Head of Field & Event Marketing (Global)

TOPdesk is an international B2B SaaS company helping organizations deliver better services through powerful service management software and deep expertise.

With 800+ employees across 8 countries, we’re focused on scaling our go-to-market execution and investing in senior leadership that can drive impact across regions.

We offer experienced leaders the chance to work closely with the executive team, shape strategy into execution, and build high-performing teams in a culture that values autonomy, trust, and sustainable growth.

About the role

As Head of Field & Event Marketing, you’ll turn TOPdesk’s global marketing strategy into high-performing regional go-to-market (GTM) plans and a world-class events portfolio (in-person and digital). Your mission is to build predictable demand, accelerate pipeline, and strengthen our brand—while leading and developing our Field Marketing and Events teams.

You’ll work closely with Sales leadership and cross-functional marketing partners to align priorities, create clarity on what “good” looks like, and build the operating rhythm (planning, processes, measurement, and culture) that helps the team deliver consistently.

 

What you’ll own

You are accountable for delivering measurable commercial impact through field and event marketing. This role owns both strategy and execution, with clear outcomes across the following areas:

Pipeline and revenue contribution

• Direct ownership of pipeline creation and influence for your assigned countries/regions
• Consistent delivery of high-quality MQLs and SQLs aligned to agreed targets
• New-logo pipeline generation, plus pipeline acceleration, conversion, and win-rate improvement in partnership with Sales

Event and program performance

• End-to-end performance of field events and programs, from demand creation to follow-up, including event-sourced leads and MQLs with clear attribution and reporting
• Strong registration-to-attendance conversion and measurable post-event engagement
• Disciplined management of cost per lead and demonstrable event ROI
• High lead quality with clear ICP alignment
• Strong attendee satisfaction and NPS, particularly for owned and flagship events

Regional alignment and execution

• Co-creation and ownership of clear, executable GTM plans with regional and country Sales leadership
• Tight Sales and Marketing collaboration, with dependable follow-up and handover motions
• Effective localization that reflects local market dynamics while maintaining global brand consistency

Management: Team health and effectiveness

• Clear priorities, ownership, and ways of working that enable focus and sustainable delivery
• A healthy, engaged team with strong development, accountability, and  continuous improvement as the norm

 

What you’ll do

1) Lead regional GTM planning (Field Marketing)

• Co-own country/region GTM planning with Sales leadership: target segments and campaigns focus, tailored to motions and channels
• Translate global strategy into regional marketing plans that account for:• Local market dynamics and competitive context
• Cultural nuance, language, and customer maturity

• Facilitate clear trade-offs when capacity or budget constraints arise

2) Build strong Sales & Marketing alignment

• Establish a consistent operating cadence for lead to opportunity: joint planning, pipeline reviews, retrospectives
• Align on lead definitions and follow-up expectations (SLAs and accountability)
• Ensure Sales has what they need to execute effectively:• Campaign briefs, messaging, talk tracks, timelines, and visibility into follow-up plans

3) Drive localized campaigns and in-market execution

• Oversee regional campaign calendars and event timelines (avoiding overlap and maximizing impact)
• Ensure high-quality localized messaging, offers, and tactical execution (without diluting the global narrative)
• Partner with teams to deliver post-event and post-campaign follow-up content:• Email templates, nurture flows, and sales plays with clear owners and timelines

• Maintain standards for consistency, relevance, and brand alignment

4) Own TOPdesk’s end-to-end events strategy and portfolio

• Define the global event portfolio across formats such as:• Trade shows/fairs, webinars, customer events, flagship/owned events, and community moments

• Clarify the role of each event type (brand, acquisition, expansion, education, community)
• Make data-informed decisions on which events to invest in (or stop) based on strategic fit, impact, capacity, and budget

5) Ensure excellent event design and execution

• Set clear objectives, audiences, and success metrics per event
• Ensure compelling experiences through messaging, content, and customer journey design
• Oversee operational excellence: project plans, timelines, logistics, vendor management, and quality control (on-site or online)

6) Build measurement, insights, and iteration into everything

• Define KPI frameworks and benchmarks by region, event type, and campaign
• Partner with RevOps/Analytics to ensure reliable tracking and reporting
• Run recurring performance reviews and turn insights into concrete improvements:• What to scale, stop, adjust, or rebuild

7) Lead people through change with clarity and care

• Translate strategy into priorities, guardrails, and clear definitions of success
• Communicate the “why” behind changes in process, tooling, structure, and KPIs
• Encourage honest reflection, experimentation, and learning
• Develop talent and capabilities (e.g., data literacy, virtual event design, ABM thinking)
• Protect sustainability during peak event cycles and reset expectations when needed

Required experience & strengths:

• Proven leadership experience in field marketing, events marketing, or integrated demand generation, ideally across multiple regions or countries
• Experience in B2B SaaS
• Strong track record driving pipeline creation and influence through field and event programs
• Experience building and managing an event portfolio, including strategy, budgeting, and execution quality
• Strong commercial mindset and ability to partner deeply with Sales leadership
• Skilled in operating rhythms: planning, prioritization, stakeholder management, and cross-functional execution
• Data-driven decision maker with experience defining KPIs, improving tracking, and optimizing performance
• People leader who can build clarity, develop talent, and create a resilient, high-ownership culture

Nice to have

• Familiarity with account-based marketing approaches and sales motions
• Experience improving lifecycle follow-up and post-event conversion paths

What success looks like (in the first 6–12 months)

• Regional GTM plans are aligned with Sales, grounded in global strategy, and executing consistently
• Field and event programs reliably generate MQLs/SQLs and new-logo pipeline, with clear measurement of influence
• Events are well-attended, well-rated, and integrated into strong follow-up motions
• The team is focused, supported, and operating with clear ownership and sustainable workloads
• Decisions are increasingly driven by data and feedback—not legacy or habit