Roofing Marketing Manager

PURPOSE OF THE JOB

The Roofing Marketing Manager is accountable for the implementation of the homeowner brand strategy. This position is also accountable for extending our homeowner strategy into the contractor channel and for managing homeowner-facing content. These marketing efforts include identifying key initiatives, as well as design and execution of key marketing strategies, messaging and marketing sales tools that support growth of the business. This position is responsible for supporting the communication of a consistent brand message within the Roofing business for Owens Corning. They will partner within the business (contractor, digital, social, home centers, product management, sales, technical and S&T teams) and will coordinate marketing initiatives with both internal and external constituents.

Reports to: Senior Marketing Manager

Span of Control: Individual Contributor

JOB RESPONSIBILITIES

Knows the Roofing Market and Collaborates Across the Roofing Organization

• Collaborates within and outside of the roofing business to help develop marketing strategies and key initiatives that support brand equity while building awareness and driving demand.
• Analyzes market data and insights to generate business building ideas and in-year course corrections.
• Strives to strengthen and add value to the Roofing Business through leading select strategic initiatives, establishing clear and measurable outcomes, and knowledge sharing.
• Builds strong relationships with key stakeholders to understand business growth strategy and identifying areas of opportunities.

Leads Execution of Homeowner Brand Strategy

• Manages the Owens Corning roofing homeowner brand initiatives as set forth in the strategy; utilizes project management skills to keep initiatives on track.
• Leads the connection for extending the homeowner brand strategy into the contractor channel to help bring our brand to life in the market through contractors.
• Works with sales teams, as needed, to help develop and/or launch homeowner brand tools.
• Collaborates with the Brand Strategy leader to align the homeowner brand strategy with the brand strategies with distribution and retail.
• Manages direct-to-homeowner advertising as needed.
• Supports business case development for new programs to support growth strategies and brand fit.
• Collaborates with Marketing Insights to develop, obtain and understand marketplace dynamics to help create compelling brand positioning and direction.
• Supports development of annual marketing plans; makes recommendations regarding brand strategy, positioning, and tactics.
• Works cross-functionally to understand product and programs launches to determine the impact on the homeowner brand strategy; develops recommendations for new tactics.
• Works with the Social and Digital teams to ensure the social and digital execution for the overall homeowner brand strategy; leads the organic social media plan for homeowner brand.
• Manages the printing process for homeowner brand or Shingle Color of the Year (SCOTY) collateral and tools.
• Helps determine measurement protocols and obtain metrics that will help form decisions and adjustments on homeowner brand initiatives to meet objectives.
• Assists with educating contractor on design/color and selling to women as necessary.
• Leads the integration of homeowner brand initiatives and training through the Color Consultants.

Supports Marketing Strategies

• Understands the overall strategic marketing plan and designs and executes launches.
• Leads development and execution of SCOTY trade ads, social marketing content, videos, promotions, training, website updates and trade show content.
• Develops selling tools such as literature and product samples consistent with portfolio and product positioning with a focus on improved and new tools that move homeowners through the purchase funnel.
• Maximizes return on all marketing spending and evaluates creative new ways to enhance our position in the marketplace.
• Cultivates strong relationships cross-functionally including contractor marketing and sales teams to ensure successful execution of projects.
• Manages supplier relationship along with trafficking and timing and action of projects with internal and external agencies and vendors.
• Responsible for updating self-service homeowner brand web pages through Page Builder.

JOB REQUIREMENTS

MINIMUM QUALIFICATIONS

• Bachelor’s degree in Marketing, Advertising, Business, or equivalent experience
• 5+ years of experience working within marketing, advertising, marketing communications or other relevant experience
• 3+ years of demonstrated communication skills with the ability to translate strategic marketing concepts and procedures to varying stakeholder groups.
• 2 years of experience leading projects of various sizes in a cross-functional, matrix environment
• Ability to travel 10-20%

EXPERIENCE

• Building Materials industry experience preferred.
• Business marketing experience interacting with multiple customers with different challenges and communication preferences.
• Delivering customer inspired solutions by critically evaluating strategies against data and external perspectives; leverages analysis and reflection to make choices to win.
• Product marketing experience.
• Experience in B2B and B2C.
• Budget management experience.
• Proven ability to partner with internal and external business stakeholders in a matrix organization.
• Building processes and programs that can be repeated, scaled, and automated.

KNOWLEDGE, SKILLS and ABILITIES

• Proven ability to analyze business metrics and make recommendations to drive business results.
• Creative, highly motivated and results-oriented with a high energy level and passion for marketing.
• Independent judgment, makes decisions, and commits to a course of action with appropriate fact-based analytics.
• Ability to develop marketing communications materials with minimal oversight.
• Strong project management skills with demonstrated ability to plan strategically.
• Ability to build networks and strong working relationships internally and externally.
• Ability to manage vendor and customer relationships and act as a partner for Sales teams to drive business results and gain alignment.
• Excellent skills in developing and presenting internal and external presentations.
• Ability to manage many projects simultaneously and prioritize workload appropriately.

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About Owens Corning

Masonite is now proudly part of Owens Corning. Owens Corning is a global building and construction materials leader committed to building a sustainable future through material innovation. Our four integrated businesses – Roofing, Insulation, Doors, and Composites – provide durable, sustainable, energy-efficient solutions that leverage our unique material science, manufacturing, and market knowledge to help our customers win and grow. We are global in scope, human in scale with more than 25,000 employees in 31 countries dedicated to generating value for our customers and shareholders, and making a difference in the communities where we work and live. Founded in 1938 and based in Toledo, Ohio, USA, Owens Corning posted 2023 sales of $9.7 billion. For more information, visit www.owenscorning.com.

Owens Corning is an equal opportunity employer.