Director of Event Marketing and Trade Show Strategy

OptiSigns is a global leader in the digital signage industry, providing innovative B2B SaaS solutions that empower businesses to create dynamic visual displays. Headquartered in the United States with remote offices in Vietnam and the Philippines, we have led the digital signage space since 2016 with advanced AI and IoT integration.

At OptiSigns, we’re passionate about leading the next wave of “physical/digital experiences,” helping businesses unlock the full potential of digital signage. If you’re driven by excellence and motivated by achievement, you’ll thrive in our dynamic, ambitious environment.

We are seeking a dynamic and strategic Director of Event Marketing and Trade Show Strategy to lead our company’s marketing efforts through industry events, conferences, and trade shows. This individual will play a critical role in implementing proven strategies to increase brand visibility, drive booth traffic, enhance attendee engagement, and maximize ROI for our $1 million annual event investment. The ideal candidate will have deep expertise in B2B marketing within the tech or consumer goods/services industries, a keen eye for innovation, and a proven track record of achieving measurable business outcomes through event marketing.

Requirements

• Trade Show and Event Strategy Development:
• Lead the planning, execution, and optimization of all trade show and event marketing activities in North America and Europe, aligning these efforts with broader business and revenue goals​
• Develop strategies to increase booth traffic through interactive booth designs, AR/VR technology, gamification, and personalized attendee experiences​
• Drive lead generation by creating pre-show marketing campaigns, capturing attendee data on-site, and implementing follow-up strategies that nurture long-term partnerships​
• Engagement and Booth Design Leadership:
• Design and implement interactive trade show booths that incorporate cutting-edge technology (AR/VR, touch screens, etc.), experiential marketing, and hands-on demonstrations to create memorable attendee interactions​
• Ensure booths cater to both learning and networking opportunities, creating an environment where attendees feel engaged and informed​
• Cross-Channel Marketing Integration:
• Align event marketing with other marketing channels, including digital marketing, social media, and content marketing to extend the reach of trade show investments and drive post-event engagement​
• Lead the creation of content (videos, blog posts, social media updates) that highlights event successes and continues engagement beyond the event​
• Performance Metrics and ROI Optimization:
• Develop and track KPIs such as lead conversion rates, cost per lead, and sales pipeline generation to assess event performance and make data-driven adjustments​
• Use real-time data during and after events to measure attendee engagement and adjust strategies for maximum impact​
• Oversee the integration of event management platforms and marketing automation tools (e.g., HubSpot) to streamline lead capture, follow-ups, and analytics​
• Vendor and Budget Management:
• Manage external vendors for booth design, technology providers, and event logistics, ensuring high-quality deliverables within the allocated budget​
• Oversee the entire event marketing budget, allocating resources effectively to maximize ROI across multiple trade shows and conferences​
• Leadership and Team Development:
• Lead a cross-functional team of marketers, designers, and external partners to execute all aspects of trade show and event marketing.
• Provide mentorship and guidance to team members, fostering a collaborative and innovative environment that consistently seeks to push the boundaries of event marketing

Qualifications and Requirements:

• Experience:
• 7-10+ years of experience in event marketing, trade show strategy, or related B2B marketing roles, ideally within the tech or consumer goods/services industries.
• Proven track record of driving significant business impact through large-scale trade show investments, with direct experience managing annual budgets of $1 million or more​
• Technical Skills:
• Strong knowledge of marketing automation platforms (HubSpot, Salesforce, etc.) and event management tools (Cvent, Bizzabo, etc.)​
• Proficiency in AR/VR technologies and their application in trade shows and events to create immersive brand experiences​
• Experience leveraging real-time data analytics to drive event performance adjustments and post-event optimization​
• Strategic Mindset:
• Demonstrated ability to design and implement integrated marketing campaigns that extend beyond the event itself and contribute to the long-term growth of the business​
• Strong analytical skills with a focus on performance measurement and the ability to adapt strategies based on live and post-event data​
• Leadership and Collaboration:
• Strong leadership and team management abilities, with experience leading cross-functional teams and working closely with senior leadership.
• Excellent vendor management and negotiation skills to ensure cost-effective and high-quality event execution​
• Communication and Presentation Skills:
• Exceptional communication and presentation skills, with the ability to craft compelling narratives around event outcomes and business impact to stakeholders.
• Experience in managing internal and external communications to build pre- and post-event buzz and extend brand engagement​

Benefits

• Dental insurance
• Flexible schedule

• Health insurance
• Vision insurance
• Paid time off