Sr. Channel Marketing Manager

Company / Location Information

A.O. Smith is a global leader applying innovative technologies and energy-efficient solutions to products manufactured and marketed worldwide. The company is one of the world’s leading manufacturers of residential and commercial water heating equipment and boilers, as well as a manufacturer of water treatment products for residential and light commercial applications. A. O. Smith is headquartered in Milwaukee, Wisconsin, with approximately 12,000 employees at operations in the United States, Canada, China, India, Mexico, the Netherlands, and the United Kingdom. Primary Function

The Senior Manager, Channel Marketing is responsible for the strategic leadership, development, and execution of integrated marketing strategies across wholesale and retail sales channels. This role serves as the primary marketing leader for channel initiatives, ensuring alignment with business objectives, customer needs, and overall corporate strategy. The position leads channel marketing efforts across multiple brands and customer segments, partnering closely with Sales, Brand Marketing, Digital Marketing, Product Management, Engineering, Customer Service, Training, and key customer stakeholders. Success in this role requires strong strategic thinking, customer-centric planning, team leadership, and the ability to translate market insights into measurable business growth. Responsibilities

Channel Strategy & Business Growth

Lead the development and execution of wholesale and retail channel marketing strategies that drive revenue growth, customer engagement, & market share. Establish annual channel marketing plans aligned with corporate objectives & customer priorities. Identify growth opportunities through market analysis, customer insights, & competitive intelligence. Collaborate with Sales leadership and key customers to develop joint business & marketing plans.

Customer & Market Insights

Lead market research initiatives to understand field needs, buying behaviors, & path to purchase. Oversee competitive intelligence efforts and communicate actionable insights to stakeholders. Translate research findings into strategic recommendations that improve channel performance & customer experience.

Marketing Communications & Campaigns

Direct the development and execution of integrated omni-channel marketing programs across retail & wholesale channels. Ensure consistent and effective communication of new products, promotions, and brand initiatives. Oversee creation of customer-facing marketing assets including literature, digital content, merchandising, packaging, signage, advertising, events, & promotional materials. Drive expansion of digital marketing capabilities to support customer onboarding, engagement, & retention.

Channel Execution & Customer Engagement

Lead co-op marketing programs, customer promotional initiatives, trade shows, customer events, & channel-specific campaigns. Partner with customer marketing teams to maximize program effectiveness & ROI. Support online merchandising efforts and optimization of digital customer experiences.

Team Leadership & Cross-Functional Collaboration

Develop and mentor channel marketing team members through coaching, performance management, & capability building. Facilitate cross-functional alignment to ensure resources & priorities support channel objectives. Build strong relationships across the organization to accelerate execution & drive results.

Financial Management

Develop, manage, & optimize channel marketing budgets. Evaluate program effectiveness & marketing ROI. Ensure resources are allocated to initiatives with the greatest strategic & commercial impact. Qualifications

Bachelor's degree in Marketing, Business, Communications, or a related field. 5+ years of progressive marketing experience, including channel, trade, customer, or brand marketing. Demonstrated experience leading cross-functional teams & influencing