Backbase
(Marketing) Senior Partner Marketing Manager
Located in Amsterdam, our EMEA HQ offices are a stone’s throw away from the beautiful NEMO Science Museum, and the Amsterdam Central train station. Famous for its breathtaking architecture, canals, and over 881,000 bikes, Amsterdam is a city that’s easy to fall in love with.
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 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
- 1. 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. 2. 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. 3. 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.
You own what you ship
Subline
Real ownership means real responsibility. From day one, you set the pace, make the decisions, and see your work land where it matters. You drive the outcomes, you celebrate the wins.
The work is the standard
Subline
We built something that didn't exist before - an AI-native Banking OS where humans and AI agents work side by side, at scale, inside real banks. We raise the bar because we've seen what's possible when you don't settle.
Ambition without ego
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You'll work with people who've shipped things most thought couldn't be done. Direct, down-to-earth, no egos. The kind of team where the best idea wins and everyone's genuinely glad when it does.
Real AI, running in real banks
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We're not waiting for AI to be ready. It already is - running inside banks, serving customers, solving problems that matter, out in the real world today.
Grow while you build
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Annual learning budget, global exposure, and work that moves you forward. Your growth and our mission go hand in hand.
17 offices. One mission.
Subline
Hybrid model, no micromanagement, offices across the world. The mission is clear. Where you do your best work is up to you.