Retail Channel Marketing Manager

Description

Springs Window Fashions is hiring a Retail Channel Marketing position based in our Corporate Headquarters in the Madison, WI area.

 

This is an on-site role with a hybrid work schedule, fully remote is not an option.  The successful candidate is expected to be in the company HQ every Monday, Tuesday & Wednesday

 

About Springs:Springs Window Fashions has been a leader in the window treatments industry since 1939. Headquartered in Middleton, WI, we operate across 14 locations in North America with a team of over around 7,000 associates. Our diverse portfolio of brands—including Bali, Graber, SunSetter, and Mecho—can be found in major retailers, designer showrooms, and commercial spaces worldwide. As a privately owned company, we are committed to delivering The Best Experience—for our consumers, channel partners, and associates—through innovation, quality, and exceptional service.

 

Our Department:

 

The Marketing Team at Springs Window Fashions (SWF) is responsible for developing and executing the residential marketing strategy, positioning our brands as market leaders while driving brand awareness and consumer engagement. Our focus is on continuously enhancing the customer experience. As a fast-paced and dynamic group, marketing plays a critical role in shaping the impression customers have of our brands. The team is made up of marketing enthusiasts driven by a passion for delivering the Best Experience to our customers – whether they are dealers, retailers, or the end consumer.

 

Role Overview:

 

Springs Window Fashions is seeking a Channel Marketing (Demand Generation) Manager to lead the end-to-end channel strategy and marketing execution at our retail partners with a primary focus on Bali and its presence at The Home Depot and Lowe’s. Experience with Lowe’s Media Network and Orange Apron Media is required. This is a high-impact, highly visible role responsible for shaping how shoppers experience our brands, from product discovery to purchase and beyond.

 

This role will be the strategic lead for the retail channel, ensuring our products value is clear, compelling, and consistent across all touchpoints – digital, in-store, and in partnership with our retail customers. We are looking for someone who is part strategist, part project manager, and part creative thinker – someone who can zoom out to set direction and zoom in to deliver results. The ideal candidate will bring a strong sense of ownership and a results-driven mindset, with the opportunity to grow this role into a team leadership position as the impact of retail marketing continues to expand.

 

Key Responsibilities:

 

Retailer Partnership Marketing

• Serve as primary marketing contact for The Home Depot and Lowe’s
• Lead and execute joint marketing plans with key retailers, including LMN (Lowe’s Media Network) and OAM (Orange Apron Media)
• Manage media buys, placements, and performance across retail-specific platforms
• Ensure alignment and consistency across retail.com, in-store signage, and seasonal campaigns
• Collaborate with retail partners to optimize content, targeting, and conversation throughout the customer journey

 

Performance Marketing

• Plan, execute, and optimize full-funnel performance marketing campaigns, including:
• Paid Search (SEM)
• Social Media Advertising
• Affiliate & Influencer Marketing
• Display and Native Advertising
• Leverage advanced targeting and audience segmentation (demographics, interests, geolocation, and lookalike audiences)
• Use UTM taggin, multi-touch attribution, and customer journey mapping to track results
• Monitor and optimize KPIs: CPC, CPA, CTR, ROAS, and LTV
• Conduct A/B and multivariate testing to improve creative, targeting, and messaging
• Reallocate budgets dynamically based on campaign performance and funnel analysis
• Ensure compliance with fraud prevention practices and adherence to brand guidelines (both our own and our retailers’)

Annual Marketing & Campaign Planning

• Lead the annual marketing planning process for retail brands
• Coordinate cross-functionally with Product, Sales, Finance, and Creative to build integrated plans that align to business goals
• Collaborate with Creative to produce photography, video, and digital assets
• Own product launch planning and execution across all channels from briefing through activation

Brand Strategy & Positioning

• Own the Ba