What do directors of field marketing do, exactly?

While the actual scope of work might vary based on industry and nature of selling, some of the points mentioned below are likely to be a part of the role-   A Field Marketing Director for a consumer product company can be involved in managing the sales and distribution channels. For larger companies in India, the trend is to outsource a lot of manpower based projects (like market research, visual merchandising, sales management) to organizations which specialize in managed field services, so field marketing directors and their team are responsible for setting business objectives for field marketing activities, identifying, selecting, and managing business partners, designing the processes that these partners will follow, and driving the training and development of field team. In addition to above, a field marketing director for an organization involved in B2B (Business to Business) like selling, is more likely to be focusing on customer contact through events and other initiatives. Channelplay is one of the leading service provider in India for field marketing activities. You can read more about us here- http://www.channelplay.in

Field Marketing refers to all the activities which helps Shoppers or Customers experience first moment of truth at the market place (Retail stores, Online market places, Restaurants or any place where consumers buys a product/Service). This includes Visual Merchandising (Arches outside the store, Planogramming on the shelves, Category dressing, Displays inside the stores, Pamphlets, branding inside the stores etc.), In store Promotions/ counselling, Events, Promotions, Road shows, Loyalty programs etc. Now a days companies are also engaging in activities like Mystery Audits, Retail store audits etc. which are considered either complementary or a part of Field marketing. Direct marketing is yet another example of Field marketing where brands reaches the consumers directly at their Homes, Hospitals, schools etc. through sellers. Field Marketing directors own all communications that happens between the Brand & the Shoppers at the market place. Field marketing activities tends to be highly manpower intensive & generally field directors outsource some part of these activities to Retail Marketing companies who are experts at it. Key is to ensure co-ordination between the brand & Retail Marketing companies so that all the quality executions are done timely in tandem with ATL activities (Brand Marketing Directors own ATL activities). Field Marketing Directors Collaborates with Brand Marketing & Channel Sales to ensure brands reach maximum penetration & drive desired consumer behavior.