LastPass is looking for a Head of Field Marketing:
In this role, you will lead the Field Marketing teams in developing and executing regional campaigns and programs aimed at driving pipeline and bookings for the business. Reporting directly to the VP of Global Demand Generation, this position will have an immediate and lasting impact on the company’s lead generation and revenue results.
If you are passionate about complex problem solving and motivated by scale, then this is the role for you!
Who will you work with?
Field Marketing is a key component of the revenue engine at LastPass. You will lead a team of remote field marketers located across multiple regions, primarily in the US, UK&I, and Australia. Collaboration will be essential, as you work closely with other functional areas within Demand Generation, including Global Campaigns, Partner Marketing, Corporate Events, and Customer Marketing. Additionally, you will align directly with the sales team and various marketing and sales departments.
What are some of the exciting challenges you will be working on?
- Responsible for generating pipeline and sales opportunities for our B2B field marketing initiatives, targeting key buyers in the SMB, Commercial, and Enterprise market segments. You will also collaborate with partner marketing on joint events in EMEA and APAC.
- Deliver quarterly end-to-end campaign plans for assigned regions that encompass strategy, messaging, segmentation, event plans, content plans, tactics, budget, performance KPIs, sales enablement, and rollout calendars.
- Represent marketing in regional sales meetings, business reviews, and cross-functional planning sessions.
- Plan, build, and execute impactful field marketing campaigns across the sales cycle stages: lead generation, opportunity creation, deal movement, and deal closure. Support the buying journey with compelling storytelling tailored to each stage and region's go-to-market nuances.
- Manage and mentor a team of field marketing managers, fostering a collaborative, high-performance culture.
- Use a data-driven approach to continuously optimize campaigns, leveraging analytics and insights to refine strategies.
- In collaboration with the global campaign marketing team, develop and deliver training, sales enablement tools, and message maps for all campaigns.
- Oversee field marketing KPIs, including leads, MCLs, MQLs, pipeline, bookings, conversion rates, CAC, and LTV.
- Align with Marketing Analytics, Sales Ops, Partner Ops, and Marketing Operations teams to ensure lead scoring, attribution, lead flow, and follow-up SLAs meet desired outcomes.
What does it take to work at LastPass?
- You thrive on analyzing campaign performance data and making insightful decisions based on it.
- You are passionate about people and have a reputation as a people person. You can motivate and inspire others while actively listening to diverse perspectives and are eager to implement great ideas, regardless of their source.
- You possess a deep understanding of our target market, including their needs, preferences, and pain points, and apply this knowledge to field marketing strategies and tactics.
- As a strategic thinker, you excel at translating business goals into effective marketing strategies. You foster a culture of experimentation and are open to exploring new approaches beyond traditional methods.
- You embrace change and actively seek opportunities to build on past initiatives. Having worked in tech, you thrive on adapting to changing market conditions, competitive pressures, and operational shifts. You balance the need for structured plans with the flexibility to pivot as necessary.
- You have a track record of success in a Director-level role in Field Marketing, Demand Generation, Partner Marketing, or Field Sales.
It's great, but not required:
- Experience working in a fast-paced cybersecurity firm.
- Previous roles in product marketing, solution marketing, field marketing, or channel marketing.
- Experience marketing to IT leaders in SMB and mid-market companies.
- Strong writing and content creation skills.
- Proficiency with Marketo, Salesforce, LeanData, 6sense, and ReachDesk.
- Fluency in French, Spanish, or German as a second language.
Our compensation reflects the cost of labor across several US geographic markets. The typical base pay range for this role across the U.S. is USD $163,000 in the lowest geographic market and up to $200,000 per year in our highest geographic market. Pay is based on several factors including market location and may vary depending on job-related knowledge, skills, and experience.
