SUMMARY:The
Commercial Events Manager role owns the complete execution of trade shows and national events, drives lead generation and conversion tracking through the CRM, and manages event budgets, contracts and ROI reporting. Just as important, this person will design and own the operational process by which Sales requests and receives marketing materials - ensuring a clean, trackable, no-guesswork system rather than ad hoc requests over email, and such.
Trade Show Logistics, Budgeting, and Lead Generation
- Own the annual trade show and event calendar, including show selection, budgeting, and prioritization, for Sales trade shows, national and regional meetings.
- Coordinate all shipping and drayage logistics for booth materials, signage, and collateral to ensure on-time, damage-free arrival.
- Negotiate contracts, booth registration, floor space, and vendor relationships (booth design, AV, furniture rental, etc.).
- Act as the primary point of contact for Sales on all things trade show and enablement related - reducing informal, one-off requests and replacing them with a repeatable process
- Track actual spend against budget and flag variances proactively.
- Calculate and report ROI for each event, tying spend directly to pipeline and revenue outcomes.
- Develop and lead on-site staff training so booth teams are prepared on messaging, lead capture tools, and booth etiquette.
- Serve as the on-site point of contact during events, troubleshooting logistics issues in real time, as needed
- Coordinate promotional campaigns (pre-show, on-site, and post-show) to drive booth traffic and inbound interest.
- Track lead-to-opportunity-to-sale conversion rates in the CRM, working with Sales to close the loop on lead follow-up.
- Report on campaign and lead performance to inform future event and marketing investment.
- Present post-event performance summaries to leadership, including recommendations for future investment.
Marketing-Sales Operations Liaison
- Design, implement, and maintain a formal materials request process so Sales can order brochures, samples, swag, and other collateral through Marketing in a clean, standardized, trackable way (e.g., via a request form, ticketing system, or shared portal).
- Coordinate the fulfillment of visual materials for trade shows and events
- Maintain a centralized, up-to-date content library so materials are accurate and on-brand.
- Participate in training sessions to onboard sales reps on trade show process and materials
KNOWLEDGE, SKILLS AND ABILITIES REQUIREDThe requirements listed below are representative of the knowledge, skill, and/or ability required.
- 5-10+ years of experience in event coordination, trade show management, and contract negotiations.
- Proven experience managing event logistics (registration, shipping, on-site execution).
- Budget management and ROI analysis
- Hands-on experience with a CRM platform (e.g., Salesforce) for lead tracking and reporting.
- Strong project management skills with the ability to juggle multiple events/campaigns simultaneously.
- Excellent written and verbal communication skills, with experience creating sales-facing content.
- Cross-functional collaboration and stakeholder management
- Project and vendor management
SUPERVISOR RESPONSIBILITIES:At this time, this role does not require supervisor responsibilities.
PHYSICAL DEMANDS:
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Must be able to travel to trade shows and events, including some evenings and weekends around show dates.
- Must be able to lift, carry and set-up trade show materials (50 lbs or less)
- Must be able to stand for long periods of time throughout the day
MENTAL DEMANDS:- High stress at times to meet deadlines pertaining to specific events.
WORK ENVIRONMENT:
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Balance between system/computer and verbal (in person and on phone)
- Working directly with the Sales, VP of Marketing, Digital Marketing, IT, and Third-Party vendors
- Communicating regularly with SVP of Sales, VP of Marketing, Digital Marketing and any related vendors
