Role Summary:
The Events Manager is responsible for developing and executing the overall strategy of events, ensuring alignment with business objectives, sales goals, and pipeline generation. This role manages the planning and coordination of various event types, including national omni-channel campaigns, VIP customer and prospect events, partnership events, and virtual conferences. Working closely with sales and marketing leadership, the Events Manager leverages data-driven insights to ensure events are targeted, impactful, and integrated into broader marketing strategies. The Events Manager also oversees an Events Coordinator who focuses on state, regional, and national event logistics. The Events Manager drives event processes, budget management, and cross-functional collaboration on event messaging, design, and execution. The travel expectations for this role will be in the United States, but support 2-3 shows per quarter.
Core Responsibilities:
- Event strategy development & execution
- Team management & event logistics support
- Sales & marketing alignment for event coordination
- National event planning and execution
- Virtual conference strategy
- Partnership and VIP event support
- Budget management, performance tracking, & ROI analysis
Event strategy development & execution:
- Develop the overarching strategy and calendar for events (national, regional, VIP, virtual, and partnership), ensuring alignment with business goals, sales targets, and marketing strategies.
- Leverage omni-channel approaches (digital, in-person, content, and social) for key events to drive engagement, pipeline generation, and brand awareness.
- Ensure events are targeted by persona and aligned with sales state focus, using a data-driven approach to optimize event effectiveness.
- Create and oversee event processes, including planning timelines, checklists, and workflows, to ensure smooth execution and consistency across all events.
Team management & event logistics support:
- Lead and mentor the Events Coordinator, overseeing event logistics and ensuring the coordinator has clear goals, responsibilities, and growth opportunities.
- Provide strategic direction while ensuring the Events Coordinator handles logistical tasks such as venue coordination, vendor management, registration processes, and event setup.
- Review and approve logistics plans to ensure that they align with event strategy and meet high standards for execution.
Sales & marketing alignment for event coordination:
- Work closely with sales teams to align on event objectives, ensure proper follow-up processes, and handle new inquiries or opportunities tied to events.
- Coordinate the development of an event calendar, mapping events to sales regions, specific target personas, and pipeline generation needs.
- Collaborate with marketing leadership to ensure events are integrated into broader marketing campaigns and strategies, including pre- and post-event engagement efforts.
- Use sales feedback to adjust event strategies and ensure maximum ROI and lead generation from all events.
National event planning and execution:
- Lead the strategy, planning, and execution for national events.
- Coordinate multi-channel, multi-touchpoint strategies for larger national events, ensuring alignment across digital marketing, content, and direct sales engagement.
- Work with sales and marketing teams to identify key attendees and develop personalized experiences for high-value customers and prospects.
- Manage end-to-end event execution, ensuring that all events deliver a consistent, high-quality experience.
Virtual conference strategy:
- Develop and execute a comprehensive strategy for two major virtual conferences per year, including theme, messaging, and overall event design.
- Collaborate with internal teams, including content, design, and campaign managers, to ensure a cohesive look, feel, and messaging for the virtual events.
- Coordinate with speakers to ensure presentations align with the event’s overall goals and messaging, while managing speaker timelines, deliverables, and rehearsals.
- Oversee the virtual platform setup and functionality, ensuring a seamless experience for attendees, speakers, and sponsors.
Partnership and VIP event support:
- Lead the strategy and execution for partnership events, ensuring that joint events drive pipeline and reflect both company and partner brand values.
- Support owned company events that align with key strategic moments throughout the year, working closely with leadership to align with broader company goals.
- Collaborate on event sponsorship and vendor partnerships to maximize visibility and networking opportunities at events.
Budget management, performance tracking, & ROI analysis:
- Manage the budget for all events, ensuring cost efficiency and alignment with company financial goals.
- Track event performance metrics, including attendee engagement, lead generation, and post-event sales impact, to measure ROI and inform future strategies.
- Provide leadership with detailed event performance reports, analyzing success and areas for improvement based on data-driven insights.
- Continuously optimize event strategies to ensure maximum return on investment and alignment with revenue goals.
