Events Marketing Director

We are looking for an Events Marketing Director to own the demand generation engine for a portfolio of 40+ B2B events spanning Engineering, Food, Retail & Hospitality, and Healthcare, with the portfolio growing. Reporting to the VP of Marketing and leading a team of four Events Marketing Specialists, this role is equal parts strategist, systems builder, and team leader. You will drive delegate growth, support sponsorship revenue, launch new events from scratch, and build the documented processes and playbooks that allow a growing team to execute with excellence across established flagships and newer events still building their audience.

Responsibilities

• Strategy & Team Leadership: Own the promotional strategy across the full portfolio, from launching new events to strengthening established ones. Lead and develop a team of four Events Marketing Specialists with clear standards, defined ownership, and growth paths. Partner with the in-house design team on all creative execution.
• Demand Generation & Channel Ownership: Oversee event-specific marketing plans driving registrations and supporting sponsorship targets across all channels: email, organic and paid social (LinkedIn, Facebook, Instagram), PPC, programmatic, retargeting, ABM, SMS, telemarketing, media partnerships and tradeouts, house/ROS ads, sponsor and speaker activation toolkits, app push, and event websites (SEO and GEO).
• Audience Development & List Growth: Partner with the Audience team to grow and segment the delegate database through lookalike modeling, ABM motions, and list acquisition. Own segmentation standards, database health, and audience expansion across the portfolio.
• Attribution, Reporting & Analytics: Build a multi-touch attribution model tracking every registration to its source by channel, campaign, and vertical. Own cost-per-registration analysis, A/B testing, KPI tracking, spend reallocation, self-service dashboards, pipeline reporting, and registration forecasting by event.
• Competitive Intelligence: Own a structured competitive intelligence program covering calendar conflicts, pricing benchmarking, speaker and agenda monitoring, audience overlap, win/loss analysis, and a live positioning response playbook. Use the data to identify white space across the portfolio.
• Delegate Marketing: Own delegate acquisition and retention across the portfolio. Drive registrations with vertical-specific messaging, urgency mechanics, re-engagement campaigns for lapsed attendees, and referral programs. Track acquisition cost, conversion rates, and attendance by source to sharpen targeting and ROI.
• Sponsorship Marketing Support: Partner with Sales and Events Operations to support the sponsorship funnel through awareness campaigns, nurture sequences, case studies, tiered prospectuses, bespoke proposals, and urgency campaigns. Build sponsor personas by industry, objective, and tier. Develop post-event ROI narratives that drive retention and early renewals.
• Social Proof & Content: Build a repeatable process for capturing and deploying testimonials, case studies, and peer validation content for delegate and sponsor audiences. Own post-event content repurposing of video, photography, and session highlights. Run alumni re-engagement and real-time UGC strategies during live events.
• Onsite Marketing & Production: Own all onsite signage, branded materials, and experiential marketing touchpoints. Lead vendor selection for photography and videography, develop shot lists and production briefs, and oversee post-show editing and delivery. Ensure all content is production-ready for the next promotional cycle.
• Prospectuses, Websites & Assets: Own all event prospectuses from one-pagers to bespoke proposals, with vertical-specific variants, a refresh cadence, and digital tracking. Own CRO, SEO, and geo-targeted content across all event websites. Develop sponsor and speaker activation toolkits by tier and event type.
• Surveys & Audience Intelligence: Own a formal survey program covering pre-event audience research, post-event delegate and sponsor satisfaction, lapsed attendee outreach, and market research. Integrate findings into campaign strategy, playbooks, and prospectus content.
• Process Architecture: Build and maintain the full library of event marketing processes: master promotional timelines (12+ months out to post-event close), channel and vertical playbooks, a new event launch playbook, handoff protocols between Marketing, Operations, and Sales, approval workflows, retrospective frameworks, and crisis and contingency playbooks.
• Budget Management: Oversee the marketing budget in close partnership with the VPs of Marketing and Events Operations. Own budget models, channel trackers, ROI calculators, and live base, upside, and contingency scenarios by event. Deliver clear reporting with variance analysis and recommendations to senior leadership.