Senior Director, Global Events

About the role

The Senior Director, Global Events owns the global events strategy, portfolio, budget and team for insightsoftware and its three product brands. The role decides which trade shows, hosted customer and partner events, field and executive programs, and virtual and hybrid formats the company invests in, sets the goals each one must hit, and is accountable for the pipeline those events source and influence.

This is a senior leadership role reporting to the Chief Marketing Officer and sitting on the marketing leadership team. It leads a global team of regional events managers and works daily with Sales, Business Development, Revenue Marketing, Brand, Product Marketing, Marketing Operations, Customer Success and the leadership teams of each brand.

The ideal candidate has run events as a measured pipeline channel inside a B2B software company, has led managers across regions, negotiates hard with vendors, and treats process and data as the way to scale a team rather than as overhead.

Key responsibilities

Strategy and portfolio

• Set the annual global events strategy and calendar across insightsoftware, Lineos, Certent and Simba, tied to company and brand revenue goals and the fiscal year marketing plan.
• Decide the portfolio: which trade shows, hosted events, field and executive programs, partner events and virtual formats to invest in, at what level, and which to cut. Bring a point of view backed by cost and return data.
• Define the goals, targets and success criteria for every event before commitment: target audience and accounts, meetings, scans, pipeline, and the pre-event, on-site and post-event communication plan.
• Partner with Revenue Marketing, Brand and Product Marketing so events run as part of integrated campaigns, with one message per brand and one follow-up motion.
• Build the customer and partner event program, from local events and roundtables to a flagship customer conference, in step with Customer Success and partner marketing.

Execution and operations

• Own the operating model the global team runs on: processes, tools, templates and standards, including Event in a Box, project management discipline and vendor standards.
• Oversee end-to-end delivery across regions: logistics, booth and exhibit design, sponsorships, staffing, speakers, content, merchandise and shipping, and on-site execution.
• Lead negotiations and relationships with exhibit, audio visual, venue, hotel and sponsorship partners. Hold vendors to standards, contract terms and value for money, and manage risk in every contract.
• Ensure lead capture, loading, routing and follow-up happen within the agreed service levels for every event, in partnership with Marketing Operations and Business Development.
• Deliver the company's internal flagship events to the same standard, including the sales kickoff and President's Club, with Sales leadership and Enablement.

Measurement and return on investment

• Own the events scoreboard: cost, leads, meetings, pipeline sourced and influenced, closed-won revenue and return on investment, by event, region and brand, reconciled with marketing's pipeline reporting.
• Review results after every event and across the portfolio each quarter. Recommend what to keep, scale, change or cut, and act on the decisions.
• Present performance and recommendations to the CMO, CRO and brand leadership.

Team and budget

• Lead, develop and retain the global events team, including regional Events Managers and Senior Events Managers. Set clear accountabilities, build capability and coach for performance.
• Own the global events budget: planning, allocation across brands and regions, forecasting, accrual accuracy and timely payment of invoices.
• Build the function so it scales: clear roles, repeatable processes and a shared service each brand can rely on.

Stakeholder management

• Serve as the single point of accountability for events across the company. Manage demand from the brands, Sales and executives through a transparent prioritization process.
• Build relationships with event organizers, industry bodies and partners that give insightsoftware preferred positioning and pricing.
• Represent events on the marketing leadership team and contribute to the broader marketing plan and operating model.

What success looks like in the first year

• A global events strategy and calendar approved by the CMO and aligned with each brand's revenue plan.
• One events scoreboard that reconciles with marketing's pipeline reporting and is reviewed every month.
• Every event has written goals, targets and a follow-up plan before commitment, and a post-event review within 30 days.
• A portfolio reshaped on return data: investment moved toward events that produce pipeline, underperforming events cut.
• A customer event program scoped, funded and on the calendar.
• A stable, capable global team with clear roles, a bench for regional leadership, and processes the brands trust.

Required qualifications

• 10+ years leading corporate events, trade shows and customer experiences in B2B software, including 5+ years in a people management role leading a distributed, multi-region team.
• Track record of owning a global events portfolio and budget of $3M or more, with documented pipeline and return on investment results.
• Experience building events as a measured pipeline channel: goal setting, lead capture, attribution, post-event reporting and the Sales and BDR follow-up motion.
• Deep experience across in-person, virtual and hybrid formats, from large industry trade shows to small executive programs.
• Proven ability to design and implement processes, tools and standards that make an events team more efficient and consistent.
• Strong negotiation record with exhibit, audio visual, venue and sponsorship vendors, including contract terms and risk management.
• Executive-level written and verbal communication. Comfortable presenting results and recommendations to C-level and sales leadership, and comfortable saying no with data.
• Growth mindset and crisp execution: process-oriented, calm under pressure, delivers results in a fast-moving environment.
• Willingness to travel up to 30 percent, including international travel.
• Proficiency with Microsoft Office, Salesforce and marketing automation reporting; experience with project management systems (Wrike preferred).
• Bachelor's degree in Events, Communications, Public Relations, Marketing or a related field, or equivalent experience.

Preferred qualifications

• Experience marketing to finance, accounting or data and analytics decision-makers, or within financial software.
• Experience running events across a multi-brand portfolio, or through a period of brand or company integration.
• Experience in a private equity-backed software company.
• Familiarity with intent data and account-based programs as inputs to event targeting and executive meeting programs.
• CMP, CTSM or a similar events certification.

Pay and benefits

The salary range in United States of America for this position is 160,000.00 to 201,000.00 USD Annual.

For sales roles, this range includes the commission target. For non-sales roles, this is a base salary only range; additional bonus eligibility may apply.

Your specific offer within this range will be determined by your skills, experience, and qualifications.

We are committed to pay transparency and fair compensation practices. If you have questions about our compensation approach, please don't hesitate to ask during the interview process.

Additional Information

All your information will be kept confidential according to EEO guidelines.

Learn more about our high-energy, high-performance global team: Work With Us insightsoftware About Us: Hear From Our Team

Background checks are required for employment with insightsoftware, where permitted by country, state/province.