Channel Marketing Manager

About this position About Copado Copado is the leading DevOps platform for Salesforce, revolutionizing how the world's largest organizations achieve success in their Salesforce deployments. Our mission is to accelerate the Salesforce development lifecycle, support digital transformation, and deliver unparalleled value to our customers. We continuously innovate, ensuring our platform meets the evolving needs of Salesforce developers and operations professionals. Job Summary We are seeking a strategic manager to join our team. In this role, you will understand that Partner Marketing is a primary engine for Demand Generation. You will be responsible for executing marketing programs across Global System Integrators (GSIs), System Integrators (SIs), and Regional System Integrators (RSIs), which remain our primary and most proven revenue channel, while also developing marketing motions with Independent Software Vendors (ISVs) and Technology Partners as a growing secondary focus. You will bridge the gap between our Product, Alliances, and Sales teams to deploy a unified "Better Together" message, ensuring that tactical activities across both partner types are tied directly to pipeline. Critically, this role owns the articulation of Copado's core value proposition in partnership with each SI, GSI, and ISV - translating our platform story into joint messaging and content that earns executive buy-in on both sides and drives internal evangelism within partner organizations. Key Responsibilities Joint Value Proposition & Executive Messaging Core Narrative Ownership: Serve as the primary architect of Copado's "Better Together" story for each named partner — translating platform capabilities into joint value propositions that resonate with both technical and executive audiences. Executive Alignment: Build and deliver messaging that earns buy-in from senior leadership at both Copado and partner organizations, including exec-ready narratives for QBRs, partner summits, and joint planning sessions. Internal Evangelism: Act as an internal advocate for the partnership within the partner's own organization — training and equipping partner sales/practice teams to sell Copado's story as fluently as their own. Demand Generation & "To, Through, With" Partner Execution Pipeline Engine (Primary Focus - SI/GSI): Execute SI Partner Marketing campaigns as a primary demand generation channel to drive measurable growth in Partner Sourced (net new) and Partner Influenced (deal acceleration) pipeline. ISV & Tech Partnership Motions (Secondary Focus): Develop and execute marketing programs with ISVs and technology partners, identifying co-marketing opportunities that complement the SI-led pipeline and building repeatable motions as these partnerships mature. The "To, Through, With" Framework: Execute targeted "To Partner" (enablement and education), "Through Partner" (co-branded campaigns), and "With Partner" (joint GTM, co-branded campaigns and co-sell motions) marketing initiatives across both partner categories. Cross-Functional Messaging & Alignment Unified Messaging: Own the development of joint value proposition messaging per partner, in close collaboration with Alliances and Product Marketing, ensuring narratives are technically accurate, executive-ready, and consistently reinforced across every partner touchpoint. Integrated Campaigns: Integrate SI and ISV/tech partner motions into broader Global Demand Gen campaigns, activating partners in field events, digital programs, digital activations, and ABM strategies. Partner Enablement Content & Communications: Manage the creation and distribution of tactical enablement assets tailored for SI practices and ISV/tech partnerships, including one-pagers, joint battlecards, marketing and sales decks, partner emails, and newsletters. Operational Excellence & Reporting Budget & MDF Management: Manage assigned partner marketing budgets and Market Development Funds (MDF) across SI and ISV programs with precision, ensuring strict tracking and targeting 100% spend utilization. Project Management Rigor: Instill a culture of "flawless execution" for all tactics in the funnel, ensuring joint events and content launches have clear workback schedules and are delivered on time. Performance Tracking: Manage the reporting cadence for both SI and ISV/tech partner campaigns, delivering clear metrics highlighting leads generated, pipeline contribution, and ROI on MDF spend. Lead Management: Monitor the end-to-end lead flow process for SI and ISV partner leads to ensure data integrity and rapid hand-off to the Sales team. Qualifications & Experience Experience: 4–6 years of experience in B2B Marketing, with specific expertise in Partner Marketing and Demand Generation. SI experience is preferred; exposure to ISV or technology partner marketing is a strong plus. Ecosystem DNA: Familiarity with the Salesforce partner ecosystem (GSIs, SIs, RSIs) is highly preferred; familiarity with the ISV/AppExchange or broader technology partner ecosystem is a plus. Narrative & Messaging Skill: Demonstrated ability to translate complex platform capabilities into clear, differentiated joint value propositions for both executive and practitioner audiences alike. Collaboration: Proven ability to collaborate across Alliances, Marketing, and Sales to drive shared success across multiple partner types. Analytical Mindset: Ability to track and differentiate between Sourced and Influenced revenue and optimize campaigns based on performance data. Technical Expertise Systems: Strong experience with Salesforce CRM (PRM experience is a plus) and Marketing Automation platforms (e.g., Pardot). Workflows & Project Management: Proficiency in Project Management tools (e.g., Asana) and experience executing workflows for partner lead registration and campaign attribution. Benefits Copado offers a comprehensive benefits package, which includes: Competitive salary and performance-based bonuses. Comprehensive health, dental, and vision insurance. 401(k) Plan Paid Time Off Wellness Perks Copado is Equal Employment Opportunity and Affidavite Action Employers. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status. Copado does not accept unsolicited headhunter and agency resumes. Copado will not pay any third-party agency or company that does not have a signed agreement with Copado. #LI-Onsite #J-18808-Ljbffr