Trade Show and Experiential Marketing Manager

Overview

The Trade Show and Experiential Marketing Manager owns the end-to-end strategy and execution of trade shows, experiential marketing, and client/prospect engagement events to drive lead generation, brand awareness, and revenue growth. This person manages event budgets, holds vendors accountable across planning, execution, and reconciliation, and partners closely with Sales, Marketing, and Product to build compelling event experiences that generate qualified leads and strengthen client relationships. This role prioritizes high-impact Tier 1 shows and owns the Tier 2 show portfolio; Tier 3 shows are self-service and sales-led, with this role providing light-touch registration and platform support.

Responsibilities

• Leads full-cycle strategy and execution for Tier 1 (high-impact) trade shows and owns the Tier 2 show portfolio, applying selection criteria tied to performance data, ICP fit, and revenue impact to prioritize investment across the show calendar.
• Elevates the onsite experience and product demo capability at Tier 2 shows, ensuring meaningful demo support at that tier.
• Develops comprehensive event budgets ranging from $10k to $200k+ across Tier 1 and Tier 2 shows (10x10 to 20x40 booth sizes), including cost projections, vendor negotiations, drayage, electrical, and labor costs.
• Tracks actuals against budget projections and produces detailed post-event ROI analysis; creates cost-mitigation recommendations when overages occur.
• Partners with major trade show vendors and venues to plan, execute, and resolve challenges across pre-event planning, on-site installation, and post-event reconciliation.
• Holds vendors accountable to contracts, SLAs, and service delivery standards; manages convention center and hotel logistics, booth construction, AV, catering, and ancillary services.
• Works closely with Sales Leadership and Account Managers to ensure trade shows serve as a strategic lever for deal acceleration, client engagement, and pipeline expansion.
• Translates complex event logistics and data into actionable insights Sales can use onsite and post-show.
• Collaborates with Product Marketing and Design to create cohesive, on-brand event experiences.
• Coordinates with Marketing on pre-event campaigns, content, and lead capture enablement.
• Schedules planning meetings, develops agendas, and ensures all stakeholders align on event goals and GTM strategy.
• Provides support for self-service, sales-led Tier 3 shows, including event registration setup and iCapture configuration.
• Manages and executes experiential marketing and client/prospect engagement events, including offsite happy hours during trade shows, client/prospect transportation, invitations, and gifting for groups of 10-50 people.
• Plans and executes client and prospect sporting events (up to 10 attendees) and prospect-focused mini summits hosted at client offices, including presentations, lunch, invitations, and gifting.
• Develops event strategy aligned with sales and business objectives, identifying new opportunities that fit target markets and corporate goals.
• Plans and executes booth design, layout, branding, and attendee experience.
• Coordinates registration, staffing, promotional materials, and speaking engagements.
• Leverages the org's events platforms (e.g., Swoogo, iCapture) for lead capture, registration, and seamless follow-up enablement with sales.
• Produces post-event reports with actionable recommendations to continuously improve ROI.

Qualifications

• Bachelor’s degree in marketing, event management, or similar.
• 7+ years of experience in trade show/event management, field marketing, or experiential marketing, with exposure to convention center and hotel venues.
• Proven expertise in event budgeting and cost management; proficiency with Excel for forecasting, projections, and variance analysis.
• Demonstrated ability to manage vendors and hold them accountable across planning, execution, and reconciliation phases.
• Strong relationships and collaboration skills with Sales leadership, Account Managers, and cross-functional Marketing teams.
• Excellent presentation and communication skills; ability to distill complex logistics into clear, actionable recommendations.
• Ability to travel to a portfolio of Tier 1 trade shows throughout the year (typically 3-5 days per show)
• Proficiency with lead-tracking tools (e.g., Popl), project management platforms (e.g., Asana), and registration platforms (e.g., Swoogo) preferred.
• Experience with design and brand management in event settings preferred.

Benefits

• Medical and Dental coverage available for employees, dependents, domestic partners, and spouses
• Paid Time Off – Flexible options plus 10 paid company holidays where available**
• All full-time positions are hybrid, with many eligible to be completely remote
• Fully Paid by Origami Risk – Vision insurance, Short & Long-Term Disability Insurance, and Basic Life Insurance
• Generous family leave options—including adoption and foster care placements
• Pre-Tax Savings Accounts – Flexible Spending Account, Health Savings Account, Commuter Benefits, Dependent Care Savings Account
• Retirement Savings – 401(k) with company match up to 4%
• Employee Assistance Program (EAP) – Confidential & Free support offered to colleagues facing personal or work-related complications
• Education Assistance Program – to help colleagues pursue industry/role-specific certifications
• Wellness Benefits – reimbursement program to invest in healthy habits as well as support better colleague productivity and stress management
• Additional coverages available – Pet Insurance, Critical Illness Insurance, and Voluntary Life & AD&D coverage

**Flexible PTO not available in California or the UK