Marketing Engagement & Events Manager

PeoplesBank•Holyoke, MA

2d•Hybrid

About The Position

The Marketing Engagement & Events Manager is responsible for developing, executing, and continuously improving PeoplesBank's event and sponsorship strategy to drive business development, customer engagement, community impact, and measurable business results. This role oversees a portfolio of business development events, sponsorship activations, grand openings, arena events, associate-led events, and community engagement initiatives, ensuring each program aligns with business objectives, enhances customer experience, strengthens relationships, and delivers measurable outcomes. Partnering across all lines of business, this role transforms events into strategic relationship-building and business development opportunities through effective planning, governance, venue and vendor management, CRM tracking, performance measurement, and post-event follow-up. The manager serves as both a strategic leader and hands-on event professional, ensuring events are executed seamlessly, aligned with brand standards, and deliver meaningful value to the Bank, its customers, and the communities it serves. Success in this role is measured not only by flawless event execution, but by the ability to generate meaningful customer engagement, business development opportunities, community connections, and measurable return on investment.

Requirements

Bachelor’s degree in Marketing, Communication, Business, Event Management, or a related field or equivalent combination of education and experience.
Demonstrated experience developing, planning, executing, and evaluating events, sponsorships, or community engagement programs.
Demonstrated ability to connect marketing, sponsorship, or event initiatives to business objectives and measurable outcomes.
Proficiency with CRM platforms and event management tools to track attendance, engagement, lead generation, and follow-up activities.
Strong project management, organizational, and stakeholder management skills, with the ability to manage multiple priorities and deadlines.
Excellent written and verbal communication skills.
Proficiency in Microsoft Office Suite, including Excel, Word, and PowerPoint.
Understanding of relationship-based business development, customer engagement, and sales processes.

Responsibilities

Develop and execute PeoplesBank's enterprise event strategy, ensuring all events, sponsorships, and community engagement initiatives support business objectives and deliver measurable results.
Own the end-to-end management of the Bank's event portfolio, including event planning, budgeting, logistics, promotion, attendee experience, onsite execution, follow-up, and performance reporting.
Research, evaluate, and secure venues, vendors, and event partners, conduct site visits and manage logistics to ensure successful event execution.
Partner with Corporate Responsibility, business lines, and community organizations to identify strategic engagement opportunities and coordinate PeoplesBank representation.
Establish event objectives, success metrics, governance standards, and ROI measurement processes across all event types.
Analyze event performance and provide recommendations that improve effectiveness, efficiency, customer experience, and business outcomes.
Manage event budgets and resources to maximize efficiency, effectiveness, and return on investment.
Develop and maintain event playbooks, templates, toolkits, branding standards, and best practices to ensure a consistent and scalable event experience.
Administer event intake, approval, and governance processes for associate-led and bank-sponsored events.
Provide guidance to associates and business leaders on event selection, planning, execution, and measurement aligned with business objectives.
Partner with business lines to identify, track, and report on opportunities, referrals, appointments, pipeline activity, and other business outcomes generated through events and sponsorships.
Manage event registration, attendance tracking, and CRM integration to support reporting on engagement, referrals, lead generation, and business outcomes.
Establish post-event follow-up and reporting processes to ensure event activity and results are documented, measured, and actionable.
Create dashboards and executive reporting that demonstrate event performance, sponsorship value, and return on investment.
Track and report on event-driven referrals, appointments, pipeline activity, new customer opportunities, and other indicators of business impact.
Maximize the business value of sponsorship assets and PeoplesBank Arena events through strategic planning, attendee targeting, relationship-building opportunities, and outcome tracking.
Oversee sponsorship fulfillment, ticket distribution, and event activation to ensure contractual obligations and business objectives are achieved.
Develop and administer standardized playbooks for grand openings, market expansion events, and sponsorship activations to deliver a consistent OneBank experience.
Facilitate strategic introductions and relationship-building opportunities between customers, prospects, community partners, and PeoplesBank associates.
Partner across Retail, Commercial, Mortgage, Wealth, Marketing, and other business lines to drive coordinated customer engagement and cross-sell opportunities.