Field Marketing Lead- West

BROAD FUNCTION AND SCOPE OF THE POSITION:

The Field Marketing Lead serves as the critical connector between the regional businesses and the corporate marketing organization, ensuring marketing excellence and alignment across the enterprise. This role not only supports the implementation of corporate initiatives but also drives consistency, collaboration, and a unified national marketing approach across all regions.

The Field Marketing Lead reports into the Corporate Brand Director and works closely with the Segment Marketing Manager, and Marketing Manager (Elevate) to translate enterprise strategies into locally relevant activation. By adapting national programs to regional needs, sharing insights, and reinforcing brand and segment standards, this role ensures every market delivers consistent client experience and contributes to the company’s overall growth.

Working together with regional sales leaders, client managers, and culinary teams, the Field Marketing Lead also delivers integrated marketing solutions and sales support that strengthen client relationships, enhance brand visibility, and drive measurable business results locally.

PRINCIPAL CONTINUING RESPONSIBILITIES:

Regional Strategy Development & Execution

• Develop and implement regional marketing initiatives that align with corporate brand, segment, and / or Elevate (fee for service) strategies while addressing unique market needs and opportunities.

• Adapt corporate segment campaigns, content, and tools for regional activation to ensure relevance and consistency.

• Provide regional insights to inform future corporate planning, program innovation, and client communication.

• Standardize weekly/monthly communications directed to regional teams (e.g., “Monday Minutes”).

Collaboration with Corporate & Segment Teams

• Partner with the Corporate Brand Director to activate enterprise brand strategy, messaging, and creative assets across all regional touchpoints as well as streamline and optimize client communications.

• Work with the Segment Marketing Manager to adapt and execute segment-specific marketing initiatives and ensure message consistency and performance feedback across the region.

• Coordinate with the Marketing Manager (Elevate) to identify and promote regional opportunities for client engagement and adoption of fee-for-service programs.

• Share local performance data, competitive intelligence, and client feedback to strengthen corporate programs and support data-driven decisions.

• Serve as the regional point of contact with the corporate marketing agency partner, providing local insights and feedback to ensure agency-developed content, campaigns, and tools resonate in the region.

• Support Enterprise SharePoint/AG 360 strategy and ongoing regional updates.

Sales and Client Partnership

• Build and maintain strong relationships with regional market sales teams.

• Influence and collaborate with stakeholders and sales leads to co-create activations that deepen engagement, expand participation in corporate solutions, and align to business objectives.

• Support the development and delivery of client and customer presentations, POS, sales tools & communications that enhance the agency’s visibility and unified value.

Sales Support and Foodshow Brand Compliance

• Assist in developing local marketing materials, promotional concepts, and event communications that drive participation and sales growth.

• Ensure consistent brand representation in POS development, regional foodshows, trade events, and customer-facing activations.

• Partner with sales enablement and culinary teams to bring corporate programs and assets to life in local markets.

Sales Tool Adoption and Training

• Support the rollout and adoption of corporate-developed, segment-specific sales tools, ensuring teams are trained and confident in applying them effectively.

• Identify regional best practices and success stories to share across the broader marketing organization.

Compliance & Best Practices

• Ensure all regional activities adhere to corporate brand standards, compliance, and governance protocols.

• Promote operational excellence and consistency in marketing execution across all local markets.

Industry Insights

• Leverage Datassentials, other industry publications, and internal resources to evaluate, analyze, and share trends related to competitive intelligence, client feedback, industry, consumer, menu, operator, and segment.

• Develop a plan for sharing trend insights with marketing and sales teams.

Digital Platforms

• To funnel new brand positioning across all social platforms, digital assets, and website.

• Leverage the enterprise content calendar to influence regional social media plans (Facebook, Instagram, LinkedIn).

Metrics, Analytics & Reporting

• Track and report on regional marketing performance and engagement metrics.

• Use data insights to inform strategy and demonstrate ROI.

EDUCATION AND EXPERIENCE REQUIREMENTS

• Bachelor’s degree in marketing, business administration, communications, or related field; master’s degree preferred.

• Minimum of 5 years of progressive experience in regional marketing, food service marketing, or related roles.

• Demonstrated success in developing and executing regional and segment-specific marketing strategies and sales tools.

• Experience with direct communications, digital marketing platforms, and analytics.

• Strong project management and cross-functional collaboration skills.

• Excellent verbal and written communication skills.

• Proficiency in Microsoft Office Suite, SharePoint, and marketing technology platforms like Canva.

CANDIDATE QUALIFICATIONS/COMPETENCIES

• Relationship Building & Stakeholder Engagement

• Sales Tool Creation & Training

• Content Development & Creative Planning

• Customer Presentation & Communications Support

• Direct Communications (Eblast, AI)

• Metrics, Analytics & Reporting

• Compliance & Best Practices

• Collaboration & Influence

• Project Management

• Communication Excellence

• Problem Solving & Innovation

• ROI Mindset

The Affinity Group is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. All employment is decided on the basis of qualifications, merit, and business need.