and customer relationship management platforms.

Leadership Expectations

• Thinks strategically whilemaintainingownership for execution and results.

• Usescustomer and market insights to challenge assumptions andidentifynew opportunities.

• Builds alignment across functions and encourages shared accountability for commercial outcomes.

• Makes informed decisions, manages trade-offs, and focuses resources on the highest-value opportunities.

• Demonstrates curiosity, adaptability, sound judgment, anda commitmentto continuous improvement.

Travel

This position requires travel to customer locations, field markets, industry events, agency meetings, and company facilities as business needsdictate, usually 25%.