Associate Director, Field Marketing

Upstream USA; United States; Hybrid; USD 124,800 - 150,000; Full time

Benefits offered by this job

Medical, dental, and vision insurance

401(k) with match

Generous vacation and parental leave

Professional development

Fitness/cell-phone allowance

Job summary

A national healthcare organization is seeking an Associate Director of Field Marketing to lead marketing strategies that support growth and brand awareness. This role involves overseeing regional initiatives, mentoring the marketing team, and crafting effective marketing materials. Ideal candidates have extensive marketing experience, strong leadership skills, and a background in healthcare. This position offers a competitive salary and comprehensive benefits.

Qualifications

• 6-8+ years of experience in marketing, preferably B2B or healthcare.
• 1-2+ years in a supervisory or leadership role.
• Proven ability to develop integrated marketing strategies.

Responsibilities

• Develop marketing plans that drive lead generation.
• Oversee field marketing initiatives and manage the team.
• Create national marketing materials to support recruitment efforts.

Skills

Marketing experience

Leadership skills

Project management

Cross-functional collaboration

Adaptability

Healthcare knowledge

Education

Bachelor's degree in relevant field

Experience in healthcare or B2B marketing

Tools

HubSpot

Salesforce

Asana

Job description

Position Summary

The Associate Director of Field Marketing will play a critical role in shaping and executing Upstream’s national marketing strategy to drive organizational growth and increase brand awareness, credibility, and trust among healthcare organizations. Reporting to the Director of Partner Marketing, this leader will oversee regional and field marketing efforts that directly support business development and partnership expansion. They will manage and mentor the Field Marketing Manager, ensuring the team delivers high-impact, sales-aligned campaigns and materials that effectively support Upstream’s ambitious growth and partnership goals. This role requires a strategic, collaborative, and data-informed marketer who understands how to connect marketing execution to measurable business outcomes in a mission-driven context.

Responsibilities

• Contribute to development and execution of annual marketing plans that align with PCE and Expansion team priorities, driving lead generation and accelerating partnership conversion.
• Monitor, track and analyze lead acquisition and full-funnel marketing performance, leveraging insights, sales feedback and funnel dynamics to identify opportunities for optimization and strategic adjustments.
• Collaborate closely with the Director of Marketing to develop core marketing messages that align with the overall brand narrative and can be adapted for regional strategies and audiences.
• Support creation of national marketing materials that drive and accelerate recruitment efforts, including brochures, one-pagers, pitch decks, talking points, and case studies.
• Collaborate closely with internal stakeholders to ensure all materials reflect current strategy, align with brand messaging, and meet the evolving needs of field teams.
• Contribute ideas for content that meet the needs of recruitment (e.g., webinars, conferences, video, insights pieces, etc.)

Regional Marketing Leadership

• Lead development of regional marketing strategies in North, South and West (as part of larger state plans).
• Lead execution for the North region, in close partnership with regional Expansion, PCE and PTT teams.
• Maintain deep understanding of the sales funnel and marketing touchpoints to ensure tactics directly support growth needs across the regions.

Team Management

• Provide clear leadership and direction, coaching, mentoring and performance management for the Field Marketing Manager, ensuring alignment with organizational goals and high-quality execution of all field marketing initiatives.
• Provide oversight and guidance to the Field Marketing Manager on strategy, management and performance of the referral program to drive qualified lead generation and partner engagement.
• Oversee end-to-end execution of webinars, including content strategy, speaker coordination, production logistics, and post-event engagement (e.g., lead nurturing and follow-up communications).
• Manage Upstream’s presence at key conferences by selecting content, proposing speakers, identifying and preparing presenters, and coordinating across internal and external presenters—including Upstream trainers and Ambassadors.
• Provide regional marketing leadership for the South and West regions, tailoring strategies to local opportunities and supporting region-specific engagement and outreach.
• Develop and launch Upstream’s program to steward current and newly launched healthcare partners.

Strategic Support and Specialist Projects

• Provide support on new national marketing opportunities or tactics identified for piloting.
• Provide coverage for Marketing leadership as needed to ensure continuity of strategic priorities and team operations during transitions or absences.
• Offer support on emerging national marketing opportunities and pilot initiatives, contributing to testing and execution of new tactics.
• Accept additional duties as assigned.

Required Experience, Knowledge, Skills and Ability

• 6‑8+ years of experience in marketing, communications or a related field; prior B2B marketing and/or healthcare sector experience strongly preferred.
• 1‑2+ years of experience leading, supervising or mentoring staff; effective and supportive people leader with experience coaching team members and ensuring consistent, high-quality execution.
• Proven track record in developing and executing integrated marketing strategies that drive lead generation, deepen brand engagement and support sales enablement.
• Skilled at translating brand positioning and value propositions into compelling content and collateral tailored to diverse healthcare audiences.
• Strong understanding of the sales funnel with the ability to align marketing tactics to sales team needs, regional goals and pipeline objectives.
• Excellent project management and cross‑functional collaboration skills, with demonstrated experience managing complex, multi‑stakeholder initiatives across teams and geographies.
• Proficient in using key marketing and sales enablement tools such as HubSpot, Salesforce, Asana and related platforms.
• Highly adaptable and solutions‑oriented, with a demonstrated ability to navigate ambiguity, pivot strategically and thrive amid rapid change.
• Deep commitment to Upstream’s mission and a strong orientation to mission‑driven work.
• Demonstrates resilience, focus and a growth mindset when facing challenges, setbacks or ambiguity.
• Comfortable with a remotely based organization that values on‑camera collaboration; must be able to actively participate in video meetings.

Valued and Non‑Essential Education, Experience, Knowledge, Skills and Ability (Not required to apply)

• Experience working in the healthcare field and/or with social impact organizations.
• Basic graphic design experience via Adobe suite.
• Experience with Salesforce or similar CRM tools.
• Experience with MailChimp or similar marketing platforms.

Travel Requirements

This role requires up to 10% of business travel, including a minimum of 8 days per year to attend organizational retreats and team/department meetings. The Field Marketing Manager may also travel to specific regions for meetings, research or local marketing events.

Hiring Range

$124,800–$150,000.

Pay Transparency

Final offers will be based on the scope of the role, market analysis, candidate experience and other factors, within Upstream USA’s compensation framework.

Other Staff Expectations

• Ability to attend work‑related in‑person meetings and functions as needed.
• Reliable home office setup with phone and internet connectivity for hybrid work.
• Participation in organization‑sponsored learning and development.

Benefits

Full‑time employees receive medical, dental, vision, life insurance, disability, 401(k) with match, generous vacation, parental leave, professional development and a fitness/cell‑phone allowance. Part‑time employees with ≥24 hours per week also receive benefits.

Hiring Process

Selected candidates will progress through up to three interview rounds via Zoom or in person, and may complete a thought exercise or case study. Interviews and rounds will involve various Upstream team members.

Culture

Upstream fosters a fair and accessible talent lifecycle, inclusive workplace practices, and a culture of collaboration, transparency and shared leadership. We are committed to equal opportunity for all applicants regardless of protected status, and we provide reasonable accommodations for disabilities.

Equal Employment Opportunity

Upstream USA is an equal opportunity employer. We comply with all applicable laws and provide reasonable accommodations for qualified applicants with disabilities. Upstream participates in E‑Verify.