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Key Responsibilities and Required Skills for Events Marketing Manager

💰 $95,000 - $125,000

MarketingEventsManagementB2B Marketing

🎯 Role Definition

As our Events Marketing Manager, you are the architect and executor of our company's most critical brand experiences. You will be responsible for the entire event lifecycle, from strategic planning and budget management to on-the-ground execution and post-event ROI analysis. This role requires a unique blend of creativity, logistical prowess, and marketing savvy to build a world-class events program that directly contributes to our business goals. You'll collaborate extensively with sales, product marketing, and leadership to ensure every event is a powerful engine for demand generation and customer engagement.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Field Marketing Specialist
  • Senior Marketing Coordinator
  • Event Coordinator or Planner

Advancement To:

  • Senior Manager, Events & Experiential Marketing
  • Director of Events
  • Head of Demand Generation

Lateral Moves:

  • Demand Generation Manager
  • Brand Manager
  • Senior Field Marketing Manager

Core Responsibilities

Primary Functions

  • Develop and execute a comprehensive, end-to-end event marketing strategy for a global portfolio of trade shows, proprietary conferences, webinars, and virtual summits.
  • Own the entire event project management cycle, including ideation, venue sourcing, vendor negotiation, contract management, logistics, and on-site execution.
  • Meticulously manage and reconcile multi-million dollar event budgets, ensuring all activities are delivered on time and within financial scope while maximizing ROI.
  • Collaborate with the demand generation and sales teams to define event goals, target audiences, and create integrated pre- and post-event marketing campaigns to drive registration and pipeline.
  • Lead cross-functional teams (including Sales, Product Marketing, Design, and Comms) to ensure cohesive messaging and a unified brand presence across all event touchpoints.
  • Create engaging and memorable attendee experiences through innovative booth designs, interactive activations, compelling content, and high-touch networking opportunities.
  • Secure and manage high-profile speakers, panelists, and entertainers, handling all aspects of their participation from contracts to on-site logistics.
  • Manage all aspects of event sponsorships, from identifying and securing opportunities at third-party events to developing sponsorship packages for our own proprietary conferences.
  • Develop and implement a robust lead capture and management process in collaboration with marketing operations to ensure timely follow-up and accurate attribution.
  • Analyze event performance, providing detailed post-mortem reports on key metrics such as MQLs, SALs, pipeline influenced, and cost-per-lead to stakeholders.
  • Build and maintain strong relationships with key vendors, agencies, and industry partners to ensure seamless execution and access to the best resources.
  • Direct all event-related logistics including shipping, catering, audio-visual requirements, staffing schedules, and travel arrangements for the event team.
  • Utilize marketing automation platforms (e.g., HubSpot, Marketo) to build landing pages, email nurture streams, and promotional campaigns for all events.
  • Stay at the forefront of event technology and industry trends, consistently bringing fresh, innovative ideas to elevate our virtual, hybrid, and in-person event experiences.
  • Develop comprehensive event playbooks and briefing documents to ensure all internal participants are aligned on goals, messaging, and their specific roles.
  • Oversee the design and production of all event-related collateral, including signage, promotional materials, presentations, and branded merchandise.
  • Conduct thorough post-event debriefs with key stakeholders to gather feedback and identify opportunities for improvement in future event strategies.

Secondary Functions

  • Support the analysis of event data to uncover trends and insights that inform the broader marketing and data strategy.
  • Contribute to the evolution of our MarTech stack by evaluating and recommending new event management and engagement tools.
  • Collaborate with sales enablement to create event-specific materials and training that empower the sales team to maximize their time on-site.
  • Participate in agile marketing sprint planning, representing the events function and ensuring alignment with quarterly marketing objectives.
  • Manage the event marketing content calendar, working with the content team to repurpose event sessions into enduring marketing assets like blogs, whitepapers, and on-demand videos.

Required Skills & Competencies

Hard Skills (Technical)

  • Marketing Automation: Deep proficiency with platforms like HubSpot, Marketo, or Pardot for campaign execution and lead nurturing.
  • CRM Mastery: Advanced knowledge of Salesforce, specifically in campaign management, lead/contact routing, and dashboard reporting.
  • Event Management Platforms: Hands-on experience with tools such as Cvent, Bizzabo, Hopin, or Splash for registration, virtual event hosting, and attendee management.
  • Project Management Software: Expertise in using Asana, Monday.com, or Trello to manage complex timelines and cross-functional deliverables.
  • Budget Management & Financial Acumen: Proven ability to build, manage, and reconcile complex, six-to-seven-figure event budgets.
  • Data Analysis & Reporting: Strong capability to analyze event data, measure ROI, and present findings clearly to an executive audience.

Soft Skills

  • Exceptional Organization: Meticulous attention to detail and the ability to manage multiple complex projects simultaneously without missing a beat.
  • Creative Problem-Solving: The ability to think on your feet and calmly navigate the inevitable last-minute challenges that arise during live events.
  • Negotiation & Vendor Management: Proven skill in negotiating contracts and managing relationships with vendors to ensure high-quality service and value.
  • Stakeholder Management: A natural ability to build consensus and collaborate effectively across all levels and departments of an organization.
  • Communication & Interpersonal Skills: Outstanding verbal and written communication skills, with the presence to act as a primary representative of the brand.
  • Grace Under Pressure: A calm, positive, and solution-oriented demeanor, especially when faced with tight deadlines and high-pressure situations.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree or equivalent experience in a related field.

Preferred Education:

  • Master's Degree in Marketing or Business.
  • Certified Meeting Professional (CMP) or similar event management certification.

Relevant Fields of Study:

  • Marketing or Communications
  • Business Administration
  • Hospitality Management

Experience Requirements

Typical Experience Range:

  • 5-8 years of progressive experience in marketing, with at least 4 years in a role focused specifically on B2B event strategy and execution.

Preferred:

  • Experience managing large-scale proprietary user conferences and a significant presence at major industry trade shows (e.g., SaaStr, Dreamforce, industry-specific events).
  • Proven track record of executing successful virtual and hybrid events that drive measurable pipeline contribution.
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