Manager, Channel Marketing - Industrial Division

Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. What does that mean? Well, we pump peanut butter into your jar, and the oil in your car. We glue the soles of your shoes, the glass in your windows and the screen on your phone. We spray the finish on your vehicle, coatings on your pills, the paint on your house and texture on your walls. Graco is part of your daily life.

The Manager, Channel Marketing is a leadership position responsible for driving and optimizing the development and execution of go-to-market strategies and managing direct and indirect customer engagement. This role involves strategizing, developing and implementing marketing programs, events and promotions tailored to specific channel types, providing support to channel partners, and ensuring alignment with overall business objectives. The Manager, Channel Marketing works closely with cross-functional teams to ensure successful market execution and customer engagement. The Manager, Channel Marketing will lead a smaller team of associate and junior individual contributors. The Manager, Channel Marketing will collaborate closely with internal teams, such as sales, GTM, Program and Promotions and product management, to develop and execute co-marketing campaigns, provide support to partners, and ensure consistent messaging across all channels.

What You Will Do at Graco

Channel Marketing Strategy Execution

• Plan, develop and execute GTM strategies tailored to different channel types and indirect customer segments to optimize performance and drive revenue.

• Champion demand generation strategies and provide sales team for execution.

• Drive strategies for the implementation of GTM and product launch marketing plans to channel. in conjunction with larger category and divisional goals.

• Lead the creation and implementation of channel-specific programs and promotions to drive market penetration and sales growth.

• Act as an expert in various channel types, creating and implementing targeted strategies for each.

• Lead account-based marketing (ABM) initiatives in alignment with Global GTM, Category Marketing and Corporate Marketing.

• Identify and execute targeted strategies for various channel types in alignment with the GTM strategy and team

• Oversee and collaborate with category marketing Global GTM and corporate marketing in the creation of thought leadership, portfolio content, sales tools, integrated campaigns and advertising.

• Contribute to the creation of a global messaging document to ensure consistency in messaging.

Event Coordination

• Oversee the overall execution of trade show and event strategy to support business goals and drive brand awareness.

• Guide the team in planning and managing all logistics including booth selection, contract submission, travel coordination, booth design, and shipping.

• Oversee event budgets

• Analyze post-event metrics, such as lead generation and attendee engagement, to report on event success and identify areas for improvement.

Partner Enablement, Channel Support and Resource Management

• Develop initiatives and strategies to provide support to channel partners by developing and delivering training materials, sales tools, and resources. 

• Enhance partners’ ability to market and sell products effectively through comprehensive support programs.

• Create impactful marketing content, sales collateral, and communication materials, ensuring consistency across global touchpoints.

• Lead the strategic planning and execution of all aspects of channel events and engagement.

• Establish, manage, and be accountable for the regional Channel Marketing budget, ensuring effective allocation of resources and alignment with organizational strategic objectives. Actively mentor and support, providing guidance for complex challenges to cultivate a high-performing, collaborative environment.

KPI Tracking, Reporting and Analysis

• Establish and monitor key performance indicators (KPIs) for channel programs and GTM initiatives.

• Prepare and present detailed reports on KPI performance, program effectiveness, and GTM execution to senior leadership.

• Conduct in-depth market research and competitive analysis to inform GTM strategies and adjust approaches as needed.

• Gather and analyze feedback from channel partners and indirect customers to improve GTM strategies.

• Leverage market and partner insights to continuously refine strategies, maintaining a competitive edge and driving sustainable g