WHAT DOES AN EVENT MARKETING MANAGER DO?

Published: Apr 11, 2025 - The Event Marketing Manager oversees the end-to-end planning and execution of virtual and in-person events, aligning strategy, logistics, and marketing efforts to achieve business and customer engagement goals. This role manages KPI and ROI reporting, optimizes event processes, develops best practice documentation, and ensures seamless collaboration across internal teams and external partners. The manager defines program goals, controls budgets and timelines, and enhances the customer experience through innovative approaches and effective cross-functional coordination.

A Review of Professional Skills and Functions for Event Marketing Manager

1. Event Marketing Manager Duties

  • Strategic Planning: Propose partner marketing roadmap in collaboration with ACCS Sales teams to deliver against joint business goals  
  • Performance Analysis: Recommend objectives, success criteria, and measurement plans for each partnership opportunity  
  • Campaign Execution: Execute events and joint campaigns, manage collaterals and track results  
  • Opportunity Identification: Identify co-marketing opportunities with other Amazon Selling programs such as Amazon Advertising and Logistics  
  • Data Analysis: Propose a data-driven business case and drive implementation  
  • Partnership Development: Evaluate new partnership opportunities to drive product awareness, consideration, and adoption  
  • Budget Management: Manage allocated promotional budget and optimize ROI  
  • Project Reporting: Prepare project status updates to the international Marketing Team
  • Contract Negotiation: Work in tandem with legal in negotiating and preparing vendor and sponsorship contracts  
  • Vendor Relations: Liaise with vendors and maintain relationships with them  
  • Collateral Management: Develop, manage, and maintain marketing promotional materials  
  • Team Coordination: Manage and coordinate promo personnel for marketing activities in different areas  
  • Market Research: Conduct regular market research to find the latest trends, resources, and new opportunities  
  • Adaptability: Take direction and criticism as well as work independently with equal ease.

2. Event Marketing Manager Details

  • Marketing Strategy: Develop strategies for each product’s marketing needs, and optimize these plans depending on a variety of success factors  
  • Data Analysis: Analyze data on these promotions  
  • Content Collaboration: Work with content creators to ensure highlights across all stories, while also writing/reviewing promotional copy appealing to myriad demographics, and helping work on visual assets  
  • Campaign Management: Devise an overall marketing strategy, and run dedicated campaigns in commercial and visitor marketing  
  • Asset Creation: Create assets for sponsors and partners, as well as speakers at events and on-site coverage  
  • Event Analysis: Work with the head of commercial content for event analysis and maximizing event coverage value  
  • Public Speaking: Conduct virtual information sessions and open houses for prospective students across all programs, as the face of Coding Dojo Admissions.
  • Cross-functional Alignment: Align with all departments, including marketing, admissions, instruction, and career services to champion the message and mission, as well as learning how best to respond to tough questions and objections  
  • Program Knowledge: Know programs inside and out, and be able to direct prospective students to the correct department or individual  
  • Event Development: Work alongside product marketing and instruction to develop new events and iterate on current offerings  
  • Promotional Coordination: Liaise with email marketing and performance marketing to promote event registration  
  • Event Hosting: Keep up to date with and implement best practices for virtual event hosting  
  • Staff Coordination: Coordinate and execute staffing of events, including training staff  
  • Metrics Reporting: Report regularly on the metrics below to senior management

3. Event Marketing Manager Responsibilities

  • Content Coordination: Coordinating all marketing content for trade shows including assets that are needed like information sheets, email invitations and booth graphics  
  • Vendor Management: Serving as the lead contact for all vendors and the logistics  
  • Logistics Planning: Managing show logistics which includes identifying speaker opportunities and those due dates, booking booth space and meeting space and coordinating deliveries  
  • Survey Distribution: Sending pre and post-conference meeting surveys  
  • Budget Tracking: Tracking and managing expenses against the budget  
  • Event Reporting: Bringing event results to the marketing team and providing reports to executive management  
  • Event Selection: Working with the team to determine which trade shows to attend  
  • Schedule Planning: Producing show staffing schedules, floor plans and booth layouts
  • Stakeholder Alignment: Align event activities with business priorities across stakeholder groups, including interfacing directly with sales leadership and sales teams  
  • Process Development: Manage the event agency relationship and build processes for repeatable and scalable event activities  
  • Event Execution: Execute events with operational and logistical excellence  
  • Content Management: Manage the content, speaker selection, agenda, and overall event experience with a customer-obsessed mindset  
  • Data Analysis: Quantify business results of all activities with data-driven analysis  
  • Partner Management: Manage 3rd party event partner relationships, sponsor relationships, and charity relationships  
  • Follow-up Coordination: Ensure proper pre-show outreach and post-show follow-up occurs.

4. Event Marketing Manager Job Summary

  • Strategy Development: Create, define, and deliver the events marketing strategy including new and innovative marketing channels to attract high-quality students to events  
  • Content Creation: Create event pages and content on the website to attract students and promote them across various channels to drive applications (including email, social, website, and app)  
  • Brand Consistency: Work with the marketing team to ensure the brand is consistent across all collateral  
  • Social Planning: Plan and initiate the social media plan for events in line with relevant targets  
  • Attendee Management: Manage acceptances, ensuring event attendees are kept warm throughout the application process and lead up to the event as well as managing attendance on the day of events  
  • Event Support: Work with the events team, supporting in the lead-up to and on the day of events  
  • Team Management: Line manage Events Marketing Executive and manage the events marketing budget  
  • Client Collaboration: Partner with the sales team on client bespoke events
  • Data Analysis: Use big data to improve messaging and personalization for student audience and analyze metrics to improve campaign performances  
  • Student Support: Support students with the best advice and career events to help their early career, while defining messaging and tone to members  
  • Program Execution: Lead and Execute Events Program across Partner, Customer, and Sales Channels  
  • Event Management: Physical and Online events including webinars, industry conferences, virtual summits, user groups, and product tooling events  
  • Outcome Measurement: Execute exciting and compelling events that contribute to the marketing-sourced business target through measurable outcomes  
  • Schedule Planning: Create event production schedules and manage delivery against the timeline, cost base, and resource pool  
  • Project Management: Project managing physical events including sourcing venues, catering, accommodation, agendas, event set up, information packs for attendees, provide/organize on-the-day support

5. Event Marketing Manager Accountabilities

  • Asset Management: Manage the creation of event creative assets, and messaging, working in collaboration with the broader marketing team  
  • Performance Evaluation: Plan, analyze, and evaluate the performance of ongoing events to optimize toward benchmarks  
  • Budget Management: Manage event budgets, handle contract negotiation, vendor sourcing, and invoicing for events  
  • Team Collaboration: Collaborate closely with Sales and Marketing to define involvement, plans, and objectives for each event  
  • Event Support: Support pre-and post-event activities including marketing promotion, sales outreach, logistics and setup, and the creation of event-specific marketing collateral  
  • On-site Coordination: Attend events to provide on-site event logistics support  
  • Calendar Management: Maintain a calendar of events and other project-tracking documents  
  • Format Testing: Test different event formats to help engage clients while developing success metrics to ensure positive ROI
  • Logistics Management: Full logistics and operational control over the presence at dozens of external industry events  
  • Onsite Support: Supporting with onsite conference management including AV, venue management, internal team, travel, and party setup  
  • Content Development: Plan and build Events Marketing mechanism - develop creative content to drive both inbound and outbound efforts in online webinars and roundtables  
  • Strategy Execution: Develop marketing strategy and create materials for offline events around the world, including theme, content, swag, speakers, booths and more  
  • Performance Analysis: Track metrics, and analyze marketing campaign performance, including identifying opportunities to optimize  
  • Sales Enablement: Continually seek out ways to improve and help Sales better reach and engage audience

6. Event Marketing Manager Functions

  • Sponsorship Evaluation: Evaluate sponsorship opportunities based on potential business impact  
  • Brand Coordination: Manage relationships with event organizers around the world to coordinate branding  
  • Design Collaboration: Partner with the Brand Design Team on event promotion and space designs  
  • Vendor Management: Hire vendors to help facilitate branded booth and lounge build-outs  
  • Executive Support: Support executive team in preparing for events  
  • Offsite Planning: Work with internal partners on playbooks for team and company offsites and assist in planning  
  • Marketing Collaboration: Collaborate with attorneys regularly to expand business development/marketing efforts that include creating, tracking, and implementing individual marketing plans
  • Market Research: Perform research and keep updated on market and business trends related to the legal industry, the competitive landscape of the greater Chicago area, and the overall experience of individual attorneys  
  • Communications Development: Create and implement key communications tools and materials in conjunction with other marketing and business development initiatives  
  • Internal Messaging: Assist with the development and management of the firm’s internal communications  
  • Event Coordination: Coordinate event planning process surrounding various firm events and attorney business development efforts including venue selection, invitations and registration, transportation, promotional materials, etc.  
  • Onboarding Support: Work with the Firm Administrator to support the onboarding of lateral shareholders and associates, including engagement with the HR Manager  
  • Event Administration: Manage all administrative duties and details associated with the event including financial budgets, distribution of promotional materials, and responding to inquiries

7. Event Marketing Manager Job Description

  • Strategy Planning: Make recommendations to the Marketing Manager on the annual event strategy, plan, and budget, working with other business leaders to plan messaging, experience and goals  
  • Event Execution: Create an experiential event strategy as well as build and execute all events from start to finish  
  • Customer Engagement: Drive demand by creating a customer experience that delights and engages, builds the brand and extends reach through content marketing and digital technology  
  • Lead Generation: Develop and analyze event leads and follow-up programs, constantly testing new ways to drive more leads  
  • Digital Collaboration: Collaborate with the creative team to expand and extend reach through digital events, using new, curated or complementary content  
  • Tech Proficiency: Exhibit a strong understanding of various digital and virtual event technologies and their applicability to different programs  
  • Budget Management: Establish and manage budgets to maximize return on marketing investment by optimizing efforts through iteration and experimentation
  • Speaker Management: Manage all event speaking sessions including working with executives, product and sales teams on selecting topics and creation of presentations  
  • Promotion Planning: Create promotion plans and other sponsorship opportunities in support of Protolab's presence at key events including website listing updates, targeted pre-/post-show emails and social media  
  • ROI Analysis: Develop and own methodology for measuring success and ROI for each event, leading to improvement measures or future participation decisions  
  • Asset Management: Acquire and maintain exhibit properties including booths, roll-up banners, giveaways, and other related materials  
  • Vendor Relations: Develop and manage relationships with vendors and suppliers and negotiate contracts  
  • Team Training: Conduct team training pre-event and on-site  
  • Event Reporting: Analyze event's success and prepare debriefs, lessons learned, and reports for management

8. Event Marketing Manager Overview

  • Team Management: Manage a team of two event planners who, along with you, handle all pre-planning and onsite logistics for in-person and virtual marketing events and experiences  
  • Event Planning: Manage all aspects of event planning, including but not limited to budgeting, venue research, site selection, vendor sourcing, contract negotiation, invitation generation, attendee management, and overall production of the event  
  • Speaker Diversity: Ensure diversity of thought leaders and speakers is integrated into agenda content  
  • Stakeholder Collaboration: Work closely with senior management and vendors to ensure all marketing events meet company goals and expectations and are focused on client engagement  
  • Conference Management: Manage industry- and sector-appropriate conferences that would further promote MSCI Inc.’s capabilities and products  
  • Logistics Coordination: Work closely with conference organizers in planning logistics and managing processes to ensure successful execution  
  • Calendar Planning: Strategically set a regional marketing events calendar that supports and aligns with broader marketing initiatives
  • Global Coordination: Work closely with global counterparts to ensure consistency in event development and firm messaging  
  • Content Creation: Manage the creation of all event invitations, registration websites, and conference apps to drive attendance  
  • Event Reporting: Manage and communicate post-event analysis and reporting  
  • Process Documentation: Establish and document processes  
  • ROI Optimization: Maintain and stay within budgets while maximizing ROI  
  • Event Execution: Manage end-to-end all trade shows and events, strategy, logistics, and execution  
  • Budget Monitoring: Establish and monitor event budgets  
  • KPI Evaluation: Work with stakeholders to evaluate event performance based on KPIs (opportunities created and influenced revenue)

9. Event Marketing Manager Details and Accountabilities

  • Event Coordination: Coordinate global event activities and personnel  
  • Market Research: Identify tradeshows and conferences in market segments  
  • Timeline Planning: Develop timelines, organizational plans, and internal communications for cohesiveness and transparency across the organization  
  • Event Management: Coordinate events from start to finish according to requirements, target audience and objectives  
  • Lead Generation: Develop and drive event-based marketing initiatives to generate leads for sales  
  • Goal Setting: Create accountability through established goals and KPIs  
  • Performance Tracking: Track and report event metrics to evaluate performance and ROI of events  
  • Resource Management: Responsibility for budgeting and staffing
  • Material Management: Manage event marketing material and equipment set up and tear down  
  • Brand Collaboration: Collaborate with the local Operation Managers to grow brand presence within the local market  
  • Registration Coordination: Coordinate registration process for event participants  
  • Event Sourcing: Identify and vet third-party events (digital and in-person) that match Ideal Client Profiles, target accounts and industries  
  • Event Operations: Oversee operations of event delivery from research and due diligence to post-event review, with a focus on creating ROI in net new and expansion revenue  
  • Webinar Coordination: Coordinate webinars including administrating webinar software, invite coordination with Email Marketing, content creation with Content Marketing and Brand Team, and lead handling with Marketing Ops, Sales Ops and Revenue Ops  
  • Onsite Execution: Direct management of in-person, onsite event execution including scheduling, signage, booth builds, branding, furniture, and finishings

10. Event Marketing Manager Tasks

  • Event Execution: Partner with marketing leads across Global Impact Marketing to design and execute global and regional events, from live virtual speaker series to in-person/hybrid conferences  
  • Project Management: Lead day-to-day project management and event planning, including establishing roles and responsibilities, following up with stakeholders on pending topics, coordinating with speakers, overseeing tech setup, and assisting with production  
  • Stakeholder Communication: Provide internal and external stakeholders with daily reports on the status of deliverables, including setting up meetings and communicating through internal channels  
  • Content Coordination: Partner with Content Marketing Manager to build event briefings, create external/internal communications plans for events, and track the production/delivery of marketing assets (websites, emails, etc.)  
  • Vendor Management: Manage and coordinate external relationships with vendors and agencies, including addressing last-minute staffing requirements for in-person/live events to ensure that all runs smoothly  
  • Logistics Planning: Manage and coordinate event logistics needs (e.g. venue, catering, and travel), including preparing budgets and ensuring adherence, and sourcing and negotiating with vendors and suppliers  
  • Program Evaluation: Evaluate program impact and plan for continuous improvement, proposing new ideas to improve the event planning and implementation process
  • Webinar Scheduling: Schedule and organize a strong cadence of online webinars and manage the overall events schedule and rhythm of passing quality leads to channel, sales and customer teams  
  • Partner Management: Maintain and manage relationships with suppliers and event partners  
  • Event Promotion: Liaise with other members of the team as well as with external organizations to ensure events are promoted, including posting any press releases and social media announcements  
  • Travel Coordination: Organize logistics and travel for team members attending events  
  • Timeline Planning: Create work back schedules for all trade shows, outlining expectations and deliverables and due dates to be adhered to  
  • Post-event Review: Lead and formalize post-event debriefs and implement insights in future events  
  • Market Monitoring: Monitor competitors and industry for trends and shifts in the market  
  • Contract Negotiation: Negotiate event pricing and contracts, and coordinate Event accounts payable with the Trulioo accounting team

11. Event Marketing Manager Roles

  • Event Execution: Execute SAP Concur’s outlined Industry/3rd party event strategy to support company and business unit priorities  
  • Stakeholder Coordination: Communicate with all stakeholders and drive deadlines for deliverables associated with events while supporting the event team’s goals and objectives  
  • Opportunity Research: Research and recommend new event opportunities that meet company and business unit objectives  
  • Event Management: Manage Enterprise Americas Industry/3rd party events across multiple market units  
  • Strategy Development: Develop event strategy and identify program commitments that generate pipeline and revenue with a key focus on ROI  
  • Cross-functional Leadership: Lead a cross-functional work stream working with internal partner teams and business units to identify market opportunities and subsequent sales cycle/tracking  
  • KPI Reporting: Provide reporting and updates to the leadership team on current pipeline and revenue goals and all KPIs  
  • Program Planning: Work cross-functionally with key marketing stakeholders to ensure successful planning and execution of all event programs
  • Program Management: Ensure the programs deliver measurable results, remain within budget, meet or exceed program goals, and exemplify the SAP Concur brand  
  • Event Planning: Define and manage detailed event processes for events i.e. timelines, venues, suppliers, contracts, staffing, budget  
  • Stakeholder Communication: Communicate with all stakeholders, driving deadlines for deliverables for all events while supporting ENT Event Marketing Team goals and objectives  
  • Project Standardization: Implement best practices and standardized project management processes to drive all events to success  
  • Experience Innovation: Introduce and encourage new ideas that continually evolve the experience for our event attendees  
  • Partner Liaison: Liaise between internal and external partners  
  • Protocol Compliance: Ensure Vanguard protocol is followed throughout any administrative or logistical activities  
  • Team Coaching: Coach less experienced meeting and event planning and communications crew to build team expertise, maximize capacity, and promote adopting best practices and emerging technologies in the event planning industry

12. Event Marketing Manager Additional Details

  • Logistics Leadership: Coordinate and lead the logistics for the highest profile and/or highly complex meetings and events under minimal direction of marketing, communications, and event planning leaders  
  • Strategic Consulting: Consult with and provide strategic direction to senior leaders in defining event goals, business objectives, and target audiences  
  • Industry Insight: Incorporate strong business and industry knowledge into the meeting and events strategy  
  • Event Troubleshooting: Assist decision makers in planning and troubleshooting pre-event, day-of-event, and post-event  
  • Budget Tracking: Track event budget and discuss with event sponsors and managers as budgetary concerns arise  
  • Presenter Support: Support presenters through on-site and virtual support  
  • Client Coordination: Organize and serve as the main point of contact for key clients visiting Vanguard offices and conferences  
  • Follow-up Reporting: Track and communicate post-event reporting and follow-up activities to appropriate parties
  • Data-driven Consulting: Consult with leaders to make event-related business decisions using data reports, anecdotes, and industry best practices as appropriate  
  • Plan Implementation: Implement event plans consistent with marketing and business objectives, contribute to and monitor cost/benefit analyses, and encourage continuous improvement efforts  
  • Stakeholder Communication: Deliver clear, timely, and accurate communications on conference and event status and issues regularly to stakeholders, including leaders, team members, and senior managers  
  • Issue Resolution: Independently coordinate and propose solutions to meeting and event issues  
  • Contingency Planning: Engage and help lead contingency planning efforts  
  • Obstacle Management: Assist team with identifying, evaluating, and resolving meeting and event obstacles  
  • Risk Escalation: Elevate items of high concern to senior management and recommend courses of action  
  • Project Planning: Construct clear project plans, agendas, and timelines for a variety of crew

13. Event Marketing Manager Essential Functions

  • Event Management: Manage event strategy and execution for advertiser and agency events  
  • Business Reporting: Contribute to monthly business reviews and other key rhythms of business  
  • KPI Reporting: Own post-event reporting across key KPIs (registration, attendance, leads) and customer feedback (qualitative and quantitative)  
  • Event Planning: Manage end-to-end planning and execution of virtual and live events, including strategic planning, event marketing, budget, logistics, communications, event tech, gifting, onsite execution, playbooks, and analytics/ROI  
  • Marketing Strategy: Own event strategy; develop event marketing plans that achieve marketing team and shared goals  
  • Process Optimization: Own and optimize event marketing processes and communication mechanisms  
  • Customer Experience: Deliver new ideas and creative approaches to constantly improve the customer experience  
  • Documentation Development: Drive and deliver best practice documents and process improvement documents
  • Program Planning: Develop and execute the end-to-end plans for virtual, in-person, and key components of field-led event programs and large-scale events  
  • Goal Definition: Define the goals of each program component, manage the budget and timeline, and oversee a variety of vendors and venue partners to ensure all stakeholders are working together to deliver a high-quality experience  
  • ROI Reporting: Provide detailed and clear ROI reports on events and activities associated with executed programs  
  • Cross-team Collaboration: Utilize exceptional communication skills to collaborate across AWS, Training and certification, and marketing on event intake briefs, plans, and post-event debriefs  
  • Project Management: Apply strong project management skills to prioritize work and lead interdisciplinary teams of crew and external partners  
  • Partner Communication: Foster effective communication and partnership with external partners
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