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
Backbase Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Backbase and has not been reviewed or approved by Backbase.
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Fair & Transparent Compensation — Pay is considered fair in certain U.S. roles, with strong offers in senior engineering, solutions architecture, and sales tracks in higher‑paying markets. In some U.S. contexts, compensation is described as fair for the job.
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Leave & Time Off Breadth — PTO is described as generous in the U.S., with separate sick time and paid holidays contributing to a supportive time‑off setup.
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Wellbeing & Lifestyle Benefits — Hybrid/remote work programs, office perks like snacks, and learning‑budget messaging provide lifestyle flexibility and support beyond baseline coverage.
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What We Do
Backbase is a fast growing fintech software provider that empowers financial institutions to accelerate their digital transformation and effectively compete in a digital-first world. We are the creators of the Backbase Omni-Channel Banking Platform, a state-of-the-art digital banking software solution that unifies data and functionality from traditional core systems and new fintech players into a seamless digital customer experience. We give financials the speed and flexibility to create and manage seamless customer experiences across any device, and deliver measurable business results. We believe that superior digital experiences are essential to stay relevant, and our software enables financials to rapidly grow their digital business. More than 120 financials around the world have standardized on the Backbase omni-channel banking platform to streamline their digital sales and self-service operations across all digital touchpoints. Our customer base includes ABN AMRO, Bank ABC, Barclays, BPI, CheBanca!, Citizens Lightstream, Credit Suisse, Fidelity, HDFC, IDFC, KeyBank, Ila Bank, Me Bank, Navy Federal, PostFinance, RBC, RBS, Standard Bank, Societe Generale, Truist, U Bank and Westpac. Industry analysts Celent, Gartner, Forrester and Ovum recognize Backbase as an industry leader in terms of omni-channel banking platform capabilities, and award the company high marks for its deep focus on customer experience management and unparalleled speed of implementation. Forrester named us a leader in the Forrester Wave for Omni-Channel Banking and Ovum nominates Backbase as the market leading provider of next-generation digital channel banking platforms. Backbase was founded in 2003, is privately funded, with headquarters in Amsterdam (HQ Global) and Atlanta (HQ Americas) and regional operations in Boisse, Cardiff, Dubai, Kraków, Mexico City, New York, Toronto, Singapore, Sydney and Tokyo.
