Director, Marketing Events & Sponsorships

Key Responsibilities

• Build and manage a comprehensive events and sponsorship strategy aligned to business goals, target accounts, and pipeline objectives.
• Maintain the annual event calendar and define success criteria for each investment.
• Lead and develop an events team responsible for logistics, vendor coordination, timelines, staffing, and on-site delivery.
• Ensure consistent, high-quality execution across all programs.
• Establish KPIs and track performance across registrations, attendance, meetings, leads, MQLs, opportunities, and pipeline impact.
• Drive continuous improvement through data and ROI analysis.
• Partner with Sales and Business Development to define target accounts, outreach strategies, meeting goals, and follow-up expectations to maximize event-driven pipeline.
• Collaborate with Product Marketing to ensure all event messaging, booth experiences, sponsorship activations, and speaking engagements align with product priorities and buyer needs.
• Own the events and sponsorship budget, negotiate contracts, manage vendors and partners, and ensure cost-effective execution with strong ROI.
• Oversee all aspects of event delivery including booth design, staffing, lead capture, speaking engagements, and attendee experience.
• Measure and report on event effectiveness, including lead quality, pipeline contribution, and seller engagement, while identifying opportunities for optimization.
• Evaluate and manage sponsorships based on audience quality, brand visibility, and pipeline potential; ensure all deliverables and activations are executed effectively.
• Secure and support speaking opportunities for executives and subject matter experts to enhance market credibility and brand presence.
• Align events with broader marketing campaigns and ensure proper lead tracking, attribution, and follow-up through CRM and marketing automation tools.
• Maintain event playbooks, processes, and reporting frameworks to improve scalability, consistency, and performance over time.

Ideal Candidate Profile

• 7+ years of experience in B2B event marketing, sponsorships, or field marketing, with demonstrated success driving measurable business impact.
• Proven ability to manage teams, budgets, and complex event portfolios in a fast-paced, matrixed environment.
• Strong collaboration skills with experience partnering across Sales, Marketing, and Operations.
• Data-driven mindset with experience in pipeline measurement, ROI analysis, and CRM/reporting tools (e.g., Salesforce, Marketo, HubSpot).
• Excellent organizational, communication, and stakeholder management skills.