Senior Manager, Events Strategy

Develop and maintain an enterprise event strategy that aligns business goals, audience needs and marketing priorities. 

Define the role of events within the broader marketing and sales ecosystem, ensuring integration with relationship management, education, content and lead generation initiatives. 

Create annual event and sponsorship roadmaps aligned to business objectives. 

Evaluate opportunities and investments based on strategic fit, expected business value and measurable outcomes. 

Establish event-specific objectives and KPIs for all major programs and sponsorships. 

Identify opportunities to strengthen broker relationships, improve customer engagement and support business growth through event programming. 

Develop fully integrated event programs by region, business line and audience segment. 

Prioritize investments across conferences, sponsorships, broker events, educational programs and customer initiatives. 

Oversee the national events calendar ensuring alignment with organizational priorities and resource availability. 

Recommend adjustments to event investments based on performance, changing business requirements and emerging opportunities. 

Develop event ROI measurement frameworks and reporting methodologies. 

Establish dashboards and scorecards to evaluate event performance. 

Analyze attendance, engagement, broker sentiment, lead generation, sponsorship value, pipeline influence and other performance indicators. 

Conduct post-event reviews and analyze outcomes to identify trends, opportunities and areas for optimization. 

Leverage data analysis and critical thinking to inform recommendations and future investment decisions. 

Translate findings into actionable insights for senior leadership. 

Accountable for annual event budgets exceeding several million dollars across multiple business units. 

Manage planning, forecasting and budget allocation activities. 

Evaluate investment effectiveness and optimize spending based on business impact. 

Monitor budget performance and implement cost efficiencies while maintaining program quality. 

Ensure vendors and partners deliver maximum value to the organization. 

Lead negotiations with venues, suppliers, agencies, caterers, production partners and other vendors. 

Develop preferred supplier relationships where appropriate. 

Evaluate sponsorship opportunities and recommend investments based on strategic alignment and expected business return. 

Manage sponsor and partner relationships to maximize value. 

Lead and develop event team resources including direct reports and project-based support resources. 

Foster a culture of collaboration, accountability, continuous improvement and innovation. 

Establish clear goals and performance expectations. 

Provide coaching, mentorship and professional development opportunities. 

Promote knowledge sharing and development of best practices across the team. 

Partner closely with Sales, Broker Relations, Product, Marketing, Communications, Digital, Finance and Risk teams. 

Build strong relationships with internal and external stakeholders. 

Ensure all events are delivered with a consistently high standard of quality and brand experience. 

Provide strategic oversight on event planning and delivery. 

Support major events onsite where required. 

Manage issue resolution and recovery planning for significant event challenges.