---
title: '(Marketing) Senior Partner Marketing Manager at Backbase'
canonical: 'https://feeny.ai/job/marketing-senior-partner-marketing-manager-backbase-amsterdam-39h9zbnmvarh'
type: 'job'
last_seen: '2026-09-12'
---

# (Marketing) Senior Partner Marketing Manager at Backbase

- **Company:** Backbase
- **Location:** Amsterdam, Netherlands
- **Posted:** 2026-08-04
- **Last confirmed live:** 2026-09-12
- **Apply:** https://job-boards.greenhouse.io/workatbackbase/jobs/8105004

## Job description

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 partner Marketing Development Fund (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

- 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.
- 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.
- 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.

## About Backbase

## Company Overview
- **One-liner**: Backbase builds the AI-native Banking OS that unifies digital channels, front office, and operations so banks can coordinate customers, employees, and AI agents from one platform.
- **Entity Type**: Private (no public ticker; no funding rounds disclosed – appears organically grown)
- **Headquarters**: Amsterdam, Netherlands
- **Founded**: 2003
- **Founders**: Not publicly available (described as “founder-led” but names not stated on the provided sources)

## Core Business
- **Primary industry**: Banking technology / financial services software
- **Target customers**: B2B – large banking institutions (120+ banks globally, serving 75M+ daily users)
- **Mission/purpose**: “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.”

## Products & Services
- **AI-native Banking OS**: A unified platform that sits above legacy cores, CRMs, and data platforms. It orchestrates customer engagement (digital banking, conversational banking, front-office workspaces) and banking operations (high-volume processes like disputes, payments, lending). Designed to be deployed incrementally without rip-and-replace. Includes native AI agents for governance, automation, and auditability.

## Market Standing
- **Valuation**: Not disclosed
- **Key Metric**: 2,000+ employees globally, 50% of team in R&D, 120+ banks as customers, 75M+ active daily users across the platform
- **Notable Investors/Partners**: Not publicly available
- **Growth Signals**: Expanding globally with 16 offices across 5 continents; notable customer examples include I&M Bank (Africa) which grew onboarding from 2,000 to 21,000 new customers per month, and Techcombank (Vietnam) achieving 50% of savings and investments through digital. The company is actively hiring and describes itself as “in the middle of the biggest shift in banking’s history.”

## Competitive Advantages
- **Unified Frontline architecture** – breaks down fragmentation between digital channels, front office, and operations, enabling banks to move fast without sacrificing compliance or security
- **AI-native from the ground up** – not a bolt-on; full governance and audit trails for every AI decision
- **Progressive modernization** – works with existing cores, no big-bang migration required
- **18+ years of banking domain expertise** (since 2003) with a singular focus on banking since 2012

## Strategic Focus
- Deepening AI integration into banking workflows (Elastic Operations – scaling throughput without scaling headcount)
- Expanding global footprint (17 offices, including recent additions in Hyderabad, Riyadh, Mexico City, and Toronto)
- Continuing to shift banks from legacy fragmentation to a unified, composable operating system

## Why Work Here
- **Culture**: Described as “ambition without ego,” “bias for action,” “you own what you ship,” and “the work is the standard.” Flat structure with no micromanagement.
- **Work model**: Hybrid – “Where you do your best work is up to you.” Offices in 17 locations globally.
- **Perks**: Annual learning budget, global exposure, wellness support, real ownership of projects from day one.
- **Engineering focus**: 50% of the team in R&D; real AI running in production, not just pilots.

## Sources
1. [backbase.com/careers](https://www.backbase.com/careers)
2. [backbase.com/about](https://www.backbase.com/about)
3. [backbase.com](https://www.backbase.com/)
4. [linkedin.com/company/backbase](https://www.linkedin.com/company/backbase)

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