Director, Events

About the Role

The Sr. Manager, Events is a pivotal role responsible for designing and executing Billtrust’s next generation event strategy — one that combines intimate, high-impact executive experiences alongside broad-reach tradeshows, field events and partner events. You will manage a team that will leverage AI tools and co-worker agents to plan event logistics, analyze attendee engagement data, and optimize program performance, while focusing you & your team’s expertise on building the relationships and experiences that create awareness and, engage senior buying groups and deepen customer loyalty.

This role will report into the VP, Revenue Marketing, and own the full events portfolio: a curated executive field program (think invite-only CFO and VP-level gatherings built around marquee dining, performance driving, and cultural experiences), internal programs like Sales Kickoff, and Presidents Club, with the help of external agencies and/or contractors, and cross-functional moments like product launches and customer advisory events. This person will build and lead a team of field marketers, becoming the operational engine behind hosted events and key 3rd party events and tradeshows. The field marketing team that works underneath this role will focus on working closely with Sales to design events that serve the level below CFO, and entail networking activities, happy hours, lunch and learns, dinners. etc. You will work closely with the CMO, CEO, CPO, CCO, CRO and Sales leaders to design the executive level events and the field component. 

This is a builder role. You’ll define the strategy and the playbook as much as execute it.

What You’ll Do

Executive Field Program

• Own the end-to-end strategy, planning, and execution of Billtrust’s curated executive event program; intimate, CFO and VP-level gatherings built around distinctive experiences such as rare wine tastings, private track days, and after-hours cultural events across the U.S. and Western Europe.
• Partner closely with Sales, Revenue Operations, and the CRO’s organization to map every event seat to a live sales cycle or named expansion target, applying the 60/40 prospect-to-curated-peer mix that keeps gatherings commercially useful and genuinely peer-feeling.
• Manage the full logistics lifecycle for each event — vendor sourcing, venue contracting, invitation and guest-list curation, C-suite host coordination, on-site execution, and post-event follow-through using AI tools to automate repeatable workflow and focus your judgment on guest experience and relationship quality.
• Other duties as assigned.

Internal and Cross-Functional Events

• Lead planning and execution of major internal events, including the annual Sales Kickoff, managing agenda design, venue logistics, vendor relationships, and executive programming to deliver a high-energy, mission-aligned experience for the go-to-market organization.
• Partner with Product Marketing and Product leadership to plan customer- and prospect-facing product events: launches, advisory sessions, and innovation showcases, ensuring event format, audience mix, and messaging are tightly aligned with go-to-market priorities.
• Partner with the CCO org and customer lifecycle marketing manager to develop customer events.
• Bring a creative and strategic approach to how we create presence at core industry events without always following the booth sponsorship route and develop critical must-haves for sponsorships that will ensure positive ROI. Prep and plan with those attending well in advance to ensure the investment is maximized.
• Serve as the internal center of excellence for event standards, templates, and runbooks building reusable frameworks that enable consistent, high-quality execution across all event types and stakeholder audiences.

Team Leadership and Program Measurement

• Hire, develop, and lead a growing team of field marketers, setting clear priorities, coaching on event craft and stakeholder management, and driving AI adoption across the team’s planning and reporting workflows.
• Own event program measurement: track pipeline acceleration (stage progression and cycle-time compression on attended deals), install-base expansion (net-new opportunities within existing clients within 60–90 days of an event), and cost-per-senior-executive-engaged, reporting results to the CMO and CRO on a regular cadence.
• Manage the events budget across the full portfolio including Flagship, Standard, and Signature tiered events, building transparent reporting against budget, delivering value within per-event cost targets, and making data-informed recommendations on program investment and reallocation.

What You’ll Bring

Required Skills:

• 10+ years of experience in B2B field marketing, event management, or demand generation, with a focus on senior executive audiences.
• Proven track record planning and executing intimate, high-touch executive events, not just large conferences, where the guest experience and business outcome are equally deliberate.
• Strong cross-functional collaboration skills; comfortable working with Sales, CRO, Product, and C-suite stakeholders to align event strategy to pipeline and revenue objectives.
• Track record driving AI adoption across a team’s workflows, using AI tools to automate logistics, generate personalized communications, synthesize post-event data, and improve program efficiency.
• Experience managing and growing a team, including hiring, coaching, and setting performance expectations for field marketers or event coordinators.
• Strong budget management and vendor negotiation skills with the discipline to hold per-event cost targets while protecting experience quality.

Preferred Skills:

• Experience in B2B SaaS or fintech, particularly with enterprise sales cycles involving CFO, CAO, or VP of Finance buying groups.
• Familiarity with event technology and marketing automation platforms (e.g., Splash, Cvent, HubSpot, Salesforce) and comfort using AI to enhance those workflows.
• Experience planning events in Western Europe (London, Paris, Amsterdam) and navigating the logistical and cost considerations of international executive programs.
• Background coordinating large-scale internal events such as Sales Kickoff or company all-hands, with strong project management instincts and the ability to manage multiple concurrent programs without dropping details.