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Introduction

Ecosystem partners are essential to driving growth across IBM’s Hybrid Cloud and AI strategy. This role serves as the subject matter expert and marketing advisor to both partners and internal IBM teams, with a focus on the Infrastructure portfolio. The Program Leader will develop deep expertise in IBM’s solutions and play a pivotal role in helping partners differentiate IBM in the market and generate demand for IBM offerings.

As the primary liaison between IBM Marketing and Business Partners (BPs), this leader will collaborate with IBM Demand Generation, Field Marketing, and Channel Sales to align go-to-market strategies. They will act as a conduit for partner feedback - bringing the voice of the ecosystem into IBM- and also share IBM marketing strategies and industry best practices back with partners.

This role is accountable for achieving Ecosystem Business and Partner Marketing targets by Partner and Value-Added Distributor (VAD), and for leading the design and execution of high-impact marketing campaigns. The Program Leader will also gain deep knowledge of IBM’s Partner Plus Program, including partner incentives and enablement resources, which are designed to accelerate and reward growth in IBM’s Select Territory.

Your role and responsibilities

• Know the Partners and Their Markets: Develop a strong understanding of partner and distributor business models, client needs, and market dynamics. Engage directly with partners and Channel Sellers to drive demand for IBM Infrastructure solutions, grow IBM mindshare, and capture ecosystem insights to inform IBM strategy.
• Know the IBM Solutions: Gain fluency in IBM’s product portfolio, Sales Plays, Technology Plays, Decision Points, and go-to-market campaign strategies. Use this knowledge to build effective partner marketing strategies that align with IBM’s priorities.
• Market with Partners and VADs: Collaborate with Channel Sales, IBM Demand Generation, and Field Marketing to influence marketing investments and execute demand generation tactics through partners.
• Quarterly Planning and Growth Execution: Develop and execute quarterly scaling efforts that deliver year-over-year growth in Business Partner Opportunity Identification (BPOI) by doubling down on high-growth areas, replicating successful models, and testing new approaches where growth is slower.
• Deliver Business Outcomes: Own and deliver on pipeline and revenue objectives for Ecosystem Business and Marketing, with regular performance reviews to global and geo-level stakeholders.
• Cross-Functional Collaboration: Represent Partner Marketing across IBM and partner executive levels. Collaborate across ecosystem and internal teams to ensure alignment and execution excellence.
  
  

Required education

Bachelor's Degree

Required technical and professional expertise

• Experience in marketing, with a focus on demand generation program management.

• Understanding business partners, distributors, or third-party organizations.
• Proficiency in using data analytics tools to monitor and measure marketing performance
• Budget management skills, including oversight of marketing investments.
• Ability to manage process controls and ensure compliance across marketing activities.

Preferred technical and professional experience

• B2B partner marketing experience, with an understanding of partner business models and varying levels of marketing maturity.
• Experience designing and executing campaigns to recruit and activate partners or clients.
• Familiarity with agentic workflows and how to leverage them for marketing efficiency and scale.