The Head of Channel Demand and Digital is responsible for designing and executing a unified, partner-led demand generation strategy that drives pipeline growth, accelerates revenue through the channel, and amplifies the company’s go-to-market effectiveness.

This role brings together channel marketing, campaign leadership and digital marketing into a single function, owning the full lifecycle of demand creation through partners, from strategy and segmentation to execution, optimization, and measurable pipeline impact. This includes ownership of MDF strategy and investment governance to ensure partner marketing spend is directly tied to measurable pipeline and revenue outcomes. This role prioritizes strategic demand creation and pipeline impact over tactical execution, with a strong emphasis on scaling partner-driven growth through disciplined investment and campaign excellence

You will act as a force multiplier across the partner ecosystem, ensuring campaigns are scalable, repeatable, data-driven, and tightly aligned with sales and partner priorities.  This role exists to turn our partner ecosystem into a true demand engine—scaling pipeline creation, improving conversion, and amplifying our go-to-market impact through coordinated, data-driven campaigns.

Responsibilities:

Channel Demand Strategy & Planning Define and execute a global channel demand generation strategy aligned to revenue targets. Develop tiered partner marketing frameworks based on partner type, maturity, and growth potential. Identify priority segments, industries, and use cases to focus demand efforts. Establish clear annual and quarterly demand plans with pipeline targets tied to partner contribution.  Integrated Campaign Leadership Own the development of integrated, multi-channel campaigns designed for partner execution and co-marketing. Translate corporate messaging into partner-ready programs that drive engagement and conversion. Build scalable campaign “kits” (content, messaging, assets, plays) for partner adoption. Ensure campaigns are aligned across digital, field, events, and partner-led activities. Oversee campaign execution engine, ensuring timelines, quality, and scalability. Introduce marketing automation, segmentation, and personalization best practices. Standardize campaign processes, workflows, and metrics across regions and partners.  Partner Activation & Enablement Drive adoption of marketing programs across priority partners. Equip partners with tools, training, and guidance to execute high-quality demand programs. Partner with Channel/Alliances teams to embed marketing into partner business planning. Establish co-marketing motions with strategic partners to maximize reach and pipeline.  Pipeline & Performance Ownership Own channel-sourced and channel-influenced marketing pipeline oversite and guidance. Implement attribution models to measure campaign and partner impact on revenue. Continuously optimize campaigns based on performance data and ROI. Build dashboards and reporting that provide clear visibility into demand performance.  MDF Strategy & Investment Governance Own the strategy, allocation, and governance of Market Development Funds (MDF) to maximize pipeline ROI. Align MDF investments to priority partners, campaigns, and growth segments based on clear performance criteria. Establish a disciplined planning and approval framework that ties MDF requests to measurable demand outcomes. Partner with Channel and Finance teams to ensure MDF is deployed against agreed business plans and revenue targets. Track, measure, and report on MDF effectiveness, including pipeline generated, conversion rates, and ROI. Continuously optimize MDF allocation based on partner performance, campaign success, and strategic priorities. Drive accountability with partners for MDF utilization, ensuring funds are used in alignment with agreed plans and deliverables. Digital Marketing Leadership Lead the digital marketing team (campaigns, performance, web, automation) Re-orient digital from “brand + inbound” → channel-leveraged demand Ensure all digital investments: support partner selling motions, generate partner-ready leads, and integrate into reseller pipeline and MDF workflows Cross-Functional Alignment Act as the connective tissue between Marketing, Sales, Channel, and Product. Align closely with Sales leadership to ensure demand programs support pipeline coverage and conversion goals. Collaborate with Product Marketing on messaging and positioning for campaigns. Ensure tight coordination between direct and partner-led demand efforts.  Team Leadership Lead and develop a high-performing team spanning channel marketing and campaign execution. Foster a culture of accountability, experimentation, and continuous improvement. Build capabilities in data-driven marketing, partner engagement, and campaign innovation.

Requirements:

10+ years in B2B marketing, with significant experience in global channel marketing and demand generation
Proven track record of driving measurable pipeline growth through partners
Experience leading integrated campaigns in complex, multi-segment environments
Strong analytical mindset with expertise in marketing metrics, attribution, and ROI
Experience working closely with Sales and Channel leadership in a revenue-driven model
Excellent leadership, communication, and cross-functional collaboration skills
Bachelor’s degree in marketing or business 
Knowledge of SFDC, HubSpot or similar marketing platforms is advantageous