Basware
We are looking for a seasoned and strategic Senior Manager, Field Marketing to lead and scale our field and account‑based programs across North America. This role is pivotal in driving pipeline generation, accelerating sales cycles, and elevating brand presence in key markets for a hyper‑growth company focused on industry transformation.
Reporting to the Director, North America Marketing and a member of the broader global Demand Generation team, this individual will evolve the strategy, planning, and execution of high‑impact field marketing initiatives, with an emphasis on account‑based campaigns, virtual and in‑person field events, and regional activations. The ideal candidate brings deep experience in field marketing, cross‑functional collaboration, and data‑driven decision‑making.
You’ll work closely with high‑performing colleagues and programs that treat every dollar spent as an investment in measurable outcomes, moving beyond traditional event and campaign metrics to focus on conversion rates, deal velocity, and revenue attribution from an integrated marketing channel mix.
What You’ll Do
Strategic Ownership: Help define and execute the North America field marketing strategy aligned with regional sales goals and corporate objectives. Program Ownership: Own end‑to‑end planning and execution of ABX programs and key field marketing initiatives. Pipeline Ownership: Deliver measurable pipeline targets with full accountability for buying group‑to‑revenue conversion across target accounts and vertical segments. Stakeholder Engagement: Build strong relationships with Sales, SDR, and Customer Success teams to ensure field programs are aligned with business priorities. Partner Management: Support relationships with key partners, specifically global systems integrators and resellers, to jointly go‑to‑market and support pipeline generation goals. Global Calendar Management: Maintain and optimize the global event calendar, including evaluation of new opportunities and ROI analysis. Playbook Development: Enhance and scale the global field marketing playbook with best practices, templates, and process improvements. Data‑Driven Strategy: Build North America field marketing strategy based on rigorous ROI analysis, pipeline attribution, and predictive analytics. Conversion Optimization: Implement testing frameworks and optimization processes that continuously improve conversion rates from awareness to closed‑won. Scalable Systems: Design repeatable, scalable programs and processes that generate predictable pipeline growth in a hyper‑growth environment. What We Look For
Pipeline Expertise: 10+ years scaling field marketing programs in fast‑growing tech companies, with direct pipeline accountability and proven track record of exceeding revenue targets. Revenue Operator: Deep understanding of demand generation funnels, lead scoring, sales processes, and revenue operations in B2B environments. Innovation Mindset: Proven ability to create breakthrough programs beyond traditional events—digital experiences, account‑based campaigns, and omnichannel strategies. Systems & Process: Experience implementing scalable marketing operations, lead management systems, and cross‑functional workflows. Stakeholder Management: Strong partnership skills with sales leaders, with the ability to speak their language around pipeline, conversion, and revenue impact. Data & Analytics: Advanced proficiency in pipeline attribution, conversion analysis, and ROI optimization using Salesforce, HubSpot and other data analysis platforms. Program Management & Operational Rigor: Highly organized with a knack for building and scaling structured, repeatable programs that improve efficiency and brand impact across demand generation initiatives.
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Strategic Ownership: Help define and execute the North America field marketing strategy aligned with regional sales goals and corporate objectives. Program Ownership: Own end‑to‑end planning and execution of ABX programs and key field marketing initiatives. Pipeline Ownership: Deliver measurable pipeline targets with full accountability for buying group‑to‑revenue conversion across target accounts and vertical segments. Stakeholder Engagement: Build strong relationships with Sales, SDR, and Customer Success teams to ensure field programs are aligned with business priorities. Partner Management: Support relationships with key partners, specifically global systems integrators and resellers, to jointly go‑to‑market and support pipeline generation goals. Global Calendar Management: Maintain and optimize the global event calendar, including evaluation of new opportunities and ROI analysis. Playbook Development: Enhance and scale the global field marketing playbook with best practices, templates, and process improvements. Data‑Driven Strategy: Build North America field marketing strategy based on rigorous ROI analysis, pipeline attribution, and predictive analytics. Conversion Optimization: Implement testing frameworks and optimization processes that continuously improve conversion rates from awareness to closed‑won. Scalable Systems: Design repeatable, scalable programs and processes that generate predictable pipeline growth in a hyper‑growth environment. What We Look For
Pipeline Expertise: 10+ years scaling field marketing programs in fast‑growing tech companies, with direct pipeline accountability and proven track record of exceeding revenue targets. Revenue Operator: Deep understanding of demand generation funnels, lead scoring, sales processes, and revenue operations in B2B environments. Innovation Mindset: Proven ability to create breakthrough programs beyond traditional events—digital experiences, account‑based campaigns, and omnichannel strategies. Systems & Process: Experience implementing scalable marketing operations, lead management systems, and cross‑functional workflows. Stakeholder Management: Strong partnership skills with sales leaders, with the ability to speak their language around pipeline, conversion, and revenue impact. Data & Analytics: Advanced proficiency in pipeline attribution, conversion analysis, and ROI optimization using Salesforce, HubSpot and other data analysis platforms. Program Management & Operational Rigor: Highly organized with a knack for building and scaling structured, repeatable programs that improve efficiency and brand impact across demand generation initiatives.
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