Director, Field Marketing

For nearly 20 years, TheKey has helped clients achieve successful long-term aging at home with comprehensive, concierge-based care. Ensuring the dignity, safety, and independence of its clients, TheKey is committed to changing how the world lives and ages at home. Employee-teams get the training, resources, and support they need to deliver an exceptional care experience for clients and their families. Founded in Silicon Valley, TheKey has grown from a single location to service coverage throughout North America enabling clients to live life on their own terms, in their own homes.

Key Responsibilities

Strategy and Planning

• Develop and execute comprehensive field marketing strategy aligned with national brand priorities and regional market dynamics

• Lead account-based marketing approach in partnership with sales, identifying high-value accounts and designing targeted engagement programs

• Integrate "voice of field" into brand and go-to-market strategy through structured field insights reporting and active participation in strategic planning

• Own national-level metrics for local activities, educational programs, and demand generation goals

Program Execution

• Plan and lead regional demand generation initiatives including awareness campaigns, educational programming, executive dinners, peer-to-peer events, direct mail, gifting programs, and local print advertising

• Partner closely with our operations and quality teams to ensure program alignment and continuity across the field

• Design and deploy tailored marketing messaging, field kits, and programming based on regional customer and market insights

• Partner with sales leadership to develop compliant, territory-specific offline marketing plans and customer activation activities

• Manage relationships with vendors, agencies, and event partners to ensure high-quality execution within budget

• Coordinate trade show presence, regional conferences, and speaker engagements

Cross-Functional Collaboration

• Collaborate with the Marketing Center of Excellence (Content, Digital, Events, MarCom) to ensure field programs align with and amplify national campaigns

• Work with demand generation to integrate field activities into broader campaign architecture and lead management processes

• Support and mentor Regional Business Development leaders and sales teams to deliver consistent, high-quality regional marketing execution

• Partner with Quality, Legal, and Compliance stakeholders to ensure appropriate design and execution of all field marketing activities

Measurement and Optimization

• Design and track KPIs for regional marketing execution including pipeline contribution, campaign response, referral conversion, and program ROI

• Build repeatable playbooks that enable frontline sales and marketing teams to execute with consistency

• Continuously test and refine tactics based on performance data and field feedback

Key Capabilities

• Strong sales and marketing expertise in healthcare, with home care, home health, retail health, or hospice experience strongly preferred

• Deep knowledge of B2B2C healthcare models and account-based marketing strategy

• Proven fluency in offline marketing tactics including events, direct mail, gifting, local print, and experiential programs at a regional level

• Experience building repeatable playbooks that drive consistent execution across distributed teams

• Sales coaching background with a focus on high performance in a positive, collaborative culture

• Strong customer orientation and willingness to spend significant time in the field

• Ability to manage competing priorities, budgets, and vendor relationships for a complex team

• Experience with change management and team scaling in entrepreneurial or growth environments

Qualifications

• Bachelor's degree in Marketing, Business, Healthcare Administration, or a related field; MBA or advanced degree preferred

• 10+ years of marketing experience with at least 5 years focused on field marketing, ABM, or regional demand generation

• Experience in healthcare services, home-based care, or healthcare technology preferred

• Demonstrated success managing teams and increasing levels of responsibility in matrixed organizations

• Strong strategic thinking with excellent communication and presentation skills

• Ability to manage complex projects with multiple stakeholders in a fast-paced, regulated environment

• Willingness to travel up to 50%

Nice to Have

• Background building scalable field marketing strategy

• Familiarity with healthcare compliance requirements (Stark, Anti-Kickback, state regulations)

Benefits for full time employees

• Medical/Dental/Vision Insurance
• TouchCare VirtualCare
• Life Insurance
• Health Savings Account
• Flexible Spending Account
• 401(k) Matching
• Employee Assistance Program
• PTO Plan for Non-Exempt Employees
• Flexible PTO Plan for Exempt Employees
• Holidays and Floating Holidays
• Pet Insurance  

TheKey is an equal opportunity employer. TheKey prohibits discrimination and harassment of any type and affords equal employment opportunities to employees and applicants without regard to race, color, religion, sex, age, national origin, disability status, protected veteran status, or any other characteristic protected by law.

California Residents Only:

In accordance with Article 2 of the California Health and Safety Code - California Community Care Facilities Act, TheKey requires timely and accurate positive fingerprint identification of California based applicants as a condition of employment. If an applicant has been convicted of a non-exemptible crime, and in compliance with all applicable state and local laws, their conditional offer will be rescinded.

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