A Channel Marketing Manager is a professional who plays a crucial role in developing and implementing marketing strategies to maximize the reach and impact of a company's products or services through various channels. They are responsible for creating and maintaining strong relationships with channel partners, such as distributors, resellers, and retailers, to drive sales and increase brand visibility. In this blog post, we will describe the primary responsibilities and the most in-demand hard and soft skills for Channel Marketing Managers.

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Main Responsibilities of a Channel Marketing Manager

The following list describes the typical responsibilities of a Channel Marketing Manager:

Achieve

Achieve marketing ROI targets through successful tracking of partner campaigns.

Advocate

Advocate for mutual business development.

Analyze

• Analyze business results and market trends, share data and recommend actions plans.

• Analyze market trends and customer insights to identify new channel opportunities.

Assist in

• Assist Channel Marketing Director and Sales to communicate product offerings and promotions.

• Assist in the creation and personalization of external-facing partner sales and marketing materials.

• Assist in the planning of trade shows by identifying, assembling, and coordinating requirements.

Attend

Attend customer meetings and tradeshows as needed.

Build

• Build and maintain relationships with priority key accounts.

• Build and maintain strong relationships with channel partners and associated marketing team.

• Build and manage relationships with priority accounts.

• Build channel specific programs and promotions that meet Channel Sales and Partner requirements.

• Build online consumer reviews on channel partner websites to improve sale conversion rates.

• Build tactics to support the promotional process.

Challenge

Challenge and improve processes as appropriate.

Co-develop

Co-develop product launch plans with US Marketing and Canadian Sales Teams.

Collaborate with

• Collaborate with channel partners to develop joint marketing initiatives.

• Collaborate with Content Partners to create launch kits for operators.

• Collaborate with cross-functional teams to create effective marketing campaigns.

• Collaborate with eBusiness counterparts to coordinate marketing initiatives.

• Collaborate with internal teams to build strategy.

• Collaborate with marketing team on all strategy, tactics, & campaign development.

• Collaborate with the marketing team to create channel-specific collateral and assets.

• Collaborate with them on the selling strategy, new materials, positioning, and training.

Compile

• Compile and analyze market research, insights & analytics.

• Compile profiles of competitors and channel customers using primary and secondary research and data.

Complete

• Complete all required Microsoft professional and technical trainings.

• Complete other duties as assigned to meet company goals.

Compose

Compose marketing memos to communicate specific channel marketing initiatives to implement in field.

Conduct

• Conduct market research to understand consumer preferences and competitive landscape.

• Conduct pre- and post-program analysis to drive improvement and ROI.

• Conduct pre and post-program analysis to foster improvement.

• Conduct pre and post-program analysis to track program effectiveness and drive improvements.

• Conduct regular channel partner meetings and training sessions.

• Conduct regular performance reviews of channel partners and provide feedback.

Consult

Consult on event planning and logistics.

Coordinate

• Coordinate and take ownership of end-user and channel partner mailing lists.

• Coordinate press releases with corporate PR for alignment with corporate branding standards.

• Coordinate promotional product launches (bonus packs / merchandisers etc).

• Coordinate rollout of campaigns to operators, aligned with roadmap.

• Coordinate with the sales team to ensure alignment between channel and direct sales efforts.

Co-work with

Co-work with marketing team to nail down the detailed plan and 100% execution.

Create

• Create all PO's in line with agreed budgets and submit to corporate for approval as per P.O. process.

• Create and execute marketing plans to promote products through channel partners.

• Create and implement innovative new product launches.

• Create and maintain scalable means to empower partners to drive customer demand.

• Create a training package for operator' sales teams.

• Create content for flyer, E-news, website, article, poster, show display etc..

• Create key relationships with institutional partner contacts.

• Create, publish and monitor KPI's aligned to the achievement of set channel priorities / objectives.

• Create TP-Link solution and show the benefits and features.

Customize

Customize the execution of national (brand, product, retail and customer experience).

Define

• Define and lead creation of channel marketing campaigns.

• Define revenue driven strategy for the 2 channels (Amazon & Resellers).

Develop

• Develop a loyalty / incentive program for our Resellers community.

• Develop and animate Ledger's Resellers community.

• Develop and create specific marketing programs and promotions.

• Develop and execute best-in-class channel marketing campaigns.

• Develop and implement channel incentive programs to motivate partners.

• Develop and improve action plans to address unexpected challenges.

• Develop and maintain a strong understanding of competitors' channel strategies.

• Develop and oversee the marketing plan for specific channels within the organization.

• Develop channel marketing strategies to achieve business objectives.

• Develop differentiated, compelling marketing narratives and product stories.

• Develop, execute, and implement marketing plans that incorporate all touch points of marketing.

• Develop, implement, and manage marketing activity for your region.

• Develop improvement action plans to address unexpected challenges.

• Develop local material tracking tools for effective program management and reporting.

• Develop marketing support resources and tools to enable local capabilities in the field.

• Develop pricing strategies and promotional offers tailored to specific channels.

• Develop sales competitions through the distributor channel.

• Develop scalable and relevant partner demand metrics and measurement to quantify program impact.

• Develop schedules, supervise progress, and provide quality assurance and control of projects.

• Develop schedules, track progress and provide quality assurance and control of projects.

Direct

Direct customer specific display, merchandising and POS strategy.

Drive

• Drive CPG / Other shopper / omni partnership marketing strategies and activation.

• Drive cross-functional coordination required for best in class deliverables and timely execution.

• Drive refreshes of our career site, media, job ads, and personas for key roles.

• Drive scale & efficiency with the Amazon FBA programs.

Educate

Educate partners on AMD marketing programs and brand guidelines.

Educates

Educates sales and customers on emerging trends and how solutions are applied to maximize benefit.

Embrace

Embrace the learning culture prioritizing time for learning & personal career development.

Engage with

• Engage with partners on joint marketing strategies.

• Engage with partners to understand their sales and marketing strategy.

Ensure

• Ensure all marketing content is uploaded & maintained in the Digital Asset Management System.

• Ensure compliance with legal and regulatory requirements in channel marketing activities.

• Ensure consistent brand messaging and positioning across all channels.

• Ensure consistent brand / product messaging across all communication channels.

• Ensure retention, growth and customer satisfaction of partnerships.

Establish

• Establish and nurture relationships with channel partners to drive mutual growth.

• Establish regular communication rhythm with operators (webinars, newsletters, etc.

Evaluate

• Evaluate and select appropriate marketing tools and technologies for channel campaigns.

• Evaluate and set project budgets, work with agency to ensure progressing according to budget.

Execute

• Execute customer specific marketing to support product launches, promotions or other DFC initiatives.

• Execute online media, email acquisition, affiliate marketing including Salesforce and Pardot.

• Execute, refine and manage all partner facing collateral content.

• Execute the product launch process.

• Execute vendor participation in marketing programs.

Facilitate

Facilitate discussions and business planning through the available insights.

Forecast

• Forecast and manage channel marketing budgets.

• Forecast, monitor and manage related expenses within allotted marketing budget.

Foster

Foster a positive and collaborative working relationship with internal and external stakeholders.

Gather

Gather and compile market and competitive intel.

Help

• Help build customer demand for partner products that will grow sales.

• Help to improve shopper / omni marketing projection accuracy and reporting to drive trust.

Identify

• Identify and evaluate potential channel partners to expand market presence.

• Identify and resolve conflicts or issues with channel partners in a diplomatic manner.

Implement

• Implement an APAC strategic marketing program across both Institutional and Wealth channels.

• Implement channel campaigns to expand market share and pursue aggressive growth targets.

Incorporate

Incorporate key insights from accounts to drive informed marketing action plans.

Influence

Influence and track the customer co-op marketing agreement.

Initiate

Initiate programs to help develop existing reseller business and support co-marketing activities.

Lead

• Lead and manage other non-digital brand initiatives as needed and requested.

• Lead cross-functional teams via execution of strong project management for new product launches.

• Lead development and analytics of specific digital tactics for professional and patient audience.

• Lead timelines and deliverables for all line / category reviews.

Leverage

• Leverage all customer accessible reporting systems and tools.

• Leverage HCP and patient insights (unmet needs) in the development of meaningful digital materials.

• Leverage partner / channel marketing budgets as much as possible.

Liaise with

Liaise with local media for regional PR opportunities.

Maintain

• Maintain and manage account profiles and retailer requirements.

• Maintain SOTI website and / or regional microsites with upcoming event information.

Manage

• Manage all channel marketing communications (newsletters, webinars, product notifications, etc.).

• Manage and balance dedicated MSP marketing budget for recruitment and engagement initiatives.

• Manage and track partner marketing funds.

• Manage annual channel marketing budgets of 500K.

• Manage assigned marketing budget within CFI's.

• Manage case study referral program.

• Manage executive PR activity as required.

• Manage product launches and go-to-market strategies through channel partners.

• Manage professional digital and media agencies.

• Manage projects and lead cross-functional team coordination / follow-ups.

• Manage, replace and roll out new tool for operators.

Measure

• Measure effectiveness and efficiency of channel marketing activities.

• Measure the impact of all channel messaging and campaigning based on KPIs.

Monitor

• Monitor and manage channel marketing budgets effectively.

• Monitor and optimize channel marketing campaigns based on key performance indicators.

• Monitor channel performance and analyze sales data to identify opportunities and challenges.

Negotiate

Negotiate marketing contracts to optimize value and ROI.

Optimise

Optimise and experiment to improve key metrics that both our company and channel partners care about.

Oversee

Oversee day-to-day channel marketing operations in both local and international markets.

Own

• Own and help continually evolve partner focused public website content.

• Own and maintain the distributor contracts and contract templates.

Participate in

• Participate in industry events and trade shows to enhance brand visibility.

• Participate in joint business planning sessions.

• Participate in quarterly business reviews with partners to evaluate what is working and optimize.

• Participate in weekly partner investment and incentives lead calls.

Perform

• Perform all other duties and assist in other areas as needed.

• Perform analysis on partners' sales and make recommendations to help them develop sales.

• Perform marketing business reviews with channel partners and provide improvements.

Plan

• Plan and conduct co-branded, joint marketing campaigns, comm plans and product launched.

• Plan and execute commercial related customer and industry events, workshop in region.

• Plan and execute marketing plans with key partners for priority campaigns.

• Plan and execute regional lead generation and nurturing campaigns, programs and events.

• Plan and manage regional tradeshows and events.

Prepare

Prepare and deliver customer presentations.

Prioritize

Prioritize and resource projects optimally.

Promote

Promote the effective use of turnkey marketing campaigns throughout the assigned region.

Propose

Propose changes to product, marketing, and pricing plans when appropriate.

Provide

• Provide inputs and feedback to Microsoft headquarters Partner Investment Council.

• Provide marketing leadership with OEM, providing guidance on AMD branding and campaigns.

• Provide marketing leadership with partners, providing guidance on Microsoft branding and campaigns.

• Provide product knowledge to Sales Force and in key account presentations.

• Provide recommendations and influences strategic decision making.

• Provide strategic support to the channel team in communicating with iland channel partners.

• Provide training and support to channel partners on product knowledge and sales techniques.

Publish

Publish an integrated calendar for the planned activities.

Ramp

Ramp new operators on marketing support available.

Recommend

Recommend assortment mix to improve sales and profitability.

Represent

Represent field marketing at SOTI events as needed.

Research

Research including competitive insights and recommendations.

Resolve

Resolve customer issues within Marketplace ecosystem.

Review

• Review and approve all asset development / creative used across assigned brands / customers.

• Review and provide feedback to Microsoft headquarters regarding incentives design.

• Review incentive and investment results in local Partner Investment Councils.

Run

Run budget and execution of marketing programs.

Select

Select and manage agencies and vendors as required to support marketing activities.

Set

Set campaign KPIs and analyze effectiveness of campaigns against KPIs.

Set-up

Set-up and monitor KPIs to deliver on objectives and accelerate business growth.

Stay updated on

Stay updated on industry trends and best practices in channel marketing.

Strategize

Strategize ad creative initiatives with creative team for upcoming campaigns.

Structure

Structure the best possible deals supporting partner investment strategy and business outcomes.

Support

• Support above brand initiatives related to CRM and optimization of sales tools via technology.

• Support Channel Partners in the creation and execution of a go-to market strategy for Go1 products.

• Support channel partners with sales enablement materials and resources.

• Support Channel Sales Directors in both USA and EMEA with execution of channel activities and events.

• Support operator marketing teams on an on-going basis.

• Support sales teams on prospects.

Track

• Track and analyze sales and financial performance of promotions and advertising.

• Track and report on the effectiveness of channel marketing programs.

• Track competitive partner marketing programs and adjust strategies accordingly.

• Track record of executing programs that overachieved goals.

Understand

• Understand and considers the customer's priorities when driving strategic alignment.

• Understand retailer margin and pricing expectations.

Work with

• Work closely with all aspects of the business to gather product and channel insights.

• Work closely with the Abbott sales force to train and execute the plans developed for the channel.

• Work directly with eCommerce Manager and Director of Digital Marketing on overall customer journey.

• Work jointly with partner to achieve on-going initiatives, goals, and objectives.

• Work schedule and access to local well-being focused activities.

• Work with channel partners to design & execute ideal Digital Shelf for all KCP categories.

• Work with channel partners to stay current on market trends, industry standards, and new offers.

• Work with Partner Managers to identify growth opportunities within our Channel Partners.

• Work with presales engineer to study customers' applications and requirements.

• Work with sales team and resellers in supporting local shows, lunch-and-learns, etc.

• Work with sales to ensure lead follow-up.

• Work with the Product team to incorporate Partner feedback into the Product Roadmap.

• Work with the sales team to defend and demonstrate the competitive differentiation of the business.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Channel Marketing Manager:

1. Proficiency in marketing automation platforms and CRM systems.

2. Strong analytical and data interpretation skills.

3. Knowledge of digital marketing tactics and online advertising channels.

4. Experience with channel partner management and development.

5. Ability to conduct market research and competitor analysis.

6. Proficiency in project management tools and methodologies.

7. Understanding of sales and marketing principles and techniques.

8. Knowledge of branding and brand management strategies.

9. Proficiency in data analysis and reporting tools.

10. Familiarity with e-commerce platforms and online sales channels.

11. Expertise in market segmentation and targeting strategies.

12. Proficiency in using social media platforms for marketing purposes.

13. Knowledge of search engine optimization (SEO) techniques.

14. Ability to develop and execute marketing campaigns across multiple channels.

15. Proficiency in budget planning and financial analysis.

16. Understanding of product lifecycle management.

17. Knowledge of channel sales and distribution processes.

18. Experience with channel partner performance tracking and evaluation.

19. Familiarity with customer relationship management (CRM) software.

20. Proficiency in Microsoft Excel and data manipulation.

Most In-demand Soft Skills

The following list describes the most required soft skills of a Channel Marketing Manager:

1. Excellent communication and interpersonal skills.

2. Strong leadership and team management abilities.

3. Adaptability and flexibility to thrive in a dynamic and fast-paced environment.

4. Strategic thinking and problem-solving skills.

5. Strong negotiation and influencing skills.

6. Ability to build and maintain relationships with diverse stakeholders.

7. Creative and innovative mindset to develop unique marketing approaches.

8. Strong presentation and public speaking skills.

9. Time management and organizational skills to handle multiple priorities.

10. Collaboration and teamwork to work effectively across departments and with channel partners.

Conclusion

A Channel Marketing Manager plays a vital role in driving the success of a company's marketing efforts through various channels. Their responsibilities encompass developing channel strategies, building relationships with partners, executing marketing campaigns, monitoring performance, and fostering collaboration. To excel in this role, individuals need a combination of hard skills such as proficiency in marketing tools, data analysis, and digital marketing, as well as essential soft skills like communication, adaptability, and strategic thinking. By possessing the right skills and fulfilling their responsibilities effectively, Channel Marketing Managers contribute significantly to the growth and market presence of a company.