Director, Channel Marketing

Veracode•Burlington, MA

14h

About The Position

Veracode is seeking an experienced and dynamic Director of Channel & Alliances Marketing to lead its worldwide partner and alliance marketing efforts. This role is responsible for strategy and execution across the full partner ecosystem, including Distributors, VARs, GSIs, MSSPs, Technology Alliance Partners, and OEM Partners. The position requires a strategic leader with deep expertise in Application Security to build programs that drive revenue through channel routes and technology alliance relationships. The Director will act as the liaison between the partner ecosystem and internal go-to-market teams, ensuring all partner motions are marketing-enabled and pipeline-generating. The ideal candidate will be proficient in both the commercial and technical aspects of the partner business, capable of developing impactful channel programs for resellers and building compelling co-marketing narratives for technical alliances and OEM relationships.

Requirements

Bachelor's degree in Marketing, Business Administration, or a related field.
12+ years of experience in marketing, with at least 5 years in a dedicated channel and/or alliance marketing leadership role, preferably in a global capacity.
Deep knowledge of the cybersecurity or application security partner ecosystem, spanning reseller channels, MSSPs, and technology alliances.
Proven track record designing and executing channel programs: MDF, partner incentives, co-marketing, and partner portals.
Demonstrated experience building alliance and OEM co-marketing programs, including joint solution positioning, integration launches, and embedded product GTM.
Strong understanding of the MSSP business model and how to build marketing programs that support managed service packaging and resale.
Experience with technical partners and the ability to translate complex integration stories into compelling joint marketing narratives.
Excellent communication, presentation, and interpersonal skills, with the ability to influence and collaborate effectively with diverse stakeholders — including technical partner contacts.
Experience with CRM (e.g., Salesforce) and PRM platforms.

Responsibilities

Define and own the global channel and alliances marketing vision, strategy, and roadmap, aligned to company revenue and market expansion goals.
Lead, mentor, and scale a high-performing team spanning both channel and alliance marketing disciplines.
Establish unified KPIs and measurement frameworks covering channel-sourced pipeline, alliance-influenced revenue, MSSP-originated opportunities, and partner-attributed ARR.
Map the competitive partner landscape and identify emerging opportunities across the MSSP, OEM, and technology alliance ecosystem.
Serve as a senior voice of the partner ecosystem in cross-functional planning, bringing channel and alliance perspectives into product, marketing, and sales strategy.
Develop and execute comprehensive channel marketing programs in partnership with sales to drive brand awareness, demand generation, and pipeline growth through indirect routes to market.
Manage the end-to-end Channel Marketing Program, including Sell-to, Sell-Through, and Sell-With motions across the reseller, distributor, and GSI ecosystem.
Build and evolve MSSP-specific marketing programs — including service wrapping toolkits, co-branded managed service positioning, and MSSP partner demand generation campaigns.
Build scalable partner incentive programs — rebates, SPIFFs, co-op, and performance tiers — that motivate pipeline generation and deal acceleration across reseller and MSSP partners.
Develop and manage MDF programs, ensuring clear guidelines, partner utilization, and measurable impact on pipeline and bookings.
Create comprehensive partner marketing toolkits including co-brandable collateral, battlecards, sales plays, presentations, and digital assets tailored to different partner types.
Drive partner-facing communications including newsletters, webinars, training materials, and partner portal content.
Design and execute demand generation events with channel partners, including roadshows, field events, and virtual programs.
Develop and own the alliance marketing strategy for technology partners and OEM partners — including joint GTM planning, co-marketing execution, and solution launch programs.
Build OEM-specific marketing programs: embedded product positioning, co-branded solution packaging, and joint go-to-market materials that enable OEM partners to market and sell integrated solutions.
Establish compelling joint messaging and solution narratives with key technology alliance partners that differentiate our combined or embedded offering in the cybersecurity market.
Build and execute co-marketing programs with strategic technology alliances — joint campaigns, solution briefs, integration spotlights, webinars, and event activations.
Develop alliance partner launch playbooks for new integrations, OEM agreements, certifications, and joint solution announcements.
Create thought leadership and content programs that elevate joint alliance stories with analysts, press, and customers — including joint case studies, reference architectures, and solution guides.
Work closely with Product Marketing to ensure alliance narratives reflect current product positioning and technical integration stories accurately.
Work closely with the Global Channel Sales and Alliance teams to understand partner needs and design targeted marketing support programs for each partner type.
Develop sales enablement programs, onboarding materials, and communication vehicles to expand mindshare with reseller sellers, MSSP service delivery teams, and technical stakeholders at alliance partners.
Foster trusted advisor relationships with marketing and business development counterparts at key partners across channel, MSSP, and alliance segments.
Facilitate joint business planning sessions with strategic partners to align pipeline targets, campaign plans, and program investments.
Collaborate closely with Product Marketing to ensure partner programs reflect current positioning, product narratives, and technical integration capabilities.
Partner with Marketing to integrate channel, MSSP, and alliance stories into broader campaigns, events, and brand moments.
Provide regular reporting and insights on channel and alliance marketing performance to senior leadership.
Manage the combined channel and alliances marketing budget, ensuring optimal allocation across programs and partner tiers.
Track marketing spend against budget; evaluate ROI and adjust program mix based on performance data.