EMEA Channel Marketing Manager

Role Overview

• 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.
• Lead the 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.
• 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.
• Own the EMEA distributor Cooperative Marketing Fund (co-op) and partner Marketing Development Fund (MDF) budget execution from end-to-end, including planning, governance, prior approvals, usage oversight, claims processing, and ROI reporting.
• Drive recurring co-op engagement with distributors through a consistent operating rhythm: Annual and quarterly co-op planning by distributor, including funding forecasts, program themes, target segments, and expected pipeline contribution.
• Quarterly business reviews with distributors focused on co-op utilization, program results, lead quality, and pipeline impact.
• Ongoing coordination to ensure distributors deliver timely reporting on lead flow, follow-up, and conversion, and that partner-sourced leads are properly routed.
• Co-op usage per eligibility rules and required proof-of-performance, aligned with finance and legal/compliance.
• Optimize spend and performance: Track utilization, ROI by activity, cost per lead (where applicable), pipeline influence, and win contribution.
• Coach distributors on improving program effectiveness (targeting, creative, offers, partner recruitment, follow-up).
• Coordinate closely with the EMEA sales team and identify opportunities to allocate MDF funds to partners for key activities.
• Track MDF budget and utilization, ROI by activity, cost per lead (where applicable), pipeline influence, and win contribution.
• Guide partners as needed to improve program effectiveness (targeting, creative, offers, partner recruitment, follow-up, etc.).
• 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 programs.
• 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.
• Define KPIs and a reporting cadence for channel programs, including co-op and MDF.
• Track sourced and influenced pipeline, lead quality, conversion rates, activity ROI, and partner engagement; run retrospectives and improve programs each quarter.
• Channel-sourced and channel-influenced pipeline and revenue versus targets.
• Co-op and MDF utilization and ROI: percentage of funds utilized, ROI by program 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 campaigns, lead follow-up performance, partner recruitment into programs.
• Partner performance: program adoption, campaign outcomes, and revenue contribution.

Requirements

• 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 programs.
• 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 programs.
• Proficiency with CRM and marketing automation and reporting (e.g., Salesforce plus Marketo, HubSpot, or Pardot).
• Strong partner-facing communication, negotiation, and stakeholder management.
• 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.

Tech Stack

• SQL

Benefits

• Hybrid: expected in the office at least 2 days per week.