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 Netherlands.

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.

How Jobgether works: We use an AI-powered matching process to ensure your application is reviewed quickly, objectively, and fairly against the role's core requirements. Our system identifies the top-fitting candidates, and this shortlist is then shared directly with the hiring company. The final decision and next steps (interviews, assessments) are managed by their internal team. We appreciate your interest and wish you the best!  Why Apply Through Jobgether?    Data Privacy Notice: By submitting your application, you acknowledge that Jobgether will process your personal data to evaluate your candidacy and share relevant information with the hiring employer. This processing is based on legitimate interest and pre-contractual measures under applicable data protection laws (including GDPR). You may exercise your rights (access, rectification, erasure, objection) at any time.     #LI-CL1