Head of Channel & Alliances Marketing

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Head of Channel & Alliances Marketing based in United Kingdom.

As Head of Channel & Alliances Marketing, you’ll own the European marketing strategy supporting a broad partner ecosystem and a services-led go-to-market model.
You’ll translate commercial channel objectives into impactful partner programmes, demand generation initiatives, and enablement strategies that accelerate revenue growth.
The role carries direct responsibility for marketing-sourced and marketing-influenced pipeline, with a strong focus on measurable contribution to recurring revenue.
You’ll work across a complex, multi-country European market, collaborating with sales, product marketing, global marketing, alliances, and diverse partner organizations.
You’ll lead a high-performing marketing team while also influencing stakeholders and partners across the organization without relying solely on direct authority.
The environment is fast-moving and highly collaborative, with a strong emphasis on data-driven decisions, commercial outcomes, and innovative AI-native ways of working.
This is an opportunity to shape a major European channel marketing engine and directly influence partner performance, ecosystem expansion, and long-term growth.

Accountabilities

• Own and execute the European Channel & Alliances marketing strategy, ensuring alignment with regional and global commercial objectives.
• Translate channel and alliances strategies into partner-facing marketing programmes, demand generation campaigns, enablement initiatives, and scalable marketing motions.
• Own marketing-sourced and marketing-influenced pipeline targets for the region and ensure marketing activity contributes measurably to channel revenue and recurring revenue growth.
• Develop and manage joint marketing plans with strategic partners, including value-added resellers, managed service providers, managed security service providers, professional services firms, system integrators, and global system integrators.
• Design and scale partner growth campaigns that strengthen partner performance, generate demand, and expand the overall ecosystem.
• Develop marketing programmes supporting both transactional or solutions-led sales and services-led sales motions.
• Lead go-to-market messaging and positioning for services-oriented growth areas, including managed services, managed security services, digital forensics and incident response, professional services, and risk management.
• Develop marketing content that supports adoption of scalable managed service models, including messaging around SOC integrations, automation, multitenancy, and licensing structures.
• Support partner tiering and programme compliance from a marketing perspective, ensuring partners meet relevant marketing criteria.
• Identify gaps in partner marketing coverage and recommend targeted investments and resources across the European territory.
• Manage campaign calendars, market development funds or co-op budgets, and marketing forecasting processes to ensure strong execution discipline and efficient resource allocation.
• Monitor competitive activity, partner ecosystem dynamics, and regional market trends to identify opportunities and inform strategic decisions.
• Track marketing contribution to channel growth, ARR, pipeline, and partner performance, providing clear reporting and insights to senior stakeholders.
• Lead, develop, motivate, and inspire a high-performing marketing team.
• Build strong relationships across sales, product marketing, global marketing, channel, alliances, and partner organizations.
• Influence cross-functional stakeholders and external partners effectively, including in situations where there is no direct reporting relationship.
• Embed AI-native ways of working across the marketing function, using AI tools to improve insights, personalize partner engagement, automate workflows, and accelerate execution.
• Promote a culture of accountability, transparency, collaboration, innovation, and continuous improvement.

Requirements

• Senior-level experience in channel marketing, alliances marketing, partner marketing, or a closely related B2B marketing function.
• Proven track record of driving partner-led revenue growth and contributing directly to commercial objectives and partner development programmes.
• Demonstrated experience designing and delivering tailored marketing programmes for partner ecosystems and indirect go-to-market models.
• Experience supporting both transactional or solutions-led sales and services-led sales motions is a strong advantage.
• Strong understanding of demand generation, pipeline management, partner marketing, and marketing investment optimization.
• Data-literate approach with the ability to define, monitor, interpret, and communicate marketing performance metrics and translate data into measurable business impact.
• Strong commercial mindset and understanding of how marketing activity contributes to revenue, pipeline, recurring revenue, and partner growth.
• Experience managing and developing a marketing team is preferred.
• Proven ability to lead and influence cross-functional teams and stakeholders without relying on formal authority.
• Excellent communication, presentation, relationship-building, and stakeholder management skills, including confidence engaging with senior executives.
• Ability to understand complex technical products, solutions, and market environments and translate them into compelling partner-facing positioning and messaging.
• Strong strategic thinking combined with an execution-oriented approach and a focus on measurable outcomes.
• Highly adaptable and comfortable operating in a fast-changing, multi-country environment with competing priorities.
• Collaborative, transparent, and relationship-driven working style.
• High level of independence, ownership, and initiative.
• Genuine enthusiasm for artificial intelligence and willingness to incorporate AI-native tools and practices into everyday marketing work.
• Willingness and ability to travel regularly across Europe as required.

Benefits

• Remote-first working environment with the flexibility to work from Europe.
• Europe-wide scope and exposure to a diverse, multi-country partner ecosystem.
• Senior leadership position with significant influence over channel and alliances marketing strategy.
• Direct ownership of marketing-sourced and marketing-influenced pipeline objectives.
• Opportunity to shape partner growth programmes and contribute directly to recurring revenue growth.
• Leadership responsibility for developing and inspiring a high-performing marketing team.
• Extensive cross-functional collaboration with sales, product marketing, global marketing, channel, alliances, and partner teams.
• Opportunity to work with complex technology and security solutions in a rapidly evolving AI-driven market.
• Strong focus on AI-native ways of working, innovation, and the adoption of modern productivity tools.
• International working environment with opportunities to build relationships across European markets and global teams.
• Regular travel opportunities across Europe for partner meetings, industry events, and strategic collaboration.
• Culture focused on collaboration, inclusion, innovation, transparency, and continuous professional development.
• Opportunity to make a measurable impact on partner performance, ecosystem expansion, pipeline generation, and regional growth.