Senior Manager, Events Strategy

Core Responsibilities

The incumbent will develop and lead a comprehensive event strategy that aligns with business objectives and supports organizational priorities across all applicable business units. 

 

With up to 300 events delivered annually, responsibilities include: 

 

Event Strategy & Business Impact 

• Develop and maintain an enterprise event strategy that aligns business goals, audience needs and marketing priorities. 

• Define the role of events within the broader marketing and sales ecosystem, ensuring integration with relationship management, education, content and lead generation initiatives. 

• Create annual event and sponsorship roadmaps aligned to business objectives. 

• Evaluate opportunities and investments based on strategic fit, expected business value and measurable outcomes. 

• Establish event-specific objectives and KPIs for all major programs and sponsorships. 

• Identify opportunities to strengthen broker relationships, improve customer engagement and support business growth through event programming. 

Event Portfolio Management 

• Develop fully integrated event programs by region, business line and audience segment. 

• Prioritize investments across conferences, sponsorships, broker events, educational programs and customer initiatives. 

• Oversee the national events calendar ensuring alignment with organizational priorities and resource availability. 

• Recommend adjustments to event investments based on performance, changing business requirements and emerging opportunities. 

Measurement, Analytics & Continuous Improvement 

• Develop event ROI measurement frameworks and reporting methodologies. 

• Establish dashboards and scorecards to evaluate event performance. 

• Analyze attendance, engagement, broker sentiment, lead generation, sponsorship value, pipeline influence and other performance indicators. 

• Conduct post-event reviews and analyze outcomes to identify trends, opportunities and areas for optimization. 

• Leverage data analysis and critical thinking to inform recommendations and future investment decisions. 

• Translate findings into actionable insights for senior leadership. 

Budget & Financial Management 

• Accountable for annual event budgets exceeding several million dollars across multiple business units. 

• Manage planning, forecasting and budget allocation activities. 

• Evaluate investment effectiveness and optimize spending based on business impact. 

• Monitor budget performance and implement cost efficiencies while maintaining program quality. 

• Ensure vendors and partners deliver maximum value to the organization. 

Vendor & Sponsorship Management 

• Lead negotiations with venues, suppliers, agencies, caterers, production partners and other vendors. 

• Develop preferred supplier relationships where appropriate. 

• Evaluate sponsorship opportunities and recommend investments based on strategic alignment and expected business return. 

• Manage sponsor and partner relationships to maximize value. 

Leadership & Team Development 

• Lead and develop event team resources including direct reports and project-based support resources. 

• Foster a culture of collaboration, accountability, continuous improvement and innovation. 

• Establish clear goals and performance expectations. 

• Provide coaching, mentorship and professional development opportunities. 

• Promote knowledge sharing and development of best practices across the team. 

Stakeholder Management 

• Partner closely with Sales, Broker Relations, Product, Marketing, Communications, Digital, Finance and Risk teams. 

• Build strong relationships with internal and external stakeholders. 

• Influence decision-making through insights, recommendations and business cases. 

• Present strategic recommendations, performance updates and investment proposals to senior leaders. 

Event Execution Oversight 

• Ensure all events are delivered with a consistently high standard of quality and brand experience. 

• Provide strategic oversight on event planning and delivery. 

• Support major events onsite where required. 

• Manage issue resolution and recovery planning for significant event challenges. 

Let's Talk About You

• 8–10+ years of experience in event marketing, event strategy, sponsorship management or integrated marketing. 

• Demonstrated experience leading large-scale event portfolios and managing significant budgets. 

• Strong understanding of B2B relationship marketing and channel strategy. 

• Experience developing event measurement frameworks and ROI reporting methodologies. 

• Proven ability to analyze data, identify trends and develop business recommendations. 

• Experience within financial services, banking or mortgage industries is considered an asset. 

• Strong presentation and executive communication skills. 

• Advanced relationship management and stakeholder influence skills. 

• Exceptional negotiation and vendor management capabilities. 

• Strong financial acumen and budget management experience. 

• Experience leading teams and developing direct reports. 

• Advanced proficiency in Microsoft Office, including Excel and PowerPoint. 

• Ability to prioritize and manage multiple initiatives in a fast-paced environment. 

• Demonstrated problem-solving and critical thinking capabilities. 

• Strong understanding of risk management and compliance considerations related to event marketing.