Description
We’re not here to blend in—we’re here to redefine what observability means and how it’s delivered.
groundcover has built a radically different approach to cloud-native observability that competitors can’t match. As a part of our marketing team, you won’t just market a product, you’ll help reshape the narrative of the category so the world understands why groundcover is the clear, modern choice for engineering and operations teams.
About groundcover
groundcover is a fast-growing Series B startup delivering the industry’s most modern observability platform for cloud-native environments. Unlike traditional tools that are brittle, costly, and complex, our approach is lightweight, instantly deployable, and built for today’s AI-driven, cloud-native developer-first world.
We’re not chasing category leaders—we’re redefining the category. As our Product Marketing Manager, you’ll play a critical role in shaping and executing a go-to-market (GTM) strategy that challenges industry norms and outpaces legacy players like Datadog and Dynatrace. You’ll help build a modern, agile marketing engine designed for speed, innovation, and impact.
groundcover is seeking a dynamic Partner Marketing Manager to join our growing GTM team and help scale our rapidly expanding partner ecosystem. Reporting to the VP of Marketing, this role brings our partner marketing programs to life, from enablement and content to co-marketing campaigns and program development.
You'll support the groundcover Ecosystem Program across all three of our partner motions: Solution Partners who implement and deliver groundcover to customers, Technology Partners like AWS, GCP, and Azure who integrate and co-sell alongside us, and Embedded/OEM Partners who bring observability to market white-labeled or "Powered by groundcover." This is a pivotal moment for the program. groundcover sells exclusively through partners in EMEA, LATAM, and APAC, and the Partner Marketing function is central to that motion.
What You'll Do
- Partner Enablement & Education: Create comprehensive enablement programs and materials to ensure partners thoroughly understand groundcover's eBPF-powered, BYOC observability platform, our unique value propositions, and how we complement partner offerings across the cloud-native and AI infrastructure stack
- Partner Recruitment: Drive marketing programs that attract and recruit new Solution, Technology, and OEM partners into the groundcover Ecosystem Program. Build the recruitment funnel through targeted campaigns, partner-prospect content, recruitment-focused events, and inbound programs that bring qualified partner candidates to the Partnerships team.
- Content Creation & Management: Develop compelling partner-focused content including sales decks, one-pagers, "better together" solution briefs, case studies, whitepapers, and training materials tailored to Solution, Technology, and OEM partner audiences
- Co-Marketing Strategy & Execution: Design and implement joint marketing initiatives with partners, including webinars, events, conferences (AWS re:Invent, KubeCon, and others), and digital campaigns to build brand awareness and generate pipeline
- Partner Program Development: Support Partnerships leadership in defining, documenting, and evolving the structure, benefits, tiered incentives, and requirements of the groundcover Ecosystem Program as we scale internationally
- Campaign Management: Conceive, plan, and execute co-marketing campaigns that leverage partner channels, including AWS Marketplace co-sell motions and MDF-funded programs, to reach new audiences and drive adoption
- Partner Success Measurement: Track and report on partner marketing initiatives using relevant metrics, providing data-driven insights to optimize performance and inform investment decisions
- Cross-Functional Collaboration: Work closely with Sales, Product, Engineering, and Marketing teams to ensure partners have access to the latest product information and technical resources, from new platform capabilities to AI/LLM observability features
- Industry Expertise: Maintain deep knowledge of the observability and cloud-native landscape (Kubernetes, eBPF, AI infrastructure) to ensure partner messaging addresses industry-specific challenges and opportunities
Location: San Francisco, CA (Hybrid, 3 days/week in office) Reports to: VP of Marketing
Requirements
- 5+ years of experience in partner marketing, channel marketing, or product marketing, preferably in high-growth startups or mid-stage technology companies (we'll consider 3 to 5 years for an exceptional candidate)
- Experience developing and executing co-marketing initiatives with infrastructure partners (cloud providers, data platforms) and application partners
- Proven track record of creating compelling marketing content and enablement materials for technical products, ideally for developer, SRE, DevOps, or platform engineering audiences
- Hands-on experience with HubSpot for marketing automation and Euler (or comparable PRM) for partner management
- Exceptional communication and storytelling skills, with the ability to craft compelling narratives for diverse audiences
- Demonstrated ability to thrive in a fast-paced startup environment, learn rapidly, and adapt to changing priorities
- Strategic thinking combined with tactical execution skills and a data-driven approach to decision-making
- Collaborative mindset with strong project management abilities and cross-functional leadership skills
- Willingness to travel as needed for partner meetings, events, and conferences
Bonus points for:
- Domain knowledge in cloud-native technologies: Kubernetes, observability, eBPF, or DevOps tooling
- Familiarity with AI/ML and LLM observability use cases (Amazon Bedrock, Google Vertex AI)
- Direct experience with AWS Marketplace co-sell, AWS Partner Network, GCP, or Azure marketplace programs
- Experience marketing to or through OEM/embedded partners, a less common but high-impact motion at groundcover
Why groundcover
- Define the GTM playbook for one of the most important layers of the cloud-native stack, setting a new industry standard for how observability solutions are brought to market.
- Join a high-growth team at the forefront of Observability.
- Enjoy rapid career growth, high visibility, and a collaborative culture.
Benefits
- Competitive compensation (cash + equity)
- Regular bonus and equity refresh opportunities
- Medical, dental, and vision insurance
- Paid time off, including vacation and sick leave
- Generous 401(k) plan
