Director, Marketing Events & Sponsorships

Director, Marketing Events & Sponsorships

The Director of Marketing Events & Sponsorships leads the strategy and execution of the company’s external events and sponsorship portfolio across North America. This role is responsible for driving brand awareness, demand generation, and pipeline growth through a strategic presence at industry conferences, tradeshows, sponsored events, and customer experiences.

This leader owns the full event lifecycle—from developing the annual event strategy and evaluating sponsorships to contract negotiation, execution, and post-event analysis. They manage a small events team while partnering closely with Sales, Business Development, Product Marketing, Digital Marketing, Marketing Operations, and Communications to ensure strong alignment, consistent messaging, and measurable business outcomes.

Key Responsibilities:

• Event Strategy & Planning: Build and manage a comprehensive events and sponsorship strategy aligned to business goals, target accounts, and pipeline objectives. Maintain the annual event calendar and define success criteria for each investment.
• Team Leadership & Execution: Lead and develop an events team responsible for logistics, vendor coordination, timelines, staffing, and on-site delivery. Ensure consistent, high-quality execution across all programs.
• Pipeline & Performance Management: Establish KPIs and track performance across registrations, attendance, meetings, leads, MQLs, opportunities, and pipeline impact. Drive continuous improvement through data and ROI analysis.
• Sales & Cross-Functional Alignment: Partner with Sales and Business Development to define target accounts, outreach strategies, meeting goals, and follow-up expectations to maximize event-driven pipeline.
• Messaging & Brand Alignment: Collaborate with Product Marketing to ensure all event messaging, booth experiences, sponsorship activations, and speaking engagements align with product priorities and buyer needs.
• Budget & Vendor Management: Own the events and sponsorship budget, negotiate contracts, manage vendors and partners, and ensure cost-effective execution with strong ROI.
• Event Execution & Experience: Oversee all aspects of event delivery including booth design, staffing, lead capture, speaking engagements, and attendee experience.
• Post-Event Analysis: Measure and report on event effectiveness, including lead quality, pipeline contribution, and seller engagement, while identifying opportunities for optimization.

Additional Focus Areas:

• Sponsorship Strategy: Evaluate and manage sponsorships based on audience quality, brand visibility, and pipeline potential; ensure all deliverables and activations are executed effectively.
• Speaking & Thought Leadership: Secure and support speaking opportunities for executives and subject matter experts to enhance market credibility and brand presence.
• Demand Generation Integration: Align events with broader marketing campaigns and ensure proper lead tracking, attribution, and follow-up through CRM and marketing automation tools.
• Operational Excellence: Maintain event playbooks, processes, and reporting frameworks to improve scalability, consistency, and performance over time.

Ideal Candidate Profile:

• 7+ years of experience in B2B event marketing, sponsorships, or field marketing, with demonstrated success driving measurable business impact.
• Proven ability to manage teams, budgets, and complex event portfolios in a fast-paced, matrixed environment.
• Strong collaboration skills with experience partnering across Sales, Marketing, and Operations.
• Data-driven mindset with experience in pipeline measurement, ROI analysis, and CRM/reporting tools (e.g., Salesforce, Marketo, HubSpot).
• Excellent organizational, communication, and stakeholder management skills.