The Senior Field Marketing Manager is the marketing team's closest partner to business development and recruiting, responsible for building the programs and tools that help those teams win new business and place providers with our clients. This is an owner-operator role. The position has significant autonomy to recommend strategies across sales enablement, field and event programs, account-based client programs, and association partnerships, and is expected to execute that strategy hands-on rather than delegate it. The Senior Field Marketing Manager works closely with digital marketing, conferences and events, and content and creative, and the role offers potential for growth as the marketing team scales.
ESSENTIAL FUNCTIONS AND BASIC DUTIES:
Sales Enablement Strategy and Execution - 25%
- Develops the sales enablement strategy in partnership with business development and recruiting leadership, identifying what each team needs at every stage of the buying cycle.
- Writes and directs a library of enablement assets, including flyers, one-pagers, case studies, videos, talk tracks, playbooks, landing pages, and email copy, partnering with the content and creative team and the digital team on design and production.
- Develops sales proposal templates and partners with business development on customized proposals for priority opportunities.
- Builds multi-touch sales cadences that combine email, phone, and social outreach, aligned to target segments and buying stages.
- Drives adoption of enablement programs by communicating deliverables, objectives, and timelines, and providing training and ongoing support.
- Gathers feedback from business development and recruiting on content usage and effectiveness, and refines assets based on what helps move opportunities forward.
Field and Event Strategy and Execution - 25%
- Develops the field marketing strategy and recommends which conferences, sponsorships, and hosted events to pursue based on audience fit, pipeline potential, and cost per opportunity.
- Partners with the conferences and events manager so each event has a clear audience, objective, and engagement plan, and equips business development and recruiting with pre-event target lists, messaging, and meeting-setting plans, while the events team leads logistics and execution.
- Identifies and pursues speaking and panel opportunities for executives and subject matter experts, writes abstracts and session proposals, and develops presentation decks in partnership with speakers.
- Supports speaking engagements and on-site business development activity at select conferences, and owns post-conference lead follow-up, ensuring leads are enriched, routed into the CRM, and followed up promptly.
- Reports on performance across conferences, campaigns, and enablement programs, including meetings booked, pipeline influenced, engagement, and ROI, and analyzes KPIs with business development and recruiting leadership to adjust programs on an ongoing basis.
Account-Based Marketing and Client Programs - 15%
- Partners with business development leadership to identify priority target accounts and builds account-based plans that align outreach, content, and events to active opportunities.
- Develops personalized campaigns and content for target accounts, coordinating with digital marketing on targeted advertising and tracking.
- Develops client retention and expansion programs that deepen relationships with existing clients and surface cross-sell and upsell opportunities.
- Measures account engagement and program impact and adjusts plans with business development leadership.
Association Management - 15%
- Manages relationships with select industry associations and partner organizations, serving as the day-to-day point of contact.
- Ensures contracted partnership benefits, such as speaking slots, attendee lists, advertising, and co-branded content, are fully used and measured.
- Recommends which associations and partnerships to pursue, renew, or expand based on audience fit and business impact.
Email Campaigns and Newsletters - 10%
- Plans and executes email campaigns and newsletters that nurture prospects and clients and keep the company top of mind between touchpoints.
- Writes and tests email copy, subject lines, and calls to action, using performance data to improve engagement and conversion.
- Coordinates with digital marketing on list management, segmentation, and campaign tracking.
Market and Competitive Intelligence - 10%
- Monitors the industry landscape, key issues, and trends, and translates them into insights for business development, recruiting, and marketing.
- Tracks competitive activity and positioning and keeps enablement content and messaging current.
- Works with business development and recruiting leadership to understand segment-specific market challenges and define market opportunities.
- May work on special projects or other duties as assigned.
SUPERVISORY/BUDGETARY RESPONSIBILITY:
- Provides input on spend for assigned programs and tracks results against plan.
QUALIFICATIONS: EDUCATION, WORK EXPERIENCE, CERTIFICATIONS:
- Bachelor's degree in Marketing or a related field required, or equivalent combination of education and experience.
- 7 to 10+ years of B2B marketing experience, with at least 4 years in sales enablement, field, or account-based marketing roles where you owned programs end to end.
- Experience at a Staffing and Recruiting firm a plus.
- A proven owner-operator, with a track record of recommending strategy and personally executing it from planning through content creation and performance reporting.
- Experience with Salesforce and Marketing Cloud/Account Engagement.
- Previous sales and/or sales operations experience a plus.
KNOWLEDGE, SKILLS, AND ABILITIES:
- Ability to adhere to and exhibit the Company Values at all times.
- Ability to develop plans and personally execute the tactical work they require.
- Advanced Microsoft PowerPoint and Excel skills; working knowledge of Word, Outlook, and Teams.
- Working knowledge of email marketing and marketing automation platforms.
- Exceptional writing and editing skills, with the ability to adapt messaging for different audiences.
- Knowledge of sales effectiveness and demand generation strategies and tactics.
- Ability to perform market and competitive research.
- Demonstrated understanding of how business development and recruiting teams work.
- Ability to work with a high degree of autonomy while collaborating across teams.
- Ability to effectively manage multiple competing priorities in a fast-paced sales environment.
- Ability to build strong business relationships at all levels.
- Strong communication skills - both oral and written.
- Strong attention to detail, and strong organizational and time management skills.
- Solid critical thinking and creative problem-solving skills.
- Ability to work with sensitive information and maintain confidentiality.
- Ability to analyze data to determine return on investment (ROI) of field, account-based, and enablement programs.
- Ability to facilitate presentations for internal and external audiences.
KEY COMPETENCIES REQUIRED:
- Balances Stakeholders
- Strategic Mindset
- Drives Results
- Ensures Accountability
- Builds Networks
- Situational Adaptability
- Demonstrates Self-Awareness
WORKING CONDITIONS AND TRAVEL REQUIREMENTS:
- Full-time position. Occasional evening or weekend hours may be needed to support events, hosted dinners, and campaign deadlines.
- Communicate clearly and accurately with colleagues, partners, speakers, and clients, in person, by phone, by video, and in writing.
- Create, review, and edit written content, presentations, spreadsheets, and performance reports.
- Review and analyze information from email, web pages, CRM and marketing platforms, and reports.
- Participate in on-site conferences and hosted events and engage with attendees and speakers.
- Manage multiple projects and shifting deadlines in a time-sensitive environment.
- Exercise independent judgment and make decisions with limited standardization.
- Speaking, reading, writing, ability to use a telephone and computer
- Ability to exert up to 10 lbs. of force occasionally
- Ability to travel up to 15%
- Ability to interpret various instructions
- Ability to deal with a variety of variables under only limited standardization
