Director of Marketing & Dealer Growth

Summary

A growing North American commercial office furniture organization is seeking an experienced and commercially minded Director of Marketing & Dealer Growth to accelerate its next phase of U.S. expansion. The business develops and supplies a portfolio of high-quality, value-driven commercial office furniture sold through independent dealers across the United States.

This role covers both marketing of the group's proprietary product portfolio and growth of its dealer-facing wholesale business, coordinating product launches, content and sales tools across the Canadian and U.S. businesses. Its growth strategy has two equally important priorities: attracting and activating new dealers, and helping existing partners sell more through strong product positioning, marketing support, training and sales tools.

You will join the Senior Leadership Team and work closely with Sales, Product, Sourcing and Operations. This is a commercial leadership role spanning dealer acquisition, product marketing, new-product launches, the annual catalogue and sales enablement. It suits a resourceful leader who can set strategy and roll up their sleeves to deliver in a lean environment, using a small team, shared resources and external partners effectively.

Responsibilities

Description

• Develop and execute the annual marketing strategy aligned with dealer-network growth, product adoption and overall commercial objectives.
• Partner with the business leader, Senior Leadership Team and Sales leadership to identify priority markets, dealer opportunities and growth initiatives.
• Define and strengthen the dealer value proposition, communicating why prospective partners should carry and invest in the product portfolio.
• Build targeted dealer-acquisition campaigns across digital, email, content, industry events, trade shows, case studies and sales presentations to attract independent U.S. office furniture dealers.
• Generate and nurture qualified dealer opportunities, supporting Sales in converting prospects into active partners.
• Create structured dealer onboarding and activation programs that help new partners become productive quickly.
• Develop programs that increase dealer engagement, product penetration, sell-through, reorder activity and revenue. Partner with Sales to re-engage underperforming or dormant accounts.
• Develop scalable local and co-branded marketing initiatives that help dealers generate demand in their own markets.
• Lead product positioning, messaging, competitive differentiation and portfolio storytelling, translating features and specifications into clear commercial benefits.
• Lead coordinated new-product launches, ensuring positioning, approved product/pricing information, photography, digital assets, samples where appropriate, sales materials, dealer communications and training are ready before launch. Align timing with Product and Operations, and track adoption, reorders and sales.
• Lead annual catalogue planning and on-time delivery, coordinating approved assortment and pricing, product information, photography, copy, design, proofing, print production, digital versions and distribution with Product, Sales and external partners.
• Develop dealer-facing presentations, product guides, case studies, specifications, training and sales tools that help teams address objections, compete effectively and win project-based business.
• Coordinate product content and launch materials with the Canadian retail and U.S. wholesale teams, ensuring accurate, consistent information across channels.
• Oversee dealer communications, email, digital content, lead capture and access to marketing assets, partnering with the shared senior digital leader on website, digital and analytics priorities.
• Build awareness and credibility in the U.S. office furniture dealer community and related commercial-design channels through industry events, trade shows and dealer meetings that create qualified opportunities.
• Use CRM, analytics, market intelligence and dealer feedback to evaluate acquisition, activation, product adoption, reorders, sell-through and marketing's contribution to pipeline and revenue.
• Lead and develop internal marketing resources, coordinate shared-service and agency support, and maintain clear priorities and accountability in a lean operating environment.
• Own the annual marketing budget, allocate investment to high-impact commercial opportunities and report KPIs, insights and recommendations to senior leadership.

Requirements

Requirements

• 8+ years of progressive marketing experience with demonstrated leadership responsibility.
• Proven experience marketing through dealers, distributors, resellers, wholesalers or another indirect sales channel.
• Demonstrated success attracting, onboarding, activating and growing channel partners.
• Strong B2B product-marketing experience, including positioning, value propositions, portfolio storytelling and coordinated new-product launches.
• Experience leading catalogue development or a comparable complex product-content and print-production program, with strong attention to accuracy and deadlines.
• Experience developing sales-enablement tools and partner marketing programs that contribute to measurable commercial results.
• Strong understanding of B2B digital marketing, CRM, lead generation, lead nurturing, marketing automation and performance analytics.
• Commercial mindset with a clear understanding of marketing's contribution to pipeline, partner productivity, sell-through and revenue growth.
• Experience managing budgets, agencies and cross-functional initiatives, and leading teams or coordinating shared marketing resources.
• Proven ability to work effectively with Sales, Product, Operations and senior leadership, supported by strong communication, presentation and relationship-building skills.
• Resourceful and hands-on, able to set direction and get personally involved in execution without relying on a large team or extensive infrastructure.
• Experience in commercial furniture, workplace products, commercial interiors, building products, durable goods or a related category would be an asset.
• Experience with independent dealer networks, manufacturer representatives or regional sales agencies would be highly valued.
• Understanding of the architecture and design community, commercial specification process or project-based selling would be an asset.
• Ability and willingness to travel regularly throughout Canada and the United States.
• Must maintain legal entitlement to work in Canada.