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.