Responsibilities

• Own field marketing strategy across four must-win markets: New York, Los Angeles, Dallas-Fort Worth, and Chicago
• Build and maintain the always-on field marketing calendar — market-level event scheduling with full cross-functional visibility
• Develop and execute the go-to-market strategy for field activations including grand openings, community events, brand partnership activations, and expert-led programming support
• Lead market-level performance analysis and translate findings into ongoing strategy refinements
• Own the All Terrain Collective relationship — SOW management, briefing, performance accountability, and day-to-day partnership
• Manage budget allocation across primary DMAs; own the 85% concentrated investment model and 15% strategic reserve
• Cultivate and manage relationships with local production partners, vendors, and community organizations
• Lead grand opening field marketing execution across all store openings — full productions at flagship locations, lighter activations at retail stores — co-produced with ATC and the Spring team
• Coordinate cross-functionally with Stores Experience, Retail Marketing, and Programming to ensure GO execution is integrated and on-brand
• Own the attribution and measurement infrastructure for field marketing — localized CLPs, DMA-level CID tracking, Field source flag, and unified QR

Requirements

• 10+ years of field marketing, local marketing, or experiential marketing experience
• Demonstrated experience managing field marketing agency partners and multi-million-dollar budgets
• Proven track record launching physical retail locations or stores at scale — ideally in a multi-market context
• Experience managing and developing direct reports, including remote team members
• Strong cross-functional collaborator — comfortable working with creative, media, ops, legal, and executive stakeholders
• Data-fluent: able to build measurement frameworks, read performance dashboards, and translate data into strategic decisions
• Excellent project management skills; able to run multiple workstreams simultaneously in a fast-moving environment

Preferred

• Experience in financial services, tax, or a highly regulated consumer category
• Background working alongside an internal creative team or in-house agency
• Familiarity with CRM-integrated field attribution and DMA-level performance modeling
• Experience with Monday.com, Asana, or similar project management tools