Senior Manager, Events & Field Marketing

About the Role

Lace is looking for a Senior Manager of Events & Field Marketing to own our full events motion, from trade show floors to industry summits and customer activations. You'll build and execute a strategy spanning 30–45 events per year across the home services and remodeling industry, turning every touchpoint into qualified pipeline and memorable brand moments. This is a hands-on role for a builder who thrives in early-stage environments and is equally comfortable setting strategy and pulling cables on the show floor.

Responsibilities

• Trade Shows & Industry Conferences: End-to-end ownership of Lace's conference presence across key home services events, including ServiceTitan Pantheon, Top500 Live, and franchise-specific summits. Own logistics, booth activations, pre/post-event campaigns, sales enablement, and ROI tracking.
• Targeted Account Programs & Customer Experiences: Design programs aimed at penetrating key accounts and expanding within large trade and franchise networks — owner-contractor dinners, regional happy hours, customer appreciation events, and field activations tailored to home services decision-makers.
• Partner, Digital & Customer Events: Run webinars and partner-led experiences, support customer moments (gifting, milestones, activations), and build Lace's owned event formats from the ground up.
• Own and evolve Lace's events strategy, from intimate trade professional dinners to major industry trade shows, always tied to pipeline and revenue goals.
• Manage the full event lifecycle: sponsorship submissions, contract negotiation, vendor management, logistics, and on-site execution.
• Design multi-channel promotion campaigns (email, digital, customer invitations) to maximize demo conversions, booth traffic, and attendance from home services owners and operators in the trades.
• Represent Lace as a speaker at panels, industry summits, and trade conferences — building brand credibility in the home services space.
• Recruit, train, and lead brand ambassadors to deliver consistent, high-quality event experiences across a high-volume calendar.
• Own the full pre- and post-event nurture infrastructure in HubSpot; building workflows, lists, and reporting dashboards that track what actually matters: demos booked, not just leads generated. Partner with the SDR team on post-event follow-up sequences and hold the events program accountable to bottom-funnel outcomes.

Qualifications

• 5–7 years in field marketing, events, or experiential marketing; B2B SaaS or high-growth tech preferred
• Proven track record owning high-volume event programs (30–45 events/year at peak)
• Demonstrated ability to tie events directly to demos, pipeline, and closed revenue
• Strong creative instinct; you bring activation ideas, not just operational execution
• Hands-on HubSpot proficiency; comfortable building email nurtures, workflows, lists, and dashboards independently, and knowing how to get what you need out of a shared instance even when you're not the owner
• Cross-functional collaboration with Sales, Marketing, and executive teams
• Willingness to travel up to 60% during busy seasons
• Startup experience is a must

Skills

• You're a builder. You get energy from creating something from scratch and don't need day-to-day direction to move fast and make decisions.
• You don't just manage events, you create experiences that home services owners and trades professionals talk about long after they leave.
• You think big picture and execute flawlessly on the details. You understand how events fit into a broader GTM strategy.
• You measure success in demos booked, not badges scanned. You think mid-to-bottom funnel and build programs designed to convert, not just create awareness.
• Every decision is filtered through "does this drive pipeline?" You track what matters and optimize relentlessly.
• You operate well with limited structure and have a strong bias toward action.
• You're comfortable in a room full of trades professionals and franchise owners — and you know how to earn their trust.

Pay

For this role, we are hiring at the Senior Manager level with a targeted base salary range of $150,000–$180,000. Actual compensation will depend upon an individual's skills, experience, qualifications, location, and other relevant factors. The salary range is subject to change and may be modified at any time.

About Lace AI

Our mission is to unlock revenue automation for businesses around the world. Lace is pioneering the next generation of AI-powered call center solutions, driving significant revenue gains for our customers. Lace is the leading AI Customer Engagement Platform built to protect and grow revenue for Home Remodeling and Home Services businesses. Our AI agents span the entire customer journey, capturing, qualifying, and converting inbound demand and follow-ups automatically across channels. Lace combines proprietary voice AI, deep industry intelligence, and workflow automation to eliminate revenue leakage and ensure every customer interaction is handled with speed and consistency.

Benefits

• Join a rapidly growing company that is transforming industries and is at the forefront of AI innovation.
• Work in a collaborative, high-energy environment with a talented and passionate team.
• Competitive salary, equity options, and comprehensive benefits package.
• Opportunity to make a significant impact on our customers’ success and our company’s growth.