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0-5 years of experience
Planned, organized and executed marketing and sales programs generating new prospects and repeat purchases leading to subscriber and customer relationship growth. Liaison for customer-facing teams including, customer care, sales and operations by providing communication on campaigns, incentive programs and new marketing initiatives.
- Increased awareness and consistently improved direct sales team's performance 35% by working with sales management; improved department's ability to react with competitive offers by tracking and communicating competitive landscape.
- Promoted brand assets by effectively managing college and minor league sport sponsorships.
- Achieved over 14K subscriber units and 400 security home sales in 2012 by identifying and managing over 30 local events.
- Increased sales 13% by creating collateral materials and updating kiosk areas at cable store locations; moving them from bill payment centers to sales generating centers.
- Spearheaded change for customer call handling improving call recognition and routing in sales and customer care centers.
0-5 years of experience
Oversee creation and development of marketing strategies to optimize 30 Tier 1 accounts and expand revenue generation from each. Facilitate and broker executive meetings to help close pipeline deals. Conduct competitive market intelligence and design lead generation campaigns targeting C-level customers and new business acquisition, develop and implement consumer marketing campaigns to build momentum and enhance acquisition tactics. Coordinate with Product Business Unit to monitor upcoming products/services and incorporate within campaign calendar, establish relationships with external vendors to facilitate marketing program implementation, and negotiate contracts with suppliers and venues. Monitor marketing, branding and communications programs, establish metrics to measure performance and ROI, administer to budgets and leverage strategic relationships to reduce expenditure.
- Implemented marketing initiatives to generate over $440M annually from key accounts.
- Generated $140M new business through development of lead generation programs.
- Developed over 50 events including executive briefings, product tours, and road and trade shows delivering 200% ROI for company.
- Created regional seminar series in conjunction with SI and ISV partners, increasing sales 35% and subsequently adopted as North American program for 21 US and Canadian cities.
- Attracted new customers and improved executive relations with existing clients and partners through creation of multi-city, customer invitational round table and discussion forum.
0-5 years of experience
Brought on to design, develop and distribute marketing materials for $9 million account with Office Depot Business Service Division (BSD) on behalf of the 10th largest ready-to-assemble furniture manufacturer worldwide. Support 1,200 BSD account managers and oversee 20 Bush Business Furniture Account Managers. Create training materials in addition to customized sales tools such as brochures and PowerPoint presentations. Travel extensively and serve as Project Installation Coordinator for sales exceeding $50,000.
- Boosted sales at least 20% by successfully penetrating the Office Depot Business Service Division Sales team to introduce the IO Integrated Office and Bush Business Furniture brands.
- Played key role in development of IO Integrated Office brand furniture, the first brand in the Contract Commercial Furniture industry delivered and installed by the manufacturer.
- Established SOPs for the Deliver & Install program to ensure clear understanding and fulfillment of customer expectations by both Office Depot and Bush.
- Reduced costs by initiating and designing a website enabling sales representatives to develop their own marketing materials.
- Increased occurrence of sales over $25,000 by 10% through development of a CD-ROM containing pre-configured offices for presentation to end customers by sales associates.
- Provide training to 1,200 individuals in 65 offices nationwide and hold responsibility for preparing materials, delivering presentations and conducting meetings.
0-5 years of experience
Managed global inbound and outbound marketing for a $12M workforce management solutions company
- Wrote content for and developed global campaign including 3 regionalized eBooks, video, emails, landing pages and nurture workflows (via HubSpot)
- Increased lead conversion by optimizing website for data capture, building 5 new nurture workflows
- Drove strategy and execution of National Retail Federation (NRF) 2014 delivering $6.4M in pipeline and a 41% increase in booth visits YOY
- Grew web traffic by +50% and new contacts by 32% over 6 months using PPC, social media and content syndication
- Pioneered new sales offer designed to shorten sales cycle and streamline pre-sales engagement
0-5 years of experience
Recruited to lead migration of marketing automation platforms (Marketo to Eloqua)
- Produced annual marketing budget and plan, analyzing conversion rates and success of previous programs;
- Increased web form submissions by 500% by rolling out LinkedIn and Facebook advertisements;
- Managed all marketing programs (tradeshows, webinars, etc.) resulting in 86 sales opportunities.
- Leveraged Marketo and Salesforce to execute multiple nurturing paths based on persona and buying interest
- Created and executed territory specific email marketing tracks based on persona and industry;
0-5 years of experience
Charged with the development and integration of B2B marketing strategies and lead generation tactics for leading capacity planning software firm. Executed solutions to identify, pursue and capture global business opportunities within 11 vertical target markets.
- Created the company's initial field marketing plan, which resulted in significant revenue generation through the implementation of strategic online /offline vertical marketing campaigns and powerful brand building initiatives.
- Conducted extensive marketing research and continuously monitored the effectiveness of sales, marketing and advertising efforts.
- Recognized for strong work ethic. Received promotion from Senior Field Marketing Representative to Field Marketing Manager within one year of employment.
- Capably crafted direct marketing, advertising, social media and eMarketing campaigns.
- Directed, mentored and supervised field marketing staff.
0-5 years of experience
Developed and communicated local marketing plans aligned with brand positioning, channel and consumer strategies using $6M
budget to attain volume, profit and share goals
- Increased sales trends for Miller Lite Original Cans (+8ppts) and Pub Bottles (+6ppts) by developing custom POS, media and sampling
- Improved Coors Light sales trends with Ohio State Football promotions in 2012 (+10ppts) and 2013 (+4ppts)
- Partnered with 30+ chains to develop customized marketing programs, merchandising and consumer incentives
- Drove brand and program awareness using $1.6M in TV, digital, social, radio, OOH, print and PR buys
- Managed $2M+ for eleven sports/music sponsorships including contract negotiation, activation development and channel POS creation
- Led agencies (media, sports and creative) and collaborated with fourteen distributors to ensure marketing plans delivered customer value and presented execution plans to audiences of up to 300 people
0-5 years of experience
Created standardized, strategic, and integrated sales and marketing territory account planning process and template, resulting in 30% faster planning cycle and generating foundation for measurable ROI on marketing spending. Generated account-specific marketing programs to penetrate four strategic accounts and displace competitor. Spearheaded initiative to provide new product training across North America with strategic alliance partners, resulting in 90% of sales force trained within two months. Developed national and targeted marketing plans, as well as associated programs. Drove strategic territory sales plans to feed marketing and sales initiatives.
- Developed and managed targeted and account-based, as well as lead-generating, marketing programs.
- Led strategic planning in identifying target markets and positioning within markets and accounts.
- Oversaw sales initiatives, using unique service offering. Developed specific messaging for key sales targets.
- Created strategic integrated territory sales and marketing template across North America.
- Managed initiative to deliver new product sales training for new location's solution technology.
- Contributed to multiple market segments, including healthcare, mid-market, T&L, oil and gas, and manufacturing.
0-5 years of experience
- Aggressively managed field marketing for the Commercial Line of Business in Midwest and Canadian Regions. Operated with a 3.5MM annual budget.
- Developed and managed all customer events which resulted in a 23% increase in sales revenue.
- Responsible for the revision, rollout and management of the legal vertical and Quick Start Program to North American Markets, increasing market share in the major markets by 15%.
- Served the sales force by acting as a resource to all business units in San Jose, California.
- Maintained close key relationships with Sales Directors and substantially increased the bottom line.
0-5 years of experience
Identified, developed and evaluated marketing strategies based on knowledge of company objectives and vertical market trends.
- Managed all company customer engagement campaigns.
- Increased Direct Branch revenue from 50% to 250% through product sales improvements in Central and West Regions
- Managed, mentored and developed a team of 5 product managers.
- Managed new product and content releases.
- Worked closely with company executives to identify new business opportunities.
- Trained sales teams on educational products at seminars and special events.
- Determined the cost and pricing of proposals and bids.
Field Marketing Manager Duties and Responsibilities
Based on postings that we analyzed, most field marketing managers share several essential responsibilities:
Analyze Marketing Needs and Opportunities
One of the primary responsibilities of a field marketing manager is analyzing marketing needs and business goals based on current performance, anticipated sales, and desired outcomes. This process typically takes place early in the strategy development process and involves using a variety of means, such as software and direct conversations with customers and sales teams, to gather and analyze data.
Develop Field Marketing Plans
Field marketing managers take the lead in developing effective field marketing plans. This aspect of the role can comprise many tasks, ranging from assessing personnel needs for campaigns and efforts to defining the scope and budget for each campaign to determining how to leverage technology and direct marketing to support the goals of each campaign.
Coordinate Marketing and Sales Teams
Throughout campaign development and execution, field marketing managers coordinate sales and marketing teams to ensure that they support one another and work in tandem toward organizational goals. For example, a field marketing manager may collaborate with sales teams to gather customer data and pain points, then provide this information to field marketers to tailor their messaging.
Assess Campaign Results
Field marketing managers utilize marketing analytics software and anecdotal information to assess and measure the impact of their campaigns. They may collaborate with sales leaders to gather sales and engagement data, comparing the sales and leads generated during each campaign with the costs to develop and enact it.
Plan and Host Events
In many cases, field marketing managers plan and host in-person events to generate sales and leads. The field marketing manager proposes an event, determines its potential impact on sales and other organizational goals, and works with planners to ensure that the event stays within budget. Additionally, the field marketing manager may also plan recurring events such as annual conferences.
Present Marketing Reports
Finally, field marketing managers prepare and present reports on their campaigns and strategies to management and executives. These reports typically collect data related to campaigns and measure them against sales to illustrate the return on investment for specific field marketing efforts or for a specified time period.
Field Marketing Manager Skills and Qualifications
Field marketing managers develop and enact strategies for direct and in-person marketing events and promotions. Most workers in this role have at least a bachelor's degree, marketing experience, and the following skills:
- Analytical thinking – field marketing managers frequently assess data to develop effective marketing strategies and measure return on investment, so effective analytical skills are central to this role
- Team leadership – because they lead and coordinate teams of field marketers, field marketing managers should be strong team leaders, able to coordinate activities and place personnel where they will be most effective
- Communication skills – field marketing managers should also be effective written and verbal communicators, since they help develop marketing collateral and prepare reports and presentations for management
- Time management and planning – effective planning and time management are both necessary skills for field marketing managers, since they need to ensure that marketing campaigns begin on time and that they successfully organize their personnel
- Financial skills – field marketing managers should also be able to manage their department and team budgets, determining how to allocate funds and resources to achieve the highest return
Field Marketing Manager Education and Training
Most field marketing managers have at least a bachelor's degree in a related field, such as advertising, communications, or business. Additionally, field marketing managers tend to have significant experience with building and launching marketing and promotional campaigns, and they should be able to use this experience to develop and optimize strategies. There are few opportunities for on-the-job training in this role.
Field Marketing Manager Salary and Outlook
According to the Bureau of Labor Statistics (BLS), marketing managers earn a median annual salary of $132,230. The highest-paid 10 percent of workers in this role earn more than $208,000 annually, while the lowest-paid 10 percent of marketing managers earn less than $68,490 per year.
The BLS expects employment of advertising, promotions, and marketing managers to grow at a faster-than-average rate of 10 percent through 2026.
Helpful Resources
We searched the web and found many resources if you'd like to learn more about working as a field marketing manager:
American Marketing Association – the AMA is a professional organization for workers in a variety of marketing roles. It offers its members professional development and education resources and opportunities to connect at events
The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing – read this book to learn about strategies and practices in field marketing and how to successfully implement them into a marketing strategy
Society for Marketing Professional Services – field marketing managers can join SMPS to access publications and industry news, attend networking events and conferences, and advance their careers
Field Marketing: A Clear and Concise Reference – this book provides field marketing managers with essential tools and information to help improve the efficiency and effectiveness of their teams and personnel
