Senior Manager / Director, Event Marketing, Attendee Marketing and Campaigns

Cvent•Tysons, VA

23h

About The Position

The Senior Manager / Director, Attendee Marketing and Campaigns sits within Cvent's Meetings and Events team and owns attendee recruitment and pipeline-driving campaigns for Cvent's flagship hosted events: Cvent CONNECT US, Cvent CONNECT Europe, and Accelerate programs. The role also covers Tier 1 trade shows Cvent attends. This senior attendee marketing leader shapes event marketing strategy, leads the Event Marketing Manager, and applies the discipline of professional trade show organizers to filling an event floor and demonstrating its value. The ideal candidate has recruited tens of thousands of paying attendees, can demonstrate the revenue and pipeline they produced, and is interested in teaching as well as building. The role owns attendee recruitment plans, ticket proposition and pricing, hosted guest and VIP recruitment, Tier 1 trade show campaigns, audience segmentation and lifecycle programs, pipeline attribution and funnel analytics, AI-powered workflows, event marketing strategy, and team leadership. Success is measured through attendance and registration results, campaign-attributed pipeline, funnel conversion, hosted guest volume and conversion, registration costs and AI-driven efficiency, and quarter-over-quarter campaign improvement.

Requirements

At least 7 years in B2B event marketing, attendee or audience marketing, or demand generation at a commercial trade show or conference organizer; at least 10 years for the Director level.
A record of growing paid attendance for flagship events with several thousand attendees.
Direct experience setting ticket pricing and managing a registration forecast, including hosted-buyer or VIP programs.
Strong command of funnel mechanics from awareness to MQL, pipeline conversion, and attribution, with campaign dashboards the candidate built.
Hands-on use of AI for content, analysis, or automation.
Executive presence and ability to present performance and trade-offs to senior leaders, including the CEO.

Nice To Haves

Experience at Informa, Clarion, RX, Emerald, Comexposium, Hyve, Tarsus, or a similar organizer.
Experience with marketing automation platforms such as Marketo or HubSpot, Salesforce, and Wrike or a similar project tool.
Experience marketing event technology, SaaS, or adjacent B2B platforms.
Audience segmentation experience for enterprise and mid-market accounts.
Outbound delegate sales or sponsorship recruitment experience.
Team leadership experience and willingness to be hands-on onsite.

Responsibilities

Own attendee recruitment plans, including registration targets, weekly pacing, and forecasts for Cvent CONNECT US, Cvent CONNECT Europe, and Accelerate programs.
Set ticket propositions and pricing, including tiers, early-bird and group offers, promotions, and upsell paths for paid attendees.
Lead hosted guest and VIP recruitment, including targeting, outreach, and follow-up for prospects and buyers in coordination with Sales and sales development.
Own Tier 1 trade show campaigns, including pre-event outreach, meeting setting, and post-event nurture, with accountability for impressions, engagement, and conversion.
Develop segmentation and lifecycle programs, including personas, re-registration of past attendees, and partner, exhibitor, and sponsor co-promotion.
Manage pipeline attribution and funnel analytics from registration to MQL to SQL to opportunity, assess ROI by program, and deliver a quarterly report to Meetings and Events leadership and Revenue Marketing.
Use Cvent's AI content strategy and tools such as Glean and Claude, and build agentic workflows for segmentation, personalization, forecasting, and campaign diagnostics.
Set event marketing strategy, including campaign themes and brand pillars with Brand and Event Design, and provide a point of view on portfolio investment.
Lead and develop the Event Marketing Manager and establish playbooks for the wider team.
Present performance and trade-offs to senior leaders, including the CEO.
Be hands-on onsite, as indicated among the preferred qualifications.