An Event Marketing Manager is a professional responsible for planning, organizing, and executing events to promote a company’s products or services. They work closely with a team of marketing professionals and external vendors and partners to create engaging and impactful experiences that help build brand awareness and drive sales. These events can range from product launches, trade shows, conferences, experiential marketing events, and everything in between.
Event marketing managers are vital members of any marketing team. They are responsible for creating memorable moments to build brand loyalty and foster long-term customer relationships.
Event Marketing Manager Duties and Responsibilities
Event marketing managers have many responsibilities when planning, executing, and evaluating events. Some of the key duties and responsibilities of an event marketing manager include the following:
- Developing event concepts and themes: Event marketing managers are responsible for creating the overall vision and theme for events, taking into consideration the goals of the event, target audience, and available budget.
- Researching venues and vendors: Event marketing managers research and select the appropriate venues and vendors based on the event size, target audience, and overall event concept.
- Planning and coordinating logistics: Event marketing managers are responsible for coordinating the logistical details of an event, including managing the event budget, arranging transportation and parking, arranging for equipment and catering, and arranging for security and emergency services.
- Promoting the event: Event marketing managers work with the marketing team to develop and execute a promotion plan for the event. They use traditional and digital marketing strategies to create buzz and attract attendees.
- Managing the event on-site: Event marketing managers oversee all aspects of the event on-site, including coordinating with vendors, overseeing the setup and tear-down of the event, and troubleshooting any issues that may arise.
- Evaluating the event: Event marketing managers are responsible for assessing the event’s success and providing a post-event report, including metrics such as attendance, ROI, and feedback from attendees and vendors.
- Continuously seeking ways to improve: Event marketing managers are continuously seeking new and innovative ways to improve events and stay up-to-date with trends in the event industry.
- Building a network of contacts: Event marketing managers often create a network of contacts, including event venues, vendors, service providers, and other professionals in the industry.
Event marketing managers must be highly organized, have excellent communication skills, and be able to multitask and manage multiple projects simultaneously. They must be able to work under pressure and have a good understanding of marketing strategies and budget management.
Event Marketing Manager Job Requirements
The requirements for an event marketing manager position can vary depending on the company and the specific role, but here are a few common requirements that are generally sought after by employers:
- Education: Many event marketing manager positions require a bachelor’s degree in marketing, communications, event management, or a related field. Some employers may also consider candidates with a hospitality or business management degree.
- Experience: Many event marketing manager positions require several years of experience in event management, marketing, or a related field. Experience working with event planning software and managing budgets is also a plus.
- Strong communication and interpersonal skills: Event marketing managers must have strong verbal and written communication skills to communicate effectively with clients, vendors, and other team members.
- Strong leadership and project management skills: Event marketing managers must be able to lead and manage teams and coordinate multiple tasks and projects simultaneously.
- Creativity and Innovation: Event marketing managers should be able to think creatively, develop new and innovative ideas for events, and adapt to change quickly and efficiently.
- Strategic thinking and Planning: Event marketing managers must be able to think strategically and plan events that align with a company’s goals and objectives.
- Strong organizational and time management skills: Event marketing managers must manage multiple tasks and deadlines and work under pressure in a fast-paced environment.
- Attention to detail: Event marketing managers should pay attention to detail to ensure that events are executed perfectly and that no detail is missed.
- Strong networking skills: Event marketing managers must have strong networking skills to build relationships with venues, vendors, and other key stakeholders in the event industry.
- Technical skills: Event marketing managers should have a good understanding of event planning software and technologies, as well as basic design and layout skills, to create and manage effective
Event Marketing Manager Skills
Event marketing managers need a diverse set of skills to be successful in their roles. Here are a few key skills that are important for event marketing managers:
- Marketing: Event marketing managers should understand marketing strategies and how to use them to promote events and build brand awareness.
- Event planning: Event marketing managers should have a good understanding of the event planning process, including how to research and select venues, vendors, and service providers, as well as how to coordinate logistics and manage budgets.
- Project management: Event marketing managers must be able to lead and manage teams and coordinate multiple tasks and projects simultaneously.
- Communication: Event marketing managers must have strong verbal and written communication skills to communicate effectively with clients, vendors, and other team members.
- Interpersonal skills: Event marketing managers must be able to build relationships and collaborate with various stakeholders, including clients, vendors, and other team members.
- Creativity and Innovation: Event marketing managers should be able to think creatively, develop new and innovative ideas for events, and adapt to change quickly and efficiently.
- Strategic thinking and planning: Event marketing managers must be able to think strategically and plan events that align with a company’s goals and objectives.
- Organizational and time management: Event marketing managers must be able to manage multiple tasks and deadlines, as well as work under pressure in a fast-paced environment.
- Attention to detail: Event marketing managers should pay attention to detail to ensure that events are executed perfectly and that no detail is missed.
- Technical skills: Event marketing managers should have a good understanding of event planning software and technologies and basic design and layout skills to create and manage effective marketing materials.
- Networking: Event marketing managers should be able to build a network of contacts, including event venues, vendors, service providers, and other professionals in the industry.
Event Marketing Manager Salary
The salary for an event marketing manager can vary depending on factors such as the company’s size, the industry, location, years of experience, and education. According to Glassdoor, the average salary for an Event Marketing Manager in the United States is around $62,000 per year. However, it can range from around $47,000 to $78,000 per year. It’s worth noting that event marketing managers in larger cities or working for larger companies may earn a higher salary, whereas event marketing managers working in smaller cities or companies may earn a lower salary.
It’s important to note that salary is not the only factor to consider when evaluating a job opportunity. Benefits packages and bonuses may also play a role, so it is good to investigate a company’s overall compensation package before making a decision. Additionally, event marketing managers should also consider the opportunity for growth and professional development within a company, as well as the company’s culture and values, which can be important factors in job satisfaction.
Event Marketing Manager Work Environment
Event marketing managers typically work in a fast-paced, deadline-driven environment. They may work in an office setting, but their job often involves a lot of time outside the office, attending events, coordinating with vendors and clients, and traveling to different venues.
The work environment for event marketing managers can be highly dynamic and unpredictable, as they are responsible for organizing and coordinating multiple events at once, sometimes simultaneously. They may have to deal with unexpected changes, last-minute requests, and tight timelines. Event Marketing Managers must adapt quickly and efficiently, think creatively, and solve problems. They must be comfortable working under pressure and be able to manage multiple tasks and deadlines.
Event marketing managers are often part of a team that includes other event marketing managers, marketing professionals, and administrative staff. They work closely with these team members to coordinate events, share ideas and knowledge, and ensure that the events are executed perfectly. They also work closely with clients, vendors, and other external stakeholders to plan and coordinate events.
Event marketing managers usually work a standard 40-hour workweek but may also have to work evenings, weekends, and holidays depending on the event schedule. They often attend events outside of regular working hours and may also travel for events in other cities. It’s a challenging yet rewarding job that requires a high level of commitment but also allows for creative freedom, personal development, and career growth.
Event Marketing Manager Trends
Here are a few of the latest trends in event marketing that event marketing managers should be aware of:
- Virtual and hybrid events: Virtual events allow attendees to participate remotely, while hybrid events combine in-person and virtual elements. Event marketing managers need to be able to adapt to the use of virtual platforms and integrate them into their event planning process.
- Sustainability and Green events: Sustainability is becoming increasingly important to both companies and consumers. Event marketing managers are expected to consider environmental impact in all event planning aspects and promote green initiatives and eco-friendly practices.
- Personalization and experiential marketing: Personalization and experiential marketing are becoming more important in creating memorable experiences for attendees. Event marketing managers should focus on creating customized and immersive experiences that engage attendees, build brand loyalty and drive sales.
- Social media and influencer marketing: Social media and influencer marketing are essential to event promotion and building buzz. Event marketing managers should use social media platforms to create buzz, attract attendees, and engage with them. Influencer marketing, utilizing the power of social media personalities, is an effective way to reach new audiences and promote the event.
- Virtual Reality and Augmented Reality: Virtual Reality and Augmented Reality can potentially revolutionize the event industry. Event marketing managers should monitor these technologies and be ready to incorporate them into their events as they become more accessible and user-friendly.
As technology, consumer behavior, and communication styles evolve, event marketing managers should be aware of the latest trends and be able to adapt to changes to keep their events fresh, exciting, and relevant.
How to Become an Event Marketing Manager
Here are a few steps that can help you become an event marketing manager:
- Get a degree: A bachelor’s degree in marketing, communications, event management, or a related field is typically required for an event marketing manager position. A degree in hospitality or business management can also be relevant.
- Gain experience: Many event marketing manager positions require several years of experience in event management, marketing, or a related field. Start by gaining experience in event planning, marketing, or customer service roles.
- Build your network: Build a network of contacts in the events industry, including event venues, vendors, service providers, and other professionals. Networking is an important aspect of event planning.
- Learn event planning software: Familiarize yourself with event planning software, such as Eventbrite, Cvent, or Aventri. These tools are widely used in the event planning industry and can help you plan, organize and execute events.
- Learn the industry: Keep up with the latest trends and developments in the event marketing industry by reading relevant blogs, and publications and joining professional organizations.
- Develop a portfolio: A portfolio of events you have organized, marketed, and executed can help you to demonstrate your skills and experience to potential employers.
- Get certified: Obtaining relevant certifications such as Certified Meeting Professional (CMP) or Event Planning Certification from recognized organizations like International Event Management Professionals (IEMP) can be helpful to enhance your credibility and job opportunities.
- Be flexible and adaptable: Be open to learning new skills and technologies, and be adaptable to change, as the event marketing industry is constantly evolving.
Becoming an event marketing manager usually requires a combination of education, experience, and networking. It’s important to be patient and persistent and to be open to learning new skills, building your network, and gaining experience.
Related: Senior Event Manager Cover Letter Examples & Writing Guide
Event Marketing Manager Advancement Prospects
Event marketing managers often have opportunities for advancement within their companies. With experience, they may be able to take on more responsibilities and move up to senior roles such as:
- Senior event marketing manager: Senior event marketing managers often manage a team of event marketing managers and take on more complex, high-profile events. They may also have more autonomy and decision-making power.
- Director of Event marketing: Directors of Event marketing often have overall responsibility for the planning and execution of all events for a company or department. They may also manage budgets, lead a team, and ensure that all events align with the company’s overall marketing strategy.
- Marketing Manager or Director: Event marketing managers with enough experience can move up to higher-level marketing positions. They may lead a team of event marketing managers and be responsible for developing and implementing the company’s overall marketing strategy.
- Starting own company: Some event marketing managers may choose to start their own event management company, which can offer more freedom and creative opportunities.
- Consultancy: Event marketing managers may become consultants and work with a variety of clients, providing event marketing expertise to help them reach their goals.
In addition to the above, many experienced event marketing managers may also choose to go into teaching or training in the field of event marketing, passing on their skills and experience to the next generation of event professionals.
It is worth noting that the career growth for event marketing managers may vary depending on the company or industry. Still, there are many opportunities for advancement for those who are motivated, skilled, and dedicated to the field.
Event Marketing Manager Job Description Example
Here is an example of a job description for an event marketing manager:
Job Title: Event Marketing Manager
Reports to: Director of Marketing
Position Overview:
The Event Marketing Manager will be responsible for planning, executing, and promoting a wide range of events for XYZ Company. This includes trade shows, conferences, product launches, and other internal and external events. The successful candidate will be able to think strategically and creatively, while also possessing strong project management skills. The ideal candidate will also be a proactive self-starter who can work well under pressure and handle multiple tasks simultaneously.
Responsibilities:
- Plan and execute all aspects of events, including venues, vendors, budgets, logistics, and promotion
- Work closely with internal teams to ensure that events align with company goals and objectives
- Coordinate with vendors, sponsors, and other external partners
- Develop and implement marketing plans for events
- Create and manage event budgets
- Manage event registration and attendee tracking
- Coordinate event logistics, including audio-visual, catering, and transportation
- Ensure that all events comply with relevant regulations and industry standards
- Attend events to manage on-site logistics and troubleshoot any issues
- Continuously evaluate and analyze event performance, providing recommendations for improvement
- Act as a liaison between the company and event attendees
Requirements:
- Bachelor’s degree in marketing, communications, event management, or a related field
- Minimum of 3-5 years of experience in event planning, marketing, or a related field
- Strong project management skills
- Excellent communication and interpersonal skills
- Strong leadership and team management skills
- Strong organizational and time management skills
- Attention to detail
- Ability to work well under pressure
- Familiarity with event planning software and technologies
- Valid driver’s license and the ability to travel as needed
- Strong network of industry contacts is a plus.
