Director of Event Strategy & Field Enablement 

Role Overview 

The Director of Event Strategy & Field Enablement owns the global event strategy as a scalable, revenue-supporting channel. This role is responsible for setting event investment strategy, budget governance, execution frameworks, and performance measurement while enabling regional marketing teams to execute locally. 

This role spans both strategy and execution, with an emphasis on building scalable models that evolve alongside the growth of field and regional marketing teams. The role also serves as a key liaison between Marketing, Sales, BDRs, Sales Enablement, and Revenue teams to ensure event-generated leads are effectively followed up and progressed through the funnel. 

Key Responsibilities 

Event Strategy & Portfolio Management 

• Define and own the global event strategy aligned to company growth priorities and regional go-to-market plans 

• Build and manage the annual global events portfolio, including selection criteria, sponsorship tiers, and investment rationale 

• Own event budget planning, allocation, and ongoing performance tracking across regions 

• Establish governance frameworks to ensure consistency, efficiency, and ROI across all event investments 

Regional Enablement & Execution Model 

• Partner with regional marketing teams to embed events into local field marketing strategies 

• Enable regional teams with clear playbooks, standards, and expectations for event execution 

• Ensure regional teams own on-site execution, lead capture quality, and post-event reporting 

• Provide strategic guidance and oversight without becoming an execution bottleneck 

Revenue Alignment & Funnel Enablement 

• Serve as the primary marketing liaison to Sales, BDRs, Sales Enablement, and Revenue teams for event-sourced programs 

• Define and align on lead definitions, handoff processes, and follow-up SLAs for event leads 

• Ensure event-generated leads are properly tagged, routed, and tracked within CRM and marketing systems 

• Partner with revenue teams to improve event-sourced pipeline conversion and velocity 

Sales Enablement & Customer Event Collaboration 

• Collaborate with Sales Enablement and Revenue leadership to support the strategy and execution of internal sales enablement events, including Sales Kickoffs, Sales Summits, and regional sales meetings 

• Partner cross-functionally to align objectives, agendas, and success metrics for internal sales-facing events 

• Provide strategic guidance, budget oversight, and event frameworks for customer-facing events such as customer conferences, user groups, and executive forums 

• Ensure internal and customer events align with broader go-to-market priorities, messaging, and revenue goals 

Webinar Logistics & Operational Support 

• Develop scalable webinar processes and operational frameworks that support global and regional marketing programs 

• Identify and manage the appropriate people, processes, technologies, and delivery formats needed to support effective webinar execution 

• Establish standards and best practices to improve consistency, efficiency, and scalability across webinar programs 

• Partner cross-functionally with Marketing, Sales Enablement, and Revenue teams to align webinar operations with broader business goals 

Measurement, Reporting & Optimization 

• Define success metrics for events, including pipeline impact, cost efficiency, and regional performance 

• Deliver clear, executive-ready reporting on event performance and ROI 

• Analyze performance trends and continuously optimize the event mix, spend, and execution model 

• Use data to inform future investment decisions and improve scalability year over year 

Skills & Experience 

• 10+ years of senior marketing experience, including leadership of event strategy and integrated field programs 

• Proven ability to design scalable marketing operating models across regions 

• Strong financial and budget management skills with a focus on ROI and efficiency 

• Experience partnering closely with sales, BDR, enablement, and revenue teams in complex B2B environments 

• Comfortable operating independently with a high degree of trust and accountability 

• Executive-level communication skills with a practical, data-driven approach 

Success Looks Like 

• A clearly defined, scalable global event strategy aligned to revenue goals 

• Regional teams executing confidently within a consistent framework 

• Improved event-sourced pipeline quality and conversion 

• Clear visibility into event performance and return on investment 

• Strong collaboration between marketing, sales, and revenue teams around event follow-up