Director, Field Marketing

📌 Core Information

🔹 Job Title: Director, Field Marketing

🔹 Company: HashiCorp

🔹 Location: United Kingdom

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: April 24, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Leading regional marketing initiatives to drive awareness, pipeline, and revenue across EMEA
• Partnering with regional sales leadership to align marketing initiatives with business objectives
• Developing and executing integrated field marketing programs, including events, workshops, webinars, and ABM initiatives
• Managing regional marketing budgets and tracking program effectiveness against KPIs
• Building and leading a high-performing team of local field marketers

ASSUMPTION: This role requires a strategic mindset and strong execution skills to succeed in a fast-paced, high-growth environment.

📋 Key Responsibilities

✅ Serve as the primary field marketing leader for HashiCorp in EMEA, owning the regional marketing plan and results

✅ Partner closely with EMEA sales leadership to align marketing initiatives with regional pipeline and revenue goals

✅ Develop and execute integrated field marketing programs, including regional events, workshops, webinars, content syndication, and ABM initiatives

✅ Localize and adapt global campaigns for EMEA markets while ensuring brand consistency

✅ Manage and optimize regional marketing budgets to maximize return on investment

✅ Track, measure, and report on the effectiveness of marketing programs against KPIs, including pipeline contribution, lead generation, and sales velocity

✅ Collaborate with Product Marketing, Digital Marketing, Global Events, and Executive Programs to ensure regional messaging and programs are aligned

✅ Develop a high-performing team of local field marketers

✅ Act as a strong brand ambassador for HashiCorp in EMEA, supporting customer and partner engagement activities

ASSUMPTION: This role involves a mix of strategic planning and hands-on execution, requiring strong project management and collaboration skills.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 10+ years of experience in field marketing, demand generation, or related marketing roles, with at least 3+ years in a leadership position

Required Skills:

• Proven experience partnering directly with enterprise sales organizations to drive GTM alignment and measurable business impact
• Deep understanding of the EMEA market landscape, regional buying behaviors, and cultural nuances across key countries
• Strong experience planning and executing a mix of virtual and physical events, ABM programs, and digital marketing tactics
• Highly data-driven with strong skills in marketing metrics, pipeline reporting, and ROI analysis
• Ability to manage budgets, prioritize initiatives, and work in a fast-paced, high-growth environment
• Exceptional project management, collaboration, and communication skills
• Fluency in English required
• Willingness to travel within the region (~10-20%) and periodic travel to the United States (~2-3x per year)

Preferred Skills:

• Experience marketing to DevOps, platform teams, infrastructure, or security personas
• Familiarity with HashiCorp tools or other open-source developer tools
• MBA is a plus
• Conversational fluency in other European languages is a plus

ASSUMPTION: While an MBA is not required, it may be beneficial for this strategic role.

💰 Compensation & Benefits

Salary Range: £120,000 - £160,000 per year (Estimated based on industry standards for a Director-level role in the UK tech industry)

Benefits:

• Competitive benefits package, including health, dental, and vision insurance
• 401(k) matching and employee stock purchase plan
• Flexible time off and work-from-home options
• Professional development opportunities

Working Hours: Full-time, with flexibility for remote work

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Director-level role in the UK tech industry. Actual compensation may vary based on experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: HashiCorp is a leading provider of multi-cloud infrastructure automation products, with a strong focus on DevOps, cloud adoption, and infrastructure as code. They operate in the competitive software development industry, serving large enterprises and ambitious start-ups worldwide.

Company Size: HashiCorp has 1,001-5,000 employees, providing a mid-sized company environment with ample opportunities for growth and collaboration.

Founded: HashiCorp was founded in 2012 and has since grown to become a public company with a strong presence in the cloud infrastructure market.

Company Description:

• HashiCorp helps organizations operate infrastructure in the cloud by providing a suite of multi-cloud infrastructure automation products with open-source projects at their core
• Their solutions underpin the most important applications for the largest enterprises in the world, enabling them to deliver essential services, communications tools, and entertainment platforms worldwide
• HashiCorp is an IBM subsidiary and will be integrated into the IBM organization

Company Specialties:

• DevOps
• Cloud adoption
• Infrastructure as Code

Company Website: http://www.hashicorp.com

ASSUMPTION: As an IBM subsidiary, HashiCorp offers the stability and resources of a large corporation while maintaining the agility and innovation of a tech startup.

📊 Role Analysis

Career Level: This role is at the Director level, reporting directly to the Chief Marketing Officer (CMO) or another senior marketing leader within the organization.

Reporting Structure: The Director of Field Marketing for EMEA will oversee a team of local field marketers and collaborate closely with regional sales leadership, product marketing, and other marketing functions.

Work Arrangement: This role is remote-friendly, with a willingness to travel within the region (~10-20%) and periodic travel to the United States (~2-3x per year).

Growth Opportunities:

• As HashiCorp continues to grow and expand its presence in the EMEA region, there will be opportunities for the successful candidate to take on additional responsibilities and advance their career within the organization
• With the integration into IBM, there may be opportunities to work on global initiatives and collaborate with marketing teams across different regions
• HashiCorp offers professional development opportunities, allowing employees to grow their skills and advance their careers

ASSUMPTION: The growth opportunities for this role will depend on the individual's performance, the organization's needs, and the broader market conditions.

🌍 Location & Work Environment

Office Type: HashiCorp has a hybrid work environment, with employees able to work remotely and from the office as needed.

Office Location(s): The primary office for this role is in the United Kingdom, with the possibility of working from other EMEA locations as needed.

Geographic Context:

• The United Kingdom is a major tech hub in the EMEA region, with a thriving ecosystem of startups, scale-ups, and established tech companies
• London, in particular, is a global financial and tech center, offering ample opportunities for networking and professional growth
• The UK's time zone makes it well-suited for collaboration with both North American and European teams

Work Schedule: The work schedule for this role is full-time, with flexibility for remote work and a willingness to travel within the region and to the United States as needed.

ASSUMPTION: The work environment for this role may vary depending on the specific needs of the organization and the individual's preferences.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR team
• Technical interview with the marketing team
• Final interview with the hiring manager or senior leadership

Key Assessment Areas:

• Strategic thinking and planning
• Execution and project management skills
• Data-driven decision-making and analytics
• Collaboration and communication skills
• Cultural fit and alignment with HashiCorp's values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Demonstrate your understanding of the EMEA market and regional buying behaviors in your application materials
• Prepare examples of your past marketing campaigns, their outcomes, and the lessons you learned from them

ATS Keywords: Field Marketing, Demand Generation, Go-To-Market Strategies, Event Planning, Account-Based Marketing, Data Analysis, Project Management, Collaboration, Communication, Budget Management, Sales Alignment, Marketing Automation, CRM Platforms, Regional Marketing, Brand Ambassadorship, Team Development

ASSUMPTION: The interview process for this role may vary depending on the specific needs of the organization and the candidate's qualifications.

🛠️ Tools & Technologies

• Marketo (or similar marketing automation tools)
• Salesforce (or similar CRM platforms)
• Other martech solutions, such as event management, webinar, and ABM platforms

ASSUMPTION: The specific tools and technologies used in this role may vary depending on the organization's tech stack and the individual's preferences.

👔 Cultural Fit Considerations

Company Values:

• Do the right thing
• Default to transparency
• Be kind
• Embrace diversity

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Adaptable and resilient in a fast-paced environment

Self-Assessment Questions:

• How do you embody HashiCorp's values in your daily work?
• Describe a time when you had to adapt to a significant change in your work environment or priorities. How did you handle it?
• How do you approach building and leading a high-performing team?

ASSUMPTION: Cultural fit is essential for success in this role, as it requires close collaboration with various teams and stakeholders within the organization.

⚠️ Potential Challenges

• Managing a remote team spread across multiple countries and time zones
• Balancing the need for regional customization with global brand consistency
• Adapting to the integration of HashiCorp into the IBM organization
• Keeping up with the fast-paced, high-growth environment of a tech startup within a larger corporation

ASSUMPTION: These challenges can be overcome with strong leadership, effective communication, and a strategic mindset.

📈 Similar Roles Comparison

• Compared to other field marketing roles, this position has a stronger focus on regional strategy and sales alignment
• In the EMEA tech industry, this role offers a unique opportunity to lead marketing efforts for a high-growth, innovative company with a strong global presence
• Career progression in this role may involve taking on additional responsibilities, such as managing a larger team or expanding into new regions

ASSUMPTION: This role offers a unique blend of strategic planning and hands-on execution, making it an attractive opportunity for experienced field marketers looking to make a significant impact in a high-growth organization.

📝 Sample Projects

• Developing and executing a regional event strategy that drives brand awareness and generates qualified leads
• Launching a localized content marketing campaign that resonates with regional audiences and supports the sales pipeline
• Implementing an ABM program that targets strategic accounts and drives revenue growth in the EMEA region

ASSUMPTION: These sample projects illustrate the strategic and tactical aspects of the role, highlighting the need for both strong planning and execution skills.

❓ Key Questions to Ask During Interview

• How does this role fit into the broader marketing strategy for HashiCorp in the EMEA region?
• What are the key priorities for the first 90 days in this role?
• How does HashiCorp support the growth and development of its marketing team members?
• What are the most significant challenges facing the EMEA region, and how can this role address them?
• How does this role collaborate with other marketing functions, such as product marketing and digital marketing?

ASSUMPTION: These questions demonstrate a strategic mindset and a strong interest in the role and the organization.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare examples of your past marketing campaigns, their outcomes, and the lessons you learned from them
• Follow up with the HR team one week after submitting your application to confirm receipt and inquire about next steps

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.