About this role
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.
Responsibilities
Strategy and market leadership
- Own field marketing strategy across four must-win markets: New York, Los Angeles, Dallas-Fort Worth, and Chicago
- 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; own the 85% concentrated investment model and 15% strategic reserve
- Cultivate and manage relationships with local production partners, vendors, and community organizations
Grand opening execution
- 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
Measurement and attribution
- 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
- Build a collaborative, high-accountability team culture consistent with Spring's operating principles
Qualifications
Required
- 10+ years of field marketing, local marketing, or experiential marketing experience
- Demonstrated experience managing field marketing agency partners and multi-million-dollar budgets
- Proven track record launching physical retail locations or stores at scale — ideally in a multi-market context
- 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; able to run multiple workstreams simultaneously in a fast-moving environment
Preferred
- 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
- Experience with Monday.com, Asana, or similar project management tools
Who you are
- A strategic operator — you think at the 10,000-foot level and execute at the 10-inch level without losing altitude
- A builder — you've stood up systems, processes, and programs from scratch and made them scale
- A connector — you know how to build trust with community partners, agency teams, and executive stakeholders equally
- Comfortable with ambiguity — you make good decisions with incomplete information and adjust quickly when the situation changes
- 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 ). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.
The expected base pay range for this position is:
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