Senior Manager

Core Responsibilities

The incumbent will develop and lead a comprehensive event strategy that aligns with business objectives and supports organizational priorities across all applicable business units.

With up to 300 events delivered annually, responsibilities include:

Event Strategy & Business Impact

• Develop and maintain an enterprise event strategy that aligns business goals, audience needs and marketing priorities.

• Define the role of events within the broader marketing and sales ecosystem, ensuring integration with relationship management, education, content and lead generation initiatives.

• Create annual event and sponsorship roadmaps aligned to business objectives.

• 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.

Event Portfolio Management

• 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.

Measurement, Analytics & Continuous Improvement

• 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.

Budget & Financial Management

• Accountable for annual event budgets exceeding several million dollars across multiple business units.

• Manage planning, forecasting and budget allocation activities.

• 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.

Vendor & Sponsorship Management

• Lead negotiations with venues, suppliers, agencies, caterers, production partners and other vendors.

• Develop preferred supplier relationships where appropriate.

• Evaluate sponsorship opportunities and recommend investments based on strategic alignment and expected business return.

• Manage sponsor and partner relationships to maximize value.

Leadership & Team Development

• 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.

• Provide coaching, mentorship and professional development opportunities.

• Promote knowledge sharing and development of best practices across the team.

Stakeholder Management

• 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.

Event Execution Oversight

• 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.

Let's Talk About You

• 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.

• Experience within financial services, banking or mortgage industries is considered an asset.

• 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.