Director, Event Marketing

Avalara

1d•Remote

About The Position

Avalara is looking for a senior event marketing leader to oversee our conference strategy, overseeing third-party events as a GTM channel to increase revenue through awareness, engagement, and generation. You will manage all planning, execution, and performance of all sponsored, exhibitor, and speaking engagements across Avalara's important segments and partnerships. This role will report to our VP, Revenue Marketing. You will lead our participation in major partner and industry conferences, working with our commercial teams, Revenue Marketing, Partner Marketing, and Field Marketing to ensure our presence is optimized for growth. You'll manage a calendar of high-value conferences in consideration of revenue goals, pipeline coverage, and growth priorities — and guide measurable performance from every event. This is a strategic and operational role that blends experience design, executional excellence, and GTM alignment. You will lead a team responsible for in-market delivery, manage vendor and sponsorship relationships, and bring visibility to conference Return on investment and contribution to pipeline. #LI-Remote

Requirements

12–15 years of experience in B2B event marketing or demand generation
5+ years of experience managing conference strategy and pipeline delivery across segments and geos
People management experience managing geographically distributed event marketing teams
Experience partnering with Sales, Revenue Marketing, Partner Marketing, and Product teams
Expertise managing large-scale 3rd-party events, sponsorships, and experiential activations
Familiarity with tools like Marketo, Salesforce, Goldcast, ON24, Power BI, and 6sense
AI fluency to support segmentation, personalization, and performance optimization
Excellent project management, vendor coordination, and partner communication
Comfortable leading planning and in-market execution in high-velocity GTM environments

Responsibilities

Conference Strategy & Calendar Ownership
Oversee the global strategy and calendar for 3rd-party conferences across Avalara's core segments and growth markets
Select and prioritize events based on revenue opportunity, partnership opportunity, segment alignment, and influence potential
Align conference strategy to pipeline and bookings goals, collaborating with Sales and Revenue Marketing to ensure coverage
Pre-Event Planning & Campaign Integration
Partner with Campaigns, Product Marketing, and Creative teams to ensure messaging, content, and experiences are tailored to audience and event goals
Collaborate with Revenue Marketing to build integrated pre- and post-event campaign plans
Build internal readiness — aligning field teams, briefings, speaking opportunities, and booth staffing
In-Market Execution
Oversee all aspects of conference participation, including logistics, activations, vendor management, and onsite experience
Ensure delivery of event experiences, lead capture, follow-up workflows, and data handoff
Lead coordination for high-visibility conferences, including partner engagements and sales enablement
Post-Event Optimization & Performance Reporting
Track performance across AQLs, MQLs, SQLs, and influenced pipeline by event
Use AI and reporting tools to evaluate Return on investment, attribution, and conversion velocity
Improve conference strategy and spend based on performance trends, feedback, and GTM input

Benefits

In addition to a great compensation package, paid time off, and paid parental leave, many Avalara employees are eligible for bonuses.
Benefits vary by location but generally include private medical, life, and disability insurance.
Avalara strongly supports diversity, equity, and inclusion, and is committed to integrating them into our business practices and our organizational culture. We also have a total of 8 employee-run resource groups, each with senior leadership and exec sponsorship.

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