Manager, Market Development Strategy

Armstrong World Industries•Lancaster, PA

1d•$125,000 - $180,000•Remote

About The Position

The Manager, Market Development Strategy is responsible for developing refining, executing, and scaling the market development strategy for our Energy Saving Ceilings (ESC) initiative across the enterprise, including commercial customer segments. This role sits at the intersection of business, sales, marketing, and product disciplines, as well as functional support groups such as Tax, Legal, and Finance, with a primary focus on establishing product–market fit (PMF) through, among other efforts, structured market tests, and leading a “land and expand” plan to achieve growth once fit is validated. The role requires a hands-on leader who works in the business - engaging customers, shaping value propositions, managing pipeline, and deploying sales enablement, while also building the frameworks and scale plans required for sustained growth. This role will lead the Market Development pillar of our ESC initiative and, accordingly, must collaborate frequently and effectively with the other initiative pillars and their leaders, namely BEM, Incentives and Innovation.

Requirements

Proven experience designing and leading market tests, pilots, or new market entry initiatives.
Strong understanding of commercial customer buying dynamics, particularly in AEC, institutional, or owner-led environments.
Experience managing sales pipelines, customer segmentation, and go-to-market execution.
Excellent strategic thinking, communication, and stakeholder management skills.
Comfort operating in ambiguity and building structure where it doesn’t yet exist.
Bachelor’s degree in Business, Engineering, Marketing, or related field
7+ years of experience in market development, go-to-market strategy, product marketing, or commercial strategy roles.

Nice To Haves

MBA or advanced degree a plus.

Responsibilities

Own and continuously evolve the ESC market development strategy, aligned with business goals and energy market dynamics.
Define target commercial customer segments, including existing influencers (architects, designers, CSAs) and new owner-led customers (property developers, K-12 school business officials, and other institutional decision-makers).
Translate market insights into clear priorities, investment cases, and execution plans.
Design, execute, and lead structured market tests and pilots to validate ESC value propositions by customer type and segment.
Establish success criteria, metrics, and learning agendas to evaluate PMF.
Incorporate customer feedback, performance data, and market signals into actionable recommendations for product, pricing, and go-to-market adjustments.
Build and lead scale plans once PMF is established, including repeatable motions for customer acquisition and expansion.
Partner with sales and marketing to industrialize what works—playbooks, messaging, and deployment models.
Identify expansion opportunities within existing customers and adjacent segments.
Collaborate with sales to build and drive the ESC sales pipeline, including tracking sales opportunities, new leads, and customer accounts to ensure accurate documentation and visibility.
Collaborate closely with Sales and Marketing to develop and deploy sales enablement toolkits, including value messaging, case studies, pilot frameworks, and segment-specific materials.
Actively engage in key commercial pursuits, supporting customer conversations and strategic accounts.
Deliver the annual ESC volume and sales objectives.
Synthesize customer feedback and market data into clear recommended action plans for leadership.
Serve as a key voice informing product roadmap, partnerships, and long-term growth strategy.
Monitor energy market trends, policy developments, and competitive activity relevant to ESC.