Head of Field Marketing - Remote

Spring is TurboTax's internal creative team for retail, marketing, and experience. We're building one of the most ambitious physical retail expansions in financial services — 58 flagship and retail locations, 669 total locations across the network — and we need a field marketing leader who can make TurboTax a known, trusted presence in the communities where our stores live.

The Principal, Field Marketing owns field strategy, agency management, and the in‑market execution that drives traffic, builds local credibility, and proves that human‑led activation works. This is a player‑coach role: you'll set the strategy, manage our field marketing agency partner (All Terrain Collective), and lead a small team of direct reports across creative, copy, and operations. You'll work closely with Spring's GCD for Retail Marketing and Programming, and partner cross‑functionally with Media, CRM, Social, and Stores Operations to ensure field marketing is integrated, measurable, and moving.

Own field marketing strategy across four must‑win markets: Build and maintain the always‑on field marketing calendar — market‑level event scheduling with full cross‑functional visibility

Develop and execute the go‑to‑market strategy for field activations including grand openings, community events, brand partnership activations, and expert‑led programming support

Lead market‑level performance analysis and translate findings into ongoing strategy refinements

Agency and partner management

Own the All Terrain Collective relationship — SOW management, briefing, performance accountability, and day‑to‑day partnership

Manage budget allocation across primary DMAs; Cultivate and manage relationships with local production partners, vendors, and community organizations

Lead grand opening field marketing execution across all store openings — full productions at flagship locations, lighter activations at retail stores — co‑produced with ATC and the Spring team

Coordinate cross‑functionally with Stores Experience, Retail Marketing, and Programming to ensure GO execution is integrated and on‑brand

Own the attribution and measurement infrastructure for field marketing — localized CLPs, DMA‑level CID tracking, Field source flag, and unified QR

Design and manage holdout market measurement; isolate field contribution to traffic and conversion by DMA

Deliver in‑market effects decomposition before end of season in partnership with Media and Analytics

People management

Manage a team of direct reports spanning creative (art direction), copy/strategy, and production operations

Set clear goals, provide regular feedback, and support each team member's development and performance

10+ years of field marketing, local marketing, or experiential marketing experience

• Demonstrated experience managing field marketing agency partners and multi‑million‑dollar budgets
• Experience managing and developing direct reports, including remote team members
• Strong cross‑functional collaborator — comfortable working with creative, media, ops, legal, and executive stakeholders
• Data‑fluent: able to build measurement frameworks, read performance dashboards, and translate data into strategic decisions
• Excellent project management skills; Experience in financial services, tax, or a highly regulated consumer category

Background working alongside an internal creative team or in‑house agency

Familiarity with CRM‑integrated field attribution and DMA‑level performance modeling

com, Asana, or similar project management tools

A connector — you know how to build trust with community partners, agency teams, and executive stakeholders equally

A strong communicator — you can represent strategy clearly in writing, in a room, and in a deck

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits). California Remote (Bay Area) $213,500- $289,000

California Remote (Not Bay Area) $215,500- $291,500

Colorado Remote $177,000- $239,500

Hawaii Remote $186,000- $251,500

Illinois Remote $177,000- $239,500

Maine Remote $161,000- $217,500

Maryland Remote $177,000- $239,500

Massachusetts Remote $186,000- $251,500

New Jersey Remote $186,000- $251,500

Vermont Remote $177,000- $239,500

Virginia Remote $177,000- $239,500

Washington Remote $186,000- $251,500

Washington, DC Remote $177,000- $239,500

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