This newly created Senior Director role is critical to what we are building as an organization. It’s an opportunity to help shape our digital future—connecting strategy, technology, data and customer experience across the enterprise. The person who steps into this role won’t simply manage existing capabilities; they will help build the foundation for how we better serve our customers, enable our teams and drive growth for years to come.”

— Brian Sekerak, Vice President, Digital Experience

Role Summary

Reporting to the VP of Digital Experience, the Senior Director of Digital Product – Customer Engagement & Data will lead the vision, strategy, and execution of customer engagement and data platforms that directly support sales productivity, direct customer commerce enablement, homeowner lead generation, pipeline quality, and revenue growth.

This role sits at the intersection of Sales, Marketing, Technology, and Data, owning the strategy and performance of core engagement platforms including CRM, Customer Data Platform (CDP), and Marketing Automation, and partnering closely on ERP-integrated direct customer commerce enablement for dealers and distributors. The role is accountable for enabling high-quality lead flow, clear lifecycle ownership, actionable customer insights, and scalable digital products that help sales teams move faster, close more business, and drive growth across B2B and B2B2C customer segments.

Key Responsibilities

Product Strategy & Platform Ownership

• Own the product strategy and roadmap for customer engagement platforms, including CRM, Marketing Automation, and CDP.
  Prioritize features and data use cases that improve:
  Lead quality and speed-to-contact
  Account and opportunity visibility
  Contractor and homeowner matching
  Sales productivity and pipeline conversion
  Ensure CRM and CDP platforms operate as systems of record for sales, marketing, and service interactions.
  Balance near-term sales and marketing enablement needs with long-term platform scalability and data strategy.
  Sales Partnership & Revenue Enablement
• Serve as a strategic partner to Sales Leadership and Sales Operations to design CRM workflows aligned to how sales teams sell.
  Co-own lead lifecycle definitions (Inquiry → MQL → SQL → Opportunity → Closed/Won) and supporting platform logic.
  Partner with Sales Operations on:
  Lead routing and territory logic
  Account hierarchies and buying group models
  Opportunity stages and pipeline definitions
  CRM inputs required for forecasting and reporting
  Establish and govern SLAs, lifecycle definitions, and feedback loops between Sales and Marketing to ensure accountability and continuous improvement.
  Lead Management, Pipeline Quality & Attribution
• Own CRM-driven lead management capabilities, including scoring, enrichment, routing, and lifecycle progression.
  Improve pipeline quality by ensuring sales teams receive prioritized, actionable, and context-rich leads.
  Enable closed-loop reporting connecting marketing activity to leads, opportunities, and closed/won revenue.
  Partner cross-functionally to ensure CRM and CDP reporting is trusted as a source of truth.
  Customer Journey, Personalization & Commercial Insights
• Translate journey insights into digital capabilities that improve targeting, message relevance, and conversion.
  Enable use cases such as real-time personalization, homeowner-to-contractor matching, and behavioral journey tracking.
  Leverage AI, customer profiling, and computed traits to enrich CRM and CDP data models and improve marketing and sales ROI.
  Ensure customer journey orchestration supports both marketing activation and effective sales follow-up.
  Cross-Functional Leadership & Governance

Lead cross-functional squads spanning Sales, Marketing, IT, Data Engineering, Analytics, and Commercial teams.
Establish governance models for:
Data ownership and quality
Consent, privacy, and compliance
Lead quality standards
CRM configuration and change management
Define clear decision rights, escalation paths, and success metrics across teams.
CRM Adoption, Enablement & Change Management

Drive CRM adoption by ensuring platforms are intuitive, valuable, and aligned to sales and marketing workflows.
Partner with Sales Enablement and Sales Leadership on:
Training and onboarding
Rollout of new capabilities
Measurement of adoption, usage, and effectiveness
Measurement & Business Impact

Track and improve KPIs including:
Lead-to-opportunity conversion
Speed-to-lead and response SLAs
Pipeline velocity and win rates
CRM adoption and data quality
Use insights to continuously refine engagement and data strategy in service of revenue growth.
Direct Customer Commerce Enablement (Dealers & Distributors)

Own the digital product strategy for direct customer commerce enablement supporting dealers and distributors, including punchout catalogs, account-based purchasing, and ERP-integrated ordering capabilities.
Partner with IT, Sales Operations, Finance, and Commercial teams to ensure commerce workflows align with:
Contract pricing and customer-specific terms
Account-level catalogs and assortments
Order management, invoicing, and fulfillment processes
Enable digital buying experiences that support sales-assisted ordering, self-service reorders, and account-based purchasing controls.
Ensure customer, product, pricing, and order data flow cleanly between CRM, CDP, ERP, and downstream systems.
Develop short- and long-term roadmaps to scale direct customer commerce capabilities across business units.
Marketing Automation

Oversee marketing automation strategy and platform performance across email and SMS channels.
Partner cross-functionally to ensure effective activation, measurement, and compliance acro