Senior Manager of Webinars and Events

About the Position 
 
The Senior Manager, Webinars and Events is responsible for developing and executing a comprehensive institutional webinar and event strategy that drives lead generation, sales pipeline growth, customer engagement, brand awareness, and thought leadership across the Tutor.com and The Princeton Review Institutional businesses. 

This highly visible role owns the strategy, planning, execution, and optimization of webinars, trade shows, conferences, events, and virtual experiences and plays a critical role in generating demand, supporting revenue growth, strengthening customer relationships, and showcasing the efficacy and impact of the company’s products and services. 

Working closely with departments across the company, including Sales, Customer Success, Product and Marketing, this role ensures all events are fully integrated into demand generation efforts, marketing automation systems, lead management processes, attribution models, and reporting frameworks. 

The ideal candidate is a strategic marketer and experienced webinar and event leader with a strong understanding of B2B lead generation, event ROI measurement, thought leadership programming, and cross-functional collaboration. Travel is required. 

What You'll Do  
 
Event Marketing Strategy 

• Develop and execute an annual webinar and event strategy aligned with Institutional Marketing, Sales, and Customer Success goals. 
• Build and manage an integrated, annual calendar of webinars, conferences, trade shows, sponsorships, events, and virtual experiences. 
• Evaluate and prioritize event opportunities based on target audience, business objectives, pipeline potential, and return on investment. 
• Identify innovative ways to engage prospects, customers, and industry stakeholders throughout the buyer journey. 

Lead Generation & Pipeline Growth 

• Develop webinar and event programs that generate qualified leads, create sales opportunities, and contribute measurable pipeline and revenue growth. 
• Partner closely with Marketing and Sales to establish event goals, account engagement strategies, and follow-up plans. 
• Ensure event activities support broader demand generation and account-based marketing initiatives. 
• Create processes that maximize conversion from registration through opportunity creation and revenue influence. 
• Continuously optimize event investments and strategies based on performance data and business outcomes. 

Webinar Program Leadership 

• Own the end-to-end webinar program, including content strategy, speaker management, promotion, production, attendee engagement, and post-event follow-up. 
• Collaborate with subject matter experts, customers, partners, and internal/external stakeholders to create compelling and relevant content. 
• Build scalable webinar programs that support thought leadership, lead generation, customer retention, and market education. 
• Analyze webinar performance and implement improvements to increase registrations, attendance, engagement, and conversion rates. 

Trade Shows, Conferences & Events 

• Lead planning and execution for conferences, trade shows, sponsorships, customer events, and hosted experiences. 
• Manage event budgets, timelines, logistics, vendor relationships, shipping, booth operations, and on-site execution. 
• Coordinate speaking engagements, customer meetings, networking opportunities, and executive participation. 
• Ensure consistent brand representation and high-quality attendee experiences across all events. 

Thought Leadership 

• Identify and secure speaking opportunities, panel discussions, sponsorships, and partnership opportunities that increase visibility and thought leadership. 
• Work with Creative and Content Marketing teams who create webinar and booth assets, presentations, messaging, and supporting materials that highlight customer success stories, research findings, best practices, and measurable program outcomes. 

Operations & Analytics 

• Partner closely with the Senior Manager of Marketing Operations to develop lead capture, attribution, scoring, reporting, and measurement frameworks. 
• Ensure event data is accurately integrated with CRM and marketing automation platforms. 
• Establish KPIs and dashboards to measure registrations, attendance, engagement, meetings, MQLs, SQLs, pipeline generated, pipeline influenced, revenue impact, customer participation, and ROI. 
• Deliver regular reporting and strategic recommendations to Marketing, Sales, and Leadership. 

Vendor & Budget Management 

• Develop and manage annual event budgets and forecasts. 
• Negotiate contracts and manage relationships with venues, event agencies, technology providers, conference organizers, and strategic partners. 
• Identify cost-saving opportunities while maintaining high-quality event experiences. 
• Ensure all event activities align with company policies, branding standards, and procurement requirements. 

Qualifications & Experience 

Required 

• Bachelor's degree in Marketing, Event Management, Business Administration or a related field. 
• 5–7+ years of experience in event marketing, webinar management, conference planning, trade show management, demand generation, or integrated marketing. 
• Demonstrated success developing and executing event programs that drive qualified leads, pipeline growth, and measurable business results. 
• Experience planning and managing both virtual and in-person events. 
• Strong project management skills with the ability to manage multiple complex initiatives simultaneously. 
• Experience managing budgets, forecasting expenses, and negotiating vendor contracts. 
• Strong understanding of B2B marketing, lead generation, account-based marketing, and sales enablement. 
• Experience partnering with Sales, Customer Success, Product, and Marketing. 
• Experience measuring event performance through CRM, marketing automation, attribution, and reporting tools. 
• Excellent written, verbal, presentation, and interpersonal communication skills. 
• Ability to work independently in a fast-paced, remote environment. 
• Ability to establish and achieve long-term strategic goals while maintaining exceptional attention to detail. 
• Ability to effectively collaborate and partner with stakeholders across the company. 
• Willingness to travel approximately 15–25% of the time, including occasional evenings and weekends. 

Preferred 

• Experience in education technology, K–12 or Higher Education 
• Experience with Salesforce/Pardot or similar CRM and marketing automation platforms. 
• Experience with Zoom or similar webinar technologies. 
• Experience measuring marketing attribution, pipeline influence, and event-generated revenue. 
• Experience developing thought leadership initiatives and customer advocacy programs.