Principal, Major Event Strategy & Operations

About the role

This role is being created to build both event measurement and a speakers bureau, and to take direct ownership of our flagship Customer Conference. You will join a small, senior team of two event managers reporting to the Senior Director of Strategic & Major Events.

Responsibilities

• Customer Conference End-to-end ownership of our flagship customer event — a multi-day owned conference with a nine-to-twelve month runway.
  • Venue sourcing and contracting, attendee journey design, content and agenda, production, and direct management of executive stakeholders and speakers.
• Core event strategy and execution
  • Lead strategic planning and delivery for assigned major events.
    • Audience, objectives, budget, experience and measures of success.
  • Build integrated plans with sales, demand generation, brand and communications, including promotion and post-event follow-up.
    • Manage delivery against those plans and use results to improve future investment.
• Event measurement, attribution and executive reporting
  • Build the event scorecard and pipeline attribution model that this function does not have today, to a standard our finance organization will accept.
  • Own the reporting cadence that tells marketing leadership what $7M of event spend returned, event by event and tier by tier.
• Speaker’s bureau
  • Build and run a speaker’s bureau for executive and subject matter expert participation across the portfolio.
    • Maintain a speaker roster and CFP calendar, develop abstracts, and coordinate speaker preparation with the communications team.

Requirements

• Eight or more years in B2B event marketing, with progressive ownership of larger and more complex events.
  • Direct, end-to-end ownership of a multi-day owned conference — several hundred attendees or more — covering venue, content, production and executive stakeholders.
  • You have built event measurement and pipeline attribution that a finance organization accepted and used.
  • You can describe the model, not just the dashboard.
  • You have run a speakers bureau or CFP program, including sourcing, preparing and coaching senior executive speakers.
• Experience at $5M or greater annual event program scale, across a mix of owned events and third-party sponsorships.
  • Demonstrated ability to influence senior stakeholders outside your reporting line — sales leadership and executive speakers in particular.

Preferred

• Cybersecurity, identity security, or enterprise infrastructure software background.
  • Experience running an event series for an acquired brand alongside a parent-company portfolio.
• Experience with Salesforce campaigns, campaign member status and lead flow.
  • Global event experience, particularly EMEA.