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Introduction

Introduction:
The Select Marketing organization will drive demand generation across 80,000+ target clients in designated territories. We will use an audience-first approach that delivers persona-driven campaigns customized in real-time based on each persona's specific needs, behaviors, and decision-making stage. Our mission will be anchored on a prioritized set of software and infrastructure products designed as entry point solutions for select markets, with clear paths
for expansion.

Your role and responsibilities

Role Description

The Demand Strategist is a growth marketing leader responsible for designing and optimizing the end-to-end customer journey to drive pipeline and revenue. This role combines strategic planning, cross-channel execution, and performance optimization, all aligned with IBM’s business objectives.

A key area of focus for this role is to lead the Data platform demand strategy for the United States, integrating campaign design and demand generation strategies specifically for both end user clients and Partners (ex: ISVs) as an audience. The Demand Strategist will ensure these audiences are effectively engaged through tailored content, programs, and sales enablement aligned with IBM’s broader partner ecosystem strategy.

Key Responsibilities:

Strategic Planning & Execution

• Partner closely with the Global and Geo Demand Strategy team to co-develop comprehensive omnichannel marketing strategies tailored to specific customer personas and product portfolios.
• Lead the end-to-end execution of marketing initiatives across digital and physical channels, ensuring alignment with global priorities and local market dynamics.
• Continuously optimize the channel mix—including paid media, organic, social, email, events, and partner-led activities—to maximize engagement and drive pipeline growth across all customer routes to market.

Demand Generation & Pipeline Acceleration

• Own the marketing contribution to Sales Qualified Lead (SQL) targets for prioritized products and personas by designing and executing high-impact digital journeys and outbound account activation programs.
• Collaborate with Sales and Partner teams to identify key accounts, develop tailored activation plans, and ensure seamless integration between marketing and sales motions.
• Support the planning and execution of strategic events—both virtual and in-person—by building holistic demand generation plans that span pre-event promotion, onsite engagement, and post-event follow-up.
• Develop and implement conversion-focused strategies that nurture event leads through the funnel, leveraging personalized content, retargeting, and sales alignment.

Lead Management & Partner Collaboration

• Own and manage the lead pass engine, ensuring timely and accurate routing of qualified leads to Digital Sales and high-performing partners.
• Work closely with partner teams to identify top-converting partners, refine lead handoff processes, and improve overall lead yield and conversion rates.

Brand Marketing Enablement & Thought Leadership

• Serve as the Marketing Subject Matter Expert (SME) for the assigned brand, acting as a key advisor to Business Partners (BPs) on brand strategy, campaign execution, and marketing best practices.
• Deliver enablement sessions, toolkits, and ongoing guidance to empower BPs with the latest marketing materials, messaging frameworks, and performance insights.

KPIs:

• Opportunity conversion to pipeline

• Lead velocity/age and deal acceleration

• New Pipeline Create in the quarter

• NQ Select Pipeline Target for aligned products and segment across all routes

Required education

Bachelor's Degree

Preferred education

Master's Degree

Required technical and professional expertise

• Strategic thinking
• Omnichannel marketing
• Cross-functional collaboration
• Partner marketing strategy
• Data-driven decision-making
• Customer and partner journey mapping