Vice President, Marketing - Siding & Accessories

Responsibilities

• Lead the Siding & Accessories business unit's overall strategic marketing plan, identifying integrated go-to-market plans, developing marketing plans to increase top and bottom-line performance and drive demand for the products in coordination with sales leadership.
• Customer Engagement & Marketing:
• Customer & Contractor Promotions & Rebates: Develops and manages programs to gain share, drive volume, engage and retain customers.
• Loyalty & Conversion Program: Designs and implements loyalty programs to increase customer retention and satisfaction & drives clear, connected results
• Account Based Mktg Playbooks: Channel Swot, customer playbooks, customer account planning, customer and partner newsletters, branch level-activations
• Market Strategy:
• Market Strategy: Develops market strategies based on insights and analysis to guide business decisions.
• Go-to-Market Strategy: Plans and executes go-to-market strategies for new products or market entries.
• Market Intel, VOC, Customer Insights:
• Market Research: Conducts market research to gather insights on customer needs, market trends, and competitive landscape.
• Customer Insights, VOC, Segmentation: Gathers and interprets customer feedback, including VOC (Voice of Customer) and NPS (Net Promoter Score), and Customer Journey Mapping to inform strategies.
• Data Analysis: Analyzes data to measure the effectiveness of marketing campaigns and provide insights for decision-making.
• Brand Strategy and Marketing:
• Brand Strategy & Management: Develops and maintains the brand strategy for all brands, ensuring consistency across all marketing channels and materials.
• Brand Equity: develops and manages all marketing assets and integrated marketing plans that build equity and optimize brand experience - websites, social communities, sales materials, search optimization, advertising, PR, brand reputation, packaging, collateral
• Media Relations & Reputation Management : Owns the plan to manage and enhance our brands' reputation across all mediums, including PR, media relations, online reviews and ratings, awards and sponsorships.
• Demand Generation
• Demand Generation: Develops and executes campaigns to drive brand and product demand and lead generation that nurture prospects through the sales funnel.
• Content Marketing: Creates and oversees the content strategy, including blogs, whitepapers, videos, and infographics to attract and engage target audiences.
• Email Marketing: Designs and manages email campaigns for full funnel demand generation.
• Lead Generation
• Lead Generation: Focuses on generating and qualifying leads through various inbound and outbound marketing activities.
• SEO/PPC: Manages search engine optimization and pay-per-click advertising to drive traffic and leads.
• Lead Nurture: Designs, manages and executes lead nurture program architecture, including email campaigns, text message marketing and paid remarketing to nurture leads into sales ready opportunities.
• Sales & Partner Enablement - Creative Activation
• Establish guidelines and oversee the execution for the creative development of sales tools, presentations, and training materials, aligned to brand, channel and customer strategy, to help effectively market and sell products, brands and services.
• Communications
• Internal Communications: Drafts, manages and deploys BU level communications on behalf of leadership team
• Customer Communications: Partners with category leaders and product managers to draft and deploy external communications regarding product discontinuations, SKU optimizations, pricing updates, etc.
• Bachelor's degree in marketing, Business Administration, or other related discipline. MBA preferred.
• The ideal candidate has minimum of 10 years in a marketing career, with experience in the building products industry preferred
• Experience with current customer base is desired.
• Proven success in multi-channel marketing, and ideally with go-to-market experience in big box retail, distribution, contractor direct (residential or commercial), dealers, and homebuilders
• Strategic Marketing Skills
• Ability to create and gain buy-in to strategic vision for marketing and business strategies The successful candidate will have created outstanding value for a company by d

Benefits

Additional Information

The VP of Marketing will have responsibility and leadership over channel marketing, brand portfolio management for all product categories, brand strategy, demand generation, marketing operations, advertising, go to market plans and marketing investment approach for the Siding & Accessories business unit. The VP of Marketing will be responsible for building a best-in-class marketing team that drives growth by creating a portfolio of preferred brands that offer differentiated customer experiences and prioritizes revenue generated marketing. The VP of Marketing will need to establish a highly functioning marketing organization while continuing to build capabilities in customer facing digital, database management and lead generation and contractor loyalty.

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