WHAT DOES A FIELD MARKETING MANAGER DO?
Published: Mar 12, 2025 - The Field Marketing Manager defines and supports regional demand generation strategies in collaboration with the Demand Generation Manager, developing targeted marketing campaigns that align with sales and marketing goals. This position leads the creation and execution of local programs ranging from brand awareness to sales enablement, utilizing insights to craft data-driven plans that drive predictable revenue. This role collaborates across functions to enhance customer experiences, ensuring alignment with organizational KPIs and optimizing ROI through meticulous budget and performance analysis.
A Review of Professional Skills and Functions for Field Marketing Manager
1. Field Marketing Manager Duties
- Marketing Launch Planning: Responsible for the development and delivery of new clinic marketing launch plans, ensuring they are optimised and delivered on time and on budget.
- Event Management: Along with the Service Engagement team, manage new clinic launch events including liaising with PR, organising and attending new clinic photo shoots, and leading on clinic opening events.
- Content Creation: Support content for new clinic email communications and website content by leading the face-to-face engagement with the partners.
- Process Optimisation: Take learnings from new stores marketing approach to ensure Newmedica clinic launches are optimised and targeted, taking ownership for the continual evolution of the launch process.
- Marketing Asset Production: Brief in and manage the production of marketing assets to create best practice toolkits to allow clinics to self-serve.
- Activity Calendar Management: Create and manage a marketing activity calendar for local planned activity.
- Local Marketing Implementation: Work with the Newmedica marketing team and support agencies to develop and implement local focused marketing plans.
- Supplier Management: Work with third-party suppliers to ensure there is a robust ordering process in place for patient-facing documentation and that the cost to the partners is competitive with the quality and service provided.
- Toolkit Development: Develop "marketing toolkits" and best practices to support the engagement team and clinics grow referrals.
- PR Collaboration: Work with PR in-house specialists and agencies to maximise opportunities and deliver local PR activity.
- B2B Marketing Understanding: Learnings of B2B marketing within the wider marketing team to help grow understanding.
2. Field Marketing Manager Details
- Pipeline Management: Develop and implement new opportunity and pipeline acceleration programmes jointly with sales.
- Partner Relationship Management: Establish and maintain relationships with key channel partners in region to support the growth of the business.
- Lead Handover Coordination: Liaise with Demand Generation Representatives (DGRs) and telemarketing partners driving leads and opportunities in region to ensure smooth handover to outside sales, timely lead follow-up, and optimum conversion to pipeline.
- Event Collaboration: Partner events, enablement, in partnership with Channel Account Manager and Channel Marketing Manager.
- Cross-functional Collaboration: Build and maintain strong relationships with counterparts across the Dell Technologies family, collaborating and driving shared activity where it meets business objectives.
- Event Strategy Management: Research, design and manage live events in collaboration with events team for target segments and regions to be included as tactics in the overall marketing mix, and ensure there is a cohesive pre-event, at-event and post-event strategy to increase engagement and response rates.
- Marketing Optimization: Proactively engage with EMEA Sales, Demand Generation and Event teams, Product Marketing and Comms teams to manage, communicate, and optimise the impact of marketing activities.
- Vendor Management: Evaluate, select and manage vendors that contribute to local demand creation programs including event venues and services, data brokers, industry associations.
- Sales Education: Communicate with and educate the sales team regarding new and planned marketing activities.
- Digital Strategy Awareness: Stay abreast of emerging digital technologies, approaches and strategies that drive revenue growth and marketing efficiencies.
- Collaborative Marketing: Collaborate with fellow segment marketers on joint initiatives, ideas, successes and process improvement.
- Content Creation: Create content for abstracts, on-site sales tools and win stories.
- Sales Support: Point of contact for sales segment for marketing requests and needs.
3. Field Marketing Manager Responsibilities
- Creative Solutions: Think creatively about solutions and position target audiences (students, counselors, principals, universities) with a thoughtful approach specific to needs.
- Awareness Generation: Create awareness by reaching prospective customers.
- Demand Generation: Generate demand by addressing opportunities with key accounts.
- Engagement Acceleration: Accelerate engagement by building market communities.
- Customer Education: Increase engagement by educating customers and partners.
- Account-Based Marketing (ABM): Develop activities with the China Growth Team such as Account-based marketing leveraging events, briefings, etc to acquire, develop, retain and renew customer lifetime value.
- Customer Engagement: Plan and conduct customer interviews, press conferences, industry workshops.
- Pipeline Growth: Plan and implement measures to ensure pipeline growth for enterprise accounts.
- ABM Framework Implementation: Own the implementation of the early account-based marketing framework.
- Market Research & Campaigns: Research the market and develop campaigns to increase top of funnel awareness and bottom funnel conversions.
- Strategic Account Understanding: Understand unique challenges of strategic accounts, decision-making processes, key user and buyer personas.
- Cross-functional Collaboration: Work closely with account executives, demand generation, product marketing, and product teams.
- Best Practices Sharing: Create and share best practices, communicate and educate the teams to lay the foundations for ABM.
- ABM Insights: Generate qualitative and quantitative insights on ABM and FM.
4. Field Marketing Manager Job Summary
- Demand Gen Strategy: Define and support regional demand gen strategy with Demand Gen Manager.
- Sales & Marketing Enablement: Work alongside Sales and Marketing to establish Sales and Marketing enablement priorities and project plans.
- Industry Trends Awareness: Stay on top of industry trends and insights pertaining to the market.
- Marketing Plan Development: Create a comprehensive marketing plan to support the go-to-market strategy and deliver on driving predictable revenue.
- Program Leadership: Lead the development of local programs from brand awareness and demand generation to pipeline acceleration and sales enablement.
- Campaign Execution: Utilize a deep understanding of marketing campaign components to deliver targeted and personalized programs.
- Performance Analysis: Analyze and report on the performance of programs and demand generation activities in territory.
- Data-driven Planning: Use these insights and industry benchmarks to deliver data-driven plans.
- Budget Management: Forecast and adhere to marketing budget to achieve demand generation goals.
- ROI Monitoring: Monitor marketing spending in relation to funnel performance to prove ROI in segment.
- Sales Alignment: Partner with sales leadership to align on goals and future engagement opportunities.
- Cross-functional Collaboration: Collaborate cross-functionally with other teams to further enhance the customer experience.
- Communication & Reporting: Communicate plans, goals, and results of marketing programs to ensure alignment to KPIs.
5. Field Marketing Manager Accountabilities
- Acquisition & Engagement Strategy: Planning and executing an acquisition and engagement strategy for both members and prospective members, including the development of a content marketing strategy and the ongoing execution of a series of engagement initiatives, ensuring that we deliver excellent customer experience across a range of platforms.
- Proposition Improvement: Play a key role in contributing ideas to the ongoing roadmap of improvements to the membership proposition, with a focus on learning and development (L&D).
- Metrics & Insights: Work with the marketing and product teams to set up the metrics to measure the success of the membership proposition, collate the performance metrics of the website, social channels, campaigns etc for presentation to stakeholders, and develop a body of insights about the effectiveness of different initiatives.
- Collaboration with Teams: Work closely with the customer service and sales teams, sharing account-based marketing toolkits, insights and marketing initiatives.
- Performance Measurement: Measuring the performance of engagement initiatives, sharing these with stakeholders and developing a body of insights about the effectiveness of different initiatives.
- Member Acquisition Targets: Work with the LIONS team to set targets for the acquisition of new members (across all categories) and to manage an acceptable level of customer churn.
- Lapsed Member Strategy: Developing a strategy to engage lapsed members and to agree targets, an engagement strategy and initiatives to convert lapsed members to restarting membership.
- Audience Understanding: Develop a deep understanding of the motivations of the different audience groups that are targeted by the proposition.
- Qualitative Research: Use a range of qualitative research techniques including surveys and focus groups, to better understand the membership base and modify the future roadmap and engagement strategy accordingly.
- Creative Briefs: Write timely and inspiring briefs for internal design and content teams to produce highly effective creative communications.
- Post-Campaign Reporting: Be in charge of all post-campaign reports to hand, making recommendations for future executions and strategies.