DescriptionWe are seeking a Channel Marketing Manager to drive partner marketing initiatives across our ecosystem of value-added resellers (VARs), distributors, OEM partners, and strategic alliances. This role is responsible for developing and executing joint go-to-market programs that generate demand, accelerate pipeline, and strengthen partner engagement.
The ideal candidate is a collaborative, results-oriented marketer with experience building integrated channel marketing campaigns, managing partner relationships, overseeing demand generation programs, and aligning closely with Channel Sales, Marketing, and Sales teams to drive measurable business outcomes.
This role works closely with Channel Sales, Product Marketing, Demand Generation, Sales, and Operations teams to drive partner-led growth, pipeline acceleration, and revenue.
What You'll DoPartner Marketing Strategy & Execution - Develop and execute integrated marketing programs with VARs, distributors, OEMs, and strategic partners that align partner objectives with company revenue goals.
- Manage MDF, partner marketing calendars, campaign execution, and performance tracking.
- Drive awareness, demand generation, and pipeline creation through co-branded marketing activities.
- Work cross-functionally with Channel Sales, Marketing, Sales, Product Marketing, and Operations teams to execute successful partner programs.
- Build and maintain strong relationships with partner marketing stakeholders to drive engagement and business results
Demand Generation - Create and execute joint go-to-market campaigns with VARs, distributors, OEMs, and strategic partners that align with business objectives, lead generation goals, and pipeline targets.
- Plan and execute partner demand generation programs across field events, trade shows, digital, content, and webinar marketing channels.
- Manage event logistics, budgets, vendors, partner participation, attendee engagement, and post-event follow-up to maximize business impact.
- Partner closely with Sales, Channel Sales, Product Marketing, and Demand Generation teams to increase campaign performance, event attendance, lead conversion, and pipeline contribution.
- Track MQLs, campaign performance, event performance, marketing-sourced and influenced pipeline, and revenue contribution.
- Analyze results and optimize programs based on pipeline generation, conversion rates, ROI, and business outcomes.
Partner Enablement & Communications - Support partner enablement and engagement initiatives.
- Develop partner-facing content, campaign toolkits, sales enablement assets, and communications.
- Coordinate partner training and awareness programs.
- Ensure partners have the tools, content, and resources necessary to effectively position and promote company solutions.
MDF & Budget Management - Manage Market Development Fund (MDF) planning, allocation, and investment strategies across partner programs.
- Evaluate MDF program effectiveness through pipeline, opportunity, and ROI analysis.
- Develop recommendations to optimize partner marketing investments and maximize business impact.
- Support budget planning, forecasting, and expense management for channel marketing programs and campaigns.
Performance Measurement & Reporting - Track and report on partner-generated pipeline, opportunities, campaign performance, event performance, and ROI.
- Deliver actionable insights and recommendations to improve program effectiveness and partner engagement.
- Maintain accurate reporting and visibility through Salesforce and other marketing technology platforms.
- Provide regular updates to leadership on marketing performance, pipeline contribution, and partner program success.
What Success Looks Like - Partner-sourced and partner-influenced pipeline
- Marketing-qualified leads (MQLs)
- Campaign ROI and contribution to pipeline
- MDF utilization and effectiveness
- Partner engagement and enablement adoption
- Revenue contribution from channel partner programs
- Budget management and forecasting accuracy
What You'll Bring Required - 5+ years of B2B technology marketing experience.
- 2+ years of channel, partner, or alliance marketing experience within the technology industry.
- Experience working with VARs, distributors, OEMs, or strategic technology partners.
- Strong experience managing integrated demand generation campaigns, events, webinars, and field marketing programs from planning through execution and measurement.
- Experience managing marketing budgets, forecasting, and investment planning.
- Experience managing MDF programs and evaluating ROI.
- Proficiency with Salesforce CRM and marketing automation platforms.
- Strong project management and organizational skills with the ability to manage multiple priorities simultaneously.
- Excellent communication, presentation, and stakeholder management skills.
Preferred - Experience in cybersecurity, SaaS, endpoint management, or enterprise software.
- Familiarity with partner ecosystems such as HP, TD SYNNEX, and leading VAR partners.
- Understanding of channel sales motions and partner business models.
