CHANNEL MARKETING TRADE SHOW MANAGER

About the role

The Trade Show & Events Marketing Manager at Daniel Defense is responsible for demonstrating commitment to and leadership of environmental health and safety principles, policies, and procedures. This role oversees the strategy, planning, and flawless execution of Daniel Defense's presence at trade shows, industry events, demo days, and field activations.

Responsibilities

• Own end-to-end trade show strategy — from show selection and budgeting through pre-show planning, on-site execution, and post-show evaluation.
• Develop strategic plans for each event, including pre- and post-show evaluation of success against defined objectives.
• Partner with the creative team to deliver best-in-class booth presentation, product display, and brand storytelling that represents core brand needs at every show.
• Manage booth design, logistics, freight, setup and teardown, staffing plans, and vendor relationships for all selected events.
• Coordinate new product reveals and live-fire or hands-on product demonstrations in partnership with Product Line Managers.
• Plan and execute demo days, range days, and field activations for commercial, military/law enforcement, and consumer audiences.
• Maintain a unified, integrated event calendar that consolidates activations to maximize coordination, reduce overlap, and amplify impact.
• Ensure brand consistency across all event collateral, signage, and experiential touchpoints.
• Oversee creative direction for the look, tone, and feel of event presence and supporting sales materials.
• Manage event content production schedules in coordination with the broader marketing team.
• Create channel marketing and merchandising materials that extend the event experience into the field, including display footprint layouts, planograms, visual aids, and swag distribution.
• Establish and implement merchandising collateral and visual standards that support omni-channel programs.
• Support stocking dealer programs and coordinate incentivized programs such as dealer days and training support to drive product adoption through partner networks.
• Partner with Product Strategy Manager and NPD to align channel activations with go-to-market launches and ongoing business needs.
• Develop and deliver event-focused product training and talking points for booth staff, sales teams, dealers, and distributors.
• Equip field teams with the merchandising tools and sales materials needed to carry the brand message consistently.
• Identify and develop new business and partnership opportunities surfaced through event and field engagement.
• Manage relationships with key partners and industry organizations.
• Cross-coordinate with the social media team to amplify event moments across channels (FB, IG, LinkedIn, X, Rumble, YouTube, and industry partner outlets).
• Achieve positive, measurable ROI across the trade show and event portfolio.
• Improve quality and efficiency of event execution, measured by on-time delivery, budget adherence, and post-show evaluations.
• Increase lead generation, qualified contacts, and brand engagement captured at events.
• Increase dealer program participation and field activation effectiveness.
• Improve sales team effectiveness measured by event-based training completion and follow-through.

Qualifications

• Bachelor’s degree in a related field, or an equivalent combination of education and experience to successfully perform the responsibilities of this role.
• 3–5 years of trade show and event planning and execution experience (required).
• Demonstrated ability to manage event budgets, logistics, vendors, and on-site execution.
• 2–3 years of channel merchandising or field marketing experience with consumer products.
• Experience building and reporting on ROI and performance metrics for marketing initiatives.
• Excellent written and verbal communication skills.
• Experience with content creation (writing, editing, photo/video production direction).
• Strong relationship management and collaboration skills.
• Ability to travel frequently to events, shows, and field activations.
• Ability to work independently and manage multiple priorities under deadline.
• Experience in the firearms, outdoor, or related industry preferred.
• Demonstrated ability to recognize and work in accordance with our Company Values.

Skills

• Knowledge of environmental health and safety principles, policies, and procedures.
• Strong organizational and project management skills.
• Excellent written and verbal communication skills.
• Proficiency in content creation (writing, editing, photo/video production direction).
• Ability to manage event budgets, logistics, vendors, and on-site execution.
• Experience in managing and executing trade shows and events.
• Strong relationship management and collaboration skills.
• Ability to work independently and manage multiple priorities under deadline.