About the Position
As the Partner Recruitment Campaign Manager at WatchGuard, you will own the marketing engine that recruits new partners — generating leads at high volume, running competitive plays that win MSPs away from other vendors, and converting that pipeline into quality recruitment meetings and technical demos.
This role reports to the Sr. Director, Revenue Marketing and works closely with demand generation, marketing operations, sales enablement, and the partner recruitment sales team. Success is measured by lead volume, MQLs, meetings set, meeting-to-demo conversion, and new partner opportunities created.
A Day in the Life
Your days revolve around the funnel. You might launch a competitive play in the morning, review lead volume and meeting conversion data with marketing operations in the afternoon and connect with sales reps to make sure strong meetings turn into scheduled demos. Week to week, you'll keep high-volume programs running with the demand generation and webinar teams, and hold yourself and others accountable to lead, meeting, and demo targets.
What You'll Own
- High-Volume Lead Generation — Own the strategy and execution of programs designed to generate new partner leads at scale — spanning digital, paid, content syndication, webinars, events, and third-party channels. You'll set aggressive lead volume and MQL targets, monitor pacing weekly, and continuously add, test, and optimize sources to keep the top of the funnel full.
- Competitive Plays & Displacement Campaigns — Develop and own the competitive play library for partner recruitment — targeted campaigns that capitalize on competitor weaknesses, market shifts, pricing changes, and consolidation events to win MSPs actively evaluating or dissatisfied with other vendors. You'll partner with product marketing on competitive positioning and arm sales with the battle cards, talk tracks, and follow-up content to convert competitive interest into meetings.
- Meeting Generation & Demo Conversion — Own the motion that turns leads and MQLs into high-performing new partner recruitment meetings — and those meetings into technical demos. You'll define what a quality meeting looks like, build the offers, sequences, and follow-up programs that get meetings booked, and work with sales and sales engineering to drive strong meeting-to-demo conversion rates.
- Go-to-Market Strategy & Plays — Develop and own the partner recruitment marketing GTM plan, including the creation and implementation of go-to-market plays that drive awareness, engagement, and conversion among prospective MSPs. You'll own the development of not only the strategy, but the training and enablement content as well — with every play built to a clear lead, meeting, and pipeline goal.
- 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 recruitment motion and work collaboratively with channel owners to execute.
- Partner Recruitment Nurture — Own the strategy and content creation for our partner recruitment lifecycle program to nurture new MSP leads through their buyer's journey — from first touch through MQL, meeting booked, and demo scheduled — with competitive proof points woven throughout.
- Sales Alignment & Follow-Up — Work directly and regularly with partner recruitment sales reps and Channel Development Managers to align on target accounts, review lead and meeting quality, and ensure timely, consistent follow-up on all marketing-sourced leads and MQLs — so no lead goes cold and no strong meeting stalls before the demo.
- Funnel Performance & Reporting — Own the partner recruitment marketing funnel end to end. Regularly report on lead volume, MQLs, meetings set, meeting-to-demo conversion rates, and new partner opportunities to marketing and sales leadership, with clear optimization recommendations at every stage.
- Cross-Functional Collaboration — Partner closely with product marketing, channel marketing, field marketing, sales engineering, and marketing operations to ensure messaging, competitive assets, and programs are aligned and up-to-date.
- Process & Project Management — Develop campaign timelines and workback schedules, assign activities to the appropriate teams, and proactively work with channel owners to drive deadlines and keep high-volume programs on track.
Within One Month, You Will…
- Get the lay of the land on current partner recruitment campaigns, lead sources, active GTM plays, and the tools and channels in use
- Build relationships with key stakeholders across demand generation, marketing operations, sales, sales engineering, and the Partner Ecosystem Growth team
- Review current funnel reporting and establish baseline metrics for lead volume, MQLs, meetings set, meeting-to-demo conversion, and new partner opportunities
- Audit the competitive landscape and identify the top two or three displacement opportunities to build plays against
Within Three Months, You Will…
- Launch your first competitive displacement play end-to-end, with clear lead, meeting, and demo targets
- Scale at least one new high-volume lead source and establish weekly pacing reviews against lead and MQL goals
- Establish a regular cadence of sales alignment meetings with partner recruitment reps focused on lead follow-up, meeting quality, and demo conversion
- Take ownership of funnel reporting and begin presenting performance updates to marketing leadership
Within Six Months, You Will…
- Own the full partner recruitment GTM calendar, competitive play library, and lead generation roadmap
- Deliver a senior marketing leadership read-out on funnel performance — from lead volume through meetings and demos — with data-backed recommendations
- Establish a repeatable, optimized campaign and follow-up process that consistently converts high volumes of leads into quality recruitment meetings and technical demos
- Drive measurable improvement in meeting-to-demo conversion rates through better targeting, competitive messaging, and sales enablement
Skills and Qualifications
- 3–5 years of B2B marketing experience, with channel, partner, or demand generation marketing experience strongly preferred
- Proven track record building and scaling high-volume lead generation programs with measurable pipeline results
- Experience developing competitive or displacement campaigns, including positioning against named competitors and enabling sales with competitive content
- Strong understanding of the partner/channel business model, particularly MSPs
- Experience working directly with sales teams on lead follow-up, meeting generation, account alignment, and ABX motions
- Deep familiarity with funnel metrics beyond the MQL — meetings set, show rates, meeting-to-demo conversion, and opportunity creation
- Understanding of marketing automation and campaign tools such as Marketo, 6sense, Folloze, or similar platforms
- Proficiency with CRM systems, Salesforce preferred
- Excellent project management skills with the ability to manage multiple campaigns and deadlines simultaneously
- Strong written and verbal communication skills, with the ability to present clearly to leadership
- Ability and desire to work cross-functionally and collaboratively to drive projects, while working with others to manage channel capacity, email availability and conflicting priorities
- Self-motivated, detail-oriented, and highly accountable — comfortable owning outcomes, not just activities
- Prior experience in cybersecurity or technology marketing is a plus.