WHAT DOES A CHANNEL MARKETING SPECIALIST DO?

Updated: Nov 11, 2024 - The Channel Marketing Specialist supports the senior manager in optimizing conversion rates through various consumer-facing platforms, including websites, campaign creatives, and landing pages. This role involves building and managing a robust pipeline of optimization tests in collaboration with internal teams, aiming to improve onsite touch-point performance and drive new customer acquisition. The specialist also oversees promotional campaign setups and launches, tests user segments to enhance conversion, and collaborates with UX, BI, Product, and leadership teams to develop and refine engagement and conversion strategies.

A Review of Professional Skills and Functions for Channel Marketing Specialist

1. Channel Marketing Specialist Duties

  • Employee Survey Execution: Execute employee satisfaction survey, sharing main insights with the commercial team.
  • Territorial Planning Development: Develop territorial plans by setting objectives for collaborators by segment and volume of new annual creation.
  • Value Proposition Improvement: In collaboration with the commercial and technical teams, responsible for improving the value proposition for installers in each of the segments.
  • Training and Development Coordination: Design and coordinate the annual training and development plan for employees with the Technical Department.
  • Product and Service Education: Educate channels regarding Primagas products and services, what and how to sell with the support of the corresponding area delegate.
  • Brand Usage Assurance: Guarantee the correct use of the Primagas brand by collaborators, improving Primagas' presence at the point of sale and in vehicles.
  • Merchandising Management: Manage and deliver merchandising for the channel.
  • Campaign Development: Develop specific campaigns for collaborators in coordination with marketing management, content specialists, and area delegates.
  • Collaborator Attraction Strategy: Develop a strategy to attract collaborators by area.
  • KPI Measurement: Measure KPIs by collaborator in coordination with the Commercial Analyst.
  • Relationship Building: Develop a close relationship with Primagas collaborators, transferring the value proposition's closeness to the relationship with the installer on the ground.

2. Channel Marketing Specialist Details

  • Channel Marketing Support: Best-in-class channel marketing support (on + offline) for strategic customers.
  • Multichannel Exposure Maximization: Maximize exposure across all online/offline channels, and increase share of voice and sell-throughs by implementing unique activities.
  • Campaign Planning: Efficient planning of campaigns that address all areas of the consumer journey from the initial search phase to conversion either online or in-store.
  • Offline Activation Execution: Planning and execution of offline activations that complement online activities and seamlessly connect the consumer journey.
  • Campaign Optimization: Optimizing campaigns and investments to deliver the best possible ROI and increase share.
  • Performance Analysis Reporting: Provide detailed analysis to senior management on online business performance against defined KPIs using in-depth online business insight and knowledge.
  • Channel Sales Support: Direct support of the channel sales management through direct contact with the accounts that fall under the responsibility of the role.
  • Advertising Budget Management: Responsible for the online and offline advertising budget. Forecast, planning, and controlling all expenses.
  • Project Coordination: Project-related coordination and coordination with the agencies involved in asset production and in-store activities.

3. Channel Marketing Specialist Responsibilities

  • Marketing Activities Ownership: Take ownership of all marketing activities and planning with partners.
  • Marketing Mix Development: Develop an efficient marketing mix and strategies to increase brand awareness and meet business needs.
  • Industry Trends Monitoring: Keep up with industry best practices and emerging strategies to ensure a competitive edge in brand awareness, user acquisition, and retention.
  • Ecosystem Marketing Planning: Creates a channel and/or ecosystem marketing plan, including new partner investments, that increases product-line business growth.
  • Investment Strategy Driving: Drives recommendations for investments that increase marketing opportunities.
  • Channel Marketing Management: Develops and drives channel marketing plans to achieve mutually agreed upon business results for Kidsloop and partners.
  • Partner Engagement and Accountability: Engages directly with partners to drive execution, and holds partners accountable to meeting business results, and adapting plans and investments accordingly.
  • Channel Readiness Implementation: Develops and implements channel readiness plans for a product line or geography that drive channel capacity and skills to meet business goals.
  • Partner Development and Investment: Identifies additional partners, and drives readiness investments to ensure high-quality partner engagements that achieve business metrics and customer satisfaction.
  • Research Management: Manage research efforts inclusive of user insights, user segmentation, industry trends, and competition.
  • Performance Tracking: Track and manage the performance of brand/partner marketing program initiatives, their progress, and results.
  • Audience Analysis: Determines audience needs, preferences, competitive landscape, and behavior along the customer or product lifecycle.

4. Channel Marketing Specialist Job Summary

  • Market Analysis: Perform market and benchmark analysis
  • Marketing Strategy Implementation: Implement marketing plan across different channels and Group’s companies
  • Marketing Execution: Plan and execute marketing activities to engage partners and resellers
  • Sales Support: Support sales in managing customers and partners
  • Campaign Coordination: Collaborate with the communication team to plan campaigns, events, and newsletter
  • Partner Platform Coordination: Coordinate and monitor the development of the Partner platform
  • Brand Oversight: Oversee brand and solutions positioning over different channels
  • Performance Monitoring: Manage a cadence of reporting, and monitor program performance
  • Cross-functional Initiative Management: Own and manage select cross-functional administrative initiatives to drive cross-team efficiency
  • Salesforce Management: Primary lead for Marketing and Sales use of Salesforce, including reporting and establishing SOPs
  • Process Optimization: Establish and maintain scalable processes that ensure best practices in campaign and lead management
  • Event Organization: Organize and support internal and external events and webinars

5. Channel Marketing Specialist Accountabilities

  • Partner Coordination: Work closely with channel sales and field marketing team members to drive and execute partner marketing activities.
  • Stakeholder Collaboration: Work together with external stakeholders at the partner as an extended team to co-create and co-market Nutanix solutions toward their target audience.
  • Demand Generation Implementation: Implement partner-ready demand generation programs designed to drive new opportunities into the pipeline, leveraging Nutanix channel marketing platforms.
  • Asset Development Driving: Drive required asset and program development/localization in the region.
  • Marketing Plan Development: Develop and oversee the marketing plan for key channel partners within the organization.
  • Performance Tracking: Track, measure, and report back to the business on key performance indicators and the overall effectiveness of channel strategy.
  • Budget Administration: Administer MDF budget allocation, and purchase order requests, and ensure activities have been executed and properly imported into SalesForce.
  • Funds Management: Manage the end-to-end market development funds (MDF) process including proposal management, review, acceptance/rejection, and proof of performance within the agreed budget.

6. Channel Marketing Specialist Functions

  • Channel Strategy Development: Support in the development, maintenance, and management of the EMEA Channel Marketing and Partner Program strategies and initiatives.
  • Co-Op Program Management: Manage partner Co-Op program and budget.
  • Marketing Initiative Definition: Define co-op marketing initiatives and work with various stakeholders on the development, implementation, and monitoring of funds to remain in the budget.
  • Marketing Plan Execution: Work with partner stakeholders developing and executing marketing plans to support market positioning and product initiatives.
  • Partner Onboarding: Assist with onboarding Channel Partners to the Partner Alliance Partner Program.
  • Marketing ROI Analysis: Track marketing activities and promotions including spending and ROI analysis.
  • Marketing Collaboration: Collaborate with Marketing on campaigns, resources, newsletters, etc.
  • Partner Toolkit Development: Develop processes and toolkits for partners, and assist with Events and Training.
  • Digital Transformation Support: Support with Digital Transformation projects.
  • Messaging Architecture Development: Analyze customer requirements, develop messaging architecture and competitive positioning, specify projects, and secure resources.
  • Project Communication: Communicate project development and drive creative development processes.
  • Media Efficiency Analysis: Identify the target audience and analyze media efficiency to ensure selected media options work appropriately.
  • Social Media Data Analysis: Collect and analyze data related to social media marketing campaigns.

7. Channel Marketing Specialist Job Description

  • Content Generation and Deployment: Generate and deploy content, training, presentations, working with agency partners.
  • Project Management: Develop, monitor, and communicate project timelines and budgets.
  • Strategy Development: Collaborate with management to develop channel marketing strategies and execute an integrated marketing communications plan.
  • Copy Editing: Edit, and proof copy for marketing communications such as channel-specific communications, printed collateral, etc.
  • Marketing Evaluation: Frequently evaluate channel marketing needs and make recommendations to management.
  • Marketing Material Creation: Create marketing materials and distribute them to internal and external stakeholders.
  • Event Planning and Execution: Assist in the planning and execution of trade shows and events.
  • Event Coordination: Partner with the broader marketing team to plan and execute key channel events, to drive leads.
  • Budget Management: Manage channel marketing territory's budget for the year. Report on predicted budget spend at the start of the year by month.
  • Content Contribution: Contribute content to channel partner newsletters.
  • Proofreading and Branding: Proofreading translated material ensuring collateral is accurate and representative of Jamf’s brand voice.
  • Reseller Guidance: Guide resellers on appropriate content for their websites, social media, and events.
  • Sales Team Collaboration: Work with the Jamf Channel sales team to develop spiff programs to assist engagement.

8. Channel Marketing Specialist Overview

  • Marketing Planning: Prepare an annual marketing plan and budget to support growth initiatives.
  • Campaign Management: Plan, execute, and optimize marketing campaigns targeted to indirect channels and channel partners.
  • Lead Optimization: Test and optimize lead generation campaigns in existing and new industries and channels.
  • Sales Collaboration: Collaborate with the sales team to create lead nurturing tools and contact strategies that improve salesperson efficiency, shorten sales cycles, and increase closing ratios.
  • Campaign Coordination: Develop and manage campaign calendars, marketing templates, and support tools.
  • Partner Support: Help channel partners effectively market ComplyRight products and services to their end customers.
  • Product Liaison: Serve as a liaison with product development teams to ensure new product features, options, and benefits are clearly understood and conveyed to channel partners and their customers.
  • Cross-Functional Collaboration: Collaborate with cross-functional teams (product, sales, creative, operations) to execute marketing projects and campaigns.
  • Partner Relations: Work directly with marketing and sales contacts at large reseller partners.

9. Channel Marketing Specialist Details and Accountabilities

  • Product Training: Support their needs via product training, sales tools, incentive programs, and marketing materials.
  • Social Media Strategy Implementation: Implement and maintain social media strategies (LinkedIn, Facebook, Reseller channel group pages) that support strategic goals and initiatives.
  • Website Strategy Ownership: Serve as the primary owner of CDS websites, overseeing strategy and content updates.
  • Tradeshow Management: Manage creation and execution of tradeshow displays and materials.
  • Campaign Analysis: Define, implement and report on marketing KPIs, campaign results, and opportunities generated.
  • Budget Management: Manage marketing expenses to stay within approved budgets.
  • Strategic Growth Planning: Participate in strategic planning for growth initiatives.
  • Competitive and Industry Research: Conduct industry and competitive research and stay abreast of competitors’ strategies and tactics.
  • Social Media Channel Tailoring: Assist the organization in identifying appropriate social media channels for specific business needs, and tailor campaigns to the target audience.
  • Social Media Performance Tracking: Track the performance of various social media initiatives and develop/implement changes to improve business results.
  • SEO Optimization Analysis: Analyze websites to ensure optimization for search engines.

10. Channel Marketing Specialist Tasks

  • Copywriting: Lead all Retailer channel communications content management and copywriting.
  • Email Campaign Management: Manage editorial calendar, and create and execute many email campaigns every month.
  • Channel Marketing Program Development: Develop, execute, and measure the effectiveness of channel marketing programs and promotions to drive growth targets.
  • Agency Partner Relationship Management: Manage day-to-day marketing relationships with key agency partners to ensure channel marketing programs are optimized to drive revenue growth.
  • Budget Management: Deliver support for partner events, and provide budget input for channel marketing projects and activities.
  • Sales Team Collaboration: Serve as the primary marketing contact with the channel sales team, including regular participation in team calls, in-person meetings, and planning sessions.
  • Brand Messaging and Awareness: Create and convey brand messages and improve brand awareness through advertising and social media.
  • Sales Presentation Development: Develop sales presentations and provide reports based on information collected such as marketing trends, competition, new products, and pricing.
  • Conference and Meeting Coordination: Coordinate involvement in conferences and meetings for internal and external customers.
  • Marketing Communication Coordination: Coordinate and implement marketing communication projects.
  • Marketing Material Preparation: Arrange proposals and presentations using marketing resource materials such as brochures, data, slides, photographs, and reports.

11. Channel Marketing Specialist Roles

  • Status Reporting: Initiate providing status reports on marketing efforts by communicating with appropriate Sales and Marketing Managers.
  • Media Liaison: Liaise with the media, advertising agencies, and public relations firms.
  • Program Development: Create communications programs that effectively describe and promote the organization and its products.
  • Communications Liaison: Serve as communications liaison for OMS as it relates to ONI corporate and any other external contacts.
  • Industry Engagement: Attend and actively participate in industry trade organizations and trade shows.
  • Collaborative Marketing: Work collaboratively with General Managers, Sales Managers, and Human Resources on marketing and branding initiatives.
  • Market Awareness: Keep informed on new products or services and other general information of interest to customers.
  • Marketing Leadership: Lead the dealer onboarding process from a marketing standpoint (i.e., dealer locators, dealer tools, etc.)
  • Onboarding Development: Create dealer onboarding guides and dealer programs in conjunction with sales and brand leaders.
  • Cross-functional Collaboration: Collaborate cross-functionally with external agency partners.
  • Creative Leadership: Lead the creative development process for consumer-facing marketing collateral, as well as dealer sales tools.
  • Platform Expertise: Develop an in-depth understanding of Pardot, an email communication platform.

12. Channel Marketing Specialist Additional Details

  • Communication Development: Build, write, and send internal, external, and consumer-facing communications.
  • Training Material Creation: Create dealer training materials.
  • Dealer Engagement: Visit and meet with dealers and sales leaders to support marketing initiatives within dealerships.
  • Paid Campaign Management: Global strategy, execution, and delivery of all paid campaigns across advertising channels.
  • Lead Generation Targeting: Ensure paid campaigns meet ambitious lead-generation targets.
  • Budget Management: Take responsibility for budget management.
  • Analytics and Reporting: Focus strongly on analytics and reporting results of paid campaigns, proving a positive ROAS.
  • Performance Evaluation: Use analytics tools to evaluate performance and continually deliver high-converting traffic.
  • Global Team Support: Work closely with global teams to support regional campaign requirements.
  • Content Development: Develop briefs for the generation of visual content and video assets.
  • Optimization and Innovation: Continuously optimize and innovate, including landing page optimization.
  • Multi-channel Campaign Execution: Work with other channel owners to create and execute multi-channel campaigns.
  • Digital Marketing Execution: Plan and execute digital marketing campaigns, including email, webinar, landing page, social media, and display advertising.

13. Channel Marketing Specialist Essential Functions

  • Distributor Coordination: Coordinate with distributors on lead follow-up and nurturing.
  • Event Logistics Management: Manage event logistics in support of the team.
  • Social Media Development: Design, build, and maintain a social media presence.
  • Marketing Collateral Management: Create and manage localized marketing collaterals including print and digital formats.
  • Content Coordination: Coordinate the creation of content (e.g. conference banners, display advertising, email banners, and any other graphics).
  • Marketing Administrative Support: Undertake daily administrative tasks to ensure the functionality and coordination of China marketing communications activities.
  • Data Management: Update spreadsheets, databases, and inventories with statistical information.
  • Newsletter Distribution: Create and distribute monthly newsletters to distributors and service providers.
  • APAC Marcom Interaction: All tasks and responsibilities above will require close interaction with the APAC Marcom manager.
  • Marketing Program Execution: Create and execute marketing programs with DACH+CEE Channel to drive deal registrations.
  • Campaign Reporting: Creation and execution of monthly and quarterly reports on campaign effectiveness.

14. Channel Marketing Specialist Role Purpose

  • Market Reporting: Provide monthly reports on market information related to competitors’ activities such as new products, new channels, and promotions.
  • Competitive Analysis: Provide a competitive analysis regularly.
  • Sales Reporting: Provide monthly sell-in reports and work with retail sales for sell-out tracking for key categories and retail promotions.
  • Product Rollout Management: Ensure timely rollout of new products to respective channel platforms.
  • Product Listing Management: Support supervisor in developing detailed product lists for showrooms and events.
  • Supply Chain Coordination: Work with retail sales/ respective teams to ensure timely delivery of products.
  • Project Coordination: Assist supervisor in following up with respective plant engineers and category leaders.
  • Product Inquiry Handling: Address retail and project product inquiries, from internal and external sales teams.
  • Marketing Support: Support on providing product marketing assets or resources to internal teams and distributors.
  • Training Material Development: Work with respective teams to compile and update product training materials for internal and external sales teams.
  • Presentation Support: Support brand and product presentations for key designers and developers.
  • Marketing Tool Development: Work with Marcom to develop marketing tools to promote products in the showroom, outdoors, and other potential channels.

15. Channel Marketing Specialist Key Accountabilities

  • Conversion Rate Optimization: Support senior manager with conversion rate optimization for consumer-facing onsite websites, campaign creative, and landing pages.
  • Pipeline Management and Testing: Help concept, build, implement, and manage a robust pipeline of optimization tests in partnership with internal teams.
  • Performance Improvement: Continuously improve conversion metrics to drive new customer acquisition.
  • Performance Analysis Expertise: Take responsibility for being the expert on onsite touch-point performance.
  • Campaign Management: Oversee promotional campaign set up and launches from creative briefing to offer set up in partnership with internal and external groups.
  • Conversion Performance Management: Responsible for driving conversion performance for website touch-points including newsletter sign-ups, registrations, and subscriptions.
  • Behavioral Analysis and Testing: Test various user segments and their abandonment habits/user behavior to improve customer conversion.
  • Conversion Friction Reduction: Reduce conversion friction in the onsite journey while establishing benchmarks.
  • Cross-functional Collaboration: Collaborate with UX, BI, Product, and leadership to develop and test engagement and conversion journeys.
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