Global Partner Marketing Manager – Case Study Before you start: For this case study, you will be leading an interactive discussion on the following topic. We want to make these discussions mutually beneficial. This is both an opportunity to learn about your approach to marketing and leadership, and a chance for you to learn more about our team and the role. The structure of the call will consist of: 5 min introduction 30-40 min presenting 10-14 min discussion / Q&A You may use any format you want, however we typically find slides work best. If you will be using slides, please limit yourself to 10. Regardless of format, be ready to present your thought process, ideas, and next steps, which you will share and walk us through. We encourage you to incorporate the Adyen Formula and our brand into your presentation. (Pro Tip: try using the template that is attached to this email) Background: At Adyen, Global Partner Marketing plays a dual role: Strategic: Support and drive growth with 5–6 of Adyen’s most critical global partners across Tech & Alliance partners. Scalable: Empower partner managers and regional teams to activate co-marketing across the long tail of mid-tier and commercial partners using self-serve tools and enablement resources. Case Study Prompt: Scenario: You are responsible for the global marketing strategy for one of Adyen’s most strategic global partners (e.g., Salesforce, Adobe, or Accenture). You’ve also been asked to develop a repeatable model to scale marketing support for mid- and long-tail partners across regions. Assignment: Part 1: Strategic Global Partner Plan Choose one global partner (Salesforce, Adobe, or Accenture) and develop a 6-month global partner marketing plan. For the purposes of this exercise, you are welcome to create a hypothetical scenario, we do not expect you to have deep background knowledge of the partner relationship. Focus on showcasing your strategic thinking and marketing approach. Your plan should aim to: Strengthen the strategic relationship between Adyen and the selected partner Align to shared commercial goals (feel free to define these based on your scenario) Drive partnership awareness Support Adyen’s pipeline generation Tell a compelling "better together" story aligned to one or more strategic pillars (e.g., Unified Commerce, Digital Commerce, AI, Global Expansion) Part 2: Scaled Marketing Approach Propose a marketing enablement model that supports midtier partners across global regions without requiring 1:1 support. Include: What tools or templates would you create? How would you enable partner managers to drive execution? What governance or best practices would you implement? Your Response Should Include: 1. Audiences and Messaging Who are the key stakeholders (partner-side and merchant-side)? What joint messaging pillars or value propositions would you prioritize? 2. Tactics and Channels What global marketing tactics would you implement? How would you differentiate your strategy across high-touch vs. scaled segments? 3. Timeline Provide a rough 6-month plan outlining key global milestones and local activation windows. 4. Success Metrics How would you define and measure success? 5. Role & Responsibilities Clarify your role versus that of partner managers, regional marketing, and the partner. 6. Stakeholder Collaboration (RACI) Identify key stakeholders globally and regionally using the RACI framework (Responsible, Accountable, Contributor, Informed). 7. Creativity & Differentiation What would make this program stand out in a crowded partner landscape? How would you tie your strategy to the partner’s and Adyen’s broader GTM themes? Part 2: Scaled Marketing Approach Propose a marketing enablement model that supports midtier partners across global regions without requiring 1:1 support. Include: What tools or templates would you create? How would you enable partner managers to drive execution? What governance or best practices would you implement? Part 2 response should include: How would you ensure consistency, quality, and ease-of-use across the scaled program? How would you communicate updates and share best practices globally? Pro Tip: Showcase both strategic vision and practical execution. Use examples from your past work where possible to illustrate how you’ve tackled similar challenges. Avoid being overly theoretical, we want to see how you think and execute.