Director Field Marketing - EMEA

LOCATION: Amsterdam

TERRITORY: Europe, Middle East, and Africa (EMEA)

REPORTS TO: Senior Director, Global Field Marketing

DIRECT REPORTS: 6+

Scope: 

As the Director of Field Marketing for EMEA at Backbase, you will be a key driver in developing and executing targeted field marketing strategies to support revenue generation and customer growth. Your focus will be on leveraging Account-Based Marketing (ABM) to accelerate pipeline development, deepen relationships with key accounts, and drive measurable business outcomes. In close collaboration with sales, marketing, and executive leadership, you will ensure alignment across the organization on key initiatives, from new customer acquisition to the expansion of existing accounts.

Leading a high-performing, multicultural team, you will deliver innovative and impactful marketing programs, including ABM, digital campaigns, events, and webinars, to support both inbound and outbound pipeline generation. This is a strategic leadership role requiring a balance of creativity, analytical thinking, and team management.

Key Responsibilities:

Marketing Strategy & Execution

• Develop and execute innovative field marketing strategies that support EMEA’s business objectives and align with global marketing priorities.
• Design and implement account-specific ABM programs to engage C-suite personas across extended buyer journeys. Focus on multi-touch campaigns that nurture relationships over time and position Backbase as a trusted partner.
• Support pipeline growth and acceleration by creating long-term influence programs that keep Backbase top-of-mind throughout lengthy decision cycles, fostering deeper connections with key stakeholders.
• Lead digital and offline marketing initiatives, including executive briefings, VIP events, and EMEA thought leadership content, to build sustained engagement with decision-makers.
• Collaborate closely with sales to align marketing efforts, ensuring consistent engagement and accelerating deals for the must win accounts. 

Team Leadership & Development

• Lead, mentor, and empower a multicultural team of field marketers, cultivating an environment of continuous learning and high performance.
• Set clear performance goals, regularly assess team progress, and provide constructive feedback to foster individual and team development.
• Promote a culture of creativity, experimentation, and fun within the team while driving impactful marketing outcomes.

Cross-Functional Collaboration

• Collaborate closely with sales teams and marketing leadership to develop and execute customized ABM programs that align with sales priorities and motions.
• Work alongside product marketing, content, and external agencies to create tailored, high-value content that meets the specific needs of target accounts.
• Ensure alignment of ABM initiatives with Backbase’s global go-to-market strategy, maintaining consistency across all marketing channels.

Budget & Resource Management

• Own the development and management of the EMEA field marketing budget, optimizing resources to maximize ROI and drive measurable results.
• Collaborate with finance and global marketing leadership to ensure accurate forecasting and budget adherence.

Stakeholder Engagement

• Serve as the primary marketing point of contact for EMEA leadership, ensuring consistent communication of marketing vision, value proposition, and outcomes.
• Partner with regional sales, product, and executive leadership to effectively communicate and align on key marketing initiatives and business priorities.

Metrics & Reporting

• Ensure the team is aligned with the established OKRs and KPIs for field marketing activities, monitoring performance closely to track progress.
• Analyze campaign data and adjust strategies as needed to drive better outcomes.
• Ensure all marketing activities are accurately logged in field marketing platforms and tools, maintaining up-to-date records for all EMEA marketing assets and campaigns.

Knowledge, Skills & Qualifications

• Bachelor's or Master's degree in marketing, communications, business, or a related field.
• 8+ years of experience in B2B marketing, with proven expertise in leading multi-channel programs and working closely with sales teams. 
• Experience in the fintech or financial services industry is a must, with a specific focus on engaging executive-level buyer personas (C-suite and senior decision-makers) through highly personalized, boutique marketing strategies rather than high-volume approaches.
• Demonstrated success in designing and executing multi-tiered ABM programs (1:1, 1: few, 1: many).
• Strong understanding of ABM platforms and tools such as 6sense, Demandbase, and similar technologies.
• Expertise in using Salesforce, marketing automation platforms (Marketo, HubSpot), and other relevant martech tools to drive campaign success.
• Excellent written, verbal, and presentation skills, with the ability to effectively communicate with senior leadership, cross-functional teams, and external clients.
• Proven experience leading, inspiring, and developing high-performing multicultural teams in dynamic, fast-paced environments.
• Proven track record of managing cross-functional relationships and collaborating with stakeholders across multiple regions (EMEA).
• Ability to manage complex projects, drive alignment across multiple teams, and deliver results under tight timelines.

Preferred Qualifications:

• Prior experience working in the EMEA region, with a strong understanding of local market dynamics, cultural differences, and regulatory environments.
• Experience in fintech, with a strong grasp of customer needs and industry-specific marketing challenges.