Event Marketing Manager

Event Marketing Manager 

Position Summary 

The Event Marketing Manager is responsible for developing and executing Alliance’s event marketing strategy to drive brand awareness, generate qualified leads, influence pipeline growth, and support company revenue goals. This role owns the planning, coordination, execution, and measurement of all in-person and virtual events, including conferences, trade shows, webinars, client events, partner events, and industry association sponsorships. 

The ideal candidate is highly organized, data-driven, relationship-oriented, and passionate about creating exceptional event experiences that deliver measurable business outcomes. This role is fully remote and reports to the Director of Marketing. 

Essential Duties & Responsibilities 

Event Strategy & Planning 

• Develop and execute Alliance’s annual event marketing strategy aligned with company growth objectives, target industries, and revenue goals.  

• Identify, evaluate, and recommend event opportunities that support lead generation, brand awareness, and market expansion.  

• Plan and manage Alliance’s participation in:  

• Conferences and trade shows  

• Lunch & Learn programs  

• Webinars and virtual events  

• Partner-sponsored events  

• Client networking events  

• Regional and national industry association events  

• Build annual event calendars and marketing plans that support strategic business priorities.  

• Ensure event initiatives align with sales and marketing pipeline goals.  

Market Research & Competitive Analysis 

• Research industry associations, organizations, and events to identify high-value opportunities for Alliance participation.  

• Evaluate sponsorship opportunities and event participation based on:  

• Target audience alignment  

• Attendance demographics  

• Ideal customer profile fit  

• Market potential  

• Competitor participation  

• Revenue opportunity  

• Analyze market trends and recommend event investments that maximize business impact.  

Budget Management & ROI Optimization 

• Manage event marketing budgets and ensure spending aligns with approved plans.  

• Develop event business cases and recommendations including:  

• Target audience analysis  

• Sponsorship opportunities  

• Budget requirements  

• Lead generation expectations  

• Pipeline influence projections  

• Expected return on investment  

• Track and monitor event performance against established goals and budget expectations.  

• Continuously evaluate event effectiveness and recommend improvements to maximize ROI.  

Event Execution & Logistics 

• Manage all event logistics from planning through post-event follow-up, including:  

• Venue coordination  

• Vendor management  

• Sponsorship fulfillment  

• Registration management  

• Event timelines and project plans  

• Marketing materials and promotional assets  

• Swag and event collateral  

• On-site event execution  

• Coordinate webinar and virtual event logistics, platforms, and attendee experiences.  

• Ensure all events are delivered professionally, on time, and within budget.  

Cross-Functional Collaboration 

• Partner closely with Sales, Partnerships, Leadership, and Marketing teams to maximize event success.  

• Collaborate with Sales teams to:  

• Identify target accounts  

• Drive attendance  

• Support outreach campaigns  

• Maximize pipeline generation opportunities  

• Coordinate co-marketing opportunities with strategic partners and industry associations.  

• Maintain strong relationships with:  

• Event organizers  

• Industry associations  

• Sponsors  

• Venues  

• Strategic partners 

Lead Management & Post-Event Follow-Up 

• Ensure all event-generated leads are captured, tracked, and entered into CRM systems accurately and timely.  

• Coordinate lead qualification and routing processes with Sales teams.  

• Maintain event attribution and reporting accuracy.  

• Develop and execute post-event nurture and follow-up campaigns.  

• Partner with Sales leadership to ensure timely prospect outreach and engagement.  

• Distribute post-event communications, resources, and content to attendees.  

Reporting & Analytics 

• Track and report on key event performance metrics.  

• Develop post-event summaries and performance analyses.  

• Measure event success through:  

• Attendance and registration metrics  

• Marketing Qualified Leads (MQLs)  

• Pipeline influenced  

• Opportunity creation  

• Revenue impact  

• Return on investment  

• Identify trends, lessons learned, and recommendations for continuous improvement.  

Required Qualifications 

• 2+ years of experience in event marketing, Sales, field marketing, demand generation, or event management.  

• Experience managing conferences, trade shows, webinars, and corporate events.  

• Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously.  

• Experience working cross-functionally with Sales and Marketing teams.  

• Strong analytical skills and ability to measure and communicate marketing impact.  

• Excellent written, verbal, and interpersonal communication skills.  

• Proficiency with CRM and marketing automation platforms preferred.  

Preferred Qualifications 

• Experience in Construction, B2B technology, SaaS, professional services, or consulting environments.  

• Experience managing sponsorships and industry association relationships.  

• Familiarity with event management and webinar platforms.  

• Knowledge of lead generation and pipeline reporting metrics.  

Physical Requirements & Work Environment 

• Ability to travel as needed to support events, conferences, and company initiatives.  

• Ability to work occasional evenings or weekends in support of event schedules.  

• Ability to sit, stand, and move throughout event venues for extended periods.