Senior Manager, Partner Experience, B2C/B2B

Role Overview:

The Senior Manager, Partner Experience, B2C/B2B leads strategy, communication, and support initiatives that strengthen relationships with our sewing dealer network. This role ensures a seamless, engaging, and value-driven experience across every dealer touchpoint from event and trade show participation to education, digital support platforms, and ongoing communications. This position translates goals into meaningful partner engagement programs that drive dealer success, loyalty, and long-term growth.

Duties & Responsibilities:

Partner Communication & Engagement

• • Develop and manage a comprehensive communication strategy to keep dealers informed, inspired, and aligned with business priorities
  • Oversee all dealer-facing communication channels including the Dealer Support platform, newsletters, webinars, Brother Sews University and email platforms
  • Facilitate alignment meetings between Product, Sales, Marketing, and Education to coordinate messaging and priorities ensuring clarity, accuracy and brand consistency in all outbound messages
  • Provide clear reporting and dashboards that track engagement, satisfaction, and performance metrics

Dealer Support Platform & Digital Experience

• • Lead the vision, optimization, and management of the Dealer Support portal, ensuring an intuitive, resource-rich, and reliable experience
  • Collaborate with Customer Experience Team (CXC) and Sales to implement enhancements that improve usability, accessibility, and engagement
  • Manage analytics to monitor usage trends, identify gaps, and continuously improve platform effectiveness
  • Oversee integration and consistency across dealer-facing systems (Customer Relationship Management System (CRM), Learning Management System (LMS), and other digital tools

Events & Trade Shows

• • Oversee all dealer-facing events, tradeshows, and national conferences, ensuring each initiative reinforces the partner experience strategy
  • Collaborate cross-functionally to manage event logistics, communications, and on-site execution that strengthens dealer engagement
  • Partner with CXC and product marketing to ensure cohesive messaging and impactful brand presence at trade shows
  • Track event ROI and implement post-event follow-up strategies that translate engagement into ongoing participation and sales momentum

Partner Feedback, Insights & Recognition

• • Establish structured feedback channels such as dealer surveys, advisory councils, and focus groups
  • Analyze dealer sentiment, satisfaction (NPS), and engagement data to drive actionable business improvements
  • Serve as the internal advocate for the dealer community—translating feedback into strategic initiatives
  • Lead dealer recognition or loyalty programs that celebrate top performers and foster community connection
  • Partner with leadership to define the long-term vision and KPIs for the partner experience program

Partner Enablement & Education

• • Develop and manage dealer onboarding programs to support new partner success and adoption of tools and resources
  • Collaborate with Product Marketing and Sales Education to deliver training sessions, webinars, and masterclasses that build product confidence and sales capability
  • Oversee the development of partner toolkits, promotional calendars, and launch playbooks to support go-to-market execution
  • Monitor training engagement metrics and adjust content strategies based on participation and feedback

Cross-Functional Leadership & Strategy

• • Manage and mentor a team or cross-functional contributors to ensure high-quality execution and continuous improvement
  • Lead communication strategies during key business periods or sensitive events (e.g., outages, product delays, pricing changes) to ensure consistent, proactive dealer updates

Experience & Qualifications:

Education

 

Bachelor's Degree (or equivalent experience) in Marketing, Communications, Business, or related field

Master's Degree in MBA- Preferred

 

Experience:

 

• • Minimum 10 years of a combination of relevant experience spanning the following areas:
    • Experience in partner marketing, dealer communications, event/trade show management, or customer experience
    • Proven success managing large-scale events, tradeshows, and digital platform initiatives
    • Strong leadership and project management experience

 

Software/Technical Skills:

 

• • Knowledge of CRM, CMS, or communication tools (Salesforce, SharePoint, Constant Contact, etc.)
  • Knowledge of Partner Portal Tools / Platforms

 

Other Skills/Knowledge/Abilities:

 

• • Strong leadership and cross-functional project management skills
  • Exceptional written and verbal communication skills
  • Analytical and data-driven mindset with the ability to translate insights into strategy
  • Ability to build strong internal and external stakeholder relationships
  • Excellent attention to detail
  • Ability to manage large-scale events, tradeshows, and digital platform initiatives
  • Knowledge of sewing, crafting, and creative retail community

Additional Details for This Role:

This role will be a hybrid role. Subject to business needs, employees may work remotely up to two days per week. Assigned office days will be determined by your manager. #LI-Hybrid

 

Base Salary

• • The targeted base salary range for this position is $ 145,000- $ 165,000 per year.
  • Base salary is determined by the education, experience, knowledge, skills, and abilities of the successful candidate, as well as factors such as internal equity, cost of labor in the hiring location, and alignment with market data.

 

Additional Compensation

• • This position is eligible for a 20%bonus at 100% of target, with the opportunity to achieve above 100% dependent on company performance and in alignment with company bonus plans.
  • Bonus awards are discretionary and contingent upon individual performance as well as Brother achieving its corporate objectives, in accordance with the applicable bonus plan in effect.