Head of Channel, Financial Services

Position Summary

The Head of Channel, Financial Services is a senior leader responsible for defining and executing CoAd's channel strategy across three verticals: Banks, CPAs, and Franchises. This role sets the direction, frameworks, and playbooks that enable Channel Managers to identify, recruit, and activate new partners, and that enable Channel Sellers to generate and route qualified end-client opportunities to CoAd's PEO (Business Consultants) and HCM (Sales Executives) field sales organizations. The Head of Channel, Financial Services is accountable for overall channel performance and functions as the strategic overlay to the field, equipping the team and field sellers with the positioning, tools, and support needed to succeed across each vertical.

Key Responsibilities

Channel Strategy and Planning

•  Own and continuously evolve CoAd's financial services channel strategy across Banks, CPAs, and Franchises, ensuring alignment with overall growth objectives and field sales priorities.

•  Define channel-specific value propositions, ideal partner profiles, go-to-market approaches, and partner acquisition playbooks for each vertical.

•  Set annual and quarterly channel priorities, partner targets, and performance expectations by vertical; translate strategy into executable plans for the team.

•  Identify emerging channel opportunities and make recommendations to leadership on strategic investments, new verticals, or program changes.

•  Maintain a current understanding of market dynamics, competitive positioning, partner preferences, and regulatory environment across each channel segment.

Team Leadership and Performance

•  Lead, coach, and develop a team of Channel Managers and Channel Sellers, setting clear role expectations and holding individuals accountable to channel performance goals.

•  Support Channel Managers in identifying and pursuing high-potential partner targets; provide deal-level coaching, strategic guidance, and escalation support through the partner acquisition process.

•  Support Channel Sellers in sourcing, qualifying, and routing end-client opportunities to the correct field seller (BC for PEO; HCM Sales Executive for payroll/HCM) based on prospect fit.

•  Conduct regular pipeline reviews and performance conversations with direct reports across both partner development and end-client opportunity metrics.

•  Recruit and develop team talent in alignment with channel growth priorities and CoAd's standards.

Partner Program and Framework Development

•  Design and maintain the structure of CoAd's preferred partner program for financial services channels, including partner tiers, activation criteria, incentive frameworks, and performance standards.

•  Develop onboarding and activation playbooks that Channel Managers use to bring new partners to productivity quickly and consistently.

•  Establish partner performance standards and review cadences; direct Channel Managers in managing underperforming partnerships and escalate where needed.

•  Maintain senior-level relationships with the most strategic partners in the portfolio, supporting Channel Managers where executive presence is required to advance or protect a key relationship.

Field Alignment and Overlay Execution

•  Ensure the channel team functions as an effective overlay to PEO and HCM field sales, driving qualified partner-sourced opportunities into field pipelines without disrupting field-led motions.

•  Establish and maintain clear handoff protocols and joint accountability frameworks between Channel Sellers and field BCs and HCM Sales Executives.

•  Maintain ongoing alignment with PEO and HCM field sales leadership on channel priorities, opportunity routing, territory coverage, and capacity.

•  Track routed opportunity outcomes and use conversion data to improve channel sourcing quality, team effectiveness, and field partnership.

Bank Channel

•  Define the strategy and partner profile for CoAd's bank channel, focusing on regional and community banks whose business banking and commercial divisions serve clients with PEO and payroll needs.

•  Develop the referral frameworks, co-marketing approaches, and partner program terms that Channel Managers use to recruit and activate bank partners.

•  Identify bank holding companies and financial institution networks that represent scalable, system-level partnership opportunities and direct team efforts accordingly.

CPA Channel

•  Define the strategy and partner profile for CoAd's CPA channel, targeting firms and accounting professionals who advise small and mid-market business clients on HR, payroll, and workforce costs.

•  Develop the co-advisory models, referral structures, and partner program terms that position CoAd as the preferred PEO and HCM recommendation in CPA client interactions.

•  Direct Channel Managers in building relationships with state CPA societies and national accounting associations to drive awareness and sourcing pipeline.

•  Provide air cover for field Business Consultants and HCM Sales Executives pursuing local CPA relationships, ensuring they have the tools, positioning, and support needed to engage CPA partners effectively in their markets.

•  Maintain and distribute current CPA-specific marketing materials, service offers, and partner program details to field sellers; ensure materials reflect the latest product capabilities and competitive positioning.

•  Partner with Sales Enablement to develop CPA-specific training and talk tracks for field sellers, ensuring consistent messaging and a high-quality partner experience at the local level.

Franchise Channel

•  Define the strategy and partner profile for CoAd's franchise channel, targeting systems and franchise development organizations where workforce management and co-employment are a natural fit.

•  Develop the system-level agreement structures and partner program terms that Channel Managers use to recruit franchise brands and drive adoption across franchisee networks.

•  Work with field sales and operations to ensure CoAd can support the unique HR and compliance needs of franchise clients at scale.

Market Intelligence and Competitive Positioning

•  Monitor competitor channel strategies, compensation models, and partnership approaches across Banks, CPAs, and Franchises; translate intelligence into updated playbooks and field guidance.

•  Track legislative, regulatory, and market developments impacting financial services distribution channels and adjust strategy as needed.

•  Serve as CoAd's internal expert on financial services channel dynamics, informing leadership, cross-functional partners, and field sellers as needed.

Performance and Reporting

•  Own overall channel performance across all three verticals; set targets, monitor results, and drive corrective action when trends require intervention.

•  Track and report on team performance, partner productivity, partner activation rates, and opportunity routing outcomes on a regular cadence.

•  Use performance data to continuously refine channel strategy, team priorities, and partner program design.

Required Skills & Experience

•  10+ years of progressive experience in channel sales, partnership/business development, or strategic alliances, including at least 3-5 years in a leadership role managing a team.

•  Experience within the PEO, HCM, payroll, or broader HR services industry strongly preferred; familiarity with how these solutions are positioned to banks, CPA firms, and franchise organizations.

•  Demonstrated success building, scaling, and managing multi-vertical partner channels, including partner recruitment, activation, and performance management.

•  Experience designing partner program frameworks, including tiering structures, incentive models, activation criteria, and performance standards.

•  Proven ability to lead, coach, and develop sales or channel teams (e.g., Channel Managers, Channel Sellers) and hold them accountable to pipeline and performance metrics.

•  Strong track record operating as a strategic overlay to a field sales organization, including establishing handoff protocols and driving cross-functional alignment with field sales leadership.

•  Established relationships or experience engaging community/regional banks, CPA firms and accounting associations, and/or franchise systems is a plus.

•  Executive-level relationship management and influencing skills, with the ability to represent CoAd credibly with senior partner stakeholders.

•  Analytical and data-driven approach to managing channel performance, using metrics such as partner activation rate, opportunity conversion, and channel profitability to guide decisions.

•  Excellent verbal, written, and presentation communication skills; ability to translate strategy into clear playbooks and field-facing tools.

•  Bachelor's degree in Business, Finance, or related field required; MBA or equivalent experience preferred.

•  Willingness and ability to travel to support partner relationships and field sales alignment as needed.

About CoAd

CoAd helps businesses navigate the complexities of workforce management through a combination of technology, expertise, and human support. Serving more than 17,000 clients nationwide, CoAd delivers payroll, HR, benefits administration, compliance support, workforce technology, and PEO services that help organizations simplify operations, support their employees, and drive growth.

Built on the belief that workforce solutions should be integrated, intuitive, and people-centered, CoAd empowers employers to manage their workforce with greater confidence while adapting to the evolving needs of today’s workplace.

EEO

CoAd is committed to providing equal employment opportunities to all employees and applicants without regard to race, color, religion, national origin, ancestry, citizenship status, age, sex (including pregnancy, childbirth, breast feeding and pregnancy-related medical conditions), gender, gender identity or expression, sexual orientation, marital status, uniform service member and veteran status, disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws and ordinances.