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Sara
Underwood, MBA

Global Partner Marketing & Communications Leader | Enterprise GTM | Partner-Led Growth

Strategic Global Channel & Partner Marketing Director with 15+ years of experience shaping and amplifying go-to-market strategies through complex partner ecosystems across cybersecurity, cloud, SaaS, and AI.

I specialize in translating enterprise GTM priorities into clear, compelling partner narratives that drive engagement, activation, and measurable revenue impact. My work centers on building scalable global partner communications frameworks that bring clarity, consistency, and visible momentum across regions and partner types — from VARs and MSSPs to GSIs and strategic alliances.

With deep experience aligning Sales, Product Marketing, Channel, and Field teams across North America and EMEA, I build structured, repeatable partner-led growth engines that accelerate pipeline, strengthen ecosystem investment, and elevate the partner experience.

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Key Expertise

01

Partner Marketing, Communications & Ecosystem Growth

  • Global partner marketing and communications strategy across VARs, MSSPs, GSIs, distributors, and strategic technology alliances

  • Ownership of the global partner-facing narrative, translating GTM priorities into clear, motivating messages that drive partner activation and momentum

  • Partner-led pipeline acceleration through integrated co-sell and sell-through motions aligned to partner personas and maturity

  • Scalable partner enablement and communications frameworks, including campaigns-in-a-box, sales plays, use-case messaging, and launch toolkits

  • MDF strategy, co-marketing programs, and joint initiatives designed to reinforce partner investment and measurable outcomes

  • Close alignment with channel, field, and regional teams to ensure consistent global execution with local relevance

02

Demand Generation & Account Based Marketing

  • Enterprise and mid-market demand generation strategy supporting complex, high-consideration B2B solutions

  • Account-Based Marketing (1:1, 1:Few, 1:Many) aligned to direct and partner-led account plans

  • Lifecycle and nurture programs supporting long sales cycles, partner co-selling, and expansion motions

  • Field marketing, events, webcasts, and partner-led demand programs integrated into broader GTM initiatives

  • Pipeline creation, velocity optimization, and revenue attribution tied to GTM performance

03

Enterprise GTM & Sales Alignment

  • ICP definition, segmentation, and target account prioritization across direct and partner-led motions

  • Sales, partner, and RevOps alignment through shared GTM frameworks and communication cadence

  • Pipeline forecasting, attribution models, and performance visibility across regions and partner types

  • Deal velocity optimization and conversion analysis to improve execution and predictability

  • Executive and C-suite engagement programs supporting strategic accounts and partner growth

04

Marketing Leadership & Operations

  • Global team leadership across partner marketing, demand generation, ABM, and marketing operations

  • Multi-million-dollar budget ownership, investment planning, and MDF governance

  • Marketing operations, tooling, and infrastructure optimization to support scale and consistency

  • Measurement, experimentation, and ROI reporting to guide GTM decisions

  • Scalable processes and operating cadence that enable predictable, global GTM execution

Partner-Led Revenue & Pipeline Impact

168% YoY Growth

Channel-sourced revenue growth driven by GTM programs

$30.8M

Partner-influenced pipeline across cybersecurity partners

$10M+

Partner-sourced pipeline in 1 year through GTM strategy

Global Scale

NA & EMEA partner ecosystems
(MSSPs, VARs, Distributors, GSIs, Hyperscalers)

Global Partner Marketing & Communications Leader

Sara Underwood builds and scales global partner marketing and communications engines that amplify go-to-market strategy through the channel. She specializes in translating enterprise GTM priorities into clear, compelling partner narratives that drive engagement, activation, and partner-led pipeline growth.

With deep experience across cybersecurity, cloud, and B2B SaaS, Sara helps organizations create clarity, consistency, and visible momentum across complex partner ecosystems, aligning Sales, Marketing, and Channel teams to accelerate execution and measurable business impact.

Data Driven Results

Let's Ignite Your Success

Contact Me For Inquiries

Spring, TX

(REMOTE, US)

saraunderwood2@gmail.com

Global Channel Marketing Manager

SpyCloud

Dec 2024 - Jan 2026 (remote, ATX)

  • Own global partner marketing, communications, and enablement strategy across North America and EMEA, supporting MSSPs, VARs, and strategic cybersecurity partners.

  • Translate company GTM priorities into clear, partner-facing narratives that drive engagement, activation, and partner-led pipeline across the ecosystem

  • Drove 168% YoY growth in channel-sourced closed-won revenue, $10M in partner-sourced pipeline, and $30.8M+ in partner-influenced pipeline through integrated campaigns, ABM programs, and field execution

  • Activate and scale a multi-partner ecosystem by establishing repeatable co-sell motions, joint value propositions, and territory-aligned campaigns that create visible momentum

  • Own global partner enablement and GTM execution, including campaigns-in-a-box, sales playbooks, use-case messaging, training, and incentive programs designed for easy partner adoption

  • Partner closely with Sales, RevOps, and Field leadership on account prioritization, deal registration, attribution models, and pipeline visibility

  • Lead global partner communications, events, and executive programs to reinforce strategy, highlight partner wins, and drive consistent engagement and deal registration

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Director of Demand Generation

elevAI

2019 - 2024 (remote, New Braunfels TX)

  • Built and scaled the global demand generation engine from early stage to multi-million-dollar ARR, supporting mid-market telehealth customers with an AI B2B SaaS conversational CX platform.

  • Owned end-to-end pipeline strategy and execution, spanning ABM, paid digital, content syndication, partner-led demand, and AI-driven voice, SMS, and email engagement to improve lead-to-appointment conversion.

  • Partnered with Sales leadership to define target accounts, MQL→SQL, pipeline velocity benchmarks, and reporting, ensuring tight alignment between marketing and revenue outcomes.

  • Led and scaled a global cross functional team across Demand Generation, Marketing Operations, Sales Enablement, and SDR teams, with ownership of budget planning, pipeline forecasting, and ROI.

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Global Channel Marketing Director

Aptum (Peer 1 Hosting, Cogeco Peer 1) 

2016 – 2020 (San Antonio, TX)

  • Led global partner marketing and channel programs across cloud and infrastructure services, supporting a complex, multi-region partner ecosystem.

  • Built and managed partner programs spanning Referral, Reseller (VAR), MSP, Wholesale, and Strategic Alliance motions, aligning partner engagement to business models and regional maturity

  • Designed tiered partner benefits, scalable GTM assets, and joint marketing frameworks that translated strategy into clear, repeatable partner motions

  • Secured and managed alliance marketing funding (MDF) with top technology partners, including Microsoft and Dell, driving disciplined investment and measurable pipeline impact

  • Partnered closely with regional marketing leaders to execute partner-led demand generation, joint campaigns, and launch initiatives while maintaining global consistency

  • Aligned partner, sales, and marketing teams across the US, EMEA, Canada, and LATAM to deliver a cohesive global partner experience and consistent GTM execution

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Field Regional Marketing Manager (US & LATAM)

Peer 1 Hosting

2014 - 2016 (San Antonio, TX)

  • Led regional ABM and field marketing programs across the US and LATAM, supporting cloud infrastructure and hosting solutions

  • Managed multi-million-dollar regional marketing budgets and executed co-partnered events, webinars, and integrated demand programs

  • Partnered closely with sales leadership on enablement tools, spiff programs, and product GTM strategy

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Senior Marketing Automation Manager

Awarepoint

2012 - 2013 (San Diego, CA)

  • Led Salesforce administration and marketing automation strategy, supporting enterprise segmentation, campaign execution, and performance reporting

  • Managed a large-scale Salesforce and Eloqua integration project, improving data flow, attribution, and cross-team visibility

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Global Marketing Manager

Awarepoint

2009 - 2010 (San Antonio, TX)

  • Led multi-channel B2B marketing programs supporting enterprise technology solutions, improving lead quality and sales alignment

  • Managed vendors, digital campaigns, and event execution while optimizing segmentation and performance analysis

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Regional Decision Support Analyst

CHRISTUS Health

2009 - 20010 (San Antonio, TX)

  • Led high-impact analytical initiatives for regional hospitals, delivering executive reporting to support cost control, profitability, and operational efficiency

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Business Consultant & Marketing Specialist

Rackspace

2006 - 2009 (San Antonio, TX)

  • Managed business analysis, pricing strategy, and account planning for global SMB and enterprise customers

  • Partnered with sales and marketing teams on GTM strategy, lead routing, and customer acquisition initiatives

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

Resume

Data driven B2B SaaS expert focused on measuring and optimizing KPIs to maximize ROI effectively.

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