Senior Channel Marketing Specialist

Graco manufactures and markets premium equipment to move, measure, control, dispense and spray a wide variety of fluid and powder materials. What does that mean? Well, we pump peanut butter into your jar, and the oil in your car. We glue the soles of your shoes, the glass in your windows and the screen on your phone. We spray the finish on your vehicle, coatings on your pills, the paint on your house and texture on your walls. Graco is part of your daily life.

The Senior Channel Marketing Specialist will help drive and optimize the development and execution of Channel strategies and manage channel engagement. The Senior Channel Marketing Specialist will be involved in strategizing, developing and implementing marketing programs, events and promotions tailored to specific segments and channel types, providing support to channel partners, and ensuring alignment with overall business objectives. On top of that, this role provides strategic contributions outside of the assignments that impact innovation and quality of the marketing strategy. The Senior Channel Marketing Specialist works closely with cross-functional teams to ensure successful market execution and channel engagement.

What You Will Do at Graco

Channel Marketing Execution

• Plan, develop and execute GTM strategies tailored to different channel and segment types to optimize performance and drive revenue.

• Detect, plan and execute demand generation strategies and provide sales team for execution.

• Drive strategies for the implementation of GTM and product launch marketing plans to channel.

• Create and implement channel-specific promotions to drive market penetration and sales growth.

• Identify and execute targeted strategies for various channel types in alignment with the GTM strategy and team

• Inform and support the execution and management of channel marketing programs designed to drive growth, increase brand awareness, and strengthen partnerships with channel partners.

Event Coordination

• Lead and execute trade show and event strategy to support business goals and drive brand awareness.

• Plan and manage all logistics for trade shows, conferences, and events, including booth selection, contract submission, travel coordination, booth design, and shipping.

• Oversee event budgets, ensuring projects are completed within financial constraints while maximizing value.

• Collaborate with internal teams, such as Go-to-Market Marketing, Branding, Category Management, sales, and product, to align event strategies with business objectives.

• Source, negotiate and manage relationships with vendors and external partners, including show providers, and event/production agencies.

• Manage the production of event marketing collateral, such as signage, booth displays, promotional materials, and branded giveaways.

• Ensure compliance with all event regulations, industry standards, and safety protocols.

• Analyze post-event metrics, such as lead generation and attendee engagement, to report on event success and identify areas for improvement.

• Maintain a calendar of events and ensure timely communication with stakeholders regarding deadlines, deliverables, and event needs.

• Serve as the point of contact during events, overseeing setup, execution, and breakdown to ensure smooth operations.

• Manage and mentor event staff and volunteers, fostering a collaborative and high-performance team environment.

Partner Enablement, Channel Support and Resource Management

• Develop initiatives and strategies to provide support to channel partners by developing and delivering training materials, sales tools, and resources.

• Support partners’ ability to market and sell products effectively through comprehensive support programs.

• Support in organizing product launches, distributor events, roadshows; ensure efficient preparation, planning and execution in collaboration with channel partners and Sales.

• Develop and implement strategies to increase awareness and foster a positive perception of Graco products among channel partners building brand equity.

• Manage the assigned Channel Marketing budget in line with the commercial and financial plan and within legal compliance rules.

KPI Tracking, Reporting and Analysis

• Establish and monitor key performance indicators (KPIs) for channel programs and GTM initiatives.

• Deliver reports on KPI performance, program effectiveness, and GTM execution to senior leadership.

• Gather and analyze feedback from channel partners to improve GTM strategies.

• Utilize insights to refine strategies and maintain a competitive edge in the market.

Cross-Functional Collaboration

• Collaborate with key teams, including sales, GTM, and product management, to ensure alignment and integration of GTM efforts with broader business objectives.

• Communicate across teams to support successful strategy execution.

• Coordinate and partner with Graco’s broader marketing groups to ensure alignment on channel experience through GTM execution.

• Collaborate with global marketing teams to share successful strategies and tactics across regions.

What You Will Bring to Graco

• Bachelor’s degree in Marketing, Business Administration, or a related field.

• 5+ years of experience in channel strategy, development, and execution.

• Strong strategic thinking and problem-solving skills with the ability to identify opportunities, assess risks, and develop effective solutions to complex business challenges.

• Highly analytical, detail-oriented, and precise, with excellent organizational skills and strong computer proficiency.

• Familiarity in conducting competitive analysis to inform decisions.

• Strong collaboration and communication skills, with experience working with cross-functional teams.

• Ability to gather and analyze feedback to drive continuous improvement.

• Proficient in English. Any other language dependent on your regional responsibility is desired and a strong asset.

• Ability to travel approximately 10% of time, both domestically and international.

Accelerators

• Global industrial manufacturing experience and knowledge.

• MBA or equivalent advanced degree.

#LI-AI1

Applicants must be legally authorized to work in the United States. This role is not eligible for immigration sponsorship now or in the future (e.g., H-1B, TN, F-1 OPT).

At Graco, you truly make a difference. Your unique talents contribute to our organizational growth and future. Not only do you make a difference, but Graco’s culture empowers employees to create their own career path. Whether you choose to advance within your current department or explore new opportunities in different divisions, you have the ability to build your future. Our managers are here to provide support and guidance as you continue to grow within your career.

Graco has excellent opportunities available to individuals who want to be part of a fast-moving, growing company that is committed to quality, innovation and solving fluid handling problems for our customers. Graco is proud to be named a Best Place to Work by Fortune Magazine in 2016, 2018, 2019, 2021 & 2022. Graco offers attractive compensation, benefits and career development opportunities. Graco’s comprehensive benefits include medical, dental, stock purchase plan, 401(k), tuition reimbursement and more.

Our company uses E-Verify to confirm the employment and eligibility of all newly hired employees. To learn more about E-Verify, including your rights and responsibilities, please visit www.dhs.gov/E-Verify.

The base pay range for this position is listed below, exclusive of fringe benefits or other compensation.  If you are hired, your final base hourly rate will be determined based on factors such as geographic location, skills, competencies, education, and/or experience.  In addition to those factors, we will also consider internal equity of our current employees.  Please keep in mind that the range provided is the full base salary range for the role.  Hiring at or near the maximum of the range would not be typical to allow for future and continued salary growth.