Event Marketing Manager

Global Knowledge is seeking an experienced Event Marketing Manager to develop, manage, and continuously improve our event marketing strategy across all event types and formats. Events are a critical demand generation channel for Global Knowledge, spanning third-party trade shows and industry conferences, first-party customer-facing events such as roundtables and executive forums, and digital events including webinars and virtual summits. In this role, You will be responsible for the strategy and calendar planning through to logistics, promotion, execution support, and post-event follow-up that drives measurable pipeline impact. You will work cross-functionally with Regional Marketing Leaders, Campaign Ops, Sales, and Partner Marketing, to ensure events are well-resourced, well-attended, and effectively converted into pipeline outcomes. You will also serve as the primary owner of Global Knowledge’s webinar and digital events program, with responsibility for driving a consistent, high-quality cadence of virtual events, while supporting Regional Marketing teams in the execution of local and regional in-person events

Key Responsibilities

Event Strategy & Calendar Planning

• Develop and maintain Global Knowledge’s global event marketing strategy, establishing a prioritized annual event calendar that balances third-party, first-party, and digital events across regions and audience segments
• Evaluate and recommend event participation opportunities, including trade shows, industry conferences, partner-sponsored events, and speaking engagements, based on audience alignment, competitive presence, pipeline potential, and cost efficiency
• Define event goals, target audience profiles, and success metrics for each event type, ensuring all event activity is connected to measurable pipeline and revenue outcomes
• Collaborate with Regional Marketing Leaders to ensure the global event calendar reflects regional market priorities, seasonal demand patterns, and local event opportunities relevant to each geography
• Partner with the Partner Marketing Manager to identify and incorporate partner-sponsored or co-branded event opportunities into the annual calendar, including events eligible for MDF funding
• Maintain a forward-looking view of the event landscape, tracking competitor presence, partner event schedules, and industry conference calendars to inform strategic prioritization

Third-Party Events & Trade Shows

• Collaborate closely with Regional Marketing teams to support Global Knowledge’s participation in third-party trade shows, industry conferences, and partner-hosted events, ensuring alignment with regional objectives and priorities
• Take direction from Regional Marketing on local and regional event requirements, supporting execution through coordination of logistics, vendors, and operational planning
• Assist with event logistics including vendor coordination, procurement requirements, booth production, shipping, staffing coordination, and badging — ensuring smooth execution in partnership with regional stakeholders
• Support the development of pre-event promotional plans in coordination with Campaign Ops and Regional Marketing to drive attendance and meeting bookings
• Assist in briefing event staff and Sales attendees with key logistics, messaging, and lead capture processes
• Support lead capture and handoff processes to ensure accurate data collection and timely follow-up with Sales teams
• Contribute to post-event debriefs with Regional Marketing and Sales stakeholders, capturing insights on performance and areas for improvement

First-Party Events & Customer-Facing Programs

• Partner closely with Regional Marketing teams to support the planning and execution of first-party events, including roundtables, executive forums, and customer programs, ensuring alignment with local market needs
• Take direction from Regional Marketing on event requirements, formats, and target audiences, assisting with the operational delivery of these programs Coordinate in close collaboration with Regional teams the event requirements, formats, and target audiences and assist with the operational delivery of these programs
• Support logistical coordination including venue sourcing, catering, A/V, speaker coordination, and attendee communications, working under regional guidance
• Assist Campaign Ops and Regional Marketing with invitation and registration execution to support attendance goals
• Contribute to measurement of attendee engagement and post-event activity, sharing insights with regional stakeholders
• Support the capture and coordination of event-derived content (recordings, testimonials, assets) in collaboration with Content and Regional Marketing teams

Digital Events & Webinar Program

• Own and lead Global Knowledge’s webinar and digital events program as the primary focus of the role, serving as the administrator of the webinar platform and driving a consistent cadence of high-quality virtual events across key audiences and regions
• Oversee the evaluation, selection, and onboarding of a new Webinar platform as we transition to a new provider
• Develop a strategic webinar calendar in collaboration with Product Marketing, Regional Marketing, and other stakeholders — ensuring topics are aligned to portfolio priorities, audience interests, and campaign themes
• Manage all aspects of webinar production including speaker enablement and preparation, slide review, platform configuration, registration setup, promotional coordination, live moderation, and post-event follow-up
• Partner with Campaign Ops to build and deploy webinar promotion campaigns across email, social, and paid channels — driving registrant volume and ensuring strong show rates through reminder and nurture sequences
• Optimize program performance through A/B testing of registration pages, promotional messaging, event formats, and content topics — using platform analytics to continuously improve registrant conversion and attendee engagement
• Manage webinar asset lifecycle post-event, including on-demand recordings, gated content offers, and follow-up nurture integration — ensuring webinar content continues to generate pipeline value beyond the live event date
• Act as the center of excellence for digital event best practices, supporting Regional Marketing teams in extending reach through virtual formats where appropriate

Promotion, Follow-Up & Pipeline Conversion

• Develop integrated pre-event promotional plans for all event types in coordination with Campaign Ops, ensuring events are supported by multi-channel outreach that drives registrations, attendance, and meeting bookings
• Define and enforce consistent post-event follow-up workflows across all event types, working with Campaign Ops and Sales to ensure leads and attendees are engaged promptly and appropriately routed through the funnel
• Collaborate with Content Marketing to develop event-specific content assets including landing pages, promotional emails, event guides, speaker materials, and post-event nurture content
• Work with Digital Marketing to identify paid amplification opportunities for high-priority events, including sponsored promotion on LinkedIn and programmatic display targeting
• Track event-sourced pipeline contribution across all event types, maintaining clear attribution in Salesforce and delivering regular performance reports to marketing and sales leadership

Budget & Vendor Management

• Develop and manage the annual event marketing budget, allocating spend across event types and regions based on strategic priorities and expected pipeline return
• Manage relationships with event vendors including venues, production companies, AV suppliers, exhibit houses, and event technology providers — negotiating contracts and holding partners accountable to quality and cost standards
• Track event spend and pacing against budget in real time, proactively flagging variances and making recommendations to optimize allocation throughout the year
• Identify cost-sharing and co-funding opportunities with partner organizations, including MDF-eligible events in coordination with the Partner Marketing Manager

Required Skills & Experience

• 5+ years of professional experience in event marketing, field marketing, or a closely related discipline, with demonstrated ownership of events across multiple formats — trade shows, customer events, and digital/webinar programs
• Ability to manage complex, multi-stakeholder events from strategy through execution and post-event measurement, on time and within budget
• Strong experience managing webinar platforms (e.g., Zoom Webinars, On24, BrightTALK, Goldcast)
• Robust project management skills with the ability to run multiple events simultaneously across different geographies and formats without compromising quality or deadlines
• Experience building and executing event promotion campaigns across email, social, and paid channels, with an understanding of how pre- and post-event outreach drives attendance and pipeline conversion
• Proficiency working with CRM and marketing automation platforms to manage registrant data, track lead flow, and report on event-sourced pipeline; experience with Salesforce / Marketo or BAPS / Spotler highly preferred
• Excellent written and verbal communication skills, stakeholder management and the ability to coordinate across Sales, Marketing, Product, and external speakers and vendors
• Budget management experience with a track record of maximizing event ROI through disciplined spend allocation and post-event performance analysis

Preferred Experience

• Experience working with partner-funded or MDF-supported event programs is a strong advantage
• Familiarity with the B2B technology training, professional development, or certification industry is a plus