Partner Expansion Campaign Manager

About the Position As the Partner Expansion Campaign Manager at WatchGuard, you will own the go-to-market strategy and execution for partner expansion marketing — driving cross-sell and upsell opportunities within WatchGuard's existing partner base. This is a highly cross-functional role that sits at the intersection of sales and marketing, requiring you to build and execute campaigns that move partners through the funnel and generate measurable pipeline impact. You will work closely with demand generation, marketing operations, and the webinar team to build and launch go-to-market plays, and partner directly with sales reps to ensure consistent, timely follow-up on every campaign. Your success will be measured by the health of the partner expansion marketing funnel — from total leads and MQLs through conversion rates and new cross-sell opportunities created. This role reports to the Sr. Director, Revenue Marketing and is part of the broader Revenue Marketing team, a cross-functional group that includes sales enablement, demand generation, marketing operations, and digital environments. You’ll bring deep expertise across marketing disciplines, collaborate directly with senior sales and marketing leaders, and have a measurable impact on WatchGuard’s partner growth strategy. A Day in the Life No two days will look the same in this role. You might spend your morning reviewing funnel performance data with marketing operations and identifying where partners are dropping off — then spend your afternoon aligning with the demand generation team on an upcoming go-to-market play and briefing the webinar team on an upcoming partner-focused session. You'll regularly connect with sales reps to review campaign follow-up activity and ensure that leads generated through expansion campaigns are being actioned appropriately. Every week, you’ll sync with the sales team to highlight upcoming activities and key tasks for follow-ups. You'll also work closely with product marketing to ensure that messaging for cross-sell and upsell plays reflects current product priorities, packaging, and competitive positioning. Week to week, you'll manage the campaign calendar for partner expansion, track and report on funnel performance, and bring recommendations to marketing and sales leadership on how to continuously improve program impact. What You'll Own • Go-to-Market Strategy & Plays — Develop and own the partner expansion marketing GTM plan, including the creation and implementation of go-to-market plays that drive awareness, engagement, and conversion among existing partners. You’ll own the development of not only the strategy, but the training and enablement content as well. You’ll set clear MQL and pipeline creation goals and track program performance to know what’s working and what’s not. • Campaign Development & Execution — Build and launch integrated campaigns across digital, email, paid, and content channels in collaboration with demand generation, marketing operations, and the webinar team to ensure consistent, quality execution and proper tracking. You own the voice and narrative for the partner expansion motion and work collaboratively with channel owners to execute. • Lifecycle Marketing Strategy – Own the strategy and content creation for our partner expansion lifecycle program to nurture partners through their buyer’s journey from awareness in a product line to MQL. • Sales Alignment & Follow-Up — Work directly and regularly with strategic partner and channel account managers to align on target accounts, review lead quality, and ensure timely, consistent follow-up on all marketing-sourced leads and MQLs. • Webinar & Content Programs — Coordinate with the webinar team on the planning, promotion, and follow-up of partner expansion-focused webinar series, ensuring alignment to active GTM plays and cross-sell messaging. • Funnel Performance & Reporting — Own the partner expansion marketing funnel. Regularly report on total leads, MQLs, conversion rates, and new cross-sell opportunities to marketing and sales leadership, with clear optimization recommendations. • Cross-Functional Collaboration — Partner closely with product marketing, field marketing, and marketing operations to ensure messaging, assets, and programs are aligned and up-to-date. • Process & Project Management — Develop campaign timelines and work back schedules, assign activities to the appropriate teams, and proactively work with channel owners to drive deadlines and keep programs on track. Within One Month, You Will… • Get up to speed on WatchGuard's existing partner base, current cross-sell and upsell motions, and the tools and platforms used across the team • Meet key stakeholders across demand generation, marketing operations, webinar, sales, and product marketing • Review current partner expansion campaigns and assess performance against funnel benchmarks Within Three Months, You Will… • Own the partner expansion campaign calendar and take full responsibility for program execution • Launch your first go-to-market play targeting cross-sell or upsell opportunities within the existing partner base • Establish a regular cadence for funnel reporting and sales alignment check-ins • Begin building a framework for measuring campaign influence on new partner opportunities Within Six Months, You Will… • Have a full-cycle go-to-market play library in place for partner expansion, with clear messaging, assets, and follow-up sequences • Lead a senior marketing leadership read-out on partner expansion funnel performance with recommendations for H2 optimization • Drive consistent pipeline contribution from expansion campaigns, with clear visibility into leads, MQLs, conversion rates, and opportunities created Skills and Qualifications • 7–10 years of B2B marketing experience, with a strong preference for channel, partner, or demand generation marketing • Experience building and executing go-to-market plays or integrated campaigns • Strong understanding of marketing funnel metrics and experience reporting on performance to leadership • Proficiency with ABX and demand generation tools such as Marketo, 6sense, Folloze, or similar platforms • Experience working directly with sales teams and building processes for sales and marketing alignment • Excellent project management skills — ability to manage multiple campaigns and stakeholders simultaneously • Strong written and verbal communication skills, with the ability to develop compelling partner-facing messaging • Experience with CRM systems, Salesforce preferred • Prior experience in cybersecurity or technology marketing is a plus

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    {
      "text": "What You'll Own",
      "content": "<div>• &nbsp; &nbsp;<strong>Go-to-Market Strategy &amp; Plays</strong> — Develop and own the partner expansion marketing GTM plan, including the creation and implementation of go-to-market plays that drive awareness, engagement, and conversion among existing partners. You’ll own the development of not only the strategy, but the training and enablement content as well. You’ll set clear MQL and pipeline creation goals and track program performance to know what’s working and what’s not.&nbsp;</div>\n<div><br>• &nbsp; <strong>&nbsp;Campaign Development &amp; Execution</strong> — Build and launch integrated campaigns across digital, email, paid, and content channels in collaboration with demand generation, marketing operations, and the webinar team to ensure consistent, quality execution and proper tracking. You own the voice and narrative for the partner expansion motion and work collaboratively with channel owners to execute.&nbsp;</div>\n<div><br>•&nbsp; &nbsp; <strong>Lifecycle Marketing Strategy</strong> – Own the strategy and content creation for our partner expansion lifecycle program to nurture partners through their buyer’s journey from awareness in a product line to MQL.&nbsp;</div>\n<div><br>• &nbsp; <strong>&nbsp;Sales Alignment &amp; Follow-Up</strong> — Work directly and regularly with strategic partner and channel account managers to align on target accounts, review lead quality, and ensure timely, consistent follow-up on all marketing-sourced leads and MQLs.</div>\n<div><br>• &nbsp; &nbsp;<strong>Webinar &amp; Content Programs</strong> — Coordinate with the webinar team on the planning, promotion, and follow-up of partner expansion-focused webinar series, ensuring alignment to active GTM plays and cross-sell messaging.</div>\n<div><br>• &nbsp; &nbsp;<strong>Funnel Performance &amp; Reporting</strong> — Own the partner expansion marketing funnel. Regularly report on total leads, MQLs, conversion rates, and new cross-sell opportunities to marketing and sales leadership, with clear optimization recommendations.<br>• &nbsp; &nbsp;<strong>Cross-Functional Collaboration</strong> — Partner closely with product marketing, field marketing, and marketing operations to ensure messaging, assets, and programs are aligned and up-to-date.</div>\n<div><br>• &nbsp; <strong>&nbsp;Process &amp; Project Management</strong> — Develop campaign timelines and work back schedules, assign activities to the appropriate teams, and proactively work with channel owners to drive deadlines and keep programs on track.</div>"
    },
    {
      "text": "Within One Month, You Will…",
      "content": "<div>• &nbsp; &nbsp;Get up to speed on WatchGuard's existing partner base, current cross-sell and upsell motions, and the tools and platforms used across the team<br>• &nbsp; &nbsp;Meet key stakeholders across demand generation, marketing operations, webinar, sales, and product marketing<br>• &nbsp; &nbsp;Review current partner expansion campaigns and assess performance against funnel benchmarks</div>"
    },
    {
      "text": "Within Three Months, You Will…",
      "content": "<div>• &nbsp; &nbsp;Own the partner expansion campaign calendar and take full responsibility for program execution<br>• &nbsp; &nbsp;Launch your first go-to-market play targeting cross-sell or upsell opportunities within the existing partner base<br>• &nbsp; &nbsp;Establish a regular cadence for funnel reporting and sales alignment check-ins<br>• &nbsp; &nbsp;Begin building a framework for measuring campaign influence on new partner opportunities</div>"
    },
    {
      "text": "Within Six Months, You Will…",
      "content": "<div>• &nbsp; &nbsp;Have a full-cycle go-to-market play library in place for partner expansion, with clear messaging, assets, and follow-up sequences<br>• &nbsp; &nbsp;Lead a senior marketing leadership read-out on partner expansion funnel performance with recommendations for H2 optimization<br>• &nbsp; &nbsp;Drive consistent pipeline contribution from expansion campaigns, with clear visibility into leads, MQLs, conversion rates, and opportunities created</div>"
    },
    {
      "text": "Skills and Qualifications",
      "content": "<div>• &nbsp; &nbsp;7–10 years of B2B marketing experience, with a strong preference for channel, partner, or demand generation marketing<br>• &nbsp; &nbsp;Experience building and executing go-to-market plays or integrated campaigns<br>• &nbsp; &nbsp;Strong understanding of marketing funnel metrics and experience reporting on performance to leadership<br>• &nbsp; &nbsp;Proficiency with ABX and demand generation tools such as Marketo, 6sense, Folloze, or similar platforms<br>• &nbsp; &nbsp;Experience working directly with sales teams and building processes for sales and marketing alignment<br>• &nbsp; &nbsp;Excellent project management skills — ability to manage multiple campaigns and stakeholders simultaneously<br>• &nbsp; &nbsp;Strong written and verbal communication skills, with the ability to develop compelling partner-facing messaging<br>• &nbsp; &nbsp;Experience with CRM systems, Salesforce preferred<br>• &nbsp; &nbsp;Prior experience in cybersecurity or technology marketing is a plus</div>"
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