Senior Manager, Channel Marketing - Home Builder Channel

The Role:

The Senior Manager, Channel Marketing – Home Builder Channel is responsible for leading marketing strategy, customer engagement programs, demand generation initiatives, sales enablement, and commercialization efforts that drive profitable growth within the Home Builder channel.

 

This role serves as the primary marketing partner to National Builder Sales, Regional Builder Sales, Product Management, Customer Experience, Operations, and Executive Leadership. The position develops and executes integrated channel marketing programs that strengthen builder relationships, increase specification and product adoption, support sales growth, and enhance the overall builder customer experience.

 

The ideal candidate combines strategic thinking, commercial acumen, customer insight, and execution excellence with a deep understanding of the residential construction and home builder landscape.

 

Key Responsibilities

 

Home Builder Channel Strategy & Growth

• Develop and execute the annual Home Builder Channel marketing strategy aligned with corporate growth objectives.
• Partner with Sales Leadership to identify growth opportunities across national, regional, and local builder segments.
• Create and implement programs that increase market share, product adoption, customer engagement, and revenue growth.
• Conduct market, customer, and competitor research to identify emerging builder trends and unmet needs.
• Translate business priorities into actionable marketing initiatives that drive measurable commercial results.
• Serve as a strategic advisor to builder sales teams on customer engagement, positioning, and growth opportunities.

 

Builder Customer Engagement

• Develop programs that strengthen relationships with builders, developers, purchasing teams, architects, and design centers.
• Lead builder-focused marketing campaigns designed to improve awareness, consideration, specification, and product conversion.
• Partner with field sales teams to develop targeted regional and national builder initiatives.
• Support customer events, builder conferences, executive relationship programs, model home activations, and product showcases.
• Identify opportunities to improve the builder buying experience and remove barriers throughout the customer journey.
• Champion customer-first solutions that increase builder satisfaction, retention, and loyalty.

 

Product Launches & Commercialization

• Lead go-to-market planning and launch execution for products targeted to the home builder channel.
• Collaborate with Product Management to develop:
  • Channel positioning
  • Builder value propositions
  • Launch messaging
  • Sales tools
  • Product training materials
  • Customer communications
  • Ensure builder sales organizations are equipped to successfully commercialize new products and programs.
  • Track and report launch performance and adoption metrics.

Sales Enablement & Field Marketing

• Develop marketing programs that directly support builder sales teams and national account managers.
• Create:
  • Builder presentations
  • Sales playbooks
  • Competitive comparison tools
  • Case studies
  • Customer success stories
  • Training resources
  • Product guides
  • Support account-specific growth initiatives for strategic builder customers.
  • Collaborate closely with field sales to identify opportunities to improve sales effectiveness and conversion rates.

 

Demand Generation & Lead Development

• Develop integrated marketing campaigns that create demand and influence specification decisions.
• Execute builder-focused programs utilizing:
  • Digital marketing
  • Email marketing
  • Content marketing
  • Social media
  • Event marketing
  • Partner marketing
  • Industry sponsorships
  • Measure campaign effectiveness through engagement, lead generation, conversion, pipeline contribution, and revenue impact.
  • Establish KPI frameworks that connect marketing activities to business results.

 

Content Strategy & Communications

• Lead development of channel-specific content that educates, inspires, and influences builder customers.
• Oversee creation of:
  • Builder-focused collat