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Director, Channel Marketing
Spectrum
Denver, CO, United States
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Spectrum Enterprise’s Marketing Team is currently seeking an experienced, strategic Director of Alternate Channel Marketing with experience in telecom and cloud industries to join the team. This position may be based in Denver, CO or Charlotte NC.
Position Summary:
Reporting to the VP of Lead Gen and Content Marketing, the Director of Alternate Channel Marketing is responsible for the strategy and execution of multiple indirect sales channel marketing programs focused on the engagement and growth of the Enterprise VAR/Agent/Reseller/System Integrators Sales Channels, including Navisite. This position is responsible for developing channel specific marketing strategies, messaging and campaigns, and sales materials for partner sales and recruitment programs. This position will serve as a thought leader and strategic marketing leader in support of indirect sales channels.
Key Areas of Responsibility:
Channel Development
Understand the markets and behaviors of each sales channel, encompassing both Navisite and Spectrum Enterprise organizations. Use tools and resources to maintain focus on successful existing programs and creating new ones that align with the Spectrum Enterprise business objectives. Perform competitive research and develop recommendations for offers and marketing campaigns/programs to capitalize on competitive marketing opportunities. Lead teams to develop measurement of KPIs or other goals to measure engagement and satisfaction of our channel audiences. Use analytics and other data measurement resources to adjust objectives and program tactics. Be creative and seek new methods and tools to accomplish the mission.
Create and partner to develop and manage channel marketing strategies in collaboration with internal marketing, field marketing, product, sales and other teams. Set annual marketing objectives based the selling channel objectives. Measure objectives periodically and report on progress as required.
Establish regular communications with other internal teams to refine messaging, process, programs, etc. Serve as thought leader for the supported sales channels by working with Product and other Marketing functions as internal customers, providing them with strategy, messaging, content and other information to guide and enable their tactics.
Marketing Campaigns and Programs
Work with brand and lead gen marketing to modify, design, develop, implement and manage Sales Channel marketing campaigns and customer facing promotions. In partnership with brand and product, lead the development of channel specific messaging to address why Spectrum Enterprise and Navisite are valuable to partners. Manage and lead the negotiation with outside agency and other vendor relationships to achieve business objectives. Direct the design and development of Channel-specific marketing materials including sales collateral, campaign strategies and creative, direct response, newsletters and other sales enablement tactics.
Communicate effectively with Spectrum Enterprise Executive Leadership on channel segment strategies, key initiatives, opportunities and needs. Interface regularly and effectively with senior Sales leadership to understand changing needs, develop joint plans, and drive implementation of marketing initiatives.
Establish and maintain channel marketing budgets for each supported channel as well as other marketing program efforts.
Work closely with Field Marketing team to support field requests via the Marketing Development Funds program for sales teams. Review ROI of spend to ensure productive use of budgets.
Align with Field Marketing to develop annual strategy and support the management of national, regional, and Master Agent specific trade shows. Develop programs that surround events that build awareness and generate sales leads.
Other Responsibilities:
•Coordinate training and development of affected sales and support teams. Engage the marketing owned resources they need to be effective in their roles.
•Maintain an understanding of company products, services, policies, and business rules to effectively manage the marketing and communication efforts in the role.
•Interface with the Brand/MarComm team on PR and speaking opportunities.
•Manage the enablement of the team of Marketing Channel Managers to productively execute on the marketing plans for each respective sales channel supported. Effectively manage individuals towards growth within their roles to own their part of the business while providing mentorship to set and achieve goals.
•Proactive documentation and communication of upcoming activity to generate awareness of programs, results and next steps - upward, across peer set and with key stakeholders, especially sales.
•Provide ongoing team updates on campaign components and implementation progress to plan.
Education:
Bachelor's degree in Marketing, or related field or equivalent experience
REQUIRED QUALIFICATIONS
Skills/Abilities and Knowledge:
•Ability to build and foster relationships by developing, maintaining and strengthening partnerships with others inside or outside the organization
•Strong analytical skills and the ability to address issues using a logical, systematic, structured approach
•Strong computer skills including Microsoft Office; knowledge of budgeting, P&L reports, systems and procedures
•Strong knowledge of marketing strategies and procedures
•Strong understanding of indirect sales models
•Strong knowledge of cable, telecommunications, networking, and cloud products and services
•Excellent negotiating, leadership, communication, presentation and interpersonal skills
•Ability to prioritize and organize effectively
•Ability to supervise and motivate others
•Ability to handle multiple projects and tasks
•Ability to analyze and interpret data
•Ability to think creatively
•Ability to work independently and collaboratively
•Project management skills and tracking details
Related Work Experience:
Marketing experience specific to Channel Partners/3rd party reseller channel 10+
Cable, Telecommunications experience required / Cloud experience preferred 10
Management experience 7+
Marketing and/or related business experience 7
Marketing strategy experience 6
WORKING CONDITIONS
Office environment
Approximately 25-50% travel required