Lead Partner Marketing Specialist

Hyland•,

9d•$134,000 - $153,000

About The Position

The Partner Marketing Lead develops, executes, manages, and measures Hyland's partner-led demand generation strategy across priority VARs, resellers, distributors, and channel partners. The role owns the SELL marketing motion and partners closely with Partner Sales, Partner Business Managers (PBMs), Demand Generation, Field Marketing, and Sales to create scalable programs that generate net-new demand, partner-sourced pipeline, and revenue. It combines strategic ownership with hands-on execution and leads decisions about where and how Hyland invests in partner-led demand. The role owns the SELL Partner Marketing strategy and annual and quarterly go-to-market plans; develops partner segmentation and prioritization; builds scalable partner-led demand programs aligned with global campaigns, vertical priorities, and regional pipeline needs; and develops joint marketing plans with priority partners and internal stakeholders. It also owns the marketing strategy for MDF/BDF investment, sets pipeline and performance expectations, measures and reports program results, and identifies programs to standardize and scale. The role builds relationships with priority partners and internal stakeholders, assesses partner performance, recommends changes to marketing investment, and represents Partner Marketing in go-to-market and pipeline planning discussions.

Requirements

Proven experience in channel or partner marketing, including demand generation strategy and execution across VARs, resellers, distributors, or channel partners.
Demonstrated ability to develop and execute scalable partner-led marketing programs aligned to global campaigns, vertical priorities, and regional pipeline needs.
Experience owning MDF/BDF investment strategy, including prioritization, activation requirements, and ROI measurement.
Strong cross-functional collaboration skills and proven ability to partner with Sales, Field Marketing, Demand Generation, and Partner Business Managers to drive pipeline outcomes.
Strong analytical skills and ability to measure and report partner marketing performance, including partner-sourced pipeline, campaign conversion, and marketing ROI.

Nice To Haves

Experience translating corporate campaigns into partner-ready, campaign-in-a-box programs partners can activate independently within their markets.
Proven ability to build and maintain strong relationships with priority partners and internal stakeholders across go-to-market and pipeline planning discussions.
Experience defining target audiences, ICPs, offers, and campaign journeys for partner demand programs.
Demonstrated success identifying, standardizing, and scaling high-performing programs across multiple partners and markets.
Experience representing Partner Marketing in senior-level go-to-market and pipeline planning discussions with cross-functional stakeholders.

Responsibilities

Own the SELL Partner Marketing strategy and annual and quarterly go-to-market plans across priority VARs, resellers, distributors, and channel partners.
Develop partner segmentation and prioritization based on market opportunity, growth potential, partner capability, pipeline opportunity, and strategic alignment.
Build scalable partner-led demand programs aligned to Hyland's global campaigns, vertical priorities, and regional pipeline needs.
Translate Hyland campaigns into partner-ready campaigns and campaign-in-a-box programs that partners can activate in their markets.
Develop joint marketing plans with priority partners, PBMs, Partner Sales, Field Marketing, and Sales, defining target audiences, ICPs, offers, campaign journeys, activation strategies, and pipeline expectations.
Own the marketing strategy for MDF/BDF investment, including prioritization, expected return, activation requirements, and performance measurement.
Partner with Integrated Campaigns & Activation resources to build, launch, measure, and optimize partner campaigns.
Establish pipeline targets and performance expectations for priority partner programs.
Measure and report partner marketing performance, including partner-sourced pipeline, opportunities, bookings, campaign conversion, and marketing ROI.
Identify successful programs that can be standardized, reused, and scaled across multiple partners and markets.
Build strong relationships with priority partners and internal stakeholders.
Assess partner performance and recommend where Hyland should increase, maintain, change, or stop marketing investment.
Represent Partner Marketing in go-to-market and pipeline planning discussions.