Director of Tradeshows

This role will shape how the organization shows up at key industry events across markets and regions, translating broader business objectives into high-impact experiences that strengthen brand visibility, deepen customer and partner relationships, and support commercial growth. Lead end-to-end event planning and execution, including booth strategy and design, sponsorships, exhibits, demonstrations, signage, collateral, staffing, registration, logistics, shipping, hospitality, and onsite execution.

Our client is a global B2B technology organization seeking an experienced Director of Tradeshows & Events to lead its global tradeshow, conference, and industry event strategy.

 

This role will shape how the organization shows up at key industry events across markets and regions, translating broader business objectives into high-impact experiences that strengthen brand visibility, deepen customer and partner relationships, and support commercial growth.

 

The Director will own the full event lifecycle—from strategy, budgeting, and sponsorship decisions through experience development, executive participation, logistics, vendor management, onsite execution, and post-event measurement. This person will work closely with senior leadership and cross-functional teams across Sales, Marketing, Product, and Partnerships.

 

What You’ll Do

• Develop and manage the annual global tradeshow and industry event strategy, calendar, and budget.
• Evaluate event opportunities and recommend participation levels based on target audience, strategic relevance, commercial opportunity, cost, and anticipated return.
• Lead end-to-end event planning and execution, including booth strategy and design, sponsorships, exhibits, demonstrations, signage, collateral, staffing, registration, logistics, shipping, hospitality, and onsite execution.
• Partner with Sales and business leaders to establish objectives, priority accounts, customer and prospect engagement plans, and success metrics for each event.
• Collaborate with Marketing and Product teams to develop event messaging, demonstrations, presentations, launches, and supporting content.
• Create differentiated event experiences that strengthen brand positioning and drive meaningful engagement with customers, prospects, and partners.
• Manage relationships with event organizers, exhibit partners, production companies, agencies, venues, logistics providers, and other external vendors.
• Negotiate contracts and manage event spending with a focus on cost control and overall value.
• Establish repeatable event-planning processes, timelines, playbooks, and operating standards.
• Coordinate executive participation, speaking opportunities, customer meetings, receptions, dinners, and other event-related activities.
• Lead pre-event and post-event communications and partner with Sales and other stakeholders to ensure effective follow-up.
• Develop event measurement frameworks and report on performance, including engagement, pipeline influence, customer activity, strategic outcomes, and ROI.
• Analyze event performance and recommend where the organization should increase, reduce, or discontinue investment.
• Maintain a consistent brand experience across global tradeshow and event activities.
• Identify opportunities to improve event strategy and execution through new technologies, creative experiences, programming, and operational efficiencies.

 

What We’re Looking For

• 8+ years of experience in tradeshows, events, experiential marketing, field marketing, or a related discipline, with significant experience managing complex B2B event programs.
• Proven experience developing and executing global tradeshow and event strategies across multiple countries or regions.
• Experience managing a portfolio of international tradeshows, conferences, sponsorships, customer events, and executive engagements.
• Strong understanding of international event operations, including vendors, shipping and freight, customs, venue requirements, local regulations, and regional considerations.
• Demonstrated experience managing substantial event budgets, forecasting spend, negotiating contracts, and identifying cost efficiencies.
• Ability to partner effectively with senior executives and cross-functional teams to connect event strategy with broader business priorities.
• Experience developing event programs that support customer engagement, pipeline development, partnerships, brand visibility, and commercial objectives.
• Strong project and program management skills with the ability to manage multiple large-scale events, stakeholders, deadlines, and dependencies simultaneously.
• Experience leading booth and event-experience development, including creative direction, messaging, demonstrations, sponsorship activation, customer hospitality, and onsite execution.
• Strong vendor and agency management skills, including experience selecting, negotiating with, and overseeing exhibit partners, production vendors, venues, and other suppliers.
• Experience establishing event KPIs and evaluating performance against business objectives and ROI.
• Strong executive presence, communication, and interpersonal skills, with the ability to influence stakeholders across functions, cultures, and geographies.
• Highly organized and detail-oriented, with the ability to operate effectively in a fast-moving environment with changing priorities.
• Strong judgment and problem-solving skills, particularly in high-pressure onsite event environments.
• Ability and willingness to travel extensively, including internationally, and work outside standard business hours when events require it.
• Bachelor’s degree in Marketing, Communications, Business, Event Management, or a related field.

 

Preferred Experience

• Experience building or leading an events function or team.
• Experience coaching and developing team members.
• Experience managing agencies and other external partners.
• Experience within B2B technology, software, enterprise services, or another complex B2B environment.