Regional Field Marketing Manager, West
Marketing & Communications
United States · Remote
About the role
The Regional Field Marketing Manager, West is the channel and field marketing engine for Wayground's regional GTM motion. You will run the regional event calendar, district-facing webinar programs, and a portfolio of channel partnerships that generate and warm district conversations for the sales pods in your region.
This role sits inside a regionally-organized GTM function built on a single thesis: that K-12 buying is locally defined by policy, funding, leadership change, and procurement realities and that the right way to win district business is to mirror that fragmentation with regionally-native execution. Where competitors run national playbooks, our regional teams run localized motions. You will be a core operator in that motion.
You will partner closely with the Sales Managers, District AE-led sales pods in the region, your regional peer Enablement Manager focused on sales engineering, and the central brand and storyteller team that supplies content infrastructure. You report to the Lead, K-12 Marketing, West.
What you'll do...
Plan, produce, and execute Wayground's presence at state conferences, CUE (California), conferences across PNW and Mountain states, ESA gatherings in regional networks, regional channel-partner events, and experimental events in emerging territories.
Curate and host Wayground-led regional events like superintendent roundtables, district leader briefings, regional benchmark sessions in partnership with the Community Lead and centralized event ops.
Drive event ROI measurement: pipeline contribution by event, channel-partner relationship health, and sales follow-up and conversion on event-sourced leads..
Own a regional webinar series including concept, programming, production, and distribution that converts district-level audiences into pipeline for the regional pods.
Translate centralized content (positioning, proof points, competitive plays) into webinar formats that land for district leaders, decision-makers, and procurement audiences in the region.
Coordinate with the Lifecycle Marketing team on email distribution, segmentation, and lifecycle nurture into the webinar funnel.
Build and maintain operational relationships with California county offices of education, PNW and Mountain-state ESA networks, CA-specific funding programs and state initiatives, regional CTE networks, state superintendent associations, state technology leadership networks, and Emerging-territory channel infrastructure including PNW innovation networks.
Run channel-partner co-marketing such as joint events, joint content, and joint campaigns that create regional reach Wayground cannot generate on its own.
Build marketing programs that sales pods cannot run individually, such as a regional account-based marketing motion, a multi-pod brand activation around a state-level moment, and a coordinated channel-partner push.
Collaborate on regional plays produced by the Storyteller team and equip sales pods to run regional campaigns: what to run, when to run it, and how to measure it.
Run field marketing programs that support the District AEs across all pods in the region.
Success in this role is measured on regionally sourced and influenced pipeline, event ROI, and cost per opportunity. You will own channel attribution within the region, built to a standard that’s comparable across Wayground’s other regions.
Report weekly on activation pipeline, event performance, and channel-partner relationship status.
Surface what is working back to the centralized Storyteller team, the Community Lead, and the peer Enablement Manager (1:many) in the other region so the system gets smarter quarter over quarter.
Own the regional event calendar
Lead webinar and digital channel programs
Activate organizational partnerships
Run regional demand and ABM programs
Measure and report
What you'll bring...
5+ years in field marketing, channel marketing, regional marketing, or comparable B2B GTM execution role.
Demonstrated track record producing and operating events at scale, with end-to-end ownership of state-level conferences, partner events, or comparable channel programs.
Strong cross-functional collaboration with sales, content, and partnership teams. Comfortable as the marketing peer to a regional sales leader.
Data orientation: channel attribution, pipeline measurement, ROI analysis. You can defend your work with numbers.
Excellent written and verbal communication, your work is high-visibility internally and externally.
West-region residence required (west of East Texas or CA, PNW, Mountain states). California or Texas preferred.
Hands-on experience with marketing automation, webinar platforms, and event production tooling.
K-12 ed-tech experience, or comparable experience marketing into public-sector or regulated-buyer environments.
Familiarity with ESA/BOCES/SEA networks, state superintendent associations, state tech-leadership networks, or comparable K-12 channel infrastructure.
Experience with cooperative purchasing vehicles and public-sector procurement.
Prior work inside a regional GTM model like pods, territory teams, or comparable distributed sales structures.
Priorities here shift, sometimes mid-quarter, because we’d rather chase what’s working than finish what we started. You move quickly, take initiative, and don’t lose momentum when the plan changes.
What success looks like in the first 6 months...
Regional event calendar defined and operating against a published plan; first major regional event executed.
Webinar series live with a recurring cadence and measurable pipeline contribution.
Operating relationships established with the top 3-5 channel partners in the region.
Channel ROI measurement framework in place and reporting to the regional Lead, K12 Marketing, West.
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Sales adoption of regional plays demonstrably improved against a measured baseline.