Channel Marketing Manager

AvePoint•Richmond, VA

About The Position

The Channel Marketing Manager, NA & ANZ will play a central role in strengthening and expanding our channel partner ecosystem across the region. This position is responsible for planning, creating, orchestrating, and optimizing multi-touch marketing campaigns targeted at partner recruitment, cross-sell, and upsell motions. The role requires close collaboration with channel teams across NA & ANZ and alignment with counterparts in EMEA to ensure the execution of globally aligned yet regionally relevant channel initiatives. This is a highly cross-functional role interfacing with Channel Sales Leaders, Partner Managers, Channel Marketing, Channel Product Marketing, Learning & Development, and Digital Marketing teams. The ideal candidate combines strong campaign development expertise with a foundational understanding of product marketing to contribute to the creation of high-quality campaign assets.

Requirements

4–7 years of experience in channel marketing, partner marketing, or integrated marketing roles within the IT or SaaS sector.
Strong understanding of the indirect channel ecosystem (VARs, MSPs, distributors, GSIs, and technology alliances).
Proven experience planning and executing multi-touch B2B marketing campaigns.
Basic product marketing proficiency, including messaging development and content or asset creation.
Solid project management and coordination skills, with experience managing multiple stakeholders across regions.
Strong analytical skills with the ability to track performance metrics and optimize campaigns accordingly.
Excellent written and verbal communication skills in English.

Responsibilities

Develop marketing campaigns for partner recruitment, cross-sell, and upsell across the NA and ANZ region.
Align campaign strategies with global channel priorities and ensure consistency with EMEA.
Translate top level messaging layer and product go-to-market (GTM) strategies into partner-ready campaigns. This involves collaboration with regional marketing and partner sales teams to ensure campaigns are culturally and market-relevant across key global territories.
Define which campaigns and assets are relevant for different partner types (e.g., VARs, SIs, MSPs, etc.) or specific partner tiers to ensure a high-value targeted approach.
Define the necessary campaign assets (e.g., co-branded landing pages, email templates, social media kits, solution briefs, demo videos, etc.) partners need to execute successful campaigns.
Oversee end-to-end campaign creation including messaging, asset planning, content development, and channel mix selection (email, web, social, partner portals, events, etc.).
Work closely with Channel Product Marketing to shape key campaign assets such as datasheets, guides, landing pages, outreach, and curated content for partner audiences. Build and package comprehensive campaign-in-a-box kits that include all necessary collateral, communication guides, and clear execution instructions for partners.
Collaborate with Digital Marketing to ensure campaigns are optimized across digital ecosystems, ABX tools, and partner-facing platforms including assets in the PRM system.
Partner with the Learning & Development team to integrate relevant enablement modules and training tracks into campaign initiatives for our internal teams as well as the targeted audience.
Collaborate with Sales Operations to ensure leads generated via partner campaigns are properly attributed, scored, and seamlessly passed into the CRM for follow-up by the partner or internal sales team.
Maintain strong relationships with Channel Sales leaders and Partner Managers to align on business goals and provide campaign updates, insights, and performance feedback.
Facilitate seamless handoffs to sales and partner-facing teams to maximize regional follow-up and conversion effectiveness.
Work closely with EMEA counterparts in order to maintain global alignment and streamlined processes.
Track campaign performance using established KPIs (pipeline contribution, partner engagement, asset utilization, conversion metrics, etc.) including Partner Activation Rate (percentage of target partners actively running a campaign), Campaign Adoption Rate (the number of partners utilizing the provided campaign assets, Pipeline Contribution (leads generated, converted to Opportunities, and associated annual recurring revenue (ARR)).
Analyze results and continuously optimize campaigns for improved ROI and partner impact.
Provide regular reporting to regional leadership teams and global stakeholders.
Maintain campaign calendars, dashboards, and documentation to ensure transparency and coordination across teams.