The Field Marketing Agency

What The Field Marketing Agency does

The Field Marketing Agency (FMA) is a privately held US field marketing services company founded in 2015 and headquartered in San Francisco. The company deploys a national network of Strategic Field Representatives who operate as an embedded extension of CPG brands' sales and marketing teams, delivering in-store product demonstrations, merchandising and inventory auditing, secondary display placement, and data-driven retail analytics. FMA's core service portfolio spans Product Demos and Roadshows (including Costco activations and technical demos for consumer durables), Inventory/Merchandising and Auditing (planogram compliance, out-of-stock detection, competitive encroachment monitoring), and Data Modeling (shelf, movement, and pricing analytics). Specialized offerings include a Wine and Spirits Field Sales Support program and a Better For You Brands Program serving nearly 100 health-conscious CPG brands.

The underlying technology layer comprises real-time shelf data capture by field reps, web-based dashboards with activity tracking and location verification, and the proprietary T.H.R.I.V.E. 5-point brand ambassador training system (Taste, Health, Rebates, Ingredients, Value, Ease). FMA reports coverage across hundreds of US retailers and thousands of store locations including Whole Foods Market, Sprouts Farmers Market, Kroger, Albertsons, Safeway, and natural/specialty banners. The company is independently owned with no disclosed parent, institutional investors, or funding rounds, and is co-founded by Martha Czosnyka (CPO) and David Eads.

Name

The Field Marketing Agency

Legal name

The Field Marketing Agency

Website

https://thefieldmarketingagency.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

The Field Marketing Agency (FMA) is a privately held US field marketing services firm, founded in 2015, that deploys a national network of Strategic Field Reps to deliver in-store product demos, merchandising, inventory auditing, and data modeling for CPG brands — with specialized programs for Better For You food/beverage and wine/spirits verticals.

Ownership category

akta.pro rank

Product category

Field Marketing Services

NAICS

Advertising Agencies (541810), Direct Mail Advertising (54186), Direct Mail Advertising (541860), Advertising Material Distribution Services (54187)

SIC

Services-Direct Mail Advertising Services (7331), Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK)

Keywords

• Field marketing services
• Product demonstration staffing
• Retail merchandising solutions
• CPG retail activation
• Inventory auditing services

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Field Marketing Services: Professional services revenue generated through providing field marketing services to CPG brands including product demonstrations, merchandising, inventory auditing, and retail relationship management. Services are delivered through a network of field representatives and are priced based on scope, geographic coverage, and campaign duration.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

The Field Marketing Agency (FMA) provides professional field marketing services to consumer-packaged goods (CPG) brands through a national network of Strategic Field Representatives. Services include in-store product demonstrations and roadshows, shelf space and cooler space merchandising with planogram compliance, inventory auditing and out-of-stock detection, retail data modeling, secondary display placements, and specialized programs for wine and spirits brands and "Better For You" food and beverage brands. Each engagement is supported by proprietary real-time data capture tools and web-based reporting dashboards, with services priced by scope, geographic coverage, and campaign duration.

Product overview

The Field Marketing Agency (FMA) is a field marketing services company, not a software platform. The company offers a unified suite of field marketing services built around human field representatives. The core portfolio includes Product Demos & Roadshows (brand ambassador staffing for in-store demos and Costco events), Inventory/Merchandising & Auditing (shelf space management and planogram compliance), and Data Modeling (retail data analysis). Specialized offerings cover Wine and Spirits Field Sales Support and a Better for You Brands Program for health-conscious CPG products. Additional services include Secondary Displays and Sell-ins, and Technical Product Demos and User Training for consumer durables. All services are delivered through Strategic Field Reps with real-time reporting dashboards, national retail coverage, and a focus on measurable ROI for emerging and established brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Product Demonstrations and Roadshows High-energy brand ambassador staffing for in-store product demonstrations, Costco roadshows, and experiential events. Field teams are trained on the proprietary 5-point T.H.R.I.V.E. selling system and deliver activations backed by detailed throughput reporting.
• Inventory, Merchandising and Auditing Management of shelf space and cooler space across an entire retail footprint, including planogram standards compliance, shelf/case organization, encroachment monitoring, blocker identification, sales and inventory tracking, and detection of voided SKUs, out-of-stock products, and out-of-code products.
• Data Modeling Data-driven analysis providing visibility into shelf information, product availability, competitive data, movement data, and pricing information to assist CPG brands in retail investment allocation and KPI definition.
• Wine and Spirits Field Sales Support Super-charged field sales model for wine and spirits brands targeting supermarkets, conventional liquor, natural grocery, and superstores, including secondary display placement, distribution amplification, and retailer engagement, leveraging FMA's presence in every major U.S. retailer since 2015.
• Better For You Brands Program National product demonstration services for health-conscious "Better For You" food and beverage brands, covering boutique, regional, and national retail banners including Whole Foods Market, Sprouts Farmers Market, Kroger, Albertsons, and Safeway, with experience spanning nearly 100 leading and emerging BFY brands.
• Secondary Displays and Sell-ins Strategic placement services for securing secondary placements, additional distribution, and off-shelf displays within retail locations, leveraging Strategic Field Reps' relationships with local store management.
• Technical Product Demos and User Training In-store, roadshow, and conference-based technical product demonstrations and user training for consumer durable, electronic, or software launches, delivered through nationally positioned team members.

Quantifiable outcome

• Drive same-day sales and create lasting sales lift
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Advantage Solutions: Largest US field marketing and category management company, providing merchandising, demos, and retail media services to CPG brands. Directly overlaps FMA's core in-store activation offering at much greater scale.
• NielsenIQ Activate (formerly BDS Marketing): Large-scale retail marketing services arm of NielsenIQ providing in-store demos, merchandising, and shopper engagement for major CPG brands. Direct overlap with FMA's demos and merchandising services.

Direct peers

• CROSSMARK: National retail services agency delivering merchandising, in-store events, and product demos for CPG manufacturers. Closest direct peer to FMA given overlapping services and customer base.
• Acosta: Sales and marketing agency providing retail merchandising, field sales, and integrated marketing services to CPG clients. Highly comparable in service mix, customer base, and BFY/emerging brand focus.
• Premium Retail Services: Specializes in in-store merchandising, product demonstrations, and retail execution for CPG brands across grocery and mass channels. Direct competitor for FMA's demo and merchandising mandates.
• 2020 Companies: Retail and merchandising services firm providing in-store demonstrations, merchandising, and brand advocacy. Overlaps FMA's demo and field rep staffing business in CPG and consumer electronics.
• SPAR Group: National merchandising and in-store marketing services provider serving CPG manufacturers and retailers. Comparable in field execution model and grocery channel exposure.
• Mosaic Group: Field marketing and retail services agency delivering in-store activations, merchandising, and brand experiences for CPG and consumer brands. Direct competitor for demos and roadshows.

Emerging players

• The Revenue Optimization Companies (T-ROC): Provides retail merchandising, product demonstrations, and wireless/consumer electronics field services. Comparable in in-store activation focus, with adjacent tech-enabled execution capabilities.
• Aisle Labs: Retail execution software platform for planogram compliance, shelf data, and merchandising. Represents the technology-enabled threat that could disintermediate traditional field agencies like FMA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Field Marketing Agency