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About the Role

The Senior Manager, Events Strategy is responsible for leading the strategic direction, planning, execution, measurement, and optimization of EQ Bank's event and sponsorship portfolio. This role aims to establish events as a business growth channel by developing strategies that strengthen broker relationships, support customer engagement, grow brand awareness, deepen education, and drive measurable business outcomes.

Responsibilities

Develop and lead a comprehensive event strategy aligned with business objectives and organizational priorities.
Create annual event and sponsorship roadmaps.
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.
Manage planning, forecasting, and budget allocation activities for annual event budgets exceeding several million dollars.
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.
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 for the team.
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.
Influence decision-making through insights, recommendations, and business cases.
Present strategic recommendations, performance updates, and investment proposals to senior leaders.
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.

Requirements

8–10+ years of experience in event marketing, event strategy, sponsorship management, or integrated marketing.
Demonstrated experience leading large-scale event portfolios and managing significant budgets.
Strong understanding of B2B relationship marketing and channel strategy.
Experience developing event measurement frameworks and ROI reporting methodologies.
Proven ability to analyze data, identify trends, and develop business recommendations.
Strong presentation and executive communication skills.
Advanced relationship management and stakeholder influence skills.
Exceptional negotiation and vendor management capabilities.
Strong financial acumen and budget management experience.
Experience leading teams and developing direct reports.
Advanced proficiency in Microsoft Office, including Excel and PowerPoint.
Ability to prioritize and manage multiple initiatives in a fast-paced environment.
Demonstrated problem-solving and critical thinking capabilities.
Strong understanding of risk management and compliance considerations related to event marketing.

Skills

Event marketing
Event strategy
Sponsorship management
Integrated marketing
B2B relationship marketing
Channel strategy
Event measurement frameworks
ROI reporting
Data analysis
Business recommendations
Presentation skills
Executive communication
Relationship management
Stakeholder influence
Negotiation
Vendor management
Financial acumen
Budget management
Team leadership
Microsoft Office (Excel, PowerPoint)
Prioritization
Problem-solving
Critical thinking
Risk management
Compliance

Experience Level

Senior

About the Company

EQ Bank is a financial institution.