Sr. Manager, Channel & Field Marketing (PDSN)

Responsibilities

Sr. Manager, Channel & Field Marketing (PDSN)

Remote

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 :

About Us

About Pella Corporation

As the #1 most-preferred national window and door brand by homeowners across the country, Pella Corporation leads the industry in innovation and design. Founded in 1925, today the Pella Family of Brands encompasses a robust product offering sold and installed through various channels. We are a growing, privately owned company with 21 manufacturing locations and over 10,000 team members in the U.S. and Canada. Pella is consistently recognized as a great place to work by Newsweek, Forbes and Glassdoor, having most recently been named to America's Greatest Workplaces for Diversity by Newsweek in 2024, as well as Forbes' 2024 Best Employers for Women and Best-In-State Employer in Iowa. We have also received numerous accolades for innovation and design, including Fast Company's Best Workplaces for Innovators in 2024 and Most Innovative Manufacturers for 2022 and 2023.

At Pella, our team cares deeply, learns continuously and achieves results that go beyond. We encourage creative thinking that seeks out and includes diverse perspectives. And we empower you to do the work you're most proud of - that's why we offer individualized talent development plans, cross-functional experiences and opportunities for career advancement through personal and professional development.

With talent just like you, we are imagining, building and fighting for a brighter future for generations to come. Ready to find a career that sparks your passion?