Channel Marketing Manager, Commercial

WD-40 Company is a recognized global brand with commercial growth opportunities in automotive, industrial, and B2B distribution channels. The Channel Marketing Manager will own the U.S. commercial channel marketing strategy, drive distributor and end-user demand, lead assortment and activation initiatives, and partner with sales, brand, digital, agencies, and distributors to deliver revenue growth, margin performance, and program ROI.

Responsibilities:

• Building and owning the US commercial channel marketing strategy — multi-year vision, fiscal year execution, and the messy middle between the two
• Developing WD-40’s approach to mid-market commercial accounts where we currently lack a cohesive strategy — this is greenfield work
• Bridging sell-in and pull-through: landing product with distributors AND creating end -user demand that drives sell-through and velocity
• Leading SKU assortment, packaging requirements, and product lineup decisions for your channels
• Creating account-specific activation plans in coordination with brand, digital, and sales — and making the internal case for the investment to execute them
• Representing WD-40 at trade shows, distributor meetings, and sales team calls as a credible commercial voice
• Building internal buy-in — the organization is growing its commercial fluency. You’ll be teaching as much as executing
• Leading partnership and agency management for channel programs, activations, and content development – from brief through execution and performance review

Requirements:

• This role requires real experience in industrial and/or automotive channels
• If your background is in MRO, industrial distribution, hardware, auto parts, fluid management, or adjacent B2B channels — that's the experience we're looking for
• 7+ years in channel marketing or distributor marketing — with substantive experience in industrial and/or automotive channels
• You understand how product moves through a B2B distribution channel. Sell-in and pull-through aren't concepts to you — they're things you've actually managed, simultaneously, under pressure
• You've influenced people who didn't ask for your influence — sales teams, brand managers, senior leadership — and done it without burning bridges
• You're comfortable making a plan with incomplete information and adjusting it when the ground shifts
• Strong financial acumen — you can build a business case, defend a budget, and hold a P&L conversation
• No job is beneath you. If it needs doing and it moves the business, you do it
• Bachelor's degree in marketing, business, or related field
• Applicants must be authorized to work for any employer in the U.S. and should not require sponsorship now or in the future to legally work in the U.S
• Bonus points if you've had to adapt your approach across different commercial routes to market — because the path from manufacturer to end user looks different in automotive wholesale than it does in industrial distribution, and we're navigating both
• MBA welcomed