Partnerships Marketing Specialist

Role Overview

You'll own the marketing strategy for distinct but deeply connected audiences: our partners (resellers, technology partners, agencies) and our customer advocates. This is role that bridges partnership enablement with customer marketing, two functions that share core DNA. You'll create enablement content, drive co-marketing campaigns, build advocate programs, and extract stories from partners and customers that amplify market reach for every product of GTM. Partners need to understand how to pitch and implement our products. Customers need to be recognized and activated as advocates. Both require specialized marketing that differs from traditional demand generation. You're the connective tissue between these two communities. This will be an all-pervasive marketing with evolving roles and responsibilities.

Primary Responsibilities

Partnership Enablement

• Create specialized marketing materials and enablement content for partners who work with ecommerce companies in our target locations such as USA, UK, Canada
• Develop partner pitch decks, one-sheets, and training materials that differ from sales materials
• Build partner success programs and educational resources
• Establish clear value propositions for different types of partners (resellers, technology partners, agencies, etc.)
• Understand the partner ecosystem, grade and maintain marketing hygiene across partner platforms.

Customer Advocacy & Storytelling

• Build and manage customer advocate programs that recognize and activate high-value customers
• Extract and develop customer success stories, case studies, and testimonials in partnership with customer success and sales teams
• Identify customers who are solving interesting problems and help amplify their stories internally and externally
• Coordinate customer panels, speaking opportunities, and testimonial videos
• Create customer advisory groups or user communities where customers share feedback and best practices
• Develop customer-generated content programs (how customers use our products, their results, lessons learned)
• Manage relationships with key customer advocates to ensure they feel recognized and valued

Co-Marketing Initiatives

• Design and execute co-marketing campaigns with strategic partners
• Coordinate joint webinars, events, and workshops with partners
• Manage partner communications and marketing calendars
• Create white-labeled or co-branded marketing materials
• Measure and report on co-marketing campaign performance

Partner Messaging & Positioning

• Develop messaging frameworks specifically for partner audiences, working closely with the product marketing team
• Create content that helps partners understand how to position our products to their customers
• Build use-case specific materials for different partner segments
• Ensure consistent brand representation across all partner communications

Program Development & Management

• Design partner certification and training programs
• Develop partner marketing playbooks and best practice guides
• Create partner success documentation and resource libraries
• Build feedback loops between partners and the marketing/product teams

Strategic Partnership Support

• Collaborate with the partnership team to identify partnership opportunities and needs
• Support partnership announcements and press releases
• Track competitive partnerships and market trends
• Identify co-marketing opportunities and potential for expanded partnerships

Required Qualifications

• 3-5 years in partner marketing, customer marketing, channel marketing, or advocate/community marketing
• Experience creating tailored content for different audiences and personas
• Proven ability to build and manage relationships with external stakeholders (partners, customers, advocates)
• Strong project management and organizational skills you juggle multiple initiatives and people simultaneously
• Excellent written and verbal communication; you translate complex product capabilities for different audiences
• Experience working across cross-functional teams (sales, customer success, product, partnerships)
• Understanding of B2B SaaS business models and how different customer segments make buying decisions
• A good understanding of ecommerce market.

Preferred Qualifications

• Experience in both partner/channel marketing AND customer advocacy or marketing
• Knowledge of e-commerce or data analytics industry
• Proven track record of building advocate or community programs with customers
• Experience developing case studies, customer success stories, or testimonials
• Experience with partner relationship management (PRM) platforms
• Experience managing events, webinars, or customer advisory boards
• Ability to extract insights and patterns from customer and partner interactions
• Comfort working with diverse partner types (resellers, integrations, agencies, etc.)

Key Skills

• Content creation and adaptation for multiple distinct audiences
• Relationship building and stakeholder management
• Project and program management across multiple workstreams
• Strategic thinking (understanding how partnerships and advocates drive business objectives)
• Storytelling and case study development
• Analytical thinking and ROI measurement
• Cross-functional collaboration and influence
• Initiative and self-direction (this role requires identifying opportunities and moving them forward)

Success Metrics

Partnership Side:

• Number of active partner co-marketing campaigns and initiatives
• Partner engagement and satisfaction (feedback, adoption of materials, participation rates)
• Co-marketing campaign performance and attributed pipeline/revenue
• Partner enablement content created and utilization rates
• Partner program growth (new partners added, expansion with existing partners)

Customer Advocacy Side:

• Number of active customer advocates and their engagement level
• Case studies and customer stories published and performing
• Customer-sourced content created and engagement metrics
• Customer event participation and satisfaction
• Advocate-generated pipeline and deal influence

Combined:

• Cross-pollination: how many customer stories inform partner programs, how many partner insights inform customer content
• Total addressable reach: number of partners and customers actively engaged in marketing programs
• Content leverage: how much content created for partners is also used by customers and vice versa
• Contribution to overall marketing goals (leads, pipeline, brand amplification)

Why This Role?

Partner marketing and customer advocacy both involve identifying and amplifying the stories of people who are succeeding with your product. Partners need to understand how implementations work and what outcomes customers achieve. Customers want recognition and community with others using the product. This role brings both functions together.

Notes

• This role requires understanding of our product ecosystem and how partners can leverage it.
• Prior ecommerce market understanding is a must-have
• Close collaboration with the partnership team is essential
• Must be able to develop specialized content that differs from traditional sales/marketing materials
• Expected to work with various partner types (resellers, agencies, technology partners, etc.)