Events & Field Marketing Manager

Job description

## **About the Role** The Events & Field Marketing Manager will be the primary owner of Marketing-led events across in-person and virtual channels, including industry conferences, trade shows, executive dinners, customer and prospect events, webinars, and other field activations. You’ll manage the entire event lifecycle—from evaluating opportunities and setting goals through logistics, promotion, on-site execution, follow-up, attribution, and ROI reporting. You’ll be responsible for implementing Passport’s Events Playbook, ensuring teams follow it consistently, and continuously improving it based on what we learn. You’ll also partner closely with Partnerships and our 3PL organization to provide event support where capacity allows, helping Passport maximize the impact of partner-led and 3PL-led events without losing focus on our highest-priority Marketing-owned programs. Beyond traditional events, you'll help expand Passport's presence in the market by proactively identifying speaking engagements, panels, podcasts, webinars, and other opportunities to put Passport leaders and subject matter experts in front of relevant audiences. This role will also provide light field marketing and sales enablement support, particularly where it helps Sales and BDR teams get more value from our event investments. ## **What You'll Do** ### **Own Passport's Event Program** - Own the planning and execution of all Marketing-led events, including trade shows, conferences, executive and VIP experiences, customer/prospect events, dinners, webinars, virtual events, and other field activations. - Manage events end-to-end, including event evaluation, budgeting, contracts, timelines, vendors, sponsorship deliverables, attendee coordination, travel/logistics, booth execution, swag, marketing promotion, meeting programs, and on-site support. - Serve as the primary Marketing "quarterback" for major events, creating clear ownership and accountability across Marketing, Sales, BDR, RevOps, Partnerships, 3PL, and other participating teams. - Maintain Passport's event calendar and help evaluate potential opportunities based on audience fit, strategic importance, expected pipeline impact, cost, and historical performance. - Provide planning and execution support for Partnerships- and 3PL-led events where appropriate and capacity allows, as well as HR-led offsites, working with those teams to clarify ownership, expectations, and required Marketing support. - Coordinate Passport-hosted experiences surrounding major industry events, including dinners, happy hours, and partner activations. - Own virtual event execution, including Passport-hosted webinars, partner webinars, panels, and other digital experiences. ### **Drive Event ROI & Pipeline** - Ensure every major event has clearly defined goals, target audiences, success metrics, budgets, and expected outcomes before investment is made. - Coordinate the pre-event, during-event, and post-event motions required to turn event investment into measurable business results. - Work closely with Sales and BDR teams to identify target accounts and prospects, generate pre-event interest, book meetings, nurture event leads, and accelerate existing opportunities and pipeline. - Partner with Sales and BDR leadership on account targeting, prospect lists, meeting-setting campaigns, messaging, attendee goals, and outreach plans. - Ensure Sales and BDR teams have the information, messaging, assets, lists, and timelines they need to maximize meetings and engagement before events. - Establish clear processes for lead capture and routing during events so valuable conversations don't get lost after the event ends. - Coordinate timely post-event follow-up across Sales and BDR teams, including lead handoffs, campaign membership, personalized outreach, and event debriefs. - Partner closely with RevOps to ensure Salesforce campaigns, attribution, lead sources, meeting/Buyer Conversation tracking, opportunities, pipeline, and bookings are accurately associated with events. - Own ongoing ROI tracking and event performance reporting, measuring attendance and engagement, meetings/Buyer Conversations, qualified leads, opportunities created, pipeline generated, bookings, and overall return on investment. ### **Own & Evolve the Events Playbook** - Own and implement Passport’s Events Playbook across all Marketing-led events, ensuring participating teams understand their responsibilities, deadlines, and required processes. - Maintain and continuously improve the Playbook to reflect current ownership, systems, timelines, lead-management processes, attribution requirements, and best practices. - Create and maintain scalable templates, checklists, briefs, timelines, communication plans, and workflows for each stage of the event lifecycle. - Lead cross-functional event kickoffs, recurring planning meetings, and post-event debriefs to establish accountability, document outcomes and learnings, and apply improvements to future programs. - Monitor adherence to the Playbook and proactively address gaps that could affect event execution, lead follow-up, data quality, or performance measurement. ### **Expand Passport's Industry Presence** - Proactively identify and evaluate relevant speaking opportunities for Passport executives and subject matter experts, including conference keynotes, panels, fireside chats, roundtables, workshops, podcasts, webinars, and virtual summits. - Prioritize opportunities based on audience and ICP alignment, topic relevance, brand visibility, strategic relationships, cost, and expected business impact. - Partner with Product Marketing, Content, Digital, and other stakeholders to develop compelling topics, abstracts, speaker positioning, and supporting materials. - Manage speaker submissions and participation logistics, including abstracts, bios, deadlines, presentation requirements, rehearsals, travel coordination, and event communications. - Maintain a calendar of speaking opportunities, submission deadlines, confirmed placements, and outcomes to inform future participation. ### **Support Field Marketing, Event Enablement & Market Insights** - Partner with Product Marketing and Sales Enablement to equip event attendees with the appropriate messaging, collateral, talking points, presentations, product demos, and competitive context. - Prepare Sales and BDR teams for major events through event-specific training covering program goals, target accounts, messaging, meeting expectations, lead-capture requirements, and post-event follow-up. - Gather insights through events, customer and prospect conversations, and industry research to better understand audience priorities, pain points, competitors, and emerging market trends. Share relevant findings with Marketing, Sales, and other internal stakeholders. - Coordinate customer and prospect gifting, swag, sampling, and other field marketing initiatives connected to strategic campaigns, events, and relationship-building opportunities. ## **What We're Looking For** - 3–5 years of experience in events, field marketing, or B2B marketing, with meaningful hands-on responsibility for event planning and execution. - Demonstrated experience managing in-person events end-to-end, including conferences, trade shows, sponsorships, dinners, and other field activations. - Experience executing webinars, partner programs, or other virtual events. - Strong understanding of how events contribute to lead generation, pipeline, customer engagement, and revenue—not just brand awareness. - Experience working closely with Sales, BDR/SDR, Partnerships, Revenue Operations, and Marketing teams. - Familiarity with Salesforce and marketing/sales technology; experience with tools such as HubSpot, Highspot, Sendoso, Salesloft or similar platforms is a plus. - Excellent project management skills, with the ability to manage multiple events, budgets, vendors, timelines, deliverables, and stakeholders simultaneously. - Exceptional attention to detail—you’re the person who notices the missing shipment, incorrect registration link, or follow-up gap before it becomes a problem. - Comfortable using data to set event goals, evaluate performance and ROI, identify areas for improvement, and inform future investment decisions. - Strong written and verbal communication skills, including the ability to communicate clearly with executives, partners, vendors, customers, and internal teams. - Resourceful, proactive, and comfortable operating with autonomy in a fast-moving environment. - Willing and able to travel when necessary (a few times per year) for events.