Responsibilities

• Program Strategy: Develop the overall field marketing strategy and program framework for the client, then execute and manage against the approved plan for 8 priority markets: Chicago, Phoenix, Philadelphia, Boston, Denver, Kansas City, Tallahassee, and Madison.
• Team Leadership: Lead and manage the program's field team, including a dedicated Program Manager and market-level brand ambassadors — setting direction, delegating execution, timeline, training, and holding the team accountable to brand standards, compliance, and performance across all markets.
• Market Model: Recommend the right staffing and coverage model across the eight priority markets — Phoenix, Chicago, Philadelphia, Tallahassee, Kansas City, Boston, Denver and Madison — including ambassador counts, activation cadence, dedicated vs. shared management, and where travel or flexible staffing makes sense. Advise where the program should run heaviest, where coverage can be lighter, and whether additional markets should be considered.
• Stakeholder Collaboration: Partner with client-side and internal stakeholders, attend planning meetings, and keep the program aligned to brand priorities.
• Master Calendar: Build and manage a master event calendar with 90-day, 180-day and annual views, balancing always-on activity with major tentpole and game day moments.
• Local Market Intelligence: Identify and vet priority bars, nightlife districts, local events, festivals, and collegiate-adjacent (LDA-only) opportunities by market — advising where to show up, when, and what kind of activation makes sense.
• Event Mix & Occasion Strategy: Determine the right mix of events and occasions in each market to help elevate the brand and give it a stronger physical presence around key moments. Prioritize which occasions matter most — nightlife, game day, festivals, seasonal moments and adjacent occasions beyond the traditional bar shot — and identify the moments where the brand can create participation, not just presence, so it feels visible, desirable and culturally relevant in market.
• Compliance & Permitting: Secure event permits, licenses, and required compliance documentation, including alcohol/liquor liability, and ensure every activation meets federal, state, local and brand guidelines.
• Budget Ownership: Establish and manage the overall program budget across markets.
• Brand Standards: Define brand standards, messaging, and activation guidelines for the field team.

Requirements

• 10+ years in field marketing, experiential marketing, or brand/event management, including senior-level ownership of multi-market programs.
• Direct experience in the alcohol beverage category or another regulated category, with a strong command of compliance discipline (LDA verification, sampling compliance, staff conduct, incident escalation).
• Proven ability to build and manage ambassador or field teams — onboarding, training, scheduling, supervising and setting performance and conduct standards.
• People-leadership experience managing direct reports, including a program manager and/or market-level managers.
• Experience operating in nightlife, game day and event environments.
• Strong program and project management skills, with the ability to run multiple concurrent activations across markets independently and with minimal direction.
• Budget ownership experience, including planning, tracking and reconciliation.
• Clear, consistent reporting skills and comfort translating field activity into insight and recommendations.
• Must be willing to travel across priority markets as needed, including some evenings and weekends around key occasions (travel frequency will vary by program needs).

Preferred

• Existing relationships with venues, promoters, local creators or partners.
• Experience with content capture, creator/influencer coordination, or social amplification on an ad hoc basis.
• Familiarity with third-party data collection tools or KPI measurement frameworks.
• Background scaling a pilot program into a larger, optimized operation over time.