Product Owner -Lead Management & Performance Marketing

ABOUT USG AND OUR DIGITAL CUSTOMER EXPERIENCE JOURNEY

USG Corporation is an industry-leading manufacturer of building products and innovative solutions highlighted by Sheetrock®, Durock®, and Securock® Brands.

Headquartered in Chicago, USG serves construction markets around the world through its Gypsum, Performance Materials and Ceilings divisions. Its wall, ceiling, flooring, sheathing, and roofing products provide the solutions that enable customers to build outstanding spaces where people live, work, and play.

USG is evolving its digital customer experience and translating the objective of being the easiest to do business with, into a sustainable technology roadmap which USG shares with the parent company Knauf. The digital transformation includes upgrading our technology stack and augmenting our teams, developing new digital platforms, and integrating an agile operating model to deliver exceptional customer experiences. The program supports all USG regions, building solutions for customers in the US, Canada, and LATAM.

ROLE SUMMARY:
The Manager, Lead Management & Performance Marketing is a strategic commercial marketing leader responsible for the end-to-end lead management operating model and the performance marketing programs that create qualified demand, accelerate pipeline, and demonstrate measurable revenue impact. This role owns the lead lifecycle from acquisition through qualification, routing, nurture, sales handoff, opportunity conversion, and closed-loop performance measurement across USG, CGC, and LATAM.

As the business Product Owner for Lead Management, this leader defines the vision, roadmap, governance, requirements, and prioritized enhancement backlog for Salesforce CRM, Salesforce Marketing Cloud, and connected capabilities. The role partners across Marketing, Sales, Digital, Sales Operations, Customer Experience, Analytics, and IT to establish scalable processes, improve adoption and data quality, and optimize investment based on funnel performance and business outcomes.

KEY RESPONSIBILITIES:

Lead Management Strategy, Operating Model & Governance

• Own the enterprise lead management strategy and operating model, aligning priorities to commercial objectives, customer segments, and regional growth plans.

• Define the lead lifecycle across capture, enrichment, scoring, qualification, routing, nurture, sales acceptance, opportunity conversion, recycling, and disposition.

• Establish decision rights, ownership, governance forums, service-level expectations, and escalation paths across Marketing, Sales, Sales Operations, Digital, Analytics, and IT.

• Product Ownership & Platform Enablement

• Own the Lead Management vision, roadmap, governance, and prioritized product backlog in partnership with Marketing, Sales, Digital, Sales Operations, Salesforce, Analytics, and IT.

• Translate business needs into clear capabilities, user stories, requirements, acceptance criteria, release priorities, and measurable value outcomes.

• Govern stage definitions, entry and exit criteria, scoring logic, routing rules, handoff standards, recycling processes, and conversion tracking across regions and business units.

• Act as the business Product Owner for Salesforce Lead Management and Salesforce Marketing Cloud capabilities, ensuring releases support the approved operating model, data standards, user experience, and business controls.

• Drive adoption and continuous improvement while balancing enterprise consistency with validated local market requirements.

Performance Marketing & Demand Generation

• Develop the performance marketing strategy and integrated demand plan by audience, product, market, lifecycle stage, channel, and revenue objective.

• Co-Lead measurable acquisition and demand-generation programs across paid search, paid social, programmatic, account-based marketing, email, web, partner, and event channels together with the different marketing and sales/product management functions:

• Design data-driven digital customer segmentation, lead scoring, nurture, suppression, frequency, and re-engagement strategies using behavioral, firmographic, transactional, account, product-interest, and lifecycle signals to improve relevance, lead quality, conversion, and pipeline velocity.

• Build a disciplined testing agenda across audiences, offers, channels, landing experiences, bidding, sequencing, and calls to action; scale proven approaches based on incremental business impact.

Analytics, Attribution & Performance Optimization

• Serve as the subject-matter expert for lead funnel analytics, performance marketing measurement, attribution, experimentation, and marketing investment optimization.

• Co-create a common KPI framework spanning inquiries, leads, MQLs, sales acceptance, SQLs, opportunities, pipeline, revenue, cost per outcome, conversion, velocity, and return on marketing investment together with the analytics team

• Develop and manage executive dashboards and operating reviews using Salesforce, Adobe Analytics or GA4, marketing automation platforms, Power BI, and other approved data sources.

• Establish closed-loop reporting with Sales and Sales Operations to connect source, campaign, account, opportunity, revenue, and disposition data.

• Govern measurement methodologies, attribution rules, taxonomy, campaign tracking, and data-quality controls to support consistent and trusted reporting.

• Use performance insights to recommend budget shifts, channel mix changes, audience refinements, and funnel interventions, with clear assumptions and expected outcomes.

• Partner with Analytics teams to design test-and-learn approaches, evaluate incrementality, and quantify the commercial contribution of marketing activity.

Lead Management Adoption & Continuous Improvement

• Define role-based processes, training requirements, adoption measures, and change interventions for Marketing, Sales, and operational users.

• Monitor funnel health, process adherence, lead aging, routing exceptions, rejection and recycling patterns, and data-quality issues; drive corrective action with accountable owners.

• Maintain a prioritized continuous-improvement pipeline informed by user feedback, performance insights, business priorities, technology opportunities, and control requirements.

Cross-Functional Leadership

• Serve as the lead liaison across Marketing, Sales, Sales Operations, Digital, Customer Experience, Analytics, and IT for lead management and performance marketing priorities. Work closely with Sales leadership and frontline sales teams to align qualification criteria, routing, service-level expectations, follow-up, feedback loops, opportunity conversion, and shared pipeline outcomes; coordinate with USG, CGC, LATAM, and global stakeholders as appropriate.

• Provide executive leadership with concise performance narratives, actionable recommendations, investment trade-offs, roadmap status, risks, dependencies, and decisions required.

Capability Building & Best-Practice Leadership

• Build lead management and performance marketing capabilities through standards, playbooks, training, coaching, and communities of practice.

• Promote a culture of measurement, accountability, experimentation, customer relevance, and rapid learning.

QUALIFICATIONS:

Bachelor's degree in Marketing, Business Administration, Analytics, Economics, Data Science, or a related discipline; advanced degree preferred.

• 8+ years of progressive B2B lead management, demand generation, growth marketing, or performance marketing experience, including leadership in a complex cross-functional environment.

• Deep expertise in lead lifecycle design, demand generation, campaign automation, digital customer segmentation, audience strategy, lead scoring, routing, nurture, funnel optimization, and sales handoff, including the use of behavioral, firmographic, transactional, account, product-interest, and lifecycle data to create actionable segments and personalized journeys.

• Advanced experience with performance measurement, attribution, experimentation, funnel analytics, dashboarding, and translating insights into investment decisions.

• Proven experience owning B2B lead management processes and applying product ownership practices, including roadmaps, backlogs, requirements, prioritization, release planning, and value measurement.

• Proven experience with Salesforce CRM and Salesforce Marketing Cloud; experience with Adobe Analytics or GA4, Power BI, Tableau, and account-based marketing platforms is preferred.

• Proven success working cross-functionally with Sales and Sales Operations to define shared funnel standards, qualification criteria, service-level expectations, follow-up processes, feedback loops, and pipeline and revenue outcomes, while also influencing Marketing, Digital, Analytics, IT, and executive stakeholders across regions or business units.

• Experience in building materials, construction, manufacturing, distribution, or another complex B2B environment preferred.

• Excellent strategic planning, program leadership, communication, and executive presentation skills, with a strong bias for measurable outcomes and disciplined execution.

• Success Measures

• Establish and sustain a unified lead management operating model, governance structure, roadmap, and accountability model across USG, CGC, and LATAM.

• Improve lead quality, sales acceptance, MQL-to-SQL conversion, SQL-to-opportunity conversion, pipeline velocity, sourced or influenced pipeline, and revenue contribution against agreed baselines and targets.

• Deliver trusted executive dashboards, consistent KPI definitions, closed-loop attribution, and transparent marketing investment performance.

• Increase adoption of lead management standards, reduce routing and data-quality exceptions, and improve timely follow-up and disposition compliance.

• Build scalable lead management and performance marketing capabilities that enable future AI, personalization, predictive scoring, and customer experience initiatives.

Rate of pay may be adjusted based on the qualifications and experience of the candidate.

USG employees enjoy a number of benefit options for themselves and their families. These include two medical insurance options, as well as vision and dental coverage. The cost of these optional programs varies based on coverage level - employees generally pay 25% of the monthly premium cost, USG pays the rest. These coverage options are offered on the first day of employment with no waiting period.

Additionally, USG employees enjoy both a 401(k) Investment Plan with company match and a pension plan. Beyond these main features, employees may also choose from a number of additional programs like life insurance, accident insurance, legal insurance, even pet insurance, just to name a few. USG also offers Quarterly (hourly) / Annual (salary) bonus potential for all employees based on performance metrics tied to safety, quality, and productivity. USG also provides employees with paid time off and paid holidays.

Since 1902, Chicago-based USG has been a leader in producing innovative, award-winning products and systems to build everything from major commercial developments and residential housing to home improvements. USG's employees are committed to the highest levels of customer satisfaction and quality in everything we do. Our steadfast commitment to the company's core business values – innovation, quality, integrity, service, diversity, efficiency and safety – have helped us become the company we are today.

EOE including disability/veteran