Segment Marketing Manager - Residential

Join our team as the Segment Marketing Manager - Residential, where you'll take the lead in shaping how we show up in the residential market and driving the strategies that fuel our growth.

In this role, you'll build and execute a focused segment strategy that aligns with our commercial priorities and delivers meaningful, measurable impact.

You'll help define how the residential segment is positioned, understood, and elevated, strengthening awareness, preference, and demand among the audiences who matter most.

What you'll be doing



* Deliver a forward-looking segment marketing strategy that aligns with commercial priorities and supports growth across key residential channels.


* Collaborate with local teams to understand target personas, assess competitive dynamics, and identify trends influencing segment performance.

Conduct in-depth analyses to diagnose challenges, evaluate impact, and recommend actions that enable sustainable growth.


* Develop the residential segment strategy in partnership with senior leadership, commercial teams, and sales, while working closely with Marketing Specialists and agencies to plan and implement integrated marketing initiatives.


* Work with offer managers to shape marketing plans for new home line products, including product positioning, messaging frameworks, and go-to-market launch strategies.


* Guide the brand's positioning and identity within the residential segment, ensuring that messaging, creative assets, and campaigns reflect a consistent and compelling brand experience.


* Lead demand-generation initiatives such as content development, webinars, events, and strategic partnerships, ensuring that all content is relevant, high quality, and aligned with audience needs.


* Manage digital marketing activities across social media, email, SEO, and related channels to strengthen visibility, engagement, and support for commercial objectives.


* Provide sales teams with clear, effective tools and enablement materials that communicate the value proposition and support productive conversations with target audiences.


* Oversee marketing budgets responsibly to ensure programs are cost-effective, optimized, and aligned with ROI expectations.

What you'll bring


* Bachelor's degree in Marketing or Business Management.

An MBA is considered an asset.


* More than ten years of experience in developing and executing marketing strategies in a B2B segment or vertical marketing environment, including work in content development, launch and promotional campaigns, digital marketing, thought leadership, and event integration.


* Experience contributing proactively within cross-functional and collaborative environments.


* Ability to adapt to change and interest in continuous improvement.


* Ability to travel domestically up to approximately 20 percent.


* Proficiency in Microsoft Office applications, including Word, Excel and PowerPoint.


* Strong written and v...