Sr Channel Marketing Manager, Home Improvement Retail

Shaw-posted 9 days ago
Full-time • Mid Level
Dalton, GA
501-1,000 employees
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Shaw Industries Group, Inc. is a leader in flooring and other surface solutions designed for residential housing, commercial spaces and outdoor environments. Leveraging strengths in design, innovation and operational excellence, the company takes a people-centered, customer-focused, and growth-minded approach to meet diverse market needs. It creates differentiated customer experiences through its expansive portfolio of brands: Anderson Tuftex, COREtec, Shaw Floors, Patcraft, Philadelphia Commercial, Shaw Contract, Shaw Sports Turf, Shawgrass, Southwest Greens, Watershed Geo and more. Headquartered in Dalton, Georgia, Shaw is a wholly owned subsidiary of Berkshire Hathaway, Inc. with more than $6 billion in annual sales and 18,000 associates worldwide. Summary / Role Description This role is responsible for developing and executing strategic marketing initiatives with major Home Center partners—including Lowe’s, The Home Depot, Menards, Amazon, and Wayfair—to deliver exceptional in-store and online consumer experiences, drive sales, and enhance brand equity. The primary KPI is achieving brand financial targets within assigned accounts.

  • Create and manage strategic co-marketing plans, sell-in strategies, advertising, promotional assets, digital marketing, and online content to support Shaw brand sales goals.
  • Collaborate with Brand teams to develop compelling marketing stories and assets that increase sales of Shaw-branded products and strengthen brand presence in the Home Center channel.
  • Ensure accurate and engaging content for all products supplied under retailer private-label brands to drive sell-through.
  • Align media schedules, marketing tactics, promotional programs, PR campaigns, and training efforts with Shaw’s national plans to maximize impact.
  • Partner with Sales to develop annual co-marketing plans, including budgets and creative assets, with a strong focus on digital marketing strategies.
  • Execute marketing plans with Home Center partners by identifying priority SKUs, supporting promotional efforts, and optimizing co-marketing effectiveness.
  • Measure and report ROI and promotion performance monthly, with emphasis on ROAS for digital media. Manage and track annual marketing spend and effectiveness by account.
  • Continuously enhance online consumer experiences through website content management, product demo strategies, ratings and reviews, and digital co-marketing campaigns.
  • Maintain regular engagement with customer marketing teams to plan, measure, and improve initiatives.
  • Support key product launches by leveraging brand content and collaborating with Sales, Digital, and Training teams for robust execution. Provide marketing content and recommendations for Product Line Reviews.
  • Travel within the United States is required.
  • Bachelor’s degree in Marketing, Sales, Business Management, or a related field; MBA preferred.
  • Minimum 5 years of experience in brand management, marketing, trade/customer/channel marketing, sales, or channel management; experience in the home renovation industry (retail or manufacturing) preferred.
  • Proven ability to lead and collaborate effectively with cross-functional teams.
  • Exceptional communication, interpersonal, and presentation skills.
  • Strong financial acumen with expertise in budget management and data analysis.
  • Highly responsive and action-oriented in a fast-paced environment.
  • Advanced knowledge of digital marketing platforms, content strategies, and performance measurement.
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