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Key Responsibilities and Required Skills for Field Marketing Representative

💰 $ - $

MarketingField MarketingEventsDemand GenerationSales Enablement

🎯 Role Definition

The Field Marketing Representative is a regional, on-the-ground marketing professional responsible for planning and executing localized marketing programs that drive awareness, generate qualified leads, support sales goals, and strengthen customer relationships. This role combines event management, partner and retail engagement, territory-based demand generation, and measurement to maximize pipeline contribution and brand presence in assigned markets.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator (Events or Field)
  • Sales Development Representative (SDR) transitioning to field-facing marketing
  • Retail or Channel Marketing Assistant

Advancement To:

  • Senior Field Marketing Manager
  • Regional Marketing Manager
  • Demand Generation Manager
  • Partner Marketing Manager

Lateral Moves:

  • Event Marketing Manager
  • Channel / Partner Marketing Specialist
  • Local Marketing Manager

Core Responsibilities

Primary Functions

  • Design, plan, and execute targeted field marketing campaigns and programs across assigned territories to generate high-quality leads, accelerate pipeline velocity, and support quarterly revenue targets.
  • Own end-to-end event management for regional events, trade shows, roadshows, customer meetups, and in-store activations including site selection, vendor negotiation, logistics, staff coordination, and post-event reconciliation.
  • Coordinate closely with sales leadership to align field initiatives to account plans, prioritize target accounts, and ensure event and campaign activity maps to Sales Qualified Leads (SQLs) and Account Based Marketing (ABM) objectives.
  • Develop and manage localized demand generation tactics such as demos, sampling, pop-up activations, street teams, and community events tailored to audience personas and regional market dynamics.
  • Build, manage, and optimize event budgets, track spend vs. plan, and deliver ROI analyses that justify investment and recommend recurrent or scaled programs.
  • Create and adapt marketing collateral, presentations, booth experiences, and digital assets for local relevance while ensuring brand consistency and compliance with corporate guidelines.
  • Recruit, train, and manage temporary event staff, brand ambassadors, and third-party vendors to deliver consistent, high-quality field experiences and ensure staffing coverage for events.
  • Execute on-site lead capture and qualification using CRM and event tools, ensure data integrity, perform timely lead handoff to sales, and monitor follow-up and conversion rates.
  • Partner with digital marketing and content teams to create pre-event and post-event nurture programs, email invitations, registration pages, social promotion, and retargeting campaigns to maximize attendance and follow-through.
  • Manage relationships with channel partners, VARs, retail managers, and local community organizations to develop co-marketing opportunities that expand reach and drive mutual pipeline.
  • Implement and monitor marketing automation workflows (Marketo, HubSpot, Pardot, etc.) for event registration, reminders, lead scoring, and post-event nurture to convert attendees into opportunities.
  • Maintain accurate territory plans, event calendars, and a prioritized target account list using data-driven insights and CRM analytics to optimize field activity scheduling.
  • Measure and report on key performance indicators (KPIs) including MQLs, SQLs, pipeline influenced, cost per lead, attendance rates, and conversion metrics with monthly and quarterly dashboards for stakeholders.
  • Conduct competitive and market intelligence at the local level, gather customer feedback and voice-of-customer insights to inform product marketing and sales strategies.
  • Own logistics of marketing assets and merchandise including POS materials, demo units, promotional items, sample inventory, shipping, returns, and on-site setup to minimize downtime and loss.
  • Lead local product launches and regional feature promotions by coordinating cross-functional readiness, sales enablement materials, localized PR outreach, and launch events.
  • Execute in-store merchandising and retail display programs, ensure compliance with retailer requirements, and monitor shelf presence and visual standards.
  • Optimize event staffing and routing to maximize coverage across a territory; plan efficient travel schedules, route mapping, and resource allocation to control costs and increase face-to-face engagement time.
  • Maintain and troubleshoot event technologies such as lead-scanning apps, demo hardware, audio/visual equipment, and presentation software to ensure professional customer experiences.
  • Drive community engagement and sponsorships by identifying local sponsorship opportunities, speaking engagements, and partnerships that build brand trust and generate earned media.
  • Run small-scale field A/B tests on messaging, offers, and formats; analyze results and iterate to improve conversion rates and per-event ROI.
  • Ensure adherence to legal, regulatory, and brand compliance for promotional programs, competitions, sweepstakes, and lead collection processes in each market.

Secondary Functions

  • Support creation of post-event reports and executive summaries that highlight wins, lessons learned, and actionable recommendations for future activations.
  • Collaborate with product marketing and sales enablement to develop localized training sessions, demo scripts, and objection-handling materials for the sales team.
  • Assist digital and demand-gen teams with localized paid social and geo-targeted ad copy and creative briefs to extend event reach.
  • Maintain and update CRM records, event attendance lists, and partner contact databases to enable accurate attribution and long-term account development.
  • Participate in quarterly planning sessions to contribute field insights, budget requests, and recommended seasonal programming for the region.
  • Support ad-hoc market research and customer interviews to validate hypotheses and prioritize market-specific initiatives.
  • Coordinate with finance on expense reporting, purchase orders, and vendor invoicing to maintain timely reconciliation and accurate P&L tracking.
  • Serve as a subject matter expert on local market trends and competitor activities in cross-functional meetings.

Required Skills & Competencies

Hard Skills (Technical)

  • Event planning and logistics management for trade shows, conferences, and local activations.
  • CRM proficiency (Salesforce strongly preferred) for lead capture, territory management, and reporting.
  • Marketing automation platforms (Marketo, HubSpot, Pardot) for registration funnels, lead scoring, and nurture workflows.
  • Lead capture and event technology (Cvent, Splash, LeadCapture apps, QR/Badge scanners).
  • Budget management and basic financial tracking (POs, invoices, expense reconciliation).
  • Data analysis and reporting skills using Excel, Google Sheets, and dashboarding tools (Tableau, Looker, or Google Data Studio).
  • Experience with ABM tactics and coordinating account-based events.
  • Knowledge of digital promotion techniques: geo-targeted ads, paid social, SEO basics for local landing pages, and local listing management.
  • Retail merchandising and point-of-sale execution experience for B2C or channel environments.
  • Strong written communication for creating briefs, post-event summaries, and promotional copy.
  • Familiarity with A/V setup, demo hardware handling, and troubleshooting common event tech issues.
  • Vendor and partner management, including RFPs, negotiation, and SLA coordination.

Soft Skills

  • Exceptional interpersonal and relationship-building skills with sales teams, partners, vendors, and customers.
  • Strong project and time management with the ability to manage multiple concurrent events and deadlines.
  • High attention to detail and organizational discipline for logistics and compliance.
  • Creative problem-solving and adaptability in fast-paced, varying field environments.
  • Persuasive communication and presentation skills for demos, trainings, and executive updates.
  • Proactive ownership and bias for action to drive results with minimal supervision.
  • Empathy and customer-centric mindset to design experiences that resonate locally.
  • Resilience under travel demands and event-day pressure.
  • Collaborative mindset that partners effectively across marketing, sales, product, and operations.
  • Analytical curiosity to measure impact and iterate on tactics based on data.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree OR equivalent professional experience in marketing, communications, business, or related field.

Preferred Education:

  • Bachelor’s degree in Marketing, Business Administration, Communications, or related discipline.
  • Certifications in event management, digital marketing, or marketing automation platforms are a plus.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Event Management
  • Hospitality Management

Experience Requirements

Typical Experience Range: 2–5 years of marketing experience with at least 1–2 years managing field or event programs.

Preferred: 3+ years of direct field marketing, events, retail/partner marketing, or B2B/B2C campaign execution with demonstrated impact on pipeline generation and sales enablement.

Keywords: Field Marketing Representative, field marketing, events, trade shows, demand generation, lead generation, sales enablement, Salesforce, marketing automation, ABM, regional marketing.

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