Senior Manager, PRO Marketing in Coopersburg at ICIMS - Lutron Electronics Company, Inc

As the Senior Manager, PRO Marketing, you will lead the strategy and growth of the PRO program for our Mid- and Mass-Residential portfolio, including Caséta, Wallbox products, and In-Wall Sensors. You will create programs and marketing strategies that drive engagement, loyalty, product adoption, and advocacy among electrical and A/V professionals.

Partnering closely with Sales, Channel Marketing, Product Management, Digital, and Communications teams, you will translate business and product strategies into a compelling professional value proposition and integrated marketing initiatives that accelerate portfolio growth. You will own the PRO audience strategy, program roadmap, communications, content, and measurement approach, ensuring the program strengthens customer relationships, increases product adoption, and builds long-term loyalty with the professionals who influence homeowner purchasing and installation decisions.

PRO Strategy & Program Leadership

• Define and evolve the PRO audience strategy, including priority segments, customer needs, and growth opportunities.
• Own the PRO program strategy, value proposition, member experience, participation model, roadmap, and annual operating plan.
• Develop engagement, rewards, recognition, and communication strategies that drive participation, loyalty, advocacy, and customer lifetime value.
• Continuously evolve and optimize the PRO program to deliver meaningful value for professional customers and drive business growth.

Professional Demand Creation & Channel Activation

• Develop integrated marketing plans that build professional preference and demand across distribution, retail, digital channels, events, direct communications, and partner activations.
• Partner with Sales and Channel Marketing to execute distributor, retailer, and channel-specific growth initiatives.
• Create marketing programs that drive product adoption, advocacy, and portfolio growth among professional customers.
• Identify opportunities to simplify product discovery, specification, installation, and support across professional channels.
• Align consumer marketing initiatives with professional and channel conversion objectives.

Positioning, Messaging & Content Strategy

• Define the professional value proposition, messaging, audience-specific proof points, and portfolio narrative.
• Translate technical product capabilities into compelling customer and business value for professional audiences.
• Lead content strategy for professional customers, including sales enablement tools, installation resources, product communications, partner assets, and lifecycle marketing.
• Develop strategic briefs for campaigns, product launches, and member engagement initiatives.
• Ensure a consistent and compelling portfolio story across professional, channel, and consumer touchpoints.

Insights, Performance & Optimization

• Develop a deep understanding of professional customer needs, behaviors, challenges, and loyalty drivers.
• Establish success metrics and measurement plans for key initiatives and investments.
• Monitor program and marketing performance, including participation, engagement, adoption, retention, channel effectiveness, and ROI.
• Use customer, channel, and performance insights to refine segmentation, messaging, content, benefits, and investment priorities.
• Bring customer insights and competitive intelligence into portfolio, product, and business planning.

Cross-Functional Leadership

• Lead and develop the PRO Marketing team, agency partners, and cross-functional initiatives that support program growth.
• Establish an effective operating cadence across Sales, Channel Marketing, Product Management, Consumer Marketing, Digital, Communications, and Analytics teams.
• Represent the professional customer perspective in portfolio planning, product launches, channel strategy, and customer experience initiatives.
• Manage budgets, agency relationships, and resource allocation to maximize business impact.
• Communicate performance, opportunities, risks, and recommendations to senior leadership.

Required

• Bachelor's degree required.
• 12+ years of experience in B2B, B2B2C, channel, loyalty, professional, or integrated marketing.
• 5+ years leading teams and cross-functional initiatives.
• Experience marketing to trade professionals and/or channel partners.
• Experience developing and executing customer engagement, loyalty, membership, or growth programs.
• Demonstrated success using customer insights and performance data to drive business results.
• Strong communication, presentation, stakeholder management, and strategic planning skills.

Preferred

• MBA or advanced degree.
• Experience activating marketing across distribution, retail, events, digital, and partner channels.
• Experience partnering with Sales, Product Management, Analytics, and Communications functions.
• Experience in connected products, smart home, electrical, consumer technology, building products, or home improvement industries.