- 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 workplace.
- Own the annual marketing budget,



allocate investment to high-impact commercial opportunities and report KPIs, insights and recommendations to senior leadership.

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, dura

📌 Director of Marketing (Burnaby)
🏢 JRoss Recruiters
📍 Burnaby