Description
Backbase is building the AI-Native Banking OS - the operating system that lets banks run as one.
Partners are how we scale it: ISVs and Marketplace partners that extend the platform, and SIs that carry us into every major transformation deal.
We are looking for a builder-operator to own Backbase's global Partner Marketing programme. Your remit: grow partner Marketing Development Fund (MDF), embed partners into every GTM motion Backbase runs, and build the foundation for how partner marketing operates at scale. Strategic authorship, not coordination.
What you'll do
- Own, Grow, and Innovate on MDF
- Two-Way MDF: Manage inbound (partner-to-Backbase) and outbound (Backbase-to-partner) MDF. Set the allocation logic, approval rhythm, and reporting cadence. Track every dollar to pipeline in Salesforce.
- Grow the Pool: Expand MDF inflows year on year - unlock new partner co-invest commitments, negotiate uplift with strategic partners, and use ROI evidence to defend and grow next year's fund.
- Program Innovation: Build new ways to deploy MDF that go beyond traditional co-marketing spend - joint bets on high-impact plays that unlock disproportionate return.
- Drive Partner-Influenced Pipeline through Co-Marketing
- Embed into Every Backbase Programme: Banking Reinvented, ENGAGE, regional events, GTM launches, customer marketing - every Backbase anchor moment carries a partner motion. Today it doesn't; you'll make sure it does.
- Joint ABM & Demand Gen: Partner with regional ABM leads and demand gen to inject partner narratives into priority accounts and always-on campaigns. Calibrate up or down by geography and segment.
- Joint Value Propositions & Elevated Moments: Work with PMM and Analyst Relations on co-branded narratives - Banking OS, Banking Suite, Agentic AI. Elevate partners into Backbase's flagship moments and Backbase into partners' - don't build parallel events.
- Build the Foundation
- Tiering & Framework: Author the global partner marketing framework - tiering across ISVs, Marketplace partners, and SIs, and joint GTM playbooks that regional teams can run independently.
- Framework Interlock: Partner with Alliances and Marketplace to align the marketing framework with the underlying partner programme - contracts, incentives, and certification tiers.
- Operating Rhythm & Measurement: Set the cadence with Partner Managers, FMMs, and BDMs; define the partner marketing scorecard (MDF utilization, partner-sourced pipeline, partner-influenced revenue, activation count); use AI to compress the work.
Who you are
- Experience: 8+ years in Partner, Alliance, or Channel Marketing at a Fintech or Enterprise SaaS scale. You've built a partner marketing function, not just run programmes inside someone else's.
- Strategic Author: You've written the partner marketing thesis before - tiering, MDF, joint GTM - and can point to what changed because of it.
- Commercial Mindset: You draw a straight line from co-marketing activity to partner-sourced pipeline and revenue. MDF is an investment, not a budget line.
- The Network: Existing credibility with SI and consultancy alliance leaders, and top-tier ISV and fintech marketing counterparts in the banking ecosystem.
- Global Fluency: You've run partner motions across EMEA, Americas, and APAC. You know when a global playbook needs regional calibration and when it doesn't.
- Bias for Action: Strategic enough to build the plan, operational enough to execute it. AI-first - you use AI to move faster, not to look busier.
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