Senior Manager, Partner , B2C​/B2B

Company Overview

Brother is a leading provider of home and office equipment, sewing and crafting products, and industrial solutions. With a legacy spanning over 115 years, our brand is renowned for producing award-winning printers, sewing machines, P-touch labelers, and more. Brother International Corporation (BIC) was established in 1954, marking over 70 years of operations in the United States. Our Americas headquarters is located in Bridgewater, New Jersey.

BIC is a wholly owned subsidiary of Brother Industries Limited (BIL), which was founded in 1908 in Nagoya, Japan, and operates in more than 30 countries worldwide. Brother’s Americas presence includes subsidiaries in Canada, Mexico, Brazil, Argentina, Chile, and Peru.

Brother has consistently been recognized as a best place to work, reflecting our commitment to fostering a workplace culture aligned with our core values of being inclusive, collaborative, customer‑centric, and socially responsible. We value work‑life balance and flexibility, and as a result have introduced policies such as our hybrid office schedule, casual dress code, and flexible Fridays, which allow us to wrap up meetings for dedicated focus time or to start our weekends sooner, year‑round.

Our commitment to employee growth and development is demonstrated through our offering of facilitated courses and certificate programs and our investment in resources that enable self‑paced learning.

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.

• 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

• 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)

• Oversee all dealer‑facing events, trade shows, 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

• 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…