Events Marketing Director

Job Description

Job Description

Description:

We are looking for an Events Marketing Director to own the demand generation engine for a portfolio of 40+ B2B events spanning Engineering, Food, Retail & Hospitality, and Healthcare, with the portfolio growing. Reporting to the VP of Marketing and leading a team of four Events Marketing Specialists, this role is equal parts strategist, systems builder, and team leader. You will drive delegate growth, support sponsorship revenue, launch new events from scratch, and build the documented processes and playbooks that allow a growing team to execute with excellence across established flagships and newer events still building their audience.

YOUR MISSION: FILL THE HOUSE

Own the audience. Every campaign, every channel, every playbook, and every process you build exists to put the right people in the room, at the right event, at the right time, and to ensure your team can do it again, better, for the next one.

Key Responsibilities

• Strategy & Team Leadership: Own the promotional strategy across the full portfolio, from launching new events to strengthening established ones. Lead and develop a team of four Events Marketing Specialists with clear standards, defined ownership, and growth paths. Partner with the in-house design team on all creative execution.
• Demand Generation & Channel Ownership: Oversee event-specific marketing plans driving registrations and supporting sponsorship targets across all channels: email, organic and paid social (LinkedIn, Facebook, Instagram), PPC, programmatic, retargeting, ABM, SMS, telemarketing, media partnerships and tradeouts, house/ROS ads, sponsor and speaker activation toolkits, app push, and event websites (SEO and GEO).
• Audience Development & List Growth: Partner with the Audience team to grow and segment the delegate database through lookalike modeling, ABM motions, and list acquisition. Own segmentation standards, database health, and audience expansion across the portfolio.
• Attribution, Reporting & Analytics: Build a multi-touch attribution model tracking every registration to its source by channel, campaign, and vertical. Own cost-per-registration analysis, A/B testing, KPI tracking, spend reallocation, self-service dashboards, pipeline reporting, and registration forecasting by event.
• Competitive Intelligence: Own a structured competitive intelligence program covering calendar conflicts, pricing benchmarking, speaker and agenda monitoring, audience overlap, win/loss analysis, and a live positioning response playbook. Use the data to identify white space across the portfolio.
• Delegate Marketing: Own delegate acquisition and retention across the portfolio. Drive registrations with vertical-specific messaging, urgency mechanics, re-engagement campaigns for lapsed attendees, and referral programs. Track acquisition cost, conversion rates, and attendance by source to sharpen targeting and ROI.
• Sponsorship Marketing Support: Partner with Sales and Events Operations to support the sponsorship funnel through awareness campaigns, nurture sequences, case studies, tiered prospectuses, bespoke proposals, and urgency campaigns. Build sponsor personas by industry, objective, and tier. Develop post-event ROI narratives that drive retention and early renewals.
• Social Proof & Content: Build a repeatable process for capturing and deploying testimonials, case studies, and peer validation content for delegate and sponsor audiences. Own post-event content repurposing of video, photography, and session highlights. Run alumni re-engagement and real-time UGC strategies during live events.
• Onsite Marketing & Production: Own all onsite signage, branded materials, and experiential marketing touchpoints. Lead vendor selection for photography and videography, develop shot lists and production briefs, and oversee post-show editing and delivery. Ensure all content is production-ready for the next promotional cycle.
• Prospectuses, Websites & Assets: Own all event prospectuses from one-pagers to bespoke proposals, with vertical-specific variants, a refresh cadence, and digital tracking. Own CRO, SEO, and geo-targeted content across all event websites. Develop sponsor and speaker activation toolkits by tier and event type.
• Surveys & Audience Intelligence: Own a formal survey program covering pre-event audience research, post-event delegate and sponsor satisfaction, lapsed attendee outreach, and market research. Integrate findings into campaign strategy, playbooks, and prospectus content.
• Process Architecture: Build and maintain the full library of event marketing processes: master promotional timelines (12+ months out to post-event close), channel and vertical playbooks, a new event launch playbook, handoff protocols between Marketing, Operations, and Sales, approval workflows, retrospective frameworks, and crisis and contingency playbooks.
• Budget Management: Oversee the marketing budget in close partnership with the VPs of Marketing and Events Operations. Own budget models, channel trackers, ROI calculators, and live base, upside, and contingency scenarios by event. Deliver clear reporting with variance analysis and recommendations to senior leadership.

Requirements:

WHAT YOU BRING

• Bachelor's degree in Marketing, Communications, Business, or a related field
• 8+ years in B2B marketing with a proven track record in event promotion and sponsorship marketing at portfolio scale
• Personally launched events from scratch and built audiences from zero to target
• Fluent across both technical verticals (Engineering, Healthcare) and experiential ones (Food, Retail & Hospitality)
• Builds operating systems and documented processes, not just campaigns
• Proven team leader with experience managing and developing specialists across complex, multi-event portfolios
• Comfortable working closely with audience, sales, and operations teams in a highly cross-functional environment
• Genuinely data-driven; builds attribution models and makes confident spend decisions from data
• Advanced Excel skills and finance-level budget discipline
• Comfortable with quarterly travel to attend events across the portfolio
• Thrives where success is measured by delegate growth and operational marketing excellence
• Hands-on proficiency across: CVENT (event builds, registration, weblinks, session management, reporting), Salesforce, GA4, Microsoft Excel (advanced), LinkedIn Campaign Manager, Meta Ads Manager, Google Ads, Programmatic DSPs, Email Marketing Platforms, WordPress/CMS, Survey Tools, and Sales Enablement Tools

WHAT WE OFFER

We believe that a highly engaged audience is our greatest asset. As Events Marketing Director, you will have the unique opportunity to drive strategy, build systems and lead events marketing across our portfolios, backed by a team that values robust technical infrastructure and continuous innovation. In addition, the following benefits are available:

• Competitive salary
• Premium medical, dental, vision and other health plans – you choose what fits your needs
• Full vested 401(k) match to help you prepare for your future
• Generous paid time off, including vacation, sick, float, bereavement, 12 office holidays and flexible working hours
• Supportive work/life balance and paid parental leave
• Dynamic, dedicated, fun and hard-working environment
• A collaborative work environment in a growing market
• Consistently ranked as a Top Workplace and included on the Forbes 5000 Fastest Growing Companies for 5+ years

ABOUT ARROWFLY

Arrowfly is a live and digital B2B destination serving professionals across the engineering, healthcare, food, retail and hospitality sectors. The company delivers trusted journalism and editorial content, industry-defining events, and digital measurement tools, all backed by an established reputation for independence and credibility in the markets it serves. This is an opportunity to join a company in active transformation, with a portfolio of 40+ events, a growing team, and the ambition to build something that sets the standard for B2B events marketing. Our values are simple: The Audience Comes First, Raise the Bar, Unite the Community, Surface What Matters Most, and Track What Works. If those resonate with how you work, you'll fit right in.

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