Director, Go-to-Market Engineering

SonicWall

17h • Remote

About The Position

SonicWall is seeking a Director, Go-to-Market Engineering to design, build, and continuously optimize the company's global demand engine. This role replaces the traditional campaign-centric model with a systems-thinking approach to pipeline creation, focusing on how data, technology, media, AI, channel partners, and human touchpoints connect into a coordinated, measurable system that reliably produces revenue outcomes. The position owns the marketing operations function and the digital marketing stack, ensuring the infrastructure reliably produces pipeline. This role is crucial for a company like SonicWall, operating globally across multiple product lines with a 100% channel model and a multi-tier distribution structure. The Director will lead Integrated Marketing Managers aligned to product lines and the Marketing Operations team, working closely with field marketing, product marketing, and channel sales to ensure a cohesive and effective go-to-market strategy.

Requirements

• 8 to 12 years in B2B marketing, with a trajectory that moves from hands-on campaign execution into systems-level strategy, demand leadership, or marketing operations.
• Thinks like an engineer -- approaches GTM as a system to be designed, instrumented, and optimized rather than a series of campaigns to be planned and executed.
• Has owned or deeply managed marketing operations and/or a marketing technology stack -- understands what it takes to govern, evolve, and get real value from the infrastructure.
• Deep fluency in channel-led and partner-led GTM models -- understands multi-tier distribution, MDF strategy, through-partner marketing, and how to build demand programs that activate the channel as a revenue partner.
• Experience working with or alongside global field marketing teams, understanding how global strategy translates into regional execution.
• Comfortable working across the full modern marketing stack: intent data, ABM platforms, paid media, marketing automation, CRM, AI agents, and emerging tools -- as a systems thinker who knows how the components connect and compound.
• Deeply data literate -- can build attribution models, read pipeline analytics, and diagnose system performance without needing a translator.
• Has used AI tools in a real GTM context -- not just experimented with them, but integrated them into how work actually gets done.
• Demonstrated ability to lead and develop direct reports across more than one functional area.
• Track record of productive collaboration with product marketing, field marketing, and channel or sales organizations.

Nice To Haves

• Cybersecurity or enterprise tech background preferred but not required.

Responsibilities

• Design and own SonicWall's global demand engine, an integrated system of data signals, technology platforms, media, AI workflows, channel and field programs, and coordinated tactics that produces pipeline at scale.
• Map and continuously optimize the full GTM motion from market awareness through partner engagement to pipeline creation, identifying friction points and engineering solutions at every stage.
• Define the instrumentation and measurement framework that makes the demand engine visible, ensuring every component is tracked, attributed, and connected to revenue outcomes.
• Introduce AI agents, automation, and modern MarTech as active, integrated components of the demand system.
• Stay ahead of emerging GTM approaches, tools, and channels, and bring a grounded point of view on what SonicWall should adopt and when.
• Own the marketing operations function in its entirety, including people, processes, systems, and data infrastructure.
• Own and govern SonicWall's digital marketing stack, evaluating, selecting, integrating, and retiring platforms with a bias toward capability, simplicity, and measurable business impact.
• Ensure the marketing technology stack is continuously evolved to give SonicWall a structural advantage in demand creation, capture, and conversion.
• Drive data quality, CRM hygiene, and marketing attribution standards across the organization.
• Lead the organization's adoption of AI-powered marketing tools and workflows, building internal playbooks and capability.
• Align marketing operations priorities with the demands of the GTM Engineering system.
• Design demand strategies that treat the channel as the primary route to market, building programs that activate and enable distributors, resellers, and managed service providers.
• Work closely with the channel sales organization to align the demand system with partner tier structures, distributor dynamics, MDF investment priorities, and partner capacity.
• Build through-partner marketing frameworks, co-branded campaign tools, and partner enablement assets.
• Understand the multi-tier distribution model at a structural level and design programs that work at each layer.
• Partner closely with global field marketing teams to ensure the demand system is designed for regional execution.
• Provide field marketing with the frameworks, tools, and campaign infrastructure needed to activate the channel and drive pipeline in local markets.
• Use field-level market intelligence to continuously refine and improve the global demand system.
• Align global demand programs with field marketing calendars, regional partner events, and local market priorities.
• Partner closely with product marketing counterparts to co-develop campaign messaging, GTM strategy, and launch frameworks.
• Ensure the demand system is grounded in current product positioning and competitive context.
• Serve as the feedback loop between market demand signals and product marketing.
• Align the GTM Engineering calendar with product launch timelines and go-to-market milestones.
• Directly manage Integrated Marketing Managers and the Marketing Operations team, providing strategic direction and leadership.
• Coach and develop team members across demand strategy, systems thinking, data fluency, channel-integrated design, and AI-powered execution.
• Hold teams accountable to pipeline contribution and operational excellence metrics.
• Foster a culture of experimentation, measurement, and continuous improvement.
• Own the demand intelligence function, building and maintaining the data infrastructure, attribution models, and reporting frameworks.
• Develop pipeline attribution models that account for the channel motion.
• Use data to identify gaps and opportunities in the demand system and translate findings into engineering decisions.
• Ensure pipeline reporting is accurate, consistent, and trusted across the revenue organization.
• Serve as the CMO's strategic operator for GTM execution, translating vision into a prioritized, coordinated roadmap.
• Drive quarterly GTM planning cadences and ensure alignment across demand, field, ops, comms, product marketing, and channel functions.
• Act as the connective tissue between marketing functions, channel teams, and product lines.

Benefits

• Equal opportunity employer
• Commitment to creating a diverse environment
• Active security solutions in 100+ countries

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed