Commercial Tradeshow Manager
Full Job Posting
Responsibilities:
- Develop and execute the North America tradeshow strategy to support commercial growth objectives, pipeline generation, customer engagement, and brand visibility.
- Own the North America tradeshow portfolio, including event selection, investment prioritization, budget allocation, performance measurement, and achievement of business objectives.
- Partner with sales and marketing teams to improve lead quality, conversion, and pipeline generation from event investments.
- Deliver measurable business results through effective event planning, execution, and performance optimization.
- Develop strategic vendor and agency partnerships, negotiate contracts, and manage supplier performance to maximize value, quality, and business outcomes.
- Analyze tradeshow performance, pipeline influence, and revenue contribution to optimize investment decisions and maximize return on marketing spend.
- Present tradeshow performance, pipeline impact, ROI, and strategic recommendations to commercial and marketing leadership teams.
- Partner with commercial leadership to align tradeshow investments and priorities with annual operating plans and growth objectives.
- Build collaborative relationships and influence cross-functional stakeholders across commercial, marketing, and product teams to ensure successful execution of business objectives and outcomes.
- Partner with commercial and product teams to create customer-centric event experiences that strengthen customer relationships and accelerate business growth.
- Work cross-functionally to develop business objectives, action plans, calendar, and budgets for tradeshows.
- Optimize tradeshow strategy by identifying new technologies and processes that boost attendance, capture contacts, and drive customer engagement.
- Strategically evaluate potential tradeshows and exhibitions; make clear, data-driven recommendations on which opportunities to pursue and which to pass on.
- Lead pre- and post-show logistics and details, including registration, travel, hotels, venues, transportation, speaker coordination, demo equipment, AV, shipping, food/beverage, exhibitor management, virtual show platform selection and management, handling process and tools, and reporting.
- Partner with marketing teams to drive ROI and customer engagement through pre-show promotion (campaigns, invitations, email and social promotion) and post-show follow-through (lead distribution, nurture support, ROI/pipeline reporting).
- Develop, monitor, and communicate KPIs for tradeshow performance, customer engagement, pipeline contribution, and ROI.
- Communicate with attendees, suppliers, tradeshow partners, and internal stakeholders.
- Manage the annual tradeshow calendar and communicate event schedule to internal stakeholders and manage updates to customer-facing events calendar.
- Attend tradeshows and provide onsite support as needed.
- Research and recommend potential tradeshow locations; evaluate alternatives and build relationships with venues, external partners, and agencies; identify new events worth consideration.
- Lead cross-functional planning meetings, maintain action trackers, and ensure deadlines are met.
- Drive continuous improvement through data-driven analysis, standard work, process optimization, customer feedback, and adoption of innovative technologies.
- Seek customer and stakeholder feedback to continuously improve program effectiveness and customer experience.
Qualifications:
- Bachelor's degree in business, marketing, communications, or related field.
- 5-7+ years of tradeshow, event marketing, field marketing, commercial marketing, or related experience (virtual and in-person).
- Demonstrated ability to influence cross-functional stakeholders and drive alignment without direct authority.
- Proven experience using data and analytics to measure program effectiveness and inform business decisions.
- Experience managing annual event portfolios across multiple markets, customer segments, or industries.
- Proven ability to manage complex projects simultaneously across multiple stakeholders.
- Experience owning budgets, vendor negotiations, and ROI reporting.
- Ability to travel up to 60%, with availability for evenings/weekends around show schedules.
- Ability to occasionally lift, carry, and move tradeshow materials and equipment weighing up to 50 lbs, with or without reasonable accommodation.
- Excellent organizational skills with strong attention to detail.
- Strong written and verbal communication skills; able to influence and motivate partners and vendors.
- Creative, adaptable, and comfortable solving problems on the fly.
- Skilled in Microsoft Word, Excel, PowerPoint.
- Experience with CRM (Microsoft Dynamics and/or Salesforce) and event lead management tools.
About Gordian (Fortive)
Industrial technology company providing essential, mission-critical workflow solutions.
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