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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