Lead Partner Marketing Specialist

Responsibilities

• Own the SELL Partner Marketing strategy and annual/quarterly GTM plan across priority VARs, resellers, distributors, and channel partners; develop partner segmentation and prioritization based on market opportunity, growth potential, partner capability, pipeline opportunity, and strategic alignment
• Build scalable partner-led demand programs aligned to Hyland's global campaigns, vertical priorities, and regional pipeline needs; translate Hyland campaigns into partner-ready campaigns and campaign-in-a-box programs that partners can activate within their markets
• Develop joint marketing plans with priority partners, PBMs, Partner Sales, Field Marketing, and Sales; define target audiences, ICPs, offers, campaign journeys, activation strategies, and pipeline expectations for partner demand programs
• Own the marketing strategy for MDF/BDF investment, including prioritization, expected return, activation requirements, and performance measurement; partner with Integrated Campaigns & Activation resources to build, launch, measure, and optimize partner campaigns
• Establish pipeline targets and performance expectations for priority partner programs; measure and report partner marketing performance including partner-sourced pipeline, opportunities, bookings, campaign conversion, and marketing ROI; identify successful programs that can be standardized, reused, and scaled across multiple partners and markets
• Build strong relationships with priority partners and internal stakeholders; regularly assess partner performance and recommend where Hyland should increase, maintain, change, or stop marketing investment; represent Partner Marketing in GTM and pipeline planning discussions

Requirements

• Proven experience in channel or partner marketing, including demand generation strategy and execution across VARs, resellers, distributors, or channel partners
• Demonstrated ability to develop and execute scalable partner-led marketing programs aligned to global campaigns, vertical priorities, and regional pipeline needs
• Experience owning MDF/BDF investment strategy, including prioritization, activation requirements, and ROI measurement
• Strong cross-functional collaboration skills; proven ability to partner with Sales, Field Marketing, Demand Generation, and Partner Business Managers to drive pipeline outcomes
• Strong analytical skills; ability to measure and report on partner marketing performance including partner-sourced pipeline, campaign conversion, and marketing ROI
• Salesforce

Preferred

• Experience translating corporate campaigns into partner-ready, campaign-in-a-box programs that partners can activate independently within their markets
• Proven ability to build and maintain strong relationships with priority partners and internal stakeholders across GTM and pipeline planning discussions
• Experience defining target audiences, ICPs, offers, and campaign journeys for partner demand programs
• Demonstrated success identifying, standardizing, and scaling high-performing programs across multiple partners and markets
• Experience representing Partner Marketing in senior-level GTM and pipeline planning discussions with cross-functional stakeholders