We are seeking a Field & Channel Marketing Manager that has experience marketing networking technology to end user customers and to and through Channel Partners (Distributors, Value Added Resellers, Managed Service Providers, etc). The ideal candidate will be a self-starter and team player who will work closely with our direct and channel sales teams to develop the strategy, define the programs and tactics, develop and execute local marketing campaigns, field events and channel events to drive sales of BlueCat’s Intelligent Network Operations portfolio (Network Observability, Unified DDI, Network Assurance software). This includes identifying and managing field events, helping create localized marketing materials, building relationships with key partners in the region, and working closely with direct and indirect channel sales teams in the region.
This is an individual contributor role (e.g. non-managerial) that will report to the Sr. Director of Partner Marketing and Demand Generation. This role will focus on the Asia Pacific market as a first priority and may also support the Middle East as a second priority.
The ideal candidate will be located preferably in Singapore. Australia is also a possibility. Extensive travel will be required within the Asia Pacific region (50% travel).
Key Responsibilities:
Field Marketing:
Plan and execute regional marketing events (e.g., conferences, field events, product demonstrations) with direct sales teams and channel partners.
Work with regional direct and channel sales teams to identify and recruit potential customers.
Implement regional channel partner and demand generation marketing programs.
Analyze marketing programs and events and make recommendations to improve performance.
Channel Marketing:
Develop and execute marketing campaigns TO channel partners (resellers, distributors, managed service providers, etc.) in your assigned territory.
Collaborate with partners to create and implement joint marketing campaigns to drive incremental revenue THROUGH channel partners.
Work with our regional channel sales and enablement teams to ensure channel partners are properly trained and motivated to offer BlueCat products to end users.
Manage marketing budgets for field and channel activities for your region.
Develop and manage marketing materials (e.g., brochures, presentations, online content) needed for your region. Identify gaps and work with other parts of the marketing organization to ensure your region has the marketing materials and content needed.
Track marketing campaign performance and reporting on key metrics.
Focus on both new logo customers and upsell campaigns with existing customers, both with and through channel partners.
Build and maintain relationships with key stakeholders (key assigned channel partners, BlueCat channel sales partners, account executives and solution architects).
Examples of Specific Tasks:
Develop field and partner event marketing strategies and manage logistics for Asia Pacific
Work with our key technology alliance relationships staff in region (e.g. Cisco).
Create, maintain and manage the regional marketing plan for Asia Pacific.
Work with our Revenue Operations team to provide key reporting on the efficacy of marketing and channel programs in region.
Review and provide input into channel partner Market Develop Fund (MDF) requests.
Assist with localized marketing materials, including translation, positioning, as needed.
General Marketing:
Analyze market data to identify opportunities for growth within Asia Pacific.
Work with direct and channel sales teams to develop and execute regional sales strategies.
Manage budgets for both field and channel marketing activities in Asia Pacific.
Build and maintain relationships with channel partners.
Execute lead generation campaigns to and through channel partners.
Track and report on the success of your regional marketing initiatives.
About BlueCat Marketing
You’ll be joining a nimble, data-driven marketing team where you can explore your creativity, propose and execute new ideas within a critical technology industry (we power the networks of the world’s fortune 100s!) that drive your and our success. We strive for excellence in our respective disciplines, and we also take the time to celebrate our successes.
As a Senior Field/Channel Marketing Manager your day-to-day responsibilities include:
Field/Channel Partner Marketing
Develop and execute channel partner-based strategies focused on onboarding and enabling partners
Create and execute co-marketing plans that support the delivery of joint pipeline and business.
Lead strategic marketing planning sessions and marketing QBRs with channel partners.
Define and develop our channel partner events strategy – to include conferences, partner events, partner Sales Kick Offs and other regional events (e.g. regional seminars).
Manage event vendors, agencies, and suppliers as needed.
On-site event management including logistics, shipping, manning the event, ensuring leads are captured, managed and communicated.
Providing reporting on pipeline created, number of Sales Qualified Leads, Pipeline and Closed Won new deals.
Demand Generation/Digital Marketing
Collaborate with our Corporate Demand Gen team to identify opportunities, plan, and execute digital marketing campaigns using social media channels (e.g. LinkedIn) TO channel partners and end users and jointly channel partners to their end users.
Leverage, modify and, as needed, create content/campaigns that drive channel partners to be successful at selling BlueCat to their end users.
Create channel partner recruitment campaigns to help our Asia Pacific sales team land new channel partners as needed.
Track and report channel partner marketing campaign metrics including Sales Qualified Leads, Pipeline and Closed Won new deals.
Content Marketing
Working with our product marketing team, develop channel partner facing marketing materials that speak to channel partner unique needs and desired business outcomes in their preferred language.
Leverage existing and develop and deliver new content tracks using tools like Pathfactory for consumption by channel partners and end users.
Be the champion to ensure that channel partners in different geos have content that is localized to their preferred language. Work with our corporate marketing team and localization agency to ensure that required localized content is delivered on time and within budget.
Professional Qualifications
4+ years (minimum), 6+ years (preferred) in a field/channel partner marketing role (preferably experienced in partner marketing, digital marketing campaigns, partner events for enterprise software or networking technology companies.