Scope: 

As the Senior Director, Field Marketing, you will lead the strategy and execution of field marketing initiatives, aligning Backbase’s brand and demand generation objectives with regional activities across the Americas. 

Reporting directly to the CMO, this high-profile role focuses on driving field marketing efforts for Enterprise, Community Financial Institutions, and existing customer segments, shaping demand generation strategies and strengthening Backbase’s position as an industry leader in engagement banking. 

You will bring significant experience in ABM tactics, proven leadership in managing dynamic teams, and the ability to thrive in a multi-stakeholder environment. As a key contributor to evolving and influencing Backbase’s go-to-market strategy, you will play an instrumental role in driving the successful marketing  performance of the region.

Leading and mentoring a team of field marketers, you will collaborate closely with global marketing teams, sales leadership, and other stakeholders to deliver on ambitious goals and ensure seamless execution of strategies.

Key responsibilities:

Strategy & Leadership

• Be the marketing leader for the region, responsible and accountable for driving business results by developing and executing an annual marketing strategy and quarterly plans. These plans should focus on actionable and measurable initiatives and ABM programs that align with pipeline growth, customer expansion, quarterly budgets, and overarching regional goals
• Be the marketing business partner to the regional sales team and their leadership team aligning the marketing plan and ABM programs to support the regional strategy and target market initiatives

Collaboration & Stakeholder Engagement

• Interlock with field sales leaders to ensure ongoing alignment of priorities, adapt to changing market conditions, and seize emerging opportunities
• Attend regular sales deal reviews, pipeline reviews and regional quarterly business reviews
• Be the advocate of the region to the wider marketing organization and be the accountable representative of the marketing organization to the region
• Work closely with strategic partners to leverage marketing development funds and execute Joint marketing  initiatives
• Work cross-functionally with Sales Enablement, Product Marketing, Content Marketing, Brand & Creative , Customer Success, and Marketing Ops teams to ensure optimal orchestration and effectiveness of marketing programs

Program Execution

• Oversee the implementation of the marketing strategy, creating and executing tailored programs including Backbase’s annual event Engage , CxO bespoke round tables, industry events, regional thought leadership, customers testimonials, highly personalized digital campaigns, Media & influencer programs

• Use data-driven insights to optimize ABM marketing programs, from offline and online events that resonate with customers and drive pipeline growth

• Equip sales & BDM teams with the content and tools needed for effective customer centric engagement aligned with the running ABM campaigns.

• Evaluate, select, and manage vendors contributing to regional field marketing programs to ensure quality and budget compliance

Performance & Optimization

• Deliver on marketing KPIs, demonstrating the impact of marketing efforts on business goals, including ABM impact on sales Pipeline- Penetrating new accounts, Accelerating Deals, and upselling existing customers

• Regularly analyze ABM campaigns data to identify opportunities for optimization and provide actionable insights to improve outcomes
• Manage the regional field marketing budget, ensuring cost efficiency and strategic resource allocation to maximize impact

      Team Leadership

• Lead and inspire a team of regional field marketing managers to deliver pipeline growth through high-impact regional programs
• Mentor and develop the regional field marketers, providing opportunities for growth and skill development
• Serve as the primary marketing liaison to the CMO, providing regular updates, performance insights, and strategic recommendations through standardized reporting

Knowledge, Skills & Qualifications

• 12+ years of B2B marketing experience, including a minimum of 4 years in senior marketing, strategy, or business leadership roles, with a USA scope
• Extensive experience in the fintech or financial services industry, with a proven track record of engaging executive-level buyer personas through personalized, targeted marketing strategies
• Visionary thinking combined with a strong execution mindset—capable of turning ideas into measurable success
• Demonstrated ability to drive revenue through innovative and data-driven marketing strategies
• Exceptional leadership skills, with the ability to attract, nurture, and develop top talent
• Strong communication skills to inspire and foster collaboration across functions and teams
• A roll-up-your-sleeves attitude, ready to lead by example and actively contribute in the field