Field Marketing Manager - West Chester, PA
7 hours ago
Job description
Reports To:
Executive Director
Position Overview:
The Direct Marketing Manager is responsible for overseeing all face-to-face marketing
initiatives designed to generate qualified leads and drive appointment volume. This role
manages the canvassing team, selects and plans canvassing locations, secures
required permits, and leads the execution of home shows, community events, and other
in-person marketing opportunities. The Direct Marketing Manager ensures consistent
brand representation, compliance, and performance across all direct marketing
channels while maximizing lead quality and return on investment.
Key Responsibilities:
Direct Marketing Strategy and Planning:
- Develop and execute a comprehensive direct marketing strategy across
canvassing, home shows, and live events.
- Identify, evaluate, and select target neighborhoods, territories, and event
opportunities.
- Plan daily, weekly, and seasonal canvassing schedules based on performance
and market conditions.
- Align direct marketing efforts with overall sales and revenue objectives.
- Collaborate with sales leadership to ensure lead flow supports production
capacity.
Canvassing Team Leadership and Management:
- Recruit, train, coach, and manage the canvassing team.
- Set clear expectations for professionalism, messaging, compliance, and
performance.
- Conduct regular field visits, ride-alongs, and performance reviews.
- Monitor individual and team productivity, lead quality, and appointment set rates.
- Address performance issues and enforce company policies consistently.
Permits, Compliance and Risk Management:
- Research and secure all required permits and approvals for canvassing activities.
- Ensure compliance with municipal regulations, HOA rules, and company policies.
- Maintain accurate records of permits, locations, dates, and team assignments.
- Train the canvassing team on compliance requirements, safety, and best
practices.
- Proactively mitigate risk related to canvassing and public-facing activities.
Home Shows, Events and Community Marketing:
- Plan, coordinate, and execute home shows, trade shows, community events, and
promotional opportunities.
- Manage event logistics including booth design, materials, staffing, scheduling,
and setup.
- Oversee on-site team performance, customer engagement, and lead capture.
- Track event performance, costs, and lead quality to evaluate ROI.
- Build relationships with event organizers, vendors, and community partners.
Lead Quality, Systems and Reporting:
- Ensure accurate and timely entry of all direct marketing leads into the CRM.
- Monitor lead quality, appointment show rates, and conversion feedback from
sales.
- Identify trends and opportunities to improve targeting and messaging.
- Prepare and present regular performance reports to leadership.
- Adjust strategy based on data, feedback, and market performance.
Additional Responsibilities:
- Support special marketing initiatives, promotions, and pilot programs.
- Collaborate with branding and digital marketing teams to ensure message
consistency.
- Adapt to changing business needs and assist with cross-departmental projects.
Expectations:
- Demonstrate strong leadership and field management skills.
- Maintain a high level of organization and attention to detail.
- Represent the company professionally in all public-facing environments.
- Operate with a data-driven, results-focused mindset.
- Ensure all face-to-face marketing activities are compliant, effective, and on-
brand.
- Consistently drive qualified lead generation through direct marketing efforts.
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