Manager, Field Marketing

POSITION TITLE: Field Marketing Manager

REPORTS TO: VP Marketing, Salomon NAM

BUSINESS AREA: Marketing

LOCATION: Ogden, USA

TRAVEL: 50%             

OVERVIEW

The Field Marketing Manager is responsible for delivering a consistent, and elevated consumer experience in epicenters. They are directly responsible for managing and developing the Field Marketing program and ensuring omnichannel execution across all categories in scope. This role works directly with sales directors, agencies, Salomon retail teams, trade teams and other partners to drive demand, aligned with campaigns, in epicenters. The Field Marketing Manager is responsible for the return on investment of our field marketing program. To do this successfully, this role will be constantly auditing, evolving and instilling best practices in the field. Going hand in hand, this position is responsible for gathering consumer insights, industry trends, competitor benchmarking and product feedback through their team.

This role is responsible for supporting sell-through and driving consumer demand across the US, with a focus on epicenters. This position will own the overall playbook and toolkit for field marketing and ensure masterplan and calendar coordination with all activity.

SCOPE OF WORK: Salomon categories: Running, Outdoor, Sportstyle

ESSENTIAL DUTIES & RESPONSIBILITIES

To perform this job successfully, an individual must be able to perform each essential duty and responsibility satisfactorily:

Team Leadership and People Management

•   Manage the US field marketing team

•   Create the field marketing program scorecard by implementing KPIs directly related to the Salomon strategy

•   Responsible for the field marketing team’s calendar and schedule

•   Provide guidelines and tracking tools for budget management

•   Directly responsible for coaching, feedback, reviews and career planning support

•   Ensure excellent collaboration and communication with sales and retail teams

•   Recommend and implement tools and platforms to track KPIs and relevant activity

•   Vehicle management

In-Store Experience/ Trade Marketing

•   This role manages the Associate Marketing Manager who is responsible for training. The Field Marketing Manager will ensure the handoff to the trade marketing team, retail and sales teams and consistently assess the effectiveness of the training. While the Associate Marketing Manager is responsible for training, this role has direct accountability for this function.

•   Work closely with the trade marketing team. This includes the hand over of the seasonal in-store marketing playbook. The Field Marketing Manager is responsible for working with the trade team to ensure training, demos, seeding and VM needs align with our masterplan calendar.

•   Work with the trade team to make sure we are defining and supporting the right accounts and doors aligned with our wholesale strategy.

•   Co-Create sell-through contests

•   Ensure point-of-purchase displays and merchandising guidelines reflect our “shopper experience framework” and work to equipe teams with relevant POP materials

•   Recommend swag and other giveaways that would add value to the field marketing team

Community Marketing

•   Work closely with the Sport and Community Managers to design the community playbook for the field marketing team

•   Recommend new partnerships with clubs and other groups that align with the strategy and the brand to build the core

•   Manage the epicenter ambassador and product seeding program. This includes working with the merchandising team to make sure key products are seasonally aligned on. This role with recommend the seeding product assortment

•   Manage and budget for demo fleets, event materials and any other tool kit materials for field activation

•   Collaborate on event design, organization and execution including sponsored and owned event activation

•   Support focus groups needed

 Tracking and Reporting

•   Manage and ensure adherence to KPI scorecard. Put platforms and tools in place that support clear reporting on field marketing activity

•   Responsible for field marketing input on quarterly business review presentations and other deliverables as requested

•   Actively assess and pull reporting from our epicenter dashboard. Share information across channels in a monthly format

•   Work with sales and category to understand seasonal business plans by epicenter and be up to date on channel reporting and new distribution points as applicable

•   Manage travel expenses and local marketing budget as assigned

Additional Collaboration and Support

•   Deliver epicenter lead season playbooks and toolkits for the US and Canada aligned with brand marketing seasonal objectives

•   Collaborative event planning required. This includes field marketing training events, sales meetings, summits and other regaion camps

•   This role is responsible for creating clarity on roles and responsibilities as teams come together

•   Ensure that the Associate Marketing Manager has what they need to deliver the training tool kits on time and in full

•   Connect on a biweekly cadence with retail marketing team to ensure field marketing support at Salomon retail. This includes event support, loyalty program activations and the coordination (through Associate Marketing Manager) of training.