Senior Manager, Go-to-Market (GTM), Channel Marketing

About the position

We are seeking an experienced and results-driven Senior Manager, Go-to-Market (GTM), Channel Marketing to lead and execute our affinity, events, and tech partner channel marketing strategies. The ideal candidate will have a deep understanding of channel partnerships, GTM strategies, and a proven track record of driving successful campaigns, growth initiatives, product launches, and revenue through indirect channels. In this role, you will collaborate with cross-functional teams including marketing, sales, and our channel partners, to develop and implement marketing plans that align with overall business goals.

Responsibilities

• Develop and execute comprehensive channel marketing strategies to support go-to-market (GTM) plans and drive partner-led growth.
• Identify, prioritize, and evaluate new channel opportunities, including bar associations, cpa societies, horizontal and vertical partners, industry events, and consultants.
• Ensure marketing strategies align with broader company objectives, brand messaging, and product positioning.
• Lead end-to-end execution of channel GTM campaigns, ensuring proper coordination between marketing, sales, and channel partners.
• Define key performance indicators (KPIs) for each campaign and provide regular reporting and analysis of performance.
• Coordinate with the marketing team to develop customized marketing materials, sales tools, and assets to support partners in delivering successful campaigns.
• Collaborate with the Campaigns team on how to best deploy broad campaigns across the affinity, partners, and events channels.
• Provide ongoing training and resources to channel partners to enable them to effectively sell, market, and support company products and services.
• Develop and deliver partner enablement programs that enhance the understanding of product offerings, sales strategies, and marketing initiatives.
• Work closely with campaigns, growth, product marketing, and sales teams to ensure alignment on messaging, positioning, and GTM objectives.
• Gather feedback from the channels to provide input into product development and marketing strategies.
• Maintain strong working relationships with marketing and sales leadership to ensure that marketing initiatives translate into business outcomes.
• Monitor, track, and analyze the performance of channel marketing initiatives, adjusting strategies as necessary to optimize results.
• Produce regular reports on channel program performance, campaign effectiveness, and ROI to leadership teams.
• Manage channel marketing budgets and resources, ensuring optimal allocation for maximum impact.
• Ensure that all activities are executed within budget and adhere to timelines.
• Stay informed about industry trends, competitor activities, and emerging marketing technologies across the channels and communicate to our competitive intelligence team to ensure our competitive edge.
• Provide insights to improve the marketing strategy and approach based on competitive analysis and market feedback.
• Support channel partner events, webinars, and conferences to drive brand awareness and engagement within the channel community.
• Plan, execute, and measure the success of events designed to support the partner ecosystem and generate demand.

Requirements

• Bachelor's degree in Marketing, Business Administration, or related field.
• Minimum of 5+ years of experience in channel marketing, partner management, or a similar role within a technology or B2B environment.
• Proven track record of successfully executing go-to-market strategies and campaigns through indirect sales channels.
• Strong knowledge of channel marketing best practices, including partner enablement, joint campaigns, and co-marketing strategies.
• Solid understanding of sales funnels, pipeline management, and marketing automation platforms.
• Ability to build and maintain strong relationships with partners, sales teams, and cross-functional departments.
• Exceptional communication, presentation, and interpersonal skills.
• Analytical mindset with the ability to analyze data, track KPIs, and adjust strategies accordingly.
• Strong project management skills and the ability to manage multiple initiatives simultaneously.
• Experience with CRM systems (e.g., Salesforce) and marketing automation tools (e.g., HubSpot, Marketo).

Nice-to-haves

• Familiarity with digital marketing tactics, including social media, SEO, SEM, and content marketing.
• Experience in product launches and market research.
• Knowledge of partner portals and content management systems.