Channel Marketing Manager

Pella, Iowa or Urbandale, Iowa

The Channel Marketing Manager is a strategic leader within the Brand Marketing team, responsible for driving go-to-market strategies, customer and segment definition, brand positioning and acquisition/retention strategies across Pella’s sales channels: Lowe’s, Pro Dealer (lumberyard), PDSN Trade and emerging markets. Works with media, advertising agencies and internal marketing and sales team members to achieve sales and marketing growth goals. 

ESSENTIAL DUTIES AND RESPONSIBILITIES

Strategic Leadership:

Develop and execute comprehensive GTM strategies tailored to each channel’s unique needs, customer base, and market dynamics. Define channel positioning, value propositions, and messaging to ensure alignment with overall brand strategy and business goals. Partner with Sales and Product teams to identify growth opportunities and challenges within each channel

 

Channel Management:

Oversee strategic planning and execution for the following channels and ensure that Pella is showing up with a consistent and complimentary brand message for the brand as a whole:

 

Lowe’s: Collaborate with national retailers to create tailored marketing programs, promotions, and merchandising strategies. Pro Dealers (B2B Resellers): Develop tools and materials to support contractor-focused selling, dealer loyalty, and differentiation in competitive markets. B2B/Trade: Craft strategies to engage and convert commercial partners, such as builders, architects, and property managers. Emerging Markets: Identify and develop strategies for new channels and untapped market segments.

 

Team Oversight:

Lead and mentor a team of channel marketing associate managers and specialists, providing guidance, support and professional development opportunities. Ensure the team delivers impactful marketing programs that drive awareness, engagement, consideration and sales with their respective channels.

 

General

Prepares/manages departmental budgets and objectives based on goals, market and competitive position. Assist in the development and management of division and segment marketing budgets based on defined process as part of annual strategic planning.  Develops metrics for activities where applicable. Reviews and assigns vendor invoices for processing.  Establishes links with key sales and product development personnel. Integrates solid communication practices early in required process to leads matching Pella marketing materials and services that accomplish measurable results. Facilitates the adoption of product planning process and standards. Responsible for the communication of Pella’s brand standards for use by Pella team members, agency partners and external customers.  This includes ensuring accessibility of the most current standards for all stakeholders.

 

SUPERVISORY RESPONSIBILITIES 

Directly supervises Marketing Communications Specialists and Associate Managers. Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

EDUCATION and/or EXPERIENCE 

Bachelor's degree (B. A./B.S.) from four-year college or university; eight years related experience and/or training; or equivalent combination of education and experience.

COMPUTER SKILLS 

Word, Excel, and PowerPoint. Basic knowledge of industry graphics programs such as Adobe PhotoShop, Illustrator and InDesign, and QuarkXpress desired but not required.