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.

• 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.

• Senior-level experience in channel marketing, alliances marketing, partner…