Field Marketing Manager

Field Marketing Manager

As a Field Marketing Manager you own the end to end development and execution of regional marketing plans and activities for Backbase the CEEMEA region. You are a full-stack marketeer with broad experience in all fields of marketing, ranging from digital demand generation, value proposition creation, market insights, PR & Communications, partner marketing, Account Based Marketing and events. As such you are the Voice of the Customer of your respective region and build plans to land & expand clients. You have a deep understanding of your local market(s) and the enterprise software space in general. You operate at peer level with the country/regional leadership team and act as a strategic advisor when it comes to the regional Go2Market strategy.

What you'll do

Functional/technical skills
GTM & Strategy

● Create the regional Marketing plan in line with the strategy and global marketing, including budget management and an activity calendar. You will drive performance and execution of all activities to established KPI’s and set goals based on market dynamics, competition and tactics per customer segment;
● Deep understanding of development of compelling marketing plans and capacity to lead and drive a plan working with sales teams;
● Able to balance mid-term vision with short-term practical steps, tactics and goals
Proactively bring innovative ideas to achieve goals and challenge our current ways;
● Able to influence the strategic direction of the region GTM;
● Be the regional subject matter expert and build regional market intelligence including target audience segments, competitors and industry trends

Execution, budget Management & reporting

● Own the forecasting, measurement, analysis and execution of on- and offline global Marketing programs according to local market needs;
● Proactively advise on budgetary needs for the region and support with ROI analysis;
● ​​Use business intelligence tools (ie. SalesForce, Google Analytics) to present and review results with senior management, adjust budgets and adapt field marketing tactics to optimize delivery of qualified leads;
● Ability to drive strategy to execution of the regional plan with no or low guidance, collaborating with the sales teams

Marketing tactics

● Demand generation & pipeline acceleration
● Knowledge of the modern marketing stack: SalesForce.com, Marketo, LinkedIn and Google Adwords;
● Generate new leads and advance existing opportunities through the funnel by driving prospect engagement, increasing awareness and supporting conversion rates;
● Build successful local demand generation activities, specifically campaigns and events, working closely with regional sales teams and aligned to business goals;
● Execute customer and partner communications campaigns such as webinars, user conferences (Backbase Connect / Backbase digital summit), round tables and newsletters, in line with up- and cross sell targets;
● Test and deploy new acquisition channels

ABM
● Advanced experience with ABM practices to strategize the ABM approach. Create best practices to drive demand from target accounts and move them through the funnel;
● Create customer journeys across multiple touchpoints to increase account engagement and drive opportunities;
● Report on target account engagement

PR
● Own the local media relationships and be the expert on local and regional market intelligence including target audience segments, competitors and industry trends;
● Develop strong relationships with key influencers within the media landscape within the region;
● Work on daily basis with our Partner Account Managers as well as with our partner ecosystem: Solution; Providers and System integrators for building compelling “for and through” marketing campaigns and activities for developing joint business for Backbase and our Partners in the region

Event

● Experience in the A-Z of event management, driving for excellence from pre to during and post event;
● Drive the event content strategy from the preparation of keynote presentation, training of Backbase’s spokesperson, media strategy and outreach to get interviews and coverage. Leverage external vendor such as PR/Media agency for media relationships at events

Partner Marketing

● Work on daily basis with our Partner Account Managers as well as with our partner ecosystem: Solution;
● Providers and System integrators for building compelling “for and through” marketing campaigns and activities for developing joint business for Backbase and our Partners in the region;
● Establish strong relationships with the local partner ecosystem including analysts, consulting firms, system integrators and cloud vendors

Leadership

● Excellent verbal and written communications, including ability to explain analysis to business audiences and effectively communicate at multiple levels in the organization;
● Ability to manage Senior stakeholders and influence the C-Suite;
● Structure conversations, build and socialize frameworks, and distill debates among peers and executives to align on direction;
● Build trust and credibility in the marketing organization by establishing your marketing expertise and creating visibility on marketing impact at the regional level and during marketing all-hands meetings;
● Mentor other field marketing managers, take an active role in the onboarding of new joiners

Act as a role model for other team members

● Ability to manage up: exceed manager expectations and can support manager with his/her responsibilities;
● Can undertake projects outside the regional scope to support where needed (ie. Other regions, cross regional projects, global projects)

Who you are

● Bachelor's degree in communication/marketing or similar;
● 5+ years of experience in field marketing, demand creation, and/or go-to-market strategy;
● Fluent in English language, written and spoken