Responsibilities
The Experiential Marketing role lands Field events and ensures connection to Global Engagement Programs (GEPs). You will work with the Enterprise Sales Enablement Manager to enable select in-person events that enable vertical selling. You will leverage data to gain insights to maximize business impact of events and drive ongoing portfolio and program optimization. The Experiential Marketing role requires a professional passion for modern marketing techniques and principles.
The ideal candidate will be a quick learner and rapid adopter of leading practices from A14 peers, and a courageous leader skilled in both managing a team to execute on global strategy and champion effective marketing integration and marketing operations to drive positive business outcomes. You must enjoy ongoing challenges in our multifaceted, highly matrixed organization and the industry that requires a combination of Modern Marketing Profile, Event Marketing leadership and global programs adoption in your Area for the greater cause—all coming together to deliver the customer experience.
The Impact You’ll Be Making
— Event Strategy & Operational Excellence: Develop and manage area event strategy and volume planning that aligns across product and services, including process, systems and tools to optimize the customer and partner event experience. Drive adoption of the Commercial Events Framework across all four rings by ensuring all local events align to the branding, content, and timing standards which will enable more seamless connection of local in-person events. Manage baseline, opportunistic and targeted events for the area. (35% of time)
— Resource Management: Drives consistent adoption and usage of the Global Events Platform (Certain, On24) for all local events. Manages event vendor resources to execute and deliver on the event strategy. (30% of time)
— Event Metrics & Insights: Drive adoption of the new standard event measurement/evaluation approach to enable more consistent event insights and optimization. Leverages business analytics and relevant metrics to drive business impact; acts as the Subsidiary’s SME for competitive event activities. Compile learning and share best practices across teams to help achieve the most effective results. (20% of time)
— Event Discipline Leadership: Consults as the event expert within the subsidiary on the contribution that events can make to the Subsidiary’s business goals; advises the LT on the inclusion of events as part of the marketing mix, driving alignment across the whole Subsidiary in respect to this discipline (15% of time)
Qualifications
Experiences Required: Education, Key Experiences, Skills and Knowledge:
- 5+ years of related event marketing experience, including managing event preparation remotely and significant experience in project managing events with budgets in excess of $500k
- Related experience in programmatically raising awareness of events digitally and extending customer journey for In-Person Events digitally including pre/during/post event
- Business/marketing analytics & digital marketing and social amplification desired. Understanding of marketing automation concepts and software tools to capture contacts/leads and measure commercial impact of investments.
- Experience in managing vendors is required as this position will manage outsourced event logistics and production vendors to ensure they event execution is aligned to business objectives for the Area/Subsidiary.
Bachelor’s degree (B.S./B.A.) or equivalent work experience required. Master’s degree preferred. Business, Marketing or Communications field of study preferred.