The Challenge
Hakkoda (now IBM) is scaling its go-to-market through strategic events and partner ecosystems. You'll orchestrate high-impact conferences, co-marketing with Snowflake and five other tier-one partners, and translate event momentum directly into pipeline and revenue.
Your Mission
Audit and consolidate event calendar across Hakkoda + Snowflake initiatives; identify top 5 ROI opportunities for Q2-Q3 2025
Establish event KPI framework (cost per lead, pipeline influence, partner co-investment) and baseline current performance
Lock in logistics and staffing for 3-4 flagship 2025 conferences (Coalesce, Snowflake Summit, industry verticals)
Launch monthly alignment cadence with Snowflake field sales leadership and internal Hakkoda Sales/Marketing leads
Execute 8-12 events (conferences, webinars, field events) with documented ROI and partnership lift metrics
Grow partner-driven co-marketing program: increase co-investment and joint lead generation with Snowflake, Sigma, Fivetran, Atlan, Coalesce
Build and deploy integrated pre/post event campaign strategy (email, content, sales enablement) that increases conversion by 20%+
Create annual strategic event plan for 2026 with partner roadmap, budget forecasts, and projected pipeline contribution
KPIs You'll Own
Cost Per Marketing Qualified Lead (CPML)
Track total event spend vs. MQLs generated; benchmark against industry standard of $50-$150 per lead.
Pipeline Influenced by Events
Measure $ of pipeline created or influenced (direct attendance + nurture) as % of total marketing pipeline.
Partner Co-Investment & Attendance
Track co-marketing spend from Snowflake and partners; monitor joint event attendance and engagement lift vs. standalone Hakkoda events.
Event ROI & Win Rate
Calculate revenue attributed to event attendees within 6-12 month window; track deal velocity and avg deal size from event-sourced opportunities.
Attendee Engagement & NPS
Post-event surveys measuring attendee satisfaction, brand perception, and likelihood to recommend Hakkoda/partners.
Tools & Stack
Your Team
Your Manager
IBM/Hakkoda VP Marketing or Chief Commercial Officer (TBD post-acquisition)
Current Team
Estimated 1-2 event coordinators; matrix with Sales, Marketing, Product, and Partner teams
Backfill/new VP-level ownership role; likely small team expansion under you
The Package
Salary
$180K-$220K base
Variable
Likely 20-30% bonus tied to event ROI and pipeline targets
Equity
IBM may offer stock or acquisition retention incentives (post-IBM acquisition)
Remote
On-site in Lisle, IL; role can be performed from anywhere in the US (flexibility expected post-IBM integration)
Benefits & Perks
Company Intelligence
Hakkoda is a Snowflake Premier Partner and data/analytics consulting firm specializing in cloud data platforms. Now acquired by IBM (April 2025), Hakkoda is integrating into IBM's broader data and AI practice. You'll scale events and partner motion as part of IBM's growth strategy in the modern data stack.
Funding
Acquired by IBM (private equity/enterprise buyer)
Customers
Enterprise and mid-market organizations leveraging Snowflake, Sigma, Fivetran, Coalesce, Atlan
Culture
Collaborative, cross-functional; emphasis on partner co-creation and customer success; now transitioning into IBM's larger culture
Is This Role For You?
- You've executed 8+ B2B events (conferences, partner co-marketing, field events) with measurable ROI and pipeline impact
- You thrive managing complex stakeholder ecosystems: Sales, Marketing, Product, C-suite, and external partners simultaneously
- You're data-driven: you obsess over metrics (cost per lead, pipeline influence, attribution) and use insights to optimize future events
- You have experience nurturing strategic partner relationships (co-marketing, joint GTM, co-investment deals) at scale
- You can operate in a dynamic environment: post-acquisition integration, new IBM processes, and scaling from mid-market to enterprise
- You need 100% remote work; this role is on-site in Lisle, IL with some US flexibility after IBM integration stabilizes
- You view events as 'nice-to-have' brand activities; this role demands obsessive ROI measurement and pipeline accountability
- You don't have 8+ years of direct B2B event/partner marketing experience; IBM/Hakkoda needs a seasoned operator who can hit the ground running in a post-acquisition context
Interview Process
Recruiter Screen (IBM Talent Acquisition)
30 min screening on background, event portfolio, and partner marketing experience. Confirm on-site location flexibility.
Hiring Manager Deep Dive
60 min with VP Marketing or Chief Commercial Officer. Walk through past event campaigns, ROI metrics, Snowflake partnership experience (if applicable), and IBM integration mindset.
Cross-Functional Panel
60 min with Sales leadership, Product, and a key partner stakeholder (possibly Snowflake). Focus on collaboration, roadmap planning, and alignment on 2025-2026 strategy.
Executive Interview
45 min with Hakkoda/IBM C-suite (CEO or Chief Revenue Officer). Discussion on long-term vision, IBM integration strategy, and cultural fit.
Reference Checks & Offer
IBM conducts 2-3 professional references; offer contingent on background check and IBM onboarding alignment.
Ready when you are
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.