CyberReef, provider of the patented MobileWall suite of secure mobile networking solutions, has named award-winning channel marketing veteran Rachel Turkus as Vice President of Marketing and Channel Management, a newly created role supporting strategic growth through IT and telecom channel partners.
In her new role, Turkus will lead the company’s marketing team, including strategy, communications, digital marketing and enablement. She also will oversee channel sales operations, including onboarding, training, enablement, engagement and incentive programs.
“CyberReef has doubled revenue every year for the last three years on the strength of our innovative MobileWall solutions and strategic alliances,” said CyberReef Founder and CEO Hilton Nicholson. “To maintain this momentum, we’re doubling down on sales and marketing and strategic growth through indirect sales channels. Rachel’s experience in both areas makes her an ideal addition to our leadership team.”
Turkus, a proven technology leader and channel marketing executive, brings five years of IT and telecom channel experience from both the partner and supplier sides of the business to her new role at CyberReef. Most recently, she was Director of Digital Marketing and Demand Generation for NetFortris, where she focused on to-channel and through-channel marketing as well as strengthening go-to-market alignment with the provider’s national master agents. Previously, Turkus was Director of Marketing at Broadvoice and Lead Development Manager at PacketFusion. Before joining the technology industry, she spent a decade in the dot-com world in various sales, marketing, customer service and operations roles.
The alignment of all marketing under Turkus will amplify the effectiveness of its channel marketing activities. “If you take that channel marketing function out of true marketing or sales enablement, what occurs is that the staff almost becomes a field marketer,” she told CMR. “They don’t have the true ability to say, ‘Hey, I need to influence social this week. I need to influence the way we are creating this product document because we actually have three audiences.’ That’s very lacking at this point for a lot of channel marketing teams,” she said.
“I’ve worked in organizations where channel marketing reports up through the channel sales team, or where they’ve gone up through the marketing team. When they go through channel sales, there’s not that mind share and budgeting that’s available when a channel marketing team goes up through the corporate marketing team.”
Turkus, who was named to the 2021 CRN Women of the Channel List, said she jumped at the chance to be part of the leadership team “that’s going to take CyberReef’s market-disrupting solutions to the next level. My core strengths in technology marketing and channel go-to-market strategies are tailor-made for the company’s journey ahead. I look forward to introducing the channel to this remarkable revenue opportunity.”
Turkus’ immediate priorities are implementing programs to improve overall communications and measure both partner and customer satisfaction. She also will oversee the development of a comprehensive partner onboarding, communications platform and partner sales enablement strategy.