Sr. Manager, Channel & Brand

The Blueprint (Role Profile)

Based in Lexington, SC or Huntersville NC, the Senior Manager, Channel & Brand Marketing supports the execution of the Weller brand's marketing strategy in the United States. The role blends brand activation and channel marketing, ensuring Weller products are not only well-positioned but actively sold through key distributors, retailers, and end-user channels.

This role requires a marketer who can translate strategy into results — driving listings, launches, and sell-through by collaborating closely with sales, product management, eCommerce, and creative teams. The Senior Manager also manages a small team, develops talent, and ensures alignment across global and regional stakeholders.

The Build (Responsibilities)

• Partners in the development and execution of Weller’s annual U.S. marketing plan to achieve brand, category, and channel goals.
• Translate global brand strategy into regional activation and distribution plans.
• Define short- and long-term brand vision, including positioning, target segments, and messaging architecture.
• Support pricing and promotional strategies consistent with brand equity and channel dynamics.
• Drive distributor engagement and ensure Weller products are fully listed and active across all priority channels.
• Lead development of distributor programs, promotions, and events that drive awareness, trial, and reorder.
• Monitor competitive activity and market trends to inform strategy adjustments.
• Analyze performance data and program ROI; recommend and implement course corrections.
• Build and execute activation calendars that integrate digital, trade, and event activities.
• Manage creative briefs, advertising campaigns, and asset development aligned to brand identity and tone.
• Collaborate with Graphics, Channel Marketing, and external agencies to deliver consistent and high-impact content across touchpoints (print, digital, video, POS).
• Partner with eCommerce to ensure content accuracy, SEO optimization, and full-funnel digital activation.
• Track results against KPIs for awareness, engagement, and conversion.
• Lead cross-functional workstreams that align brand and sales priorities.
• Partner with HR, Finance, and senior leadership to manage A&P budgets and ROI tracking.
• Develop and manage the annual marketing budget for Weller US.
• Recommend A&P allocations based on growth potential and ROI.
• Up to 30% travel

The Toolbox (Qualifications)

• Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.
• 8–10 years of progressive experience in marketing, brand management, or channel marketing, preferably in consumer goods, tools, or durable products.
• Demonstrated success driving both brand equity and channel execution.
• Proven ability to translate strategy into measurable results (listings, launches, sales growth).
• Experience working with distributors, eCommerce platforms, and digital marketing tools.
• Skilled in analyzing data to identify insights and optimize marketing ROI.
• Strong collaboration and communication skills with cross-functional teams.
• Experience managing and developing direct reports.
• Proficiency in Microsoft Office (Excel, PowerPoint, Word); Salesforce and SAP experience a plus.
• Bachelor’s degree in Marketing, Business Administration, or related field; MBA preferred.
• 8–10 years of progressive experience in marketing, brand management, or channel marketing, preferably in consumer goods, tools, or durable products.
• Demonstrated success driving both brand equity and channel execution.
• Proven ability to translate strategy into measurable results (listings, launches, sales growth).
• Experience working with distributors, eCommerce platforms, and digital marketing tools.
• Skilled in analyzing data to identify insights and optimize marketing ROI.
• Strong collaboration and communication skills with cross-functional teams.
• Experience managing and developing direct reports.
• Proficiency in Microsoft Office (Excel, PowerPoint, Word); Salesforce and SAP experience a plus.