Description
Sygnia is looking for a Global Director of Field Marketing to lead our field marketing strategy and execution across key regions.
This role is responsible for translating Sygnia’s global marketing and business priorities into regional programs that build brand awareness, strengthen client and partner relationships, and generate measurable pipeline. You will own Sygnia’s global portfolio of industry conferences, executive events, regional campaigns, and field programs—from strategy and budget allocation through execution, lead management, reporting, and optimization.
This is a hands-on leadership role for someone who can operate strategically while remaining close to execution.
Main Responsibilities
Global and Regional Strategy
- Develop and own the global field marketing strategy, aligned with Sygnia’s corporate priorities, target markets, ideal client profile, and revenue goals.
- Build regional marketing plans in close partnership with sales leadership, reflecting market maturity, competitive dynamics, pipeline needs, and local opportunities.
- Translate global messaging and campaigns into relevant regional programs without losing brand consistency.
- Identify opportunities to strengthen Sygnia’s presence within priority industries, communities, and geographic markets.
Events and Field Programs
- Own Sygnia’s global industry event strategy, including event selection, sponsorship evaluation, participation level, objectives, and expected return.
- Lead the planning and execution of conferences, executive roundtables, client events, partner programs, webinars, and regional activations.
- Define clear objectives, target audiences, engagement plans, and success criteria for every program.
- Partner with sales to build pre-event account plans, meeting strategies, executive engagement, and post-event follow-up.
- Negotiate with event organizers and manage agencies, venues, production partners, and other external vendors.
- Ensure programs deliver a high-quality experience that reflects Sygnia’s brand and positioning.
Pipeline and Lead Management
- Establish clear processes with sales and business development teams for lead capture, qualification, routing, handoff, and follow-up.
- Ensure every field activity has an agreed target audience, lead-management plan, ownership model, and follow-up timeline.
- Monitor lead progression from initial engagement through opportunity creation and pipeline impact.
- Identify and resolve gaps in lead follow-up, conversion, and marketing-to-sales alignment.
- Use account and pipeline insights to shape future regional investments and programs.
Budget Ownership
- Own the global field marketing budget, including regional allocation, forecasting, tracking, and reconciliation.
- Prioritize investments based on business objectives, regional opportunity, expected impact, and historical performance.
- Monitor spending throughout the year and proactively reallocate budget when priorities or market conditions change.
- Maintain strong vendor governance and ensure programs are delivered on time and within budget.
Measurement and Reporting
- Define and track performance metrics across events and regional programs, including engagement, target-account participation, leads, meetings, opportunities, pipeline sourced and influenced, conversion, and ROI.
- Build regular reporting for marketing, sales, and executive leadership using HubSpot and related reporting tools.
- Provide clear insights and recommendations - not only activity reporting.
- Conduct post-program reviews and use the findings to improve future planning, investment decisions, and execution.
- Maintain visibility into the global field marketing calendar, budget, program status, and business impact.
Leadership and Collaboration
- Manage, coach, and develop one field marketing team member, providing clear priorities, ownership, and performance expectations.
- Work closely with sales, business development, digital, communications, solutions marketing, client teams, and company leadership.
- Serve as the primary marketing partner to regional sales leaders, balancing regional needs with global priorities.
- Create scalable planning processes, playbooks, templates, and operating rhythms for field marketing.
- Bring strong judgment, focus, and accountability to a fast-moving global organization.
Requirements
Main Requirements:
- 8+ years of B2B field marketing, regional marketing, demand generation, or integrated marketing experience, preferably in cybersecurity, enterprise technology, or professional services.
- Experience leading global or multi-region field marketing programs.
- Demonstrated ownership of industry conferences, executive events, regional campaigns, and partner programs.
- Strong understanding of enterprise sales cycles, account-based marketing, lead management, pipeline creation, and marketing attribution.
- Hands-on experience with HubSpot and Salesforce, including campaigns, lead lifecycle management, reporting, dashboards, and data quality.
- Proven experience managing regional or global budgets and evaluating program ROI.
- Experience managing and developing team members.
- Strong analytical skills and the ability to translate data into decisions and recommendations.
- Excellent project management, communication, and stakeholder-management skills.
- Ability to work effectively across regions, cultures, time zones, and seniority levels.
- Comfortable balancing strategic planning with hands-on execution.
- Willingness to travel internationally as required.
What Success Looks Like
- A clear, prioritized global field marketing strategy aligned with regional sales goals.
- Stronger integration between marketing programs and target-account plans.
- Consistent and timely lead capture, routing, follow-up, and reporting.
- Improved visibility into program performance, pipeline contribution, and ROI.
- More disciplined allocation of event and regional marketing budgets.
- High-quality field experiences that strengthen Sygnia’s brand and create meaningful engagement with clients and prospects.
- Trusted partnerships with regional sales leaders and strong alignment across marketing, sales, and business development.
