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…