Marketing Manager — New Vendors (Go-to-Market)
About us
Softprom is a value-added IT distributor founded in 1999: 27 years in the market, 33 countries, 120+ vendors across five practices: Cybersecurity, Cloud & AI, IT Infrastructure, Security Systems, CAD & Graphics.
The Softprom portfolio is constantly growing: every year we sign 10–15 new vendors in cybersecurity, cloud technologies and IT infrastructure. Every new vendor is a market to open from scratch: partners don't know them, end customers don't search for them, sales don't have cases yet. This role is about the first two years of a vendor's life in our portfolio.
Why this role exists
One job with clear boundaries:
- Launch new vendors through a standard go-to-market funnel and bring them to first deals and stable demand.
- Lead a vendor to a change of status in the portfolio, but no longer than two years: after that they move to the practice marketer or to catalog support.
Not every signed contract gets a launch: the list of vendors in launch is defined by scoring and the brand manager's decision — not every vendor needs marketing support.
Who we are looking for
A launch is not one campaign but a sequence of steps with checkpoints. So we are looking for someone:
- Who loves starting from zero and quickly figures out a new product, market and competitors.
- Systematic — you run several launches in parallel on a single playbook and don't lose any of them.
- Analytical — launch checkpoints are numbers to you, not feelings.
- Who builds lead generation chains and understands the full journey from traffic source to deal.
- Who knows how to negotiate with a vendor: launch budget, speakers, content, joint activities.
- Ready to be accountable for results — first transactional partners and stable demand for every launched vendor.
What you will do
The standard launch funnel you run for every new vendor:
- Days 0–30. Preparation: vendor scoring with the brand manager, a vendor page in the markets' languages, a battlecard and the Softprom presentation, a partner segment in HubSpot, a vendor budget request.
- Days 30–90. Launch: press release, webinars for partners and customers, a nurturing sequence, the first thematic campaign in the practice.
- Days 90–180. First touch activities: partner meetups in countries with demand — you initiate and prepare them, and run them together with the regional director.
- Days 180–365. Scaling: campaigns for the remaining countries, a success story, next year's plan with the brand manager and the vendor.
- Up to 24 months. Vendor status review based on actual margin, and handover to the practice marketer or to catalog support.
- Ongoing: vendor reporting, working with leads and handover to sales; production for launches — yourself, with the HQ Performance & Search specialist (once they join) or via contractors.
What matters to us
- 3+ years of B2B marketing in IT; experience launching products or vendors is a significant plus.
- Hands-on digital practice: webinars, email marketing, Meta Ads/LinkedIn Ads/Google Ads, analytics; HubSpot experience is a plus.
- Experience organizing webinars and offline events.
- The ability to quickly master a technical product and explain its value to partners and customers.
- English Intermediate+ — daily communication with new vendors.
- Confident daily use of AI tools: copy, analytics, routine automation. Having set up at least one agent or automated scenario is a plus.
SLA — process standards (checkpoints)
- Launch preparation completed in 30 days; launch (press release, first webinar, first campaign) in 90; first leads within 120 days.
- Vendor reporting within the deadlines agreed with each vendor.
- Share of launches passing their checkpoints on time.
KPI — results
- Quantity and quality of leads (MQL → SQL) for launched vendors.
- New transactional partners for launched vendors (first deal).
- Vendor launch budgets attracted: requested, utilized.
What we offer
- Compensation: base salary + performance-linked bonus.
- Fully remote work.
- New technologies and new manufacturers every year: a role for those bored of running the same thing.
- International markets: Central and Eastern Europe, the Caucasus and Central Asia.
- Freedom in tools: we are open to any approach — what matters is return on investment.