WHAT DOES A CHANNEL MARKETING MANAGER DO?

Updated: Nov 12, 2024 - The Channel Marketing Manager oversees the execution and performance of channel campaigns to grow revenue while managing sales contracts and addressing sales-related issues promptly. Supports strategic planning and merchandising tactics, collaborating with corporate and division leadership. Enhances existing products and services, and introduces innovative strategies, and networks to identify new technologies and business models.

A Review of Professional Skills and Functions for Channel Marketing Manager

1. Channel Marketing Manager Duties

  • Persona and Journey Consideration: Factor in targeted personas and customer journeys.
  • Team Collaboration: Work closely with other marketing communications team members.
  • Integrated Tactical Plans: Ensure tactical plans are cohesive and fully integrated across all applicable channels.
  • Content Production: Produce independently and/or work closely with subject matter experts, specialists, and/or vendor base.
  • Engaging Messaging Delivery: Deliver engaging messaging and content that can guide targeted personas along the customer journey, driving lead generation, sales, and brand loyalty.
  • Quality Control: Perform quality control ensuring assets and deliverables are created according to brand and written style.
  • Vendor Management: Evaluate and manage vendors including writers, marketing agencies, and advertising partners.
  • KPI Setting and Optimization: Set KPIs and objectives to optimize campaign activity and maximize ROI.
  • Campaign Performance Accountability: Be accountable for campaign performance and work with the team to deliver cross-functional updates, reporting, executive summaries, and analysis.
  • Team Leadership and Mentorship: Lead and mentor team members and develop talent within the organization.

2. Channel Marketing Manager Details

  • Multi-Channel Campaign Management: Work with the marketing team to plan, develop, and execute engaging multi-channel campaigns.
  • Demand Generation: Drive demand generation that achieves measurable results.
  • Content Development Strategy: Develop content and tactics to deliver against the full customer journey that drives lead generation and conversion.
  • Customer Information Support: Help customers find the information they need online through innovative content creation and distribution tactics.
  • Content Leadership: Lead a team of specialists and vendors responsible for creating and delivering content and channel-specific tactics, both offline and online.
  • Campaign Collaboration: Partner with campaign champions to understand a campaign’s goals and objectives.
  • Playbook Management: Develop and manage a playbook that will serve as a roadmap throughout the campaign’s duration.
  • Marketing Alignment: Ensure tactical marketing plans are aligned with strategic marketing plans for successful campaign performance.
  • Campaign Coordination: Partner with marketing communications managers to ensure that campaigns are delivered on time, according to budget.

3. Channel Marketing Manager Responsibilities

  • Channel Marketing Programs: Create and execute marketing programs that target specific channels to promote products and services.
  • Marketing Narratives: Develop differentiated, compelling marketing narratives and product stories.
  • Product Messaging: Write messaging for product launches and partner sustainment across various channels.
  • Impact Measurement: Measure the impact of all channel messaging and campaigning based on KPIs.
  • Reporting and Optimization: Report out to a variety of audiences, including executives, on future optimization efforts and initiatives to ensure maximum impact and effectiveness.
  • Website Content Management: Own and help continually evolve partner-focused public website content.
  • Collateral Content Management: Execute, refine, and manage all partner-facing collateral content.
  • Event Messaging: Craft engaging messaging for key events and actively track registrations in partnership with Events.
  • Process Standardization: Maintain, organize, document, and create templates for process standardization around new and evolving needs and deliverables.
  • Budget Planning and Administration: Plan and administer the Marketing Operations budget with attention to all geographic regions and product offerings.

4. Channel Marketing Manager Accountabilities

  • Channel Campaign Performance: Performance of channel campaigns in order to grow revenue.
  • Campaign Execution: Provide execution of campaigns/programs and communication to customers.
  • Merchandising Strategy Execution: Provide strategy and execute merchandising tactics and support.
  • Strategic Planning Assistance: Working with Corporate and Division Leadership assist in each phase of Strategic Planning process – analysis, facilitation, writing.
  • Key Account Strategy: Provide strategy and support for key accounts, manage sales contracts and agreements with channel customers.
  • Sales Conflict Resolution: Address sales related issues and conflicts in a timely manner.
  • Partner Strategic Planning: Assist channel partners with strategic planning.
  • Innovative Strategy Leveraging: Assist division and channel partners in purposefully leveraging various innovative strategies.
  • Product and Service Enhancement: Enhancing existing and developing new product and service offerings.
  • Industry Networking: Actively network within and outside of the industry to identify and introduce new technologies, ideas, and business models.

5. Channel Marketing Manager Functions

  • Relationship Building: Personally, spend time with channel partners to develop strong relationships.
  • Campaign Development: Develop campaigns that drive product visibility, sales growth, and market penetration.
  • Program Evaluation: Evaluate existing marketing programs and recommend improvements.
  • Digital Platform Utilization: Leverage SF.com and other digital information platforms to automate, measure, and deploy programs.
  • Customer Database Management: Manage the customer database to support sales programs and brand share growth.
  • Cooperative Advertising: Leverage manufacturer cooperative advertising support to maximize return and minimize out-of-pocket expenses.
  • Integrated Marketing Programs: Ensure that all sales and marketing programs are integrated and fully leverage digital technology – website, social media, sales force, and customer relationship platforms.
  • Data Analytics: Leverage data analytics to deliver market insights and actionable business intelligence.
  • Vendor Negotiation: May negotiate terms and conditions with assigned vendors of products and/or services.
  • Communications: May be responsible for communicating press releases, program announcements, and price changes to both internal and external customers.

6. Channel Marketing Manager Job Description

  • Market Assessment: Assess current and potential market segments and competitive positioning.
  • Customer Insight Analysis: Gain holistic data-backed understanding of customer’s and channel partner’s needs, objectives, and challenges.
  • Channel Strategy Analysis: Analyze and prioritize best-in-class channel management and sales enablement strategies and tools.
  • Industry Relationship Growth: Grow relations with industry influencers, customers, suppliers, trade organizations.
  • Segmentation Strategy Development: Using detailed segmentation, develop effective marketing, customer, and brand strategy to profitably grow targeted segments – translate this into a well-defined channel strategy.
  • Value Positioning: Develop differentiated value positions and an industry-leading customer journey that result in company and channel partners being the suppliers of choice.
  • Data-Driven Growth Strategy: Build and execute data-driven growth strategy for the dealer channel through competitive, market, and end-user analytics and insights.
  • Multichannel Program Development: Collaborate with sales and channel partners to develop, manage, and measure effective multichannel sales and marketing programs, training, collateral, trade shows, and tools.
  • Partner Recruitment: Identify, vet, recruit and onboard new channel partners.
  • Partner Management: Help manage channel partners, develop performance metrics, train partners.

7. Channel Marketing Manager - Social & Digital Overview

  • Brand Marketing Execution: Manage the execution of the brand marketing strategies in the Social and Digital channel, across the collections and platforms.
  • Brand Amplification: Amplify and elevate the Superdry brand through social and digital communications.
  • Social Media Presence: Develop, engage, and grow Superdry’s presence across Social Media.
  • Content Calendar Delivery: Deliver integrated, segmented calendars of content that support the cultures of the style choices.
  • Team Collaboration: Report to the Senior Social/Digital Marketing Manager and work collaboratively with Brand Managers, Copywriters & Content Editor, PR, Product Creative, Brand Creative, Performance Marketing teams, and Email Marketing teams.
  • Brand Perception Improvement: Contribute to the change and elevation in brand perceptions.
  • Consumer Relationship Management: Manage the social and digital consumer conversations and relationships for two style choices.

8. Field & Channel Marketing Manager Details and Accountabilities

  • Marketing Plan Execution: Create and execute a marketing plan for the territories with a particular focus on key countries.
  • Cross-Cultural Partner Collaboration: Focus on working with channel partners across different cultures, timezones, and languages.
  • Relationship and Productivity Enhancement: Building relationships, campaign adoption, and increasing partner marketing productivity.
  • Marketing Plan Ownership: Ownership of developing, executing & ROI of the direct and channel marketing plan across this territory includes distributor & reseller marketing, reseller adoption and engagement, partner recruitment, mindshare, content tools, incentives.
  • Quarterly Marketing Planning: Develop quarterly marketing plans for focus resellers and distributors and support the partner in executing plans with successful results.
  • Global Team Collaboration: Working with the global shared service marketing teams to maximize performance e.g., Global Demand Gen team or streamline communications and enablement from Global Channel Marketing and Training teams.
  • Market Adaptation: Assess/reassess plan and adapt to capitalize on changes and opportunities in the market, industry, business.

9. Channel Marketing Manager Tasks

  • Channel Sales Growth: Work with the Solutions Marketing team to optimize packaging, pricing, and bundling to incite growth of channel sales.
  • Partner Newsletter Development: Work across global regions and departments to develop a quarterly partner newsletter with educational resources and product updates.
  • Event Management: Manage logistics and tactical execution of co-marketed events, including online, industry trade show ancillary events, and/or regional field-level events.
  • Partner Lifecycle Support: Support the partner lifecycle, including recruitment of partners and maintenance of partner participation records in co-marketing activities.
  • Analytics Utilization: Utilize Pardot analytics and Salesforce.com to measure marketing program effectiveness.
  • Program Monitoring and Analysis: Monitor program and campaign efforts, and conduct pre and post-program analysis to drive improvement.
  • Demand Generation Program Coordination: Organize, oversee, and coordinate demand generation programs, leveraging what inContact is using for direct marketing, to maximize return for channel partners.
  • Tool Review and Analysis: Review and analyze tools used with the channel marketing team and partners including co-branding, deal registration, and ROI.
  • Communication Solutions Development: Develop and maintain communication solutions to all partners including newsletters, quarterly updates, competitive knowledge transfer, and product updates.
  • Marketing Activity Tracking: Track results, review analytics, and provide ROI of marketing activities.

10. Channel Marketing Manager Roles

  • Sales Data Analysis: Identify key opportunity areas for growth by analyzing channel sales data.
  • Strategic Collaboration: Collaborate with the Business Development Director(s) to align and execute key channel and sales growth initiatives.
  • Channel Marketing Budget Management: Prepare channel marketing budget, track spending, monitor progress and measure results of all marketing campaigns through regular pipeline inspection and campaign tracking.
  • Demand Generation Focus: Focus on driving demand generation, increasing revenue and market share through marketing activities and out-of-the-box thinking.
  • Co-Marketing Execution: Develop and execute co-marketing activities and promotions with channel partners.
  • Lead Generation: Drive lead generation including online, tradeshow, and/or regional field level events.
  • Partner Training: Ensure that channel partners are knowledgeable about products and positioning by providing training, presentation templates, and other resources.
  • Marketing Material Development: Work with marketing team members to develop and maintain marketing materials and resources for channel partners' use.
  • Brand Compliance: Ensure proper Lightspeed branding is maintained in partner communications.
  • Competitive Intelligence: Stay current on competitor activities within the channel.

11. Channel Marketing Manager Additional Details

  • Partner Marketing Management: Working with Partnership and Alliances teams to manage marketing activities across the partner portfolio.
  • Project Management: End-to-end project managing of all open activities and driving through to completion.
  • Partner Recruitment Materials: Create partner recruitment materials and aid in the creation of partnership presentations and proposals.
  • Program Development: Collaborating with broader marketing team members to develop programs, enforce brand guidelines, and advance Augury's messaging and mission through partnership activities.
  • Partnership Strategy Implementation: Based on partnership strategy, developing plans and programs within Augury and in conjunction with partners to drive messaging and demand into the market.
  • Partner Enablement: Collaborating interdisciplinarily to create and deliver partner enablement materials.
  • Channel Marketing Improvement: Bring ideas and recommendations to improve channel marketing.
  • Partner-Level Strategy: Provide partner-level strategy, developed with Sales, to guide the channel marketing team with specific tactics aligned with the partners' GTM plan.
  • Budget Management: Ensure budget spend on partners meets goals relative to partner tiering and budgets.
  • Ethics and Policy Compliance: Follow the company Code of Ethics and inContact policies and procedures at all times.

12. Channel Marketing Manager Essential Functions

  • Creative Collaboration: Work creatively and collaboratively with Marketing, Sales, and Client Manager teams.
  • ABM Strategy Development: Develop strong ABM marketing strategies and tactics that create and nurture the pipeline from early to late stage and closed/won.
  • Territory and Account Marketing Plans: Partner with the sales team to develop territory-level and account-level marketing plans.
  • Relationship Building: Build relationships with decision makers, secure meetings, generate pipeline, and accelerate the sales process.
  • Demand Generation Programs: Develop creative, customized programs to drive demand in key territories and strategic accounts, using a multi-channel, integrated marketing approach including email, direct mail, display, social, and events (virtual and/or in-person).
  • Sales Alignment and Communication: Communicate regularly with sales to ensure alignment, collaboration, and follow-up on marketing-generated leads.
  • Market and Persona Understanding: Develop an in-depth understanding of the Transact solutions’ target market, personas' needs and pains, and associated buyer journey aligned with content.
  • KPI Analysis and Campaign Translation: Understand and translate detailed analysis of key performance indicators and business objectives into strategic initiatives and integrated campaigns.
  • Data and Insights Provision: Provide data and insights on target accounts and contacts within these accounts to sales.
  • ABM Efforts Measurement: Measure, analyze, and report on target account penetration on a regular basis as well as the impact of ABM efforts on marketing pipeline attribution.

13. Channel Marketing Manager Role Purpose

  • Cross-functional Collaboration: Collaborating with internal and external customers across the to deliver campaigns and other trade activation initiatives.
  • Team Coaching: Coaching internal teams in the sell, implementation, and measurement of marketing activities.
  • Copywriting: Writing engaging copy for use across customers’ online and offline channels.
  • Project Management: Successfully managing multiple work streams/projects simultaneously.
  • Channel Program Management: Manage and execute channel marketing programs, with a mission to grow revenue and market share.
  • Campaign Execution: Drive marketing campaign execution across channels, including email, online, social, and PR.
  • Marketing Project Management: Manage lead generation, websites, content, emails, copy, creative, and act as project manager for marketing efforts.
  • Editorial Oversight: Oversee the marketing and editorial calendar.
  • Event Planning: Plan and execute events and tradeshows.
  • Loyalty Program Management: Create, implement, and manage channel loyalty programs.

14. Channel Marketing Manager General Responsibilities

  • Annual Plan Development: Develop and execute Private Label annual plans.
  • Customer and Category Identification: Identify strategic customers and categories to pursue, aligned with Commercial Brand Marketing’s overall category strategies.
  • Channel Plan Assistance: Assist the Senior Channel Marketing Manager in the development and execution of Alt Channel annual plans (Costco).
  • Sales Relationship Management: Develop and maintain a close working relationship with Sales, have a strong understanding of private label business at each account. May deliver presentations to customers.
  • Business Case Development: Develop the strategic Business Case and go/no-go recommendation to Senior Leadership on Request for Quotes of private label opportunities, including a cross-functional review of feasibility.
  • Project Leadership: Lead all private label projects and select Alt Channel (Costco) projects with the cross-functional teams.
  • Commercialization Coordination: Work closely with Commercialization to ensure all project milestones are met on time, and that all information is delivered as expected to the customer, including customer data portals.
  • Strategic Recommendation: Exercise discretion regarding strategic recommendations, data and sources, analytic conclusions, and financial recommendations.
  • Content Creation: Write, edit, and publish content for digital channels and print collateral.
  • Strategic Account Support: Support Amazon Sales Director to develop and execute strategic account initiatives in support of ACCO sales goals.

15. Channel Marketing Manager Key Accountabilities

  • Marketing Strategy Representation: Represent and articulate short- and long-term marketing strategies across all levels of the Partner organizations.
  • Partner Marketing Strategy Development: Develop and execute a partner marketing strategy (national & regional) aligned with the channel partner including priority setting and ROI monitoring in support of the sales strategy.
  • Sales Strategy Alignment: Work very closely with channel sales executive in aligning strategy and sales priorities.
  • Partner Marketing Plan Oversight: Oversee the design and implementation of Partner marketing plans at the national and regional level to ensure maximized business impact.
  • Targeted Investment Leadership: Lead programmatic definition of highly targeted investments and campaigns.
  • Partner Collaboration: Work closely with partners to help execute, sharing best practices and successful strategies.
  • Budget Management Excellence: Deliver excellence in budget planning and end-to-end management, owning the rhythm of business checkpoints both internally and externally.
  • Marketing Campaign Execution: Help and execute marketing campaigns with partners to drive sales across product portfolio.
  • Investment and Campaign Management: Work closely with marketing managers, channel executives to manage investments and campaigns.

16. Channel Marketing Manager Duties

  • Global Channel Marketing: Plan, develop, execute, and measure all global channel marketing efforts including to-partner, through-partner, and for-partner activities aligned to the organization’s channel priorities and sales objectives.
  • OKR Establishment: Establish quarterly OKRs (Objectives & Key Results) for Channel Marketing.
  • Channel Communication Management: Manage channel marketing communication messages across various channels such as newsletters, webinars, events, and product announcements.
  • Campaign Effectiveness Analysis: Create processes and KPIs for analyzing, measuring, and tracking the effectiveness of campaigns' ability to penetrate into markets.
  • Marketing Strategy Alignment: Collaborate with the VP of Marketing to align partner and channel marketing with overarching marketing strategy.
  • Brand Recognition: Increase Propeller brand recognition while leveraging partner brands and channels.
  • Event Participation Support: Support and execute Propeller's participation in channel industry events including partner-led conferences and dealer events.
  • Channel Marketing Training Coordination: Help coordinate channel marketing training and find new opportunities to promote products and services.
  • Project Management: Manage projects as needed, track and report on progress toward goals.
  • Team Support: Provide back-up and support as needed across the Amazon Sales/ Marketing team.

17. Channel Marketing Manager Details

  • Customer Strategy Development: Develop and integrate customer strategies that support long-term channel and brand initiatives to meet business objectives.
  • Channel Marketing Budget Management: Manage and track assigned channel marketing budget spends and effectiveness of promotions.
  • Agency and Partner Management: Manage activities of agencies, contractors, and other external partners.
  • Field Marketing Leadership: Lead and manage the activities of the Field Marketing Specialists in roles supporting the client experience through value-added support services.
  • Merchandising and Promotional Execution: Create and execute merchandising and promotional tools.
  • Product Recommendation: Recommend new products and solutions to maintain channel relevance and differentiation.
  • Corporate Marketing Strategy: Develop, execute, and communicate corporate marketing strategies.
  • Product Launch Planning: Work closely with Product Managers to develop plans for new product launches, releases, and expansions.
  • Content and Sales Tool Development: Develop solutions content and sales tools to support growth opportunities.
  • Market Segment Awareness: Maintain awareness and develop complimentary solutions surrounding the market segment to suit requirements.

18. Channel Marketing Manager Responsibilities

  • Marketing Strategy Management: Create and manage the marketing strategies across assigned channels to align with brand strategies and meet sales and profit goals.
  • Channel Strategy Development: Collaborate with sales leaders to develop channel strategies to drive growth with key customer targets, including implications for pricing/sizing, and evaluating channel-specific needs.
  • Program and Merchandising Tool Development: Develop and implement new programs and merchandising tools for various channels.
  • Sales and Field Marketing Collaboration: Work closely with both Sales and Field Marketing teams to drive awareness and generate incremental sales.
  • Division Strategy Shaping: Help shape Division strategies to support key accounts in order to optimize the unique needs of customer partners to build awareness and trial.
  • Program Execution Management: Manage the execution of programs to ensure all brand activities are implemented.
  • Business and Brand Objective Delivery: Deliver against the business and brand objectives.
  • ROI Measurement and Presentation: Measure ROI and present results to senior management.
  • Business Opportunity Identification: Identify new business opportunities through insights and analysis of performance and category trends.

19. Channel Marketing Manager Accountabilities

  • Marketing Campaign Management: Developing and executing marketing activities and events in support of sales and Partner enablement objectives, inclusive of content, business strategy, tactics, execution and ROI measurements for partner marketing campaigns.
  • Partner Engagement Initiatives: Create initiatives for customer pipeline building with specific partners, Partner Customer Forums and Partner Customer Webinar program owner.
  • Event Project Management: Project manage all aspects of the events including agenda development, event flow, pre-event marketing, on-site participation and collateral.
  • Creative Asset Development: Work with the creative team to develop assets to support marketing goals, customizing for individual partners’ expectations and needs.
  • Partner Program Support: Serve as key resource/go-to person for partner programs-related activities for Partner Sales team.
  • Internal Communication: Create regular communications cadence of activities and event status to internal programs team, sales team, and sales directors.
  • Marketing Communication Distribution: Distribute marketing communications to appropriate internal and external teams, elevating collective knowledge of channel programs and operations.
  • Partner Manager Coaching: Coach, educate, and enable partner managers to understand marketing resources available at large, core marketing go-to market principles, and correct program marketing ROE.
  • Marketing Activity Reporting: Weekly updating of reports to team regarding marketing activities and event.
  • Performance Monitoring: Monitor and report performance metrics, including ROI calculations, of activities, events and live campaigns.

20. Channel Marketing Manager Functions

  • Marketing Planning: Develop and execute marketing plan for wholesale and institutional clients.
  • Brand Campaign Management: Run global brand campaigns and push ESG integration.
  • Event Management: Run events in person and online, third party and proprietary.
  • Content Optimization: Consider new ways to share and optimize marketing content.
  • Channel Marketing Implementation: Drive the channel marketing programs implementation and roll out, ensuring adoption in the field and alignment with the region's business objectives.
  • Channel Agreement Management: Define and maintain channel agreements, enabling cooperation between the organization and the channel members.
  • Revenue and Market Share Growth: Create strategies and programs that drive increased revenue and market share for channel partners.
  • Strategic Analysis: Analyze strategic advantages, competitive programs, and customer needs, incorporating corporate strategy and brand.
  • Marcom Program Development: Work with Channel Merchandising team on the development and implementation of Marcom programs.
  • Go-to-Market Strategy: Develop go-to-market communications strategy and tactics for the channel, aligned with global guidance.
  • Brand Value Maintenance: Ensure Dell brand values are maintained by Channel Partners.
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