Public Sector Field Marketing Manager

SANS Institute

4d•$90,000 - $120,000•Remote

About The Position

SANS Institute (SANS) is a leading provider of information security training and certification. They have a strong community of cybersecurity professionals and focus on a culture of Mission, Brand, and People. The company is seeking a Public Sector Field Marketing Manager to join their North America - Field Marketing team. This role is crucial for developing and executing demand generation strategies to grow pipeline and acquire customers in the U.S. Federal and SLED markets, with additional support for Canada Public Sector. The manager will act as the primary marketing partner to Public Sector Sales leadership, collaborating to understand customer needs, translate go-to-market strategies into marketing initiatives, and achieve measurable business results. The role involves leading industry-focused marketing programs across various channels, including field events, ABM, targeted campaigns, sales enablement, and localized marketing, to generate demand, build customer relationships, and increase brand awareness. The ideal candidate will have experience marketing to the public sector, understand government procurement, and be able to build strong partnerships with Sales to drive pipeline and revenue through strategic, data-driven marketing.

Requirements

Bachelor’s degree in marketing, Business, Communications, or a related field.
7+ years of experience in marketing, with a strong focus on field marketing, demand generation, account-based marketing (ABM), or sales enablement.
Proven experience developing, executing, and optimizing integrated marketing campaigns from strategy through implementation.
Demonstrated creativity, innovation and quality execution in developing targeted marketing programs that drive engagement and measurable business results.
Experience partnering closely with U.S. Federal Sales teams to drive pipeline growth, customer acquisition, and revenue.
Solid understanding of the U.S. Federal procurement process, government buying cycles, and public sector purchasing requirements.
Experience supporting go-to-market strategies for the U.S. Federal and/or State, Local, and Education (SLED) markets.
Proficiency with Salesforce CRM and experience leveraging CRM data to support marketing initiatives and performance reporting.
Experience with marketing automation platforms and digital marketing tools.
Strong project management and organizational skills, with the ability to manage multiple priorities and deadlines in a fast-paced environment.
Excellent verbal, written, and presentation communication skills.
Strong analytical skills with the ability to interpret marketing data, measure campaign performance, and provide actionable, data-driven recommendations.
Self-motivated, adaptable, and able to thrive in a dynamic, fast-paced environment.
Demonstrated ability to build collaborative relationships with cross-functional stakeholders and influence business outcomes.
Unrestricted authorization to work in the USA; visa sponsorship is not available.

Nice To Haves

Experience marketing cybersecurity, technology, SaaS, or professional education solutions to U.S. Federal agencies and/or SLED organizations.
Experience developing and executing account-based marketing (ABM) strategies for public sector customers.
Familiarity with government contract vehicles, procurement channels, and public sector marketing best practices.
Demonstrated success planning and executing executive briefings, government events, conferences, and industry trade shows.
Entrepreneurial mindset with a proactive, hands-on approach to problem-solving and execution.

Responsibilities

Develop and execute industry-specific marketing plans that align with U.S. Federal, State, Local, and Education (SLED) sales strategies to drive pipeline growth, customer acquisition, and revenue, with additional support for Canada Public Sector sales strategies.
Serve as the primary marketing partner to Public Sector Sales leadership, translating business priorities and go-to-market strategies into targeted, measurable marketing programs.
Provide market insights and public sector-specific requirements to Product Marketing, Content Marketing, Digital Marketing, Brand, and Campaigns & Events teams to ensure marketing initiatives address the unique needs of government buyers.
Partner with Sales to analyze pipeline performance, identify opportunities and gaps, and develop targeted marketing initiatives that increase qualified leads, marketing-qualified leads (MQLs), and conversion rates.
Lead the planning, execution, and optimization of account-based marketing (ABM) campaigns that support new customer acquisition and revenue growth within existing public sector accounts.
Plan and execute virtual and in-person events that generate qualified pipeline, accelerate sales opportunities, and strengthen customer relationships across Federal and SLED markets.
Customize and deploy enterprise marketing campaigns developed by the Campaigns & Events team to meet the unique needs of Public Sector Sales teams and target accounts.
Collaborate with Content Marketing, Brand, and Sales to build strategic partnerships and strengthen SANS' presence within the federal and public sector cybersecurity community.
Partner with the Campaigns team to drive registration and promotion for customized marketing programs and events targeting strategic public sector accounts.
Measure, analyze, and report on campaign and event performance, providing data-driven insights and recommendations to optimize marketing effectiveness and return on investment.
Support additional marketing initiatives and cross-functional projects as needed to achieve departmental and organizational objectives.
Perform other related duties as assigned.