Manager, Trade Shows & Events
About The Position
The Manager, Trade Shows & Events is responsible for developing and executing the enterprise-wide event marketing strategy across trade shows, partner events, and consumer activations and experiential marketing programs. This role leads the strategic direction, planning, and performance measurement of Carhartt’s external event portfolio, ensuring all activations drive a premium execution of the brand and meet business objectives. This role oversees a multi-million-dollar budget, manages our event trade show agency partnership, and leads a team responsible for planning, execution, and attendee experience. The Manager will be responsible for partnering across Marketing, Sales, and mid-level leadership to ensure a consistent and impactful brand presence across all event touchpoints.
Requirements
- BA in Event Activation or Experience, Marketing, Communications or related field
- 8+ years of progressive experience in event marketing, experiential marketing, trade show management, or brand activation including:
- 3+ years of people leadership experience managing direct reports and cross-functional teams
- Proven experience developing and executing complex and large-scale event strategies across multiple event types
- Experience managing external agencies and vendor partnerships
- Demonstrated ownership of significant marketing or event budgets
- Strong understanding of event measurement, ROI analysis, and pipeline attribution
- Strong written and verbal skills to communicate across leadership and enterprise-wide business needs
Responsibilities
- Coach, mentor and develop a high-performing events team, providing strategic direction, prioritization, and professional growth opportunities for direct reports
- Develop and lead the enterprise-wide event marketing strategy across industry trade shows, partner events, customer activation and facing events
- Own the end-to-end planning and governance of all event programs, ensuring consistent processes, timelines, stakeholder alignment and execution excellence
- Lead the development of innovative event experiences and brand activations that create meaningful customer engagement and differentiate the brand in market
- Manage and optimize a multi-million-dollar annual event budget, including forecasting, resource allocation, contract negotiations, and ROI accountability
- Serve as the primary relationship owner for the company’s event agency, directing strategic planning, creative development, production, and performance management
- Partner cross-functionally with Sales, Product Marketing, Brand and CCG Marketing, and leadership to align even strategies with business priorities
- Define event success metrics and establish measurement frameworks to evaluate pipeline contribution, customer engagement, brand impact, attendee & partner satisfaction, and return on investment (ROI)
- Deliver executive-level reporting, insights, and recommendations that inform future event investments, portfolio decisions, and strategic priorities
- Drive continuous improvement across the event function by identifying opportunities to enhance operational efficiency, attendee experience, agency performance, and overall program effectiveness
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What This Job Offers
Job Type
Full-time
Career Level
Manager
