Manager , Field Marketing

Spring is Turbo Tax's internal creative team for retail, marketing, and experience. We're building one of the most ambitious physical retail expansions in financial services — 58 flagship and retail locations, 669 total locations across the network — and we need a field marketing leader who can make Turbo Tax a known, trusted presence in the communities where our stores live.

The Principal, Field Marketing owns field strategy, agency management, and the in-market execution that drives traffic, builds local credibility, and proves that human-led activation works. This is a player-coach role: you'll set the strategy, manage our field marketing agency partner (All Terrain Collective), and lead a small team of direct reports across creative, copy, and operations. You'll work closely with Spring's GCD for Retail Marketing and Programming, and partner cross-functionally with Media, CRM, Social, and Stores Operations to ensure field marketing is integrated, measurable, and moving.

• Own field marketing strategy across four must-win markets:
  New York, Los Angeles, Dallas-Fort Worth, and Chicago
• Build and maintain the always-on field marketing calendar — market-level event scheduling with full cross-functional visibility
• Develop and execute the go-to-market strategy for field activations including grand openings, community events, brand partnership activations, and expert-led programming support
• Lead market-level performance analysis and translate findings into ongoing strategy refinements

• Own the All Terrain Collective relationship — SOW management, briefing, performance accountability, and day-to-day partnership
• Manage budget allocation across primary DMAs; own the 85% concentrated investment model and 15% strategic reserve
• Cultivate and manage relationships with local production partners, vendors, and community organizations

• Lead grand opening field marketing execution across all store openings — full productions at flagship locations, lighter activations at retail stores — co-produced with ATC and the Spring team
• Coordinate cross-functionally with Stores Experience, Retail Marketing, and Programming to ensure GO execution is integrated and on-brand

• Own the attribution and measurement infrastructure for field marketing — localized CLPs, DMA-level CID tracking, Field source flag, and unified QR
• Design and manage holdout market measurement; isolate field contribution to traffic and conversion by DMA
• Deliver in-market effects decomposition before end of season in partnership with Media and Analytics

• Manage a team of direct reports spanning creative (art direction), copy/strategy, and production operations
• Set clear goals, provide regular feedback, and support each team member's development and performance
• Build a collaborative, high-accountability team culture consistent with Spring's operating principles

• 10+ years of field marketing, local marketing, or experiential marketing experience
• Demonstrated experience managing field marketing agency partners and multi-million-dollar budgets
• Proven track record launching physical retail locations or stores at scale — ideally in a multi-market context
• Experience managing and developing direct reports, including remote team members
• Strong cross-functional collaborator — comfortable working with creative, media, ops, legal, and executive stakeholders
• Data-fluent: able to build measurement frameworks, read performance dashboards, and translate data into strategic decisions
• Excellent project management skills; able to run multiple work streams simultaneously in a fast-moving environment

• Experience in…