Brad Call

As Senior Partner Marketing Manager at Fortra, I spearheaded channel marketing initiatives that drove partner growth, enhanced collaboration, and maximized revenue opportunities. I led highly impactful strategic marketing programs tailored to Managed Security Services Providers (MSSPs), Value-Added Resellers (VARs), and distributors, ensuring alignment with Fortra’s business objectives that were regarded as top performing in Fortra's channel business.

• Worked closely with strategic reseller, MSP, and distribution partners generating a variety of high value lead generation campaigns resulting in a +350% ROI thru channel business.
• Developed custom partner enablement roadshow series focusing on launch products and new partner business.
• Managed national partner budget for MDF and channel activities. Working cross functionally to reconcile and report to executive leadership of results.
• Tracked metrics and results of campaigns using Salesforce (SFDC) and Microsoft Dynamics.
• Led a successful rebranding effort for our partner program which helped rejuvenate interest and ultimately attract new partners to join the ecosystem.
• Increased visibility of partner successes through regular social media updates, case studies, webinars, and newsletters.
• Developed co-marketing campaigns for improved brand recognition and increased sales leads.
• Created targeted content for partner channels, improving engagement rates and lead generation.

As Senior Partner Marketing Manager, I aligned with 8-10 top performing Focus Managed Service Provider (MSP) and Reseller partners. Working cross functionally with sales, product marketing, and demand gen for developing and implementing cybersecurity channel partner marketing programs to acquire new contacts and lead generation contributing to overall sales pipeline. Focused on increasing overall managed security mindshare with partners with embedded security content and alignment with business development (BDR) teams. Alert Logic was acquired in 2022 by HelpSystems, now Fortra.

• Develop and implement channel marketing programs including strategy and deliverables that align with partner GTM plans.
• Created 2-3 joint partner campaigns/quarter with each partner assignment to drive mutual success and growth.
• Increased demand for Security Awareness appointments and form fill requests 2x for each strategic focus partner assignment.
• Understand content strategy and what content works best for partners to use, develop content accordingly, and track success.
• Develop innovative methods to acquire new contacts and leads in conjunction with partners.
• Work with Global Demand Generation and Product Marketing to create necessary deliverables to develop customized and repeatable programs through our various channels.
• Monitor performance of overall partner programs and their components through established KPI's, eliciting feedback from partners, and identifying and implementing improvements.
• Identify and execute best practices in partner marketing activities to apply appropriately to various partner types.
• Develop standard business plans with channel partners, working with individual partners to ensure these plans are completed.
• Work closely with Alert Logic channel sales and technical teams and partners to ensure successful execution of campaigns and programs.
• Collaborate with other functions to identify and create opportunities for partner involvement to achieve sales and business plan objectives.
• Ensure that ongoing aspects of the partnership, including (but not limited to) training, event coordination, equipment and MDF requests are executed effectively in local markets
• Provide ROI analysis of investments and success measurement of programs with accurate CRM data associated with opportunities.

As the Product Marketing Manager for Managed Service Provider (MSP) segment, responsibilities were to work with the global Channel/Field Marketing and Sales teams to implement go-to-market plans for recruiting, enablement, and sales to MSP prospects and customers.

• Developed marketing strategies to deliver content and messaging to managed service provider (MSP) market.
  Expanded Sophos' catalog of original MSP specific assets and implemented MSP specific content hub experience for partners.
• Cross functional collaboration with sales, product, and channel marketing teams to prioritize and develop assets e.g. product messaging, whitepapers, datasheets, partner presentations, desk-aids, customer case studies, video content.
• Updated and relaunched Sophos Global Partner Program including prospecting and nurture streams
• Developed and initiated monthly partner communications via HTML email, social media, and webcasts/video on-demand, blogs.
• Partner Community Engagement with various MSP partner forums e.g. peer groups, user group forums, and social media groups.
• Increased MSP partner page interaction through content placements and ready made campaign resources for joint marketing campaigns.
• Added (2) new campaign-in-a-box resources per quarter for MSP community.

Collaborated with sales and product marketing to develop, execute, and manage B2B recruitment demand generation marketing programs. Utilized marketing mechanisms such as email, social media, digital video, content marketing, SEM, paid media, and direct mail tp develop integrated marketing campaigns. Campaigns were targeted at Managed Service Provider and Small-Medium Business IT markets and designed to generate leads and create awareness.

• Created internal and channel content e.g. datasheets, whitepapers, infographics, e-books, videos, demos, user guides, and case studies
• Cultivated sponsorships with related and partnering entities to enhance marketing objectives.
• Partnered with national strategic service provider peer groups & regional channel partners to promote Webroot product portfolio to prospects and assist with lead gen for sales.
• Managed and fulfilled MDF budget planning for partner co-marketing campaigns.
• Leveraged industry trends, thought leaders, and competitive analysis to improve marketing campaign performance.
• Created through channel content for Webroot partner portal to enable MSP, VAR, and Distributor partners to generate leads.
• Oversaw vendor selection and management of Partner Relationship Manager (PRM) tool for partner enablement.
• Research market competitors to identify potential new products and service opportunities.
• Marketing channels such as email, Facebook Ads, digital video, content marketing, SEM and direct mail.

Developed a complete line of craft-spirits and brought to US & International markets. Created a brand story to engage with target consumers and revitalize a heritage type product. Received national awards for branding and product(s). Exceeded sales and profit goals by supervising all marketing and planning activities.

• Oversaw entire start-up process from initial product concept to market launch.
• Worked with product development team members to optimize product specifications.
• Researched market competitors to identify potential new products and service opportunities.
• Negotiated & obtained distribution with major U.S. spirits distributors.
  
• Presented on spirit promotions to public market at events and trade shows.

Marketing/Advertising:

• Developed go to market strategy for all product launches.
• Featured ad placement in local and national beverage media outlets.
• Received high ranking awards for brand(s) at spirit competitions.
• Managed advertising program consisting of print and digital.
• Managed all social media, SEO, and website updates, including forums.
• Presented products to National and State distributor networks.

• Managed outbound marketing campaigns and strategies for HP Enterprise Storage products.
• Engaged with telemarketing vendors to create high performance multi-touch campaigns to generate qualified leads.
• Developed and executed on average 3 integrated marketing plans per quarter and analyzed performance of each campaign to identify best opportunities.
• Collaborated with Integrated Marketing Team on standardization, design and production of marketing materials that were needed.
• Partnered with internal product managers to define marketing program requirements and see what resonated with customers from product advantage standpoint.
• Coordinated with marketing analytics to mine out best strategy and focus areas.
• Executed marketing campaigns and promotions with Sales Development in Conway, AR, Televerde, Telenet, Harte-Hanks, and Vendere Partners.

LeftHand Networks was acquired by Hewlett Packard in November 2008.

• Planned/executed demand generation activities with key channel partners to drive leads/demand through SMB and Mid-market channel.
• Engaged with field sales and channel partners to implement Account Based Marketing campaigns in region to drive MQLs.
• Tradeshow management and logistics of multiple industry events, VMWare user group events and partner marketing events (MDF).
• Managed quarterly budget to plan partner driven field events.
• Developed a 25-city HP led roadshow campaign to introduce product features and capabilities to SMB prospects.
• Collaborated with Mar-Com team on standardization, design and production of marketing materials such as emails, direct mail newsletters, event invitations, survey forms, whitepapers.
• Digital asset creation; email marketing, direct mail newsletters.