Manager, Demand Generation - Field & Events

About the Job Opportunity

The Manager, Demand Generation - Field & Events owns the field event and webinar engine that drives meetings, pipeline, and deal progression across priority go-to-market motions. This role builds and executes an integrated event calendar tied to quarterly priorities and ensures every program has clear targeting, conversion goals, and measurable ROI.

You will run events end-to-end—partnering closely with Sales, Product Marketing, Demand Generation, Marketing Operations, and RevOps—to turn event engagement into disciplined follow-up and pipeline creation.

What You’ll Do

Field Event & Webinar Strategy

(Marketing – Demand Generation: Campaign Planning & Execution)

• Own the field event and webinar calendar aligned to GTM priorities, ICPs, and pipeline targets
• Build quarterly event plans by segment and motion with defined conversion outcomes
• Maintain a detailed production roadmap including milestones, owners, and readiness criteria
• Ensure events are prioritized based on revenue impact and sales alignment

Event Planning & End-to-End Execution

(Marketing – Demand Generation: Campaign Planning & Execution)

• Plan and execute in-person and virtual events from concept through delivery and close-out
• Manage vendors and agencies including AV, venues, platforms, and production partners
• Own budgets, timelines, SOWs, and cost controls to ensure on-time, on-budget execution
• Create repeatable briefs, checklists, and QA standards for consistent delivery

Sales & Product Marketing Partnership

(Sales Enablement, Marketing – Product Marketing)

• Partner with Sales and Product Marketing to define target audience, messaging, offers, and success criteria
• Coordinate speakers and content including outreach, preparation, rehearsals, and facilitation
• Ensure each event has a clear sales motion tied to stage progression and meeting goals
• Align talk tracks and follow-up motions to the buyer journey

Audience Targeting & Sales Playbooks

(Marketing – Demand Generation, Sales Enablement)

• Validate attendee lists against target accounts, buying groups, and sales priorities
• Build and maintain event and tradeshow playbooks for Sales, including meeting goals and outreach sequences
• Coordinate onsite staffing plans, meeting logistics, and coverage models with Sales leaders
• Ensure SLAs and follow-up expectations are clearly defined and measurable

Marketing Ops Integration & Lead Management

(Marketing Automation, Sales Revenue Operations)

• Partner with Demand Gen and Marketing Ops on promotion plans, landing pages, email journeys, and reminders
• Ensure campaigns are instrumented correctly with UTMs, routing rules, and taxonomy
• Own lead capture, routing, and handoffs into CRM with clear SLAs
• Partner with RevOps and Sales Ops to reduce friction in opportunity creation

Post-Event Conversion, Reporting & Optimization

(Sales Revenue Operations: Performance Metrics & Reporting)

• Drive post-event conversion plans including nurture, meeting setting, and content reuse
• Package event outputs into reusable assets with Content and Product Marketing
• Report performance across registrations, attendance, meetings, pipeline, and ROI
• Run retrospectives and apply learnings to improve conversion and efficiency

What You’ll Bring

Your Background

• 3–4+ years of experience in B2B field marketing, events, or integrated marketing programs
• Proven ability to execute webinars and in-person events end-to-end
• Strong cross-functional execution with Sales, Product Marketing, Demand Gen, and Marketing Ops
• Experience with event platforms, CRM, and marketing automation tools
• Comfort operating in a metrics-driven environment tied to pipeline outcomes

Preferred

• Experience in healthcare, healthcare IT, medtech, or enterprise B2B environments
• Experience with executive events, trade shows, and field roadshows
• Familiarity with ABM concepts and account-based event targeting
• Strong copy and messaging instincts for event value propositions