Director, Field Marketing - Direct New
iSolved HCM, Charlotte, NC, United States
Summary/objective
The Director, Field Marketing – Direct New is a strategic, operational, and execution-focused leader who owns field marketing strategy and programs that drive net-new direct bookings and pipeline. This role translates bookings and pipeline targets for the Direct New motion into repeatable regional field plays, event strategies, multi-channel digital campaigns, and seller enablement that measurably accelerate new-account acquisition. The Director partners closely with Sales (regional/territory leaders and SDR/BDR), Growth marketing, Corporate Events, Product Marketing, Revenue Ops and Finance to ensure field investments are optimized for pipeline velocity, conversion and bookings.
Core Job Duties
Field Strategy & Planning: Develop and own the field marketing strategy and roadmap for the Direct New motion aligned to bookings targets, territory coverage and GTM priorities. Translate annual and quarterly bookings goals into regional field plans and capacity models.
Program Design & Execution: Plan, launch and optimize multi-channel field programs focused on acquiring net-new accounts - regional events, roadshows, executive roundtables, channel/partner co-ops (as relevant for Direct New), in-market demand activations, and virtual/hybrid field experiences.
Revenue Accountability: Be accountable for pipeline influenced and bookings attributed to field activities for Direct New. Define target KPIs (pipeline influenced, SQLs from field, conversion rates, new-account ARR, cost-per-acquisition, event ROI) and deliver regular reporting to the VP, Demand.
Territory & Seller Alignment: Partner with Sales leadership to align territory coverage, account prioritization, lead routing, SLAs and seller enablement for field plays. Build programs that integrate seller participation and handoffs to accelerate close.
Cross-functional Collaboration: Work closely with Digital Acquisition, Content, Events and Product Marketing to ensure timing, messaging and measurement are integrated and that field programs complement broader demand efforts.
Budget & Vendor Management: Own the field marketing budget for Direct New; prioritize spend against bookings ROI. Manage event producers, local partners, and agencies; negotiate contracts and ensure delivery quality and cost efficiency.
Measurement & Ops: Define measurement frameworks, attribution rules and reporting processes. Coordinate with Marketing Ops and Revenue Ops to ensure lead-to-revenue tracking, bookings reconciliation and closed-loop feedback.
Playbooks & Scale: Create repeatable event and field playbooks, runbooks, and templates that enable rapid scaling across regions and consistent measurement.
Team Leadership: Hire, coach and develop digital marketing managers/senior managers focused on business unit and regional execution. Provide clear goals, performance feedback and career development; partner with the VP on resourcing and org structure.
Stakeholder Communication: Present strategy, program performance and optimization recommendations to the VP, Demand and other senior stakeholders. Surface insights that inform broader demand investments.
Job Complexity
Works on complex issues where analysis of situations or data requires an in-depth knowledge of the company. Participates in corporate development of methods, techniques, and evaluation criteria for projects, programs, and people. Ensures budgets and schedules meet corporate requirements.
Interaction
Regularly interacts with executives and/or major customers. Interactions frequently involve special skills, such as negotiating with customers or management or attempting to influence senior level leaders regarding matters of significance to the organization.
Supervision
Directs and controls the activities of a broad functional area, typically through several department managers within the company. Strong understanding of people management strategies and how to develop leaders in their function to be successful. Builds and supports high functioning, motivated teams. Has overall control of planning, staffing, budgeting, managing expense priorities, and recommending and implementing changes to methods.
Experience
Typically requires a Bachelor's degree and 12+ years of direct experience, with 8+ years of leadership experience. May require advanced degree.
Scope
Participates with other senior managers to establish strategic plans and objectives. Makes final decisions on administrative or operational matters and ensures operations effective achievement of objectives. Able to lead and support their function while continually achieving impact and improvements across all areas.
Discretion
Erroneous decisions will have a serious impact on the overall success of functional, division, or company operations.
Minimum Qualifications
8+ years B2B marketing experience with significant time in field marketing, demand generation or account-based field programs.
3–5+ years people management experience (managing managers or individual contributors and leading cross-functional programs).
Demonstrated success designing and scaling field programs and events that drive net-new pipeline and bookings.
Strong cross-functional experience partnering with sales, SDR/BDR, events, and campaign teams.
Experience working against a bookings/ revenue model, including translating targets into program-level plans and SLAs.
Proven ability to own budgets, vendor relationships and program ROI optimization.
Hands‑on familiarity with marketing automation, CRM (HubSpot), digital marketing channels and attribution/reporting frameworks.
Excellent strategic thinking, operational discipline, verbal and written communication, and stakeholder management.
Bachelor's degree
Additional Preferred Qualifications
Experience in high‑growth SaaS or technology companies.
Track record with hybrid/virtual event models and partner/co‑marketing activations.
Strong data‑driven mindset with experience building measurement frameworks and dashboards tied to bookings.
Physical Demands
Prolonged periods of sitting at a desk and working on a computer. Must be able to lift up to 15 pounds.
Travel Required
Yes, up to 15% domestic travel may be required.
Work Authorization
Employee must be legally authorized to work in the United States.
FLSA Classification
Exempt
Location
Hybrid – In office
EEO Statement
isolved is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.
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The Director, Field Marketing – Direct New is a strategic, operational, and execution-focused leader who owns field marketing strategy and programs that drive net-new direct bookings and pipeline. This role translates bookings and pipeline targets for the Direct New motion into repeatable regional field plays, event strategies, multi-channel digital campaigns, and seller enablement that measurably accelerate new-account acquisition. The Director partners closely with Sales (regional/territory leaders and SDR/BDR), Growth marketing, Corporate Events, Product Marketing, Revenue Ops and Finance to ensure field investments are optimized for pipeline velocity, conversion and bookings.
Core Job Duties
Field Strategy & Planning: Develop and own the field marketing strategy and roadmap for the Direct New motion aligned to bookings targets, territory coverage and GTM priorities. Translate annual and quarterly bookings goals into regional field plans and capacity models.
Program Design & Execution: Plan, launch and optimize multi-channel field programs focused on acquiring net-new accounts - regional events, roadshows, executive roundtables, channel/partner co-ops (as relevant for Direct New), in-market demand activations, and virtual/hybrid field experiences.
Revenue Accountability: Be accountable for pipeline influenced and bookings attributed to field activities for Direct New. Define target KPIs (pipeline influenced, SQLs from field, conversion rates, new-account ARR, cost-per-acquisition, event ROI) and deliver regular reporting to the VP, Demand.
Territory & Seller Alignment: Partner with Sales leadership to align territory coverage, account prioritization, lead routing, SLAs and seller enablement for field plays. Build programs that integrate seller participation and handoffs to accelerate close.
Cross-functional Collaboration: Work closely with Digital Acquisition, Content, Events and Product Marketing to ensure timing, messaging and measurement are integrated and that field programs complement broader demand efforts.
Budget & Vendor Management: Own the field marketing budget for Direct New; prioritize spend against bookings ROI. Manage event producers, local partners, and agencies; negotiate contracts and ensure delivery quality and cost efficiency.
Measurement & Ops: Define measurement frameworks, attribution rules and reporting processes. Coordinate with Marketing Ops and Revenue Ops to ensure lead-to-revenue tracking, bookings reconciliation and closed-loop feedback.
Playbooks & Scale: Create repeatable event and field playbooks, runbooks, and templates that enable rapid scaling across regions and consistent measurement.
Team Leadership: Hire, coach and develop digital marketing managers/senior managers focused on business unit and regional execution. Provide clear goals, performance feedback and career development; partner with the VP on resourcing and org structure.
Stakeholder Communication: Present strategy, program performance and optimization recommendations to the VP, Demand and other senior stakeholders. Surface insights that inform broader demand investments.
Job Complexity
Works on complex issues where analysis of situations or data requires an in-depth knowledge of the company. Participates in corporate development of methods, techniques, and evaluation criteria for projects, programs, and people. Ensures budgets and schedules meet corporate requirements.
Interaction
Regularly interacts with executives and/or major customers. Interactions frequently involve special skills, such as negotiating with customers or management or attempting to influence senior level leaders regarding matters of significance to the organization.
Supervision
Directs and controls the activities of a broad functional area, typically through several department managers within the company. Strong understanding of people management strategies and how to develop leaders in their function to be successful. Builds and supports high functioning, motivated teams. Has overall control of planning, staffing, budgeting, managing expense priorities, and recommending and implementing changes to methods.
Experience
Typically requires a Bachelor's degree and 12+ years of direct experience, with 8+ years of leadership experience. May require advanced degree.
Scope
Participates with other senior managers to establish strategic plans and objectives. Makes final decisions on administrative or operational matters and ensures operations effective achievement of objectives. Able to lead and support their function while continually achieving impact and improvements across all areas.
Discretion
Erroneous decisions will have a serious impact on the overall success of functional, division, or company operations.
Minimum Qualifications
8+ years B2B marketing experience with significant time in field marketing, demand generation or account-based field programs.
3–5+ years people management experience (managing managers or individual contributors and leading cross-functional programs).
Demonstrated success designing and scaling field programs and events that drive net-new pipeline and bookings.
Strong cross-functional experience partnering with sales, SDR/BDR, events, and campaign teams.
Experience working against a bookings/ revenue model, including translating targets into program-level plans and SLAs.
Proven ability to own budgets, vendor relationships and program ROI optimization.
Hands‑on familiarity with marketing automation, CRM (HubSpot), digital marketing channels and attribution/reporting frameworks.
Excellent strategic thinking, operational discipline, verbal and written communication, and stakeholder management.
Bachelor's degree
Additional Preferred Qualifications
Experience in high‑growth SaaS or technology companies.
Track record with hybrid/virtual event models and partner/co‑marketing activations.
Strong data‑driven mindset with experience building measurement frameworks and dashboards tied to bookings.
Physical Demands
Prolonged periods of sitting at a desk and working on a computer. Must be able to lift up to 15 pounds.
Travel Required
Yes, up to 15% domestic travel may be required.
Work Authorization
Employee must be legally authorized to work in the United States.
FLSA Classification
Exempt
Location
Hybrid – In office
EEO Statement
isolved is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.
#J-18808-Ljbffr