Channel Marketing Manager

Position Overview

The Senior Channel Marketing Manager will lead Volcora’s channel, brand, content, digital, and industry marketing programs.

This person will be responsible for turning Volcora’s business priorities into structured marketing campaigns that increase brand awareness, support channel partners, generate qualified opportunities, and strengthen Volcora’s position within the POS, payments, retail technology, and hospitality technology industries.

This is a hands-on role. The Senior Channel Marketing Manager will set strategy, but must also be comfortable writing campaign messaging, reviewing content, building presentations, coordinating events, launching emails, managing partners, and analyzing campaign performance.

The ideal candidate has experience marketing B2B technology, hardware, SaaS, payments, or other products sold through partners, resellers, distributors, or strategic alliances.

Key Responsibilities

Marketing Strategy and Planning

• Develop and execute Volcora’s annual marketing plan in alignment with revenue, channel, product, and business-development goals.

• Establish clear messaging, target audiences, campaign priorities, content themes, and performance objectives.

• Translate company objectives into quarterly and monthly marketing programs.

• Manage the marketing calendar, budget, resources, agencies, freelancers, and campaign timelines.

• Identify the marketing activities that will have the greatest impact on partner engagement, qualified pipeline, and industry visibility.

• Regularly evaluate campaign performance and adjust priorities based on results.

Channel and Partner Marketing

• Develop and manage marketing programs for Volcora’s resellers, ISVs, payment partners, processors, distributors, and strategic partners.

• Strengthen and promote Volcora’s partner program through communications, onboarding, enablement, and co-marketing.

• Create monthly partner campaign packages that may include emails, social content, landing pages, product materials, and lead-generation offers.

• Develop co-branded campaigns, webinars, case studies, partner spotlights, and event programs.

• Create partner toolkits containing product images, sales presentations, social templates, email copy, competitive materials, and other resources.

• Work with sales to identify priority partners and develop account-specific marketing plans.

• Increase partner participation in campaigns, product launches, webinars, events, and customer-development initiatives.

• Establish processes for tracking partner engagement, partner-sourced opportunities, and marketing-influenced revenue.

Brand Positioning and Messaging

• Strengthen and consistently communicate Volcora’s position as a channel-focused provider of reliable and deployment-ready POS hardware.

• Develop clear messaging for different audiences, including VARs, ISVs, processors, distributors, and multi-location operators.

• Maintain brand voice, visual standards, product messaging, and company positioning across all channels.

• Ensure product specifications are translated into meaningful business benefits.

• Review and approve major marketing communications before publication.

• Help organize Volcora’s growing product portfolio into understandable solution categories and market narratives.

• Monitor competitor positioning and identify opportunities for Volcora to differentiate.

Demand Generation and Campaign Management

• Plan and execute integrated campaigns across email, social media, website, events, webinars, partner channels, and targeted advertising.

• Create campaigns supporting product launches, partner recruitment, hardware upgrades, vertical solutions, and industry events.

• Build audience segments and lead-nurturing campaigns for partners, prospects, and existing customers.

• Collaborate with sales to define campaign follow-up processes and lead qualification standards.

• Develop campaign landing pages, offers, calls to action, and conversion paths.

• Track leads from initial engagement through qualified opportunity and revenue where possible.

• Test messaging, formats, audiences, and campaign channels to improve performance.

Email Marketing and Marketing Automation

• Own Volcora’s email marketing strategy, including newsletters, product announcements, partner communications, event campaigns, and nurture programs.

• Develop segmentation based on partner type, account status, product interest, purchasing history, engagement, and industry.

• Build automated communications for partner onboarding, customer nurturing, event follow-up, and product education.

• Ensure contact lists are organized, accurate, compliant, and appropriately segmented.

• Review email performance and improve open rates, click rates, responses, conversions, and deliverability.

• Coordinate closely with sales so email campaigns support active account-development priorities.

Content and Thought Leadership

• Develop Volcora’s editorial strategy across articles, case studies, technical guides, social media, email, webinars, and video.

• Identify topics that build authority in POS hardware, retail technology, payments, deployment, device lifecycle, kiosks, KDS, and unattended retail.

• Interview partners, customers, executives, sales representatives, and technical personnel.

• Produce or oversee case studies, partner stories, white papers, product guides, blog articles, and industry commentary.

• Turn technical information into clear, credible, and commercially useful content.

• Repurpose core content across email, LinkedIn, sales materials, webinars, videos, and partner campaigns.

• Develop a consistent schedule of educational and promotional content.

• Ensure content is accurate, useful, differentiated, and aligned with Volcora’s brand.

Social Media and Community Leadership

• Own Volcora’s social media strategy, with LinkedIn as the primary B2B platform.

• Guide the Marketing & Community Specialist in maintaining the content calendar and daily community engagement.

• Develop recurring content series covering partner stories, deployments, products, technical education, events, and company updates.

• Increase engagement from relevant industry professionals rather than focusing only on general follower growth.

• Establish an employee advocacy program that helps sales, product, support, and leadership share relevant content.

• Monitor industry conversations, partner activity, competitor communications, and emerging topics.

• Build meaningful relationships with channel professionals, partners, customers, associations, and industry communities.

Events, Trade Shows, and Webinars

• Develop marketing strategies for RetailNOW, NRF, regional payments events, partner conferences, webinars, and other industry programs.

• Treat each event as an integrated campaign spanning pre-event promotion, scheduled meetings, on-site content, and post-event follow-up.

• Work with sales to identify target accounts and schedule qualified meetings before events.

• Develop event themes, booth messaging, presentations, invitations, landing pages, social campaigns, and follow-up communications.

• Coordinate partner dinners, roundtables, webinars, product demonstrations, and other engagement programs.

• Ensure leads are captured, organized, assigned, followed up, and measured.

• Evaluate events based on qualified meetings, pipeline, partner engagement, and eventual revenue—not only booth traffic.

Product Marketing and Sales Enablement

• Develop positioning, messaging, and go-to-market plans for new and existing products.

• Create product launch plans in coordination with sales, product, technical, operations, and leadership teams.

• Produce sales presentations, competitive battlecards, solution briefs, product-selection guides, compatibility materials, and FAQs.

• Help package Volcora products into solutions for target verticals and business use cases.

• Train sales and channel partners on key product messages, competitive advantages, and customer benefits.

• Gather feedback from partners, customers, and sales teams to improve product messaging and market fit.

• Coordinate marketing support for emerging product lines such as kiosks, KDS, mobile devices, vending, and IoT solutions.

Website and Digital Presence

• Own the strategy, messaging, content quality, and conversion effectiveness of Volcora’s website.

• Develop pages for specific audiences, solutions, industries, products, campaigns, and partner programs.

• Ensure product pages are accurate, consistent, professional, and easy to understand.

• Improve website calls to action for demo requests, partner applications, compatibility inquiries, and rollout discussions.

• Coordinate with designers, developers, SEO resources, and internal stakeholders.

• Review website analytics and identify opportunities to increase qualified traffic and conversions.

• Maintain a consistent digital presentation across Volcora’s website, partner portals, social channels, and third-party profiles.

Analytics and Reporting

• Establish clear marketing KPIs tied to awareness, partner engagement, qualified opportunities, and revenue.

• Develop dashboards and regular reports covering email, website, social media, events, campaigns, partner activity, and pipeline.

• Track marketing-sourced and marketing-influenced opportunities in collaboration with sales.

• Measure campaign ROI and recommend where Volcora should increase, reduce, or discontinue spending.

• Monitor metrics such as qualified leads, partner-sourced pipeline, campaign conversion, event meetings, content engagement, and customer acquisition.

• Present concise monthly and quarterly marketing updates to company leadership.

• Use data to guide decisions while recognizing the longer sales cycle of B2B channel marketing.

Team and Vendor Management

• Manage and mentor the Marketing & Community Specialist.

• Establish clear priorities, workflows, deadlines, approval processes, and quality standards.

• Coordinate freelance designers, writers, video editors, developers, agencies, and other external resources.

• Provide constructive feedback and help junior team members develop professionally.

• Build repeatable processes that allow Volcora to scale its marketing activity efficiently.

• Ensure that external partners understand Volcora’s products, audiences, and brand standards.

• Maintain accountability for deliverables, budgets, quality, and results.

Qualifications

• Bachelor’s degree in marketing, communications, business, or a related field.

• Five to eight years of B2B marketing experience.

• Experience in channel, partner, ecosystem, alliance, product, or demand-generation marketing.

• Demonstrated ability to plan and execute integrated marketing campaigns.

• Strong professional English writing, editing, and presentation skills.

• Experience with email marketing, social media, content development, events, and digital campaigns.

• Ability to understand technical products and convert features into clear customer and partner benefits.

• Experience working closely with sales teams and supporting revenue goals.

• Strong project-management and organizational skills.

• Experience managing multiple campaigns, stakeholders, and deadlines.

• Ability to work independently and make decisions in a growing company.

• Availability for consistent collaboration during U.S. business hours.

Preferred Qualifications

• Experience in POS, payments, fintech, retail technology, restaurant technology, hardware, SaaS, IT distribution, or a related industry.

• Experience working with VARs, ISVs, processors, distributors, resellers, or strategic partners.

• Knowledge of channel concepts such as partner tiers, deal registration, co-marketing, MDF, account protection, and partner enablement.

• Experience with Zoho, HubSpot, Salesforce, Mailchimp, Klaviyo, or similar CRM and marketing-automation platforms.

• Experience managing LinkedIn campaigns and B2B social content.

• Experience planning and measuring trade shows, conferences, webinars, and partner events.

• Familiarity with Shopify, WordPress, or other content-management systems.

• Basic understanding of SEO, paid media, website analytics, and lead attribution.

• Experience managing junior marketers, freelancers, or agencies.

• Existing familiarity with the U.S. retail technology or payments ecosystem is a strong advantage.

• Experience marketing to the U.S. while working internationally is welcome.

Key Competencies

• Channel and partner marketing

• B2B campaign strategy

• Brand positioning and messaging

• Email and lifecycle marketing

• Content strategy

• LinkedIn and community marketing

• Product marketing

• Trade-show and event marketing

• Sales enablement

• Demand generation

• Marketing analytics

• Team leadership

• Cross-functional collaboration

• Hands-on execution

What Success Looks Like

Within the first 90 days, the Senior Channel Marketing Manager should:

• Complete an audit of Volcora’s brand, website, content, partner communications, and campaign performance.

• Establish a prioritized 12-month marketing calendar.

• Clarify target audiences, messaging, campaign themes, and performance metrics.

• Develop a consistent LinkedIn and email marketing cadence.

• Create a structured workflow for the Marketing & Community Specialist and external creative resources.

• Improve coordination between marketing and sales.

• Identify immediate improvements to partner onboarding, website messaging, and event follow-up.

Within the first 12 months, the Senior Channel Marketing Manager should help Volcora:

• Increase awareness among target VARs, ISVs, processors, distributors, and industry partners.

• Grow the number of active partners participating in marketing programs.

• Create a consistent pipeline of professional emails, social content, case studies, videos, and partner resources.

• Improve the quality and consistency of Volcora’s website and sales materials.

• Launch repeatable partner and product marketing campaigns.

• Improve qualified meeting generation and follow-up from industry events.

• Establish measurable reporting for marketing-sourced and marketing-influenced opportunities.

• Produce documented case studies, partner spotlights, and industry thought-leadership content.

• Build a scalable marketing function that can support Volcora’s continued growth.

What We Offer

• Opportunity to lead and shape the marketing function of a growing U.S. technology brand.

• Direct access to company leadership and meaningful influence over business strategy.

• Broad ownership across channel marketing, brand, content, product marketing, events, and demand generation.

• Exposure to the POS, payments, retail, hospitality, hardware, and IoT industries.

• Ability to build processes, programs, and a marketing team from the ground up.

• Remote working environment.

• Long-term professional growth as Volcora expands its partner ecosystem and product portfolio.

Originally posted on Himalayas