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Channel Marketing Director, Light Duty

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Date: Mar 14, 2019

Location: Colmar, PA, US

Company: Dorman Products

Dorman Products is a leader in automotive aftermarket replacement parts.  Innovation is our lifeblood and quickly getting over 300 new product innovations to the market each month is vital to our success.  Dorman Products marketing team is transitioning to a strategic marketing organization, a trusted business partner, responsible for accelerating our growth.


The channel marketing director will lead and develop our North American Light Duty Aftermarket marketing channel strategy that will support the overall strategic and financial goals of this business segment.  The channel marketing director is responsible for identifying and deploying engaging content that will drive awareness across all targeted segments with the goal of speed of adoption, product/program value add for customers, competitive advantage and other tangible benefits. 

The channel marketing director will also be responsible for building productive working relationships and comprehensive marketing programs with our most strategic customers.  


The person in this role will work with sales, product and marketing teams to drive engaging content and sales programs for each of the customer segments, increasing their engagement and awareness of our portfolio of product categories.


•    Evaluate current go-to-market activities, recommend path forward to achieving financial goals
•    Working with the VP of Marketing developing the North American Light Duty Channel strategy


•    Serve as a liaison between the Dorman sales, product, and marketing in developing best-in-class programming with North American Light Duty channel customers in support of our key growth and core categories
•    Lead the deployment of a digital asset management tool (DAM) to our field sales teams and top customers.  The DAM will enable sales and customers to engage with Dorman content 24/7 in a self-service mode.

•    Lead the development of the “voice” of our three key customer segments;  service technician, counter person and buyer/WD
•    Work with our content director in developing channel and segment specific content and programs for our major marketing and sales initiatives 
•    Work with sales to implement pull through and order programs to support major initiatives;  Service Dealer Guides, New Product Announcements, key growth        and core category promotions and more

•    Assess and re-engineer where required our New Product Announcement process and Service Dealer Guides to drive greater product awareness at our top customers
•    Evaluate ROI for customized customer material requests; supporting those with high level of return while offering a standard version for those with lower volume potential
•    Drive the awareness and adoption of high growth products, innovative products (OE FIX), and key competitive product lines
•    Support First-To-Stock program (exclusive first distribution program) by developing a robust customer support plan for those customers invited to participate in the program.  Continuously challenge and refine the effectiveness of the FTS program


Qualifications and Experience:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.


•    Minimum 7 years’ marketing experience
•    Experience leading a marketing team and responsibility for strategy development
•    A mix of the following experiences is preferred: Channel Marketing, Brand Marketing or Product Marketing
•    Experience working with field sales teams
•    Experience developing customer content and product story-telling across many marketing mediums
•    Experience delivering customer presentations
•    Excellent understanding of Microsoft Office software
•    Ability to fluidly work through multiple active projects, across varying customer segments


•    B.S./B.A. Degree in Business related field, Marketing preferred  




Nearest Major Market: Philadelphia

Job Segment: Channel Marketing, Manager, Field Sales, Marketing, Management, Sales, Automotive