Crawford Group is seeking a Sr. Event Marketing Manager-EDU for a global technology client. The role involves developing and implementing comprehensive event marketing plans, overseeing event execution, and driving audience acquisition strategies to enhance engagement and attendance at events.

Responsibilities:

Strategic Event Planning: Develop and implement comprehensive events marketing plans to drive attendance and engagement at our field events. Collaborate with internal team members to align strategies with business objectives
Event Execution: Oversee the planning, coordination, and execution of all events, including dinners, ancillaries, and conferences targeting the HED audience. Ensure seamless logistics and exceptional attendee experience
Event Storytelling: Collaborate with cross-functional teams, including sales, product marketing, campaign, and brand and engagement to ensure alignment in event content and messaging
Audience Acquisition: Drive attendee acquisition strategies to attract key decision-makers and industry leaders. Leverage targeted marketing campaigns and partnerships to increase event reach and impact among key accounts
Performance Analysis: Analyze event data and metrics to measure success and identify areas for improvement. Stay current on industry trends to continually enhance our events marketing strategy
1. Partner & Industry Conferences
1.1 NERCOMP Annual Conference (March)
Deliverables includes:
Event participation strategy and objectives brief
Booth planning brief and onsite execution plan
Contest/session development plan
Workshop briefing plan
Speaker and content list
Staffing plan recommendation and onsite run-of-show documentation
Post-event recap and performance summary
1.2 AACC Annual Conference (April)
Lead planning and execution for company's interactive booth presence
Deliverables includes:
Booth strategy and attendee engagement plan
Messaging and demo alignment brief
Interactive activation planning brief
Staffing and logistics plan
Budget and vendor tracking document
Post-event recap with outcomes and recommendations
1. Company-Supported Campus & System Engagements
2.1 UNC Tech Day
Support company's presence through thought leadership and engagement
Deliverables includes:
Booth strategy and logistics plan
Speaker and content list
On-site execution plan
Post-event summary and follow-up recommendations
2.2 Texas University System – Multi-Event Support
Provide strategic and executional support across multiple engagements within the Texas university system
Deliverables include:
Event identification and prioritization plan
Tracking document with multiple campuses/events
Messaging brief
Budget and execution tracking
Consolidated recap summarizing system-wide outcomes and learnings
1. Special Projects & Strategic Campaigns
3.1 Jeff Selingo Salon Dinner & Live Podcast Campaign (Planning Phase)
Lead campaign planning for an integrated thought leadership activation
Deliverables include:
Campaign concepting and positioning brief
Salon dinner planning framework
Live podcast planning and strategy brief
Stakeholder alignment and timeline development
Measurement framework and success metrics documentation
1. Flagship Event Planning (Future Quarter Enablement)
4.1 EduMAX Kickoff Planning (April)
Initiate early-stage planning for EduMAX
Deliverables include:
Initial event strategy and objectives briefing document including:
Audience and positioning framework
High-level timeline and milestone plan
Early budget considerations and constraints
Cross-functional stakeholder alignment
4.2 EDUCAUSE Planning Kickoff (April)
Begin foundational planning for EDUCAUSE participation
Deliverables include:
Participation strategy and goals briefing plan to include:
Preliminary activation and messaging considerations
Internal alignment and planning roadmap
Early success metrics definition
1. Reporting & Measurement (Applies to All Q2 Initiatives)
Deliverables include:
Event-level recap reports summarizing:
Objectives vs. outcomes
Attendance and engagement metrics
Sales alignment and follow-up opportunities
Key learnings and optimization recommendations
Quarterly roll-up summary highlighting:
Overall impact (SALs, MQLs, ARR)
Strategic wins, risks, gaps, and recommendations for Q3

Requirements:

Develop and implement comprehensive events marketing plans to drive attendance and engagement at our field events
Oversee the planning, coordination, and execution of all events, including dinners, ancillaries, and conferences targeting the HED audience
Collaborate with cross-functional teams, including sales, product marketing, campaign, and brand and engagement to ensure alignment in event content and messaging
Drive attendee acquisition strategies to attract key decision-makers and industry leaders
Analyze event data and metrics to measure success and identify areas for improvement
Stay current on industry trends to continually enhance our events marketing strategy
Deliverables includes: Event participation strategy and objectives brief
Deliverables includes: Booth planning brief and onsite execution plan
Deliverables includes: Contest/session development plan
Deliverables includes: Workshop briefing plan
Deliverables includes: Speaker and content list
Deliverables includes: Staffing plan recommendation and onsite run-of-show documentation
Deliverables includes: Post-event recap and performance summary
Lead planning and execution for company's interactive booth presence
Deliverables includes: Booth strategy and attendee engagement plan
Deliverables includes: Messaging and demo alignment brief
Deliverables includes: Interactive activation planning brief
Deliverables includes: Staffing and logistics plan
Deliverables includes: Budget and vendor tracking document
Deliverables includes: Post-event recap with outcomes and recommendations
Support company's presence through thought leadership and engagement
Deliverables includes: Booth strategy and logistics plan
Deliverables includes: On-site execution plan
Deliverables includes: Post-event summary and follow-up recommendations
Provide strategic and executional support across multiple engagements within the Texas university system
Deliverables include: Event identification and prioritization plan
Deliverables include: Tracking document with multiple campuses/events
Deliverables include: Messaging brief
Deliverables include: Budget and execution tracking
Deliverables include: Consolidated recap summarizing system-wide outcomes and learnings
Lead campaign planning for an integrated thought leadership activation
Deliverables include: Campaign concepting and positioning brief
Deliverables include: Salon dinner planning framework
Deliverables include: Live podcast planning and strategy brief
Deliverables include: Stakeholder alignment and timeline development
Deliverables include: Measurement framework and success metrics documentation
Initiate early-stage planning for EduMAX
Deliverables include: Initial event strategy and objectives briefing document including: Audience and positioning framework
Deliverables include: High-level timeline and milestone plan
Deliverables include: Early budget considerations and constraints
Deliverables include: Cross-functional stakeholder alignment
Begin foundational planning for EDUCAUSE participation
Deliverables include: Participation strategy and goals briefing plan to include: Preliminary activation and messaging considerations
Deliverables include: Internal alignment and planning roadmap
Deliverables include: Early success metrics definition
Deliverables include: Event-level recap reports summarizing: Objectives vs. outcomes
Deliverables include: Attendance and engagement metrics
Deliverables include: Sales alignment and follow-up opportunities
Deliverables include: Key learnings and optimization recommendations
Deliverables include: Quarterly roll-up summary highlighting: Overall impact (SALs, MQLs, ARR)
Deliverables include: Strategic wins, risks, gaps, and recommendations for Q3

Sr. Event Marketing Manager-EDU

Key skills

About this role

Responsibilities:

Requirements: