A field marketing program at national scale typically layers three roles: local market staff who execute on the ground, market leads who coordinate a region, and a central operations function that owns scheduling, reporting, and quality standards.
Consistency is the hard part. A brand experience has to feel identical whether it's activated in a top-ten market or a smaller regional one, which means training and activation playbooks matter as much as the people delivering them.
Scheduling and logistics are where most execution risk lives — vehicle and equipment routing, staffing coverage across simultaneous multi-city activations, and contingency plans for weather or venue changes.
Getting the structure right up front is what lets a campaign scale from a handful of markets to dozens without execution quality breaking down.