Trade Show and Events Manager

Trade Show Manager

This role ensures Barentz is represented as the premier distributor and technical expert in every market we serve. Trade shows must deliver measurable commercial impact while strengthening brand awareness and market positioning.

This is a cross-functional role partnering with Divisional Presidents, VP of Sales, Division Marketing Managers, Principal Managers, MAG, and Global Marketing.

Core Responsibilities

Trade Show Strategy & Calendar Ownership

• Develop and manage the annual trade show master calendar across Canada, USA, Mexico, and Central America.
• Align participation with divisional priorities, principal initiatives, and growth objectives.
• Establish measurable KPIs for each event including pipeline targets, qualified meetings, and brand exposure.
• Lead pre-event alignment and post-event debrief meetings.

When four or more trade shows overlap, partner with Division Marketing Managers to prioritize and support execution of key events.

Event Execution & Logistics

• Manage booth selection, contracts, booth builds, meeting room and suite rentals, and vendor negotiations.
• Oversee exhibit design aligned with global brand standards and vertical-specific messaging.
• Coordinate all operational requirements including material handling, furniture, flooring, electrical, rigging, cleaning, refrigeration, catering, audio-visual, and team registration.
• Procure and maintain booth assets, promotional materials, and giveaways.
• Manage shipping, samples documentation, customs (as required), installation, and breakdown logistics.
• Ensure premium execution consistent with Barentz brand positioning.

On-Site Oversight & Team Coordination

• Attend major trade shows where Barentz has significant financial investment or strategic importance.
• Provide on-site leadership to ensure brand standards and lead capture protocols are executed properly.
• Coordinate hotel accommodations, transportation, and team logistics.
• Define attendee roles, expectations, and meeting schedules prior to events.

Experiential Marketing & Promotion

• Plan traffic-driving initiatives including coffee stations, sponsorships, networking events, and customer entertainment.
• Partner with Sales and MAG to coordinate targeted prospect and customer meetings.
• Collaborate with Marketing on pre- and post-show promotion including LinkedIn, email campaigns, and principal visibility.

Lead Management & ROI Reporting

• Standardize lead capture and CRM/BRM integration processes.
• Ensure timely data entry and alignment with sales follow-up expectations.
• Track and report leads generated, qualified opportunities, pipeline value, revenue influenced, and cost per lead.
• Deliver post-event performance summaries within 10 business days.

Brand Awareness & Market Positioning

• Ensure each event reinforces Barentz as a premier distributor and industry expert.
• Elevate booth presence to reflect premium positioning and technical authority.
• Measure brand impact through inbound inquiries, digital engagement, principal feedback, and leadership evaluation.

Budget Responsibility

• Develop and manage the annual trade show budget across all divisions.
• Monitor booth, travel, activation, and promotional expenditures.
• Maintain fiscal discipline while protecting brand quality and visibility.

Key Performance Indicators

• Pipeline generated from trade shows
• Cost per qualified lead
• Event-to-opportunity conversion rate
• Revenue influenced by participation
• Brand awareness growth within target verticals
• Principal and executive satisfaction
• Budget adherence

Qualifications

• 3+ years of B2B trade show or event leadership experience.
• Experience managing multi-division coordination.
• Strong project management and budget oversight skills.
• CRM proficiency (Dynamics preferred).
• Experience in ingredient distribution, chemical, pharmaceutical, or industrial markets preferred.