Responsibilities

The Event Audience Acquisition Manager is responsible for developing and executing integrated marketing and communication strategies to promote Workato’s flagship event WOW & select regional WOW events. This role bridges the gap between marketing (including regional teams), demand generation, social media, public relations, and the events team, ensuring consistent messaging and strong audience engagement before, during, and after events. This role is expected to operate with a high degree of independence and act as the primary owner of audience acquisition strategy and execution for WOW.

You will also be responsible to:

Strategy & Planning

• Collaborate with stakeholders and leadership to align on event goals, messaging, target audience & KPIs

• Create a comprehensive marketing communications plan and calendar for all event marketing activities (email, digital, social, PR, etc), taking into account different segments, personas, maturity stages, and regions.

• Facilitate meeting cadences with marketing teams to ensure alignment on goals, strategies and roles & responsibilities

• Work with Sales leadership to determine registration goals for each team, SPIFFs, and attendance qualification

Marketing & Communications

• Collaborate with the product marketing and events teams to craft compelling content for all promotional channels and employee assets highlighting key speakers, sessions, experiences and persona-based attendee journeys

• Ensure brand consistency and messaging across all marketing communications before, during, and after events

• Develop creative briefs and coordinate with internal design to produce any creative assets

• Equip sales and customer success teams with valuable resources like agenda templates, "convince your boss" letters, and email templates, making them accessible on our internal content platform

• Participate in regular sales and customer success meetings to provide account teams with updates and tactics to aid in audience acquisition strategies
  

Audience Engagement & Promotion

• Use segmentation and data-driven tactics to optimize audience targeting for audience acquisition. Monitor campaign performance and adapt strategies accordingly.

• Develop pre-event, onsite, and post-event engagement strategies to maximize participation and ROI

• Develop and send targeted nurture emails to registered attendees, to ensure their attendance at the event

Measurement & Reporting

• Create and maintain registration tracking documents to monitor Week over Week and YoY registration data, including leaderboards to drive sales engagement

• Work with Marketing Operations on the Cvent integration and post event list upload processes

• Provide post-event reports and recommendations for future improvements based on data

Requirements

Qualifications / Experience / Technical Skills

• 3-5 years of experience in event marketing or SaaS communications, preferably in a B2B marketing environment

• Proven experience in managing multi-channel marketing campaigns

• Strong project management skills with the ability to manage multiple projects (with different stakeholders) under tight deadlines

• Strong understanding of digital marketing and marketing automation platforms (Marketo) and experience with various MarTech solutions (Outreach, SFDC)

• Understanding of event KPIs and metrics, ability to report on campaign successes

• Ability to lead and/or present in cross-functional meetings

Soft Skills / Personal Characteristics

• Excellent organizational and multitasking abilities, with a keen attention to detail

• Strong interpersonal and communication skills, with the ability to collaborate cross-functionally and build relationships with stakeholders

• Experience with the Cvent event platform is a plus

The pay for this 6-month contract role may range between $85 - $100 per hour.

(REQ ID: 2584)