Job Title
EMEA Channel Marketing Manager (preferred Barcelona, Spain)
Reporting
Reports to EMEA Field Marketing Manager.
Location & Travel
Preferred location: Barcelona, Spain. Role scope: EMEA. Hybrid: at least 2 days per week in office. Travel: 10%-25% across EMEA, depending on partner coverage and event calendar.
Scope of Responsibilities & Position Expectations
Channel strategy and planning
- Build EMEA channel marketing strategy aligned to regional sales priorities and global marketing plans.
- Create quarterly and annual channel marketing plans for distributors, VARs, MSPs, and integrators, including goals, program mix, budget allocation, and expected outcomes by partner and country.
- Own channel marketing strategy and execution across EMEA, prioritizing markets, partners, and investments based on regional business goals, opportunity, and performance.
Channel demand generation
- Lead planning and execution of channel‐led demand programs: webinars, field events, digital campaigns, paid media, email nurtures, and co‐marketing initiatives.
- Localize and adapt campaigns for priority markets; coordinate translations and ensure regional compliance and brand standards.
- Build repeatable campaigns-in-a-box for distributors and partners, including targeting guidance, recommended offers, and follow‐up sequences.
Channel marketing enablement
- Develop and maintain channel‐ready assets: partner toolkits, landing pages, email templates, solution briefs, pitch decks, battlecards, and case studies.
- Run partner marketing enablement sessions (virtual‐first) and provide playbooks for campaign execution, lead handling, and reporting.
- Collaborate with product marketing to keep positioning and messaging current and partner‐friendly.
Channel marketing fund management
- Own the EMEA distributor Cooperative Marketing Fund (co‐op) and partner Marketing Development Fund (MDF) budget execution from end‐to‐end.
- Drive recurring co‐op engagement with distributors through a consistent operating rhythm, including annual and quarterly co‐op planning, quarterly business reviews, and coordination to ensure timely reporting on lead flow and conversion.
- Optimise spend and performance by tracking utilization, ROI by activity, cost per lead (where applicable), pipeline influence, and win contribution.
- Co‐ordinate closely with the EMEA sales team and identify opportunities to allocate MDF funds to partners for key activities.
Events and channel communities
- Drive EMEA channel marketing moments (virtual‐first), including webinars, distributor partner days, regional events, and targeted industry and trade shows.
- Lead channel communications, newsletters, and community engagement to increase participation in campaigns and programmes.
Cross‐functional leadership
- Work closely with EMEA sales and channel leadership, partner account managers, marketing ops, finance, and legal/compliance.
- Coordinate with global marketing to reuse core campaigns and share best practices from EMEA.
Measurement and optimization
- Define KPIs and a reporting cadence for channel programmes, including co‐op and MDF.
- Track sourced and influenced pipeline, lead quality, conversion rates, activity ROI, and partner engagement; run retrospectives and improve programmes each quarter.
Success metrics
- Channel‐sourced and channel‐influenced pipeline and revenue versus targets.
- Co‐op and MDF utilisation and ROI: percentage of funds utilised, ROI by programme type, compliance rate, cycle time for approvals and claims.
- Demand metrics: MQL and SQL volume, conversion rates, cost per lead, and opportunity velocity.
- Distributor performance: number of active reselling partners engaged in programmes, lead follow‐up performance, partner recruitment into programmes.
- Partner performance: programme adoption, campaign outcomes, and revenue contribution.
Knowledge/ Skill Requirement
Essential
- 5+ years in B2B marketing with 3+ years in channel and partner marketing (technology, telecom, networking, SaaS, or hardware industries preferred).
- Demonstrated success driving measurable pipeline through partner and distributor programmes.
- Hands‐on experience managing MDF and co‐op budgets, approvals, and claims processes with finance and compliance alignment.
- Strong digital demand and campaign operations capability; comfortable running virtual‐first programmes.
- Proficiency with CRM and marketing automation and reporting (e.g., Salesforce plus Marketo, HubSpot, or Pardot).
- Strong partner‐facing communication, negotiation, and stakeholder management.
Desirable
- AI fluency, including practical experience using AI tools to improve campaign planning, content production, analytics, and operational efficiency.
- Experience across diverse EMEA markets (UKI, DACH, Nordics, Benelux, France, Iberia, MEA).
- Familiarity with PRM, partner portals, and campaign syndication tools.
- Understanding of distributor‐led and two‐tier channel models.
- Multilingual skills a plus; Spanish advantageous but not required, along with languages such as French, German, Italian, or Arabic.
Skills and Competencies
- Strong communication and stakeholder management skills; able to drive alignment across sales, distributors, and internal teams.
- Analytical and outcome‐driven; comfortable setting targets and analysing performance.
- Solid project management with the ability to run multiple workstreams and deadlines.
- Budget stewardship and vendor management.
Working Relationships
- Reports to EMEA Field Marketing Manager.
- Partners with EMEA Sales and Channel Leadership, Partner Account Managers, Sales Operations, Global Channel Marketing, Product Marketing, Product Management, Marketing Operations, Finance, Legal and Compliance.
- External distributors, key partners, agencies, event and media vendors.
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