Field Marketing Manager

As a Field Marketing Manager you play a critical role within the regional go-to-market field team and liaises closely with the global marketing department. In this role, you'll take charge of the marketing planning, and execution processes to drive demand and enhance brand recognition for Backbase within your specific region. You would have to translate regional business objectives into relevant marketing campaigns, activities and initiatives, to achieve demand generation, brand visibility and sales enablement outcomes. The role is primarily an individual contributor role, and will involve working with an ecosystem of internal and external stakeholders and partners.

Main responsibilities

•
Develop & execute regional marketing plans that drive demand generation (new customers), upsell within existing accounts, promote customer retention, and increase brand recognition for Backbase aligned with business objectives & marketing OKRs;

•
Plan and execute A-Z events (face to face & digital) from pre to during and post events that drive business impactful meetings with key stakeholders;

•
Implement and manage ABM programs (1 to 1 and 1 to few) for targeted accounts/ segments, ensuring alignment with account and growth objectives;

•
Collaborate with the Customer Success team to support the creation of local customer success stories and assets;

•
Plan & execute a PR plan that is aligned with brand awareness goals;

•
Own the local media relationships and manage PR agencies deliverables and coverage;

•
Be the expert on local media landscape (latest local news and trends);

•
Activate global PR strategies at the local level & Monitor regional media coverage & SOV;

•
Manage the digital campaigns planning & execution and performance follow up with the relevant team;

•
Communicate and educate the field team regarding new and planned marketing activities including global and local programs;

•
Ensure marketing programs & tactics delivered on time, within budget, meeting ROI expectations/forecast;

•
Maintain close and regular collaboration with partner marketing, product marketing, and other functional teams, to realize regional marketing objectives;

•
Support global marketing initiatives with valuable regional insights and activation;

•
Work closely with the Marketing leadership on managing marketing budget effectively, allocating resources strategically to maximize impact and return on investment;

•
Provide bi-weekly reports and insights to the field team, showcasing the impact of marketing efforts on business outcomes;

•
Lead and manage field marketing activities ensuring alignment with corporate objectives and brand standards;

•
Develop regional field marketing plans and campaigns in collaboration with the Field Marketing Director and local sales teams;

•
Monitor and evaluate the performance of field marketing programs within the region, adjusting strategies as needed to optimize results;

•
Coordinate with corporate marketing teams to localize marketing materials and assets for regional campaigns;

•
Provide guidance and support to field marketing specialists in executing regional initiatives, including events, promotions, and sponsorships. Fluent in English language, written and spoken.

Qualifications

•
Bachelor's degree in communication/marketing;

•
Related field similar 8 years Marketing experience, ideally with experience of field marketing, demand generation creation, campaign management and/or go-to-market program creation and roll-out or a similar role, preferably within B2B software and/or financial services (banking / fintech);

•
Experience in the A-Z of event management, driving for excellence from planning to execution;

•
Experience in partner marketing management;

•
Proven track record of planning and executing successful digital campaigns;

•
Excellent organizational, project management, and communication skills;

•
Proficiency in CRM and marketing automation software, data analytics, and reporting.