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Demandbase is seeking a Senior Manager of Events to own and lead high-impact event programs that drive pipeline, customer engagement, and brand awareness for a leading GTM AI platform. This role owns the full strategy, planning, execution, and optimization of user summits, trade shows, and field events that bring together customers, prospects, partners, and internal GTM teams.
Key responsibilities include:
- Develop and execute comprehensive event strategy and planning for assigned portfolios, including event selection, sponsorship decisions, audience strategy, budget allocation, staffing models, and onsite experience design.
- Lead cross-functional collaboration with growth marketing, sales, customer success, partner marketing, product marketing, brand, creative, marketing operations, and executive stakeholders to align event objectives with company priorities.
- Translate GTM priorities into clear event objectives, success metrics, detailed run-of-show documents, staffing plans, and follow-up motions.
- Own event budgets, manage forecasts and actuals, negotiate with vendors, and make trade-off decisions that balance attendee experience with business impact.
- Manage end-to-end event production and logistics including venue selection, registration, AV, booth design, sponsorship assets, speaker readiness, shipping, signage, swag, staffing, and travel coordination.
- Establish best practices for pre-event and post-event execution, including sales enablement, meeting generation, lead capture, lead handoff, and follow-up workflows.
- Create post-event readouts that connect event investment to attendance, engagement, sourced and influenced pipeline, customer impact, and recommendations for improvement.
- Develop scalable event playbooks, project plans, templates, vendor practices, and process improvements to increase consistency and efficiency across the events team.
- Guide and mentor supporting team members, contractors, and agency partners by breaking complex programs into clear workstreams, assigning ownership, and removing obstacles.
- Source and evaluate hotels, venues, and experience providers; lead vendor negotiations; and coordinate contract reviews to secure favorable rates and terms.
- Lead end-to-end production for large-scale events, coordinating internal teams and external partners including fabrication, AV, venue operations, signage, staging, and logistics vendors.
Requirements:
- 8+ years of B2B event marketing experience, preferably in SaaS, enterprise software, ABM, martech, or high-growth B2B environments.
- Proven track record owning complex events end-to-end, including user conferences or summits, trade shows, executive programs, customer events, and regional field events.
- Strong business judgment and comfort making decisions in ambiguous situations with multiple stakeholders, competing priorities, and changing timelines.
- Demonstrated budget ownership, vendor negotiation, project management, and onsite leadership across multiple simultaneous events.
- Revenue-focused mindset with experience partnering with sales and marketing operations to define goals, capture leads, support follow-up, and measure pipeline impact.
- Excellent written and verbal communication skills with ability to influence executives, sales leaders, customers, partners, vendors, and internal collaborators.
- Experience improving event processes, reporting, templates, or operating rhythms to make programs more repeatable and scalable.
- Hands-on fluency with tools such as Salesforce, marketing automation, Asana, Bizzabo, ON24, or similar event and project management platforms.
- Ability to travel for events and support occasional evening or weekend programs as needed.
