Director of Event Marketing

Job Overview

The Director of Events is a senior marketing leader responsible for shaping and driving Impact’s enterprise-wide event strategy across the full revenue funnel. Reporting to the Chief Marketing Officer, this role leads the events function and owns the full lifecycle of event programs, from strategic planning and audience promotion through on-site execution, post-event nurture, and performance reporting.

Responsibilities

• Own and evolve Impact’s full-funnel event strategy, aligning the annual events calendar to revenue goals, segment priorities, and marketing objectives.

• Lead, coach, and develop the events team while establishing scalable processes, playbooks, and best practices that improve execution quality and team efficiency.

• Partner with the CMO and leaders across Sales, Demand Generation, Content, Design, Media, Marketing Operations, RevOps, Customer Success, and executive leadership to connect event investment to pipeline and growth priorities.

• Plan and oversee internal and external programs, including trade shows, executive roundtables, VIP client events, customer and partner events, demand-generation roadshows, webinars, virtual programs, sales kickoffs, and company events.

• Design integrated pre-event and post-event digital campaigns, including ABM outreach, personalized audience targeting, multi-touch promotion, persona-based lead nurture, on-demand content promotion, and sales follow-up plays.

• Develop and manage ABM nurture programs tied to event cohorts, funnel stage, persona, and priority accounts to accelerate pipeline velocity.

• Own event-level lead targets and reporting frameworks that track registrations, attendance, engagement, MQLs, opportunities, pipeline contribution, and revenue influence.

• Ensure proper CRM hygiene, lead routing, dashboarding, and post-event analysis so senior stakeholders have clear visibility into event performance and ROI.

• Manage the events budget, including forecasting, tracking, purchase orders, invoice reconciliation, vendor relationships, venue relationships, contract negotiations, financial reporting, and event technology partners.

• Identify cost efficiencies without compromising event quality, attendee experience, or business impact.

• Serve as senior onsite lead for key events, ensuring strong execution, clear communication, and an exceptional attendee experience.

• Serve as a visible AI advocate within the events function, championing adoption of AI tools across the team and helping direct reports build AI fluency in their day-to-day workflows.

• Actively use AI tools to elevate event planning and execution, including AI-assisted content generation, audience research, post-event reporting, attendee experience design, personalized messaging sequences, dynamic content generation, and automated follow-up workflows.

• Operate within Impact’s agentic AI operating system, directing AI agents across research, drafting, data assembly, performance analysis, and process automation tasks while applying strategic judgment to validate and refine outputs.

• Identify, evaluate, and implement AI-powered event technology and marketing tools that improve operational efficiency, personalization, attendee engagement, and lead capture.

• Stay current on emerging AI tools, platforms, and best practices relevant to event marketing, bringing informed recommendations to the CMO and contributing to Impact’s broader AI enablement strategy.

• Build and document AI-assisted event workflows and playbooks that can be adopted team-wide, creating scalable, repeatable processes that raise the baseline quality and speed of event execution across the organization.

Qualifications & Experience

• 8+ years of experience in event marketing, field marketing, or a related marketing function, including at least 3 years in a leadership or management role.

• Demonstrated experience building full-funnel event strategies that include pre-event promotion, audience targeting, post-event nurture, and measurable pipeline impact.

• Proven ability to own and achieve event-sourced lead generation targets, including MQLs, pipeline contribution, and revenue influence.

• Experience managing internal and external events at scale, including trade shows, executive programs, hosted events, partner programs, webinars, and virtual events.

• Hands-on experience with CRM platforms such as Microsoft Dynamics or Salesforce for lead tracking, reporting, routing, and pipeline attribution.

• Experience with HubSpot or similar marketing automation platforms for event messaging, email automation, and lead nurture campaigns.

• Strong vendor, venue, contract, budget, purchase order, and invoice management skills.

• Exceptional project management skills with the ability to manage multiple programs, stakeholders, timelines, and priorities at once.

• Strong executive presence and communication skills, including comfort presenting performance updates and recommendations to senior leadership.

• Working knowledge of AI-enabled tools and a willingness to use AI thoughtfully to improve speed, quality, personalization, and reporting across event workflows.

• Willingness and ability to travel for events and provide onsite leadership for key programs.

Bachelor’s degree in Marketing, Communications, Business, or a related field preferred; MBA a plus.