**Introduction** The Select Marketing organization will drive demand generation across 80,000+ target clients in designated territories. We will use an audience-first approach that delivers persona-driven campaigns customized in real-time based on each persona's specific needs, behaviors, and decision-making stage. Our mission will be anchored on a prioritized set of software and infrastructure products designed as entry point solutions for select markets, with clear paths for expansion. **Your role and responsibilities** The Demand Strategist is a growth marketing leader responsible for designing and optimizing the end-to-end customer journey to drive pipeline and revenue. This role combines strategic planning, cross-channel execution, and performance optimization, all aligned with IBM’s business objectives. A key area of focus for this role is to lead the Data platform demand strategy for the Americas, integrating campaign design and demand generation strategies specifically for both end user clients and Partners (ex: ISVs) as an audience. The Demand Strategist will collaborate with Global Demand Strategists to ensure these audiences are effectively engaged through tailored content, programs, and sales enablement aligned with IBM’s broader partner ecosystem strategy. Key Responsibilities: * Strategy & Journey Design * Translate business goals into actionable demand generation strategies. * Understand customer personas, including IBM partners, and map out omnichannel journeys. * Collaborate with product marketing and content teams to align messaging and offers. * Design tailored journeys for priority audiences, including the partner ecosystem, ensuring alignment with IBM’s Partner objectives. * Execution Orchestration * Drive demand plans across channels (digital, social, media, email), including partner-specific campaigns. * Coordinate with cross-functional teams to ensure consistent execution. * Integrate partner audience strategies into overall campaign execution and support geo and field teams in partner enablement. * Performance Optimization * Analyze marketing performance across all audience segments, including partners. * Identify opportunities to improve reach and impact of partner-focused campaigns. * Feed insights back into planning to continuously improve ROI and pipeline impact. **Required technical and professional expertise** * Strategic thinking * Omnichannel marketing * Cross-functional collaboration * Partner marketing strategy * Data-driven decision-making * Customer and partner journey mapping IBM is committed to creating a diverse environment and is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, caste, genetics, pregnancy, disability, neurodivergence, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.