Senior Field Marketing & ABM Manager, EMEA

Serval - Account Executive, Mid Market -EMEA; Greater London; On-site; GBP 110,000 - 150,000; Full time

Benefits offered by this job

Equity

Job summary

Serval is seeking its first Field Marketing & ABM hire in EMEA to partner with Sales and build a field motion across UK&I, DACH, Benelux, and the Nordics. You will craft programs, design 1:1 to 1:many experiences, and lead ABM initiatives to open doors and advance deals.

This build role requires creativity, regional program leadership, and strong collaboration with a US marketing team. Based in London with 25% travel across EMEA, up to 50% seasonally.

Qualifications

• 5-7+ years experience in field, experiential, growth, or ABM marketing.
• Experience running programs across multiple European markets, not just the UK.
• Proficiency with Salesforce, Hubspot [or similar], and intent tools [6sense, Demandbase, or similar].
• Proven track record of running regional field programs, account-based campaigns, or growth programs that drove measurable pipeline and revenue.

Responsibilities

• Define the EMEA go-to-market strategy for field programs: what we do, where we show up, and how we win across UK&I, DACH, Benelux, and the Nordics.
• Design 1:1, 1:few, and 1:many field marketing experiences that align to active opportunities and target accounts.
• Orchestrate ABM programs with Strategic accounts across channels: direct mail, events, digital, gifting, and content.
• Partner with sales to understand territory priorities, account dynamics, and pipeline gaps, then actively participate in deal strategy.
• Adapt what works globally and kill what doesn't travel. Bring the best of our US programs to Europe, and feed EMEA-born ideas back the other way.
• Track impact through account engagement, pilots started, velocity, and closed-won revenue.
• Create tight feedback loops with Sales leadership on both sides of the Atlantic to continuously improve territory strategy and program effectiveness.
• Test unconventional tactics. Push boundaries. Try things that make people's jaws drop.

Skills

Field marketing

ABM marketing

Experiential marketing

Growth marketing

Salesforce

HubSpot

6sense

Demandbase

Tools

Salesforce

HubSpot

6sense

Demandbase

Job description

Who We AreServal is an AI-native automation platform transforming how enterprises operate. We build intelligent agents that understand real-world workflows and execute them end-to-end — replacing manual processes and rigid legacy systems with adaptive, learning software. Founded in early 2024, Serval is already trusted by companies like Fox, Notion, Perplexity, Vercel, and Brex to automate high-volume, high-friction operational work across their organizations.

At the core of Serval is an agentic AI platform that turns natural language into production-grade workflows. Our agents don’t just respond to requests — they reason, take action across systems, and continuously improve with usage. What began with operational use cases has quickly evolved into a horizontal AI automation layer used across IT, HR, Finance, Security, Legal, and Engineering.

Our mission is to eliminate repetitive, manual work across the enterprise and give teams leverage through intelligent automation. Long term, we’re building the universal AI operations layer — a system of agents that sits across business functions and runs the workflows that keep modern companies moving.

We’re backed by leading investors including Sequoia Capital, Redpoint Ventures, Meritech, First Round, General Catalyst, Elad Gil, and others.

Role Overview

The opportunities that matter most are often the hardest to get in front of. As our first Field Marketing & ABM hire in EMEA, you'll partner directly with Sales to build our field motion in the region from zero: high-impact programs across segments and 1:1 ABM plays for our most strategic accounts. You'll challenge the status quo in field marketing to create unique experiences and moments that open doors, build trust, and move deals forward.

This is a build role, not a run role. There is no EMEA playbook to inherit: you'll write it. Expect increasing scope, budget, and responsibility as our European presence grows, and expect to hire behind you.

Who You Are

Creative and opportunistic. You see an opening where others see a closed door. You know that breaking through to hard-to-reach accounts isn't about budget, it's about timing, creativity, and understanding what matters.

• Allergic to "best practices" that produce mediocre results. You'd rather test something bold than execute something safe.

• A doer, not a delegator. You're equally comfortable building a Salesforce report, negotiating with a venue in Shoreditch, or sending a llama with an invite around its neck to a CIO's office in Canary Wharf.

• Comfortable being first. You're energised by an empty calendar and a blank budget line, and you don't need a US playbook translated for you.

What You'll Do

Define the EMEA go-to-market strategy for field programs: what we do, where we show up, and how we win across UK&I, DACH, Benelux, and the Nordics.

• Design 1:1, 1:few, and 1:many field marketing experiences [regional dinners, happy hours, hackathons, out of the box experiences, etc] that align to active opportunities and target accounts.

• Orchestrate ABM programs with Strategic accounts across channels: direct mail, events, digital, gifting, and content, navigating the practical realities of multi-country execution [shipping, VAT, GDPR, local vendors, language].

• Partner with sales to understand territory priorities, account dynamics, and pipeline gaps, then actively participate in deal strategy, not just event execution.

• Adapt what works globally and kill what doesn't travel. Bring the best of our US programs to Europe, and feed EMEA-born ideas back the other way.

• Track impact through account engagement, pilots started, velocity, and closed-won revenue.

• Create tight feedback loops with Sales leadership on both sides of the Atlantic to continuously improve territory strategy and program effectiveness.

• Test unconventional tactics. Push boundaries. Try things that make people's jaws drop.

What You'll Need

5-7+ years experience in field, experiential, growth, or ABM marketing.

• Experience running programs across multiple European markets, not just the UK.

• Proficiency with Salesforce, Hubspot [or similar], and intent tools [6sense, Demandbase, or similar].

• Proven track record of running regional field programs, account-based campaigns, or growth programs that drove measurable pipeline and revenue.

• Strong data analysis skills. You can build reports, interpret metrics, and make data-driven decisions.

• Deep experience partnering with Sales teams and marketing to Enterprise and Strategic companies.

• Creative thinker who can turn a vague goal into a concrete, compelling plan and crush the execution.

• Comfortable moving fast, experimenting, and adjusting in real time.

• Strong collaborator who earns trust with Sales quickly, including with a US-based marketing team across time zones.

• Comfortable with 25% travel across EMEA, up to 50% seasonally.

• Based in London with the right to work in the UK.

Nice to Have

Previous experience marketing to IT, Engineering, or Security leaders.

• Experience as an early or first marketing hire in a new region.

• Additional European languages.

What We Offer

Impact: Be a key player in shaping the success of our product and company.

• Growth: Build a fundamentally new AI product offering with the support of our experienced team and investors. Grow rapidly with the company.

• Culture: Join a culture that values innovation, ownership, accountability, and fun.

Compensation: £110K – £150K Offers Equity