Strategic Events Manager

Workato is the leading Control and Execution Platform for Enterprise AI — the neutral platform enterprises trust to put AI to work across their business. Workato unifies data, applications, and processes into a single platform so AI can reliably orchestrate business processes in production at enterprise scale. Built on more than a decade of running mission-critical processes for over half the Fortune 500 — including Nasdaq, Amazon, Cisco, Vodafone, Atlassian, and Lucid Motors — Workato turns over 14,000 enterprise systems AI needs to act on into one governed execution layer. For more information, visit workato.com.

The primary responsibility for this Strategic Events Manager role is to develop and execute integrated marketing and communication strategies to promote Tier 1 strategic events—such as product launches, our flagship event WOW & regional WOW World Tours. This role bridges the gap between marketing (including regional teams), demand generation, marketing ops, social media, public relations, and the events team, ensuring consistent messaging and strong audience engagement before, during, and after events.  With events spanning multiple regions and attracting thousands of attendees, this role will be responsible for the audience acquisition function of all strategic events.

In this role, you will also be responsible to:

• →

• 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, reporting methods, SPIFFs, and attendance qualifications

• Collaborate with the product marketing and events teams to craft compelling content for event websites, promotional emails 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, web and video teams to produce any creative or multimedia 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

• 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

• 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

• Collaborate with the Customer Success team to develop a post-event survey strategy 

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

• 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 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

• Experience with the Cvent event platform is a plus

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

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

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

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