OverviewAbout the RoleThe National Field Director will be responsible for translating the overall program strategy into a clear and executable national field plan, overseeing field operations from planning through execution and reporting. This role will manage Regional Program Managers and field teams across markets, ensuring consistent execution, strong performance, and alignment with client goals and KPIs.
Working closely with the Account Director, Field, client, agency leadership, and field organization, this role will serve as the operational leader for the national field team. The ideal candidate is an experienced field marketing leader who can manage significant scale, build strong field teams, solve problems quickly, and maintain high standards across a complex, multi-market program.
Responsibilities- Responsibilities
- National Field Program Leadership
- Own the day-to-day field execution strategy for a nationwide on-premise and off-premise sampling program.
- Translate client objectives, brand strategy, program goals, and KPIs into clear direction for regional and market-level teams.
- Develop and maintain national field execution plans, timelines, staffing models, and operational processes.
- Partner with the Account Director, Field to ensure national strategy is translated effectively into market-level execution.
- Establish consistent standards and best practices across all markets while accounting for local market needs.
- Monitor program performance and proactively identify opportunities to improve execution, productivity, and consumer engagement.
- Serve as the primary escalation point for field-related challenges and ensure issues are resolved quickly and appropriately.
- Maintain strong communication and alignment across agency leadership, client teams, field leadership, and market-level staff.
- Field Team Leadership
- Directly manage, coach, and develop Regional Program Managers and/or Field Marketing Directors.
- Provide clear expectations, goals, KPIs, and accountability measures for field leadership.
- Oversee the hiring, onboarding, training, and performance management of field personnel.
- Develop staffing plans to ensure appropriate field coverage across all markets and program periods.
- Ensure field teams are properly trained on brand strategy, program execution, sampling protocols, compliance requirements, consumer engagement, and reporting expectations.
- Monitor field team performance and take appropriate action to address performance gaps.
- Build a high-performing field culture centered around accountability, professionalism, brand representation, and results.
Program Operations & Execution
- Oversee all aspects of field program logistics and operational readiness prior to launch.
- Ensure markets are fully prepared with appropriate staffing, training, materials, product, equipment, uniforms, technology, and other program requirements.
- Establish field communication rhythms, reporting processes, escalation protocols, and operational standards.
- Coordinate with internal agency teams, vendors, staffing partners, distributors, retailers, venues, and other stakeholders as needed.
- Identify operational risks and develop contingency plans to protect program execution.
- Conduct market visits and field audits as needed to evaluate execution quality and provide coaching.
- Ensure field teams consistently deliver against brand standards and client expectations.
- Partner with the Account Director to evaluate program scope, resource requirements, and operational feasibility.
On-Premise & Off-Premise Execution
- Oversee execution across a variety of sampling environments, including bars, restaurants, liquor stores, grocery, retail, events, and other approved locations.
- Ensure field teams understand the unique requirements, expectations, and consumer engagement opportunities associated with each channel.
- Partner with client and agency teams to identify opportunities to optimize market strategy based on channel, geography, audience, and program objectives.
- Monitor execution quality and consumer engagement across both on-premise and off-premise environments.
Compliance & Risk Management
- Ensure all field activity adheres to applicable federal, state, and local regulations governing adult beverage sampling and promotions.
- Ensure field personnel are properly trained on responsible sampling practices, age verification, product handling, brand standards, and client requirements.
- Partner with agency leadership, legal/compliance teams, and the client to establish and maintain appropriate operational guardrails.
- Monitor compliance across markets and immediately escalate significant issues or risks.
- Maintain documentation and processes necessary to support program compliance and quality assurance.
Reporting & Performance Management
- Establish and oversee consistent reporting standards across the national field organization.
- Monitor key program KPIs, including staffing, execution volume, consumer engagement, sampling activity, compliance, and other client-defined measures.
- Review market performance and identify trends, gaps, and opportunities for improvement.
- Provide the Account Director with regular field performance updates, risks, and recommendations.
- Support development of client-facing recaps, program reporting, and post-program evaluations.
- Capture and share market-level insights and execution best practices to improve future programming.
Budget & Resource Management
- Support the Account Director in managing field-related budgets, staffing costs, and program expenses.
- Monitor field spending and ensure execution remains within approved budgets and scope.
- Review staffing and operational needs and proactively flag resource gaps or potential budget impacts.
- Ensure field teams and vendors understand approved program scope and spending parameters.
- Identify opportunities to improve operational efficiency and program profitability.
Client & Agency Collaboration
- Participate in client meetings and program planning sessions as the field subject matter expert.
- Provide informed recommendations regarding market strategy, staffing, operational feasibility, and field execution.
- Build strong working relationships with client stakeholders and internal agency partners.
- Collaborate with Account Leadership, Creative, Production, Strategy, Finance, and other agency teams to ensure integrated program execution.
- Support new business opportunities, RFPs, program expansions, and client growth initiatives as requested.
- Contribute to post-program evaluations, client feedback, and development of future field strategies.
QualificationsWhat We're Looking For- 7+ years of experience in field marketing, experiential marketing, brand activation, account management, or a related discipline.
- Proven experience leading large-scale, multi-market or national field programs.
- Demonstrated experience managing and developing regional field leaders and large field teams.
- Experience with on-premise and off-premise sampling programs strongly preferred.
- Adult beverage, CPG, beverage alcohol, or regulated consumer products experience strongly preferred.
- Strong understanding of field staffing, recruiting, training, market execution, sampling, reporting, and operational logistics.
- Experience working across multiple states and navigating varying local market requirements.
- Strong knowledge of field marketing best practices and operational processes.
- Excellent organizational and project management skills with the ability to manage multiple markets and priorities simultaneously.
- Strong analytical and reporting skills with the ability to translate field data into actionable insights.
- Strong client-facing communication and presentation skills.
- Proven ability to build trusted relationships with clients, field teams, vendors, and internal stakeholders.
- Strong problem-solving skills and the ability to make sound decisions in a fast-moving environment.
- Ability to travel nationally to relevant markets, client meetings, field leadership meetings, and program activations.
- Bachelor's degree in marketing, business, communications, or a related field preferred.
Compensation$150,000/year
