Trade Show Manager

Job Description

Job Title: Trade Show Manager

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Department: Meeting & Event Operations

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Reports To: Senior Manager, Event Operations

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FLSA Status: Exempt

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Location: Chicago, Illinois

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Hybrid Schedule: Three days in office and two days remote

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Company Overview

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Founded in 1991, Americas’ SAP Users’ Group (ASUG) is the world’s largest SAP user group, serving 2,300-plus businesses via company-wide memberships. ASUG is a Chicago-based organization that helps people and organizations get the most value from their investments in SAP technologies. We believe in the power of community and offer our members a wide range of in-person experiences, insightful webcasts, and member-told stories with endless opportunities for networking, education, and research. You’ll feel right at home in our community.

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Our Values:

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Inspire Trust : We build trust through transparency, integrity, and respect. Join us to be part of a team that values honesty and ethical behavior.

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Lead the Charge : We are pioneers in our field, always striving for innovation and excellence. Be a part of a forward-thinking organization that encourages leadership at all levels.

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Join Together : Collaboration is at the heart of what we do. Work with a diverse group of professionals who support and uplift each other.

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Work Fearlessly : We embrace challenges and are not afraid to take risks. If you are bold and ambitious, you will thrive here.

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Celebrate Customers : Our members are our top priority. Help us create exceptional experiences and celebrate their successes.

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Job Summary

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The Trade Show Manager owns the strategy, planning, and operational delivery of exhibit and trade show environments across designated ASUG programs. The initial portfolio includes the Annual Conference, Tech Connect, Utilities, and other events with exhibits, sponsor activations, or ASUG booth operations as assigned.

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This position leads the full trade show lifecycle, including expo strategy, floor plan development, exhibitor rules and communications, general service contractor coordination, exhibitor services, sponsor and exhibitor operational fulfillment, move-in and move-out, onsite execution, and post-event closeout. The Trade Show Manager develops detailed plans and budgets, directs vendors and assigned support resources, maintains operational readiness, and provides a consistent service experience for exhibitors and sponsors.

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The Trade Show Manager works within ASUG’s shared services operating model. The event owner remains accountable for the overall meeting, while the Trade Show Manager owns the expo environment and related operational workstreams. Sales owns sponsorship strategy, inventory, pricing, and commercial agreements. The Director-level role retains final vendor contracting authority, portfolio financial oversight, and major contractual or organizational escalations. The Planner assigned to trade show support completes delegated responsibilities under the Trade Show Manager’s direction.

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Key Responsibilities

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Trade show strategy and project management:

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• Serve as the functional owner for assigned trade shows, exhibits, sponsor activations, and ASUG booth operations from initial planning through post-event closeout.
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• Integrate comprehensive trade show project plan items into the event logistics project plan, including milestones, deliverables, dependencies, decision points, and accountable owners.
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• Translate event objectives, attendance projections, sponsor commitments, and operational requirements into an executable expo strategy and floor plan.
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• Lead recurring trade show planning meetings and provide timely status, risk, budget, and decision updates to the event owner, Senior Manager, Event Operations, and other stakeholders.
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• Identify operational, safety, budget, vendor, exhibitor, and schedule risks early; develop mitigation plans and escalate risks outside established authority.
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Floor plan and exhibit operations:

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• Develop and manage exhibit floor plans, booth inventory, traffic flow, service areas, sponsor activations, ASUG spaces, and other expo elements in coordination with the event owner, Sales, venues, and vendors.
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• Manage floor plan revisions, booth assignments, holds, releases, and operational records while maintaining accurate inventory and version control.
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• Ensure floor plans and exhibit plans meet venue requirements, fire and life-safety standards, accessibility expectations, and applicable regulations or approval processes in partnership with the general services contractor.
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• Establish and communicate exhibitor rules, booth standards, deadlines, insurance requirements, and move-in and move-out procedures in partnership with the general services contractor.
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• Develop detailed move-in, show-open, daily operations, and move-out plans, including staffing, access, security, freight, material handling, and issue-response procedures.
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Exhibitor services and communications:

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• Own the exhibitor operational experience and serve as the primary escalation point for exhibit-related questions before and during assigned events.
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• Develop and manage exhibitor service manuals, operational communications, order instructions, deadlines, checklists, and onsite service information.
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• Coordinate exhibitor needs related to utilities, internet, audiovisual services, furnishings, material handling, shipping, labor, security, cleaning, and other show services.
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• Monitor exhibitor progress against required deadlines and address incomplete forms, unpaid operational orders, rule violations, or service concerns in coordination with the appropriate stakeholders.
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General service contractor and vendor management:

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• Develop operational requirements and scopes of work for the general service contractor and other trade show vendors.
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• Participate in vendor sourcing and evaluation, provide recommendations, and manage contracted vendors operationally after agreement execution. Final vendor negotiations, approvals, and contract execution remain with the Director-level role.
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• Direct vendor timelines, deliverables, service standards, floor plan production, exhibitor ordering processes, freight operations, labor coordination, and onsite performance.
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• Manage assigned vendors that may include the general service contractor, signage and production providers, security, utilities, internet, first aid, promotional products, and other exhibit-related services.
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• Document vendor performance and service issues, validate contracted deliverables, and support post-event evaluations and recommendations.
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Sponsor and partner operational fulfillment:

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• Partner with Sales to confirm the operational feasibility, cost, timing, and delivery requirements of proposed sponsorships and exhibit offerings.
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• Translate executed sponsor and exhibitor agreements into detailed operational requirements, fulfillment plans, deadlines, and accountable owners.
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• Maintain accurate fulfillment trackers and ensure assigned exhibit and event entitlements are delivered, documented, and included in post-event reporting.
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• Coordinate with the Planner assigned to trade show support on sponsor communications, service kits, space-selection administration, fulfillment records, onsite needs, and post-event reports.
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• Identify conflicts, unplanned commitments, feasibility concerns, or fulfillment risks and escalate them to Sales, the event owner, and Event Operations leadership before they affect delivery.
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Budget and financial management:

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• Develop, manage, forecast, and reconcile trade show and exhibit-operation budgets within parameters established by Event Operations leadership.
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• Track commitments and actual expenses, monitor cost per square foot and other relevant cost drivers, identify material variances, and recommend corrective action.
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• Review invoices for accuracy, validate services against approved orders and contracted deliverables, and support timely financial closeout.
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Onsite leadership and event integration:

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• Serve as the primary operational lead for expo installation, show operations, exhibitor services, sponsor activations, and dismantle.
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• Coordinate trade show requirements and dependencies with the event owner, venue, Sales, registration Planner, assigned trade show Planner, vendors, staff, and other functional partners.
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• Visit every exhibiting partner during Tech Connect and Utilities to provide proactive customer service, increase awareness of onsite needs, confirm fulfillment, and gather feedback that can improve future partner opportunities and operational delivery.
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• Document partner feedback, unresolved service needs, and potential fulfillment improvements from onsite visits and coordinate appropriate follow-up with Sales and Event Operations stakeholders.
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• Develop ASUG Hub onsite schedules, staffing recommendations, contact lists, briefing materials and contingency plans.
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• Provide direction, training, and clear assignments to the Planner and other staff supporting trade show operations while retaining accountability for overall delivery.
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• Participate in post-event debriefs, analyze exhibitor and sponsor operational feedback, document lessons learned, and recommend improvements to future trade shows.
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Role accountability:

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• Own trade show strategy, floor plan direction, exhibitor operations, general service contractor management, exhibitor services, sponsor and exhibitor operational fulfillment, and onsite expo execution for assigned programs.
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• Operate within approved budgets, executed contracts, sponsorship commitments, policies, and decision authority. Sales retains sponsorship packaging, pricing, sales commitments, and commercial agreements; the event owner retains overall meeting accountability.
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Performance Expectations (KPIs)

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• Trade show readiness and milestone completion : Complete at least 95% of critical floor plan, vendor, exhibitor communication, service-order and onsite-readiness milestones by the established deadline for assigned events. Document and escalate dependencies or risks before they affect show opening or exhibitor delivery.
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• Sponsor and exhibitor fulfillment and financial performance : Deliver and document at least 95% of assigned operational entitlements by the agreed deadline, complete and document an onsite service visit with every exhibiting partner at Tech Connect and Utilities, and manage trade show expenses within the approved budget, with final expenses within 3% of the latest approved forecast. Identify and escalate fulfillment gaps, partner concerns, or material financial variances promptly.
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Qualifications

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• Bachelor’s degree or an equivalent combination of education and relevant professional experience.
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• Minimum of 5 years of progressively responsible trade show, exhibit, sponsorship operations, or related event experience, including independent ownership of in-person exhibit programs.
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• Demonstrated experience managing the full trade show lifecycle, including floor plan development, exhibitor communications, general service contractor coordination, move-in and move-out, onsite operations, and post-event closeout.
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• Experience developing exhibit floor plans and managing booth inventory, space assignments, revisions, venue approvals, and life-safety requirements.
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• Experience managing general service contractors and other exhibit vendors within established contracts, scopes of work, budgets, and service standards.
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• Working knowledge of exhibitor services, freight and material handling, labor, utilities, internet, security, signage, insurance requirements, and exhibitor-appointed contractor processes.
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• Experience translating sponsor or exhibitor agreements into operational fulfillment plans and maintaining accurate entitlement records and post-event documentation.
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• Experience developing and managing trade show budgets, forecasts, expense commitments, invoice review, and financial reconciliation.
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• Demonstrated ability to manage multiple concurrent events and coordinate cross-functional dependencies in a deadline-driven environment.
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• Sound judgment and the ability to make timely decisions during installation, live show operations, and dismantle while escalating significant risks appropriately.
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• Strong written, verbal, facilitation, and customer-service skills, including the ability to communicate effectively with exhibitors, sponsors, vendors, executives, and internal stakeholders.
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• Strong attention to detail and demonstrated ability to maintain accurate floor plans, fulfillment records, project documentation, and financial information.
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• Strong proficiency in Microsoft Office Suite, particularly Excel and PowerPoint, and familiarity with event project-management and shared-documentation platforms.
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• Experience with ExpoCad, Map Your Show, Cvent, or comparable floor plan, exhibitor-management, and event technology platforms preferred.
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• Ability to travel nationally approximately 6–10 times annually, including events and planning meetings, and work nontraditional hours during show installation, event days, and dismantle.
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• Ability to remain on one’s feet for extended periods during events and occasionally move event materials weighing up to 25 pounds, with reasonable accommodations available as required.
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The anticipated base salary range for this position is $82,000–$85,000 annually, depending on the candidate’s qualifications, relevant experience, and alignment with the role’s responsibilities.

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Why ASUG?

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Join a dynamic, mission-driven organization that values innovation, inclusivity, and growth. Enjoy a hybrid work environment with a supportive team, competitive compensation, and opportunities for professional development. ASUG is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.