Director of Field Marketing

Responsibilities

• Develop and implement field marketing and brand activation strategies with full ownership of regional performance outcomes, including volume, market share, retail execution, and profitability.
• Establish strategic goals and targets for the Field Marketing team, leveraging market trends, customer insights, and organizational priorities.
• Own measurable outcomes for each region by defining success metrics (including volume, distribution, execution standards, and ROI), tracking performance, and proactively adjusting plans to close gaps.
• Lead field-level activation strategy and make final recommendations on prioritization, scale, and execution, incorporating input from Brand and Retail Marketing teams to ensure comprehensive, 360-degree activation.
• Drive rapid development and deployment of market plans, balancing speed and rigor, with continuous in-market iteration.
• Translate national brand and innovation priorities into locally relevant, distributor-ready market plans independently and on a consistent cadence.
• Review and assess all team plans in partnership with Sales and Marketing leadership, holding accountability for quality, clarity, and alignment to business objectives.
• Define and prioritize field marketing initiatives by region, making clear trade-offs based on expected business impact.
• Build and execute regional marketing plans across programming, POS, sponsorships, trade shows, and sampling, while maintaining strong in-market presence to validate execution quality and capture insights.
• Lead joint commercial planning with regional sales leadership, ensuring alignment on priorities, execution standards, and success metrics, and translating strategy into volume-driving programs.
• Build and lead a high-performing field marketing team by setting clear expectations, actively managing performance, coaching for impact, and addressing performance gaps with urgency.
• Act as a proactive strategic advisor, bringing a clear, data-informed point of view on market opportunities, risks, and required actions.
• Ensure compliance with all legal and regulatory requirements in marketing materials and activities.
• Manage the field marketing budget and allocate resources to the highest-impact opportunities, with clear ROI tracking and ongoing optimization based on performance.

Qualifications

• 8+ years of experience in field marketing, retail/channel marketing, or related field, ideally in beverage alcohol or three-tier distribution environment.
• 4+ years of experience in direct people management.
• Demonstrated ability to localize national programs into market-specific plans quickly and independently, with examples of distributor-facing work product.
• Proven ability to operate with high autonomy in ambiguous, fast-paced environments, delivering high-quality outputs with urgency.
• Demonstrated ability to proactively identify opportunities, solve problems, and bring a clear point of view to cross-functional decisions without prompting.
• Experience leading joint commercial or business planning with a sales organization.
• Strong organizational skills with the ability to manage multiple priorities across regions and markets.
• Proven ability to build trust and credibility with internal and external stakeholders.
• Strong analytical and problem-solving capabilities.
• Demonstrated experience managing budgets and driving financial accountability tied to ROI.
• Excellent communication, presentation, collaboration, and interpersonal skills.
• Proficiency in Microsoft Office (Word, Excel, PowerPoint, Outlook).
• Valid driver’s license with a clean Motor Vehicle Record (MVR).