Director, Events

Summary

Join Sprout Social's Marketing team as the Director of Events and lead the development and execution of event strategies to boost brand awareness, customer engagement, and revenue growth. You will own the end-to-end event strategy, from ideation to post-event analysis, and lead a high-performing team. This role requires extensive experience in B2B events, strong leadership skills, and a data-driven approach to optimization. Collaboration with cross-functional teams is crucial to crafting compelling event narratives and achieving business objectives. You'll be responsible for defining and tracking key performance indicators (KPIs) and providing regular reporting to leadership. Sprout offers a comprehensive benefits package, including insurance, paid time off, and professional development opportunities.

Requirements

• 10+ years B2B events roles
• 3+ years of managing a team with strong mentorship skills to help educate and grow team members
• Extensive experience in designing and executing global first party events and strategic third party events programs aligned to acquisition and expansion of Enterprise B2B & B2C companies
• Demonstrated ability to achieve results working cross-functionally with a pipeline and revenue focused point of view
• Strong communication skills with ability to set vision and gain buy-in from sales leaders as well as provide visibility and articulate impact of marketing plans

Responsibilities

• Own and lead the event strategy across first-party and third-party events, including a flagship user conference, to drive brand awareness, customer engagement, and revenue growth
• Develop and execute end-to-end event strategy —from ideation, content development, and sales enablement to attendee acquisition, experience design, and post-event pipeline acceleration
• Lead and develop a high-performing events team, providing mentorship, coaching, and hands-on execution support to maximize impact and efficiency
• Collaborate cross-functionally with sales, content, campaigns, and product marketing teams to craft compelling event narratives that align with business objectives and drive engagement
• Define and track key event KPIs, measuring success across registration, engagement, sales impact, and pipeline generation, with ongoing optimization based on data-driven insights
• Partner closely with sales leadership to ensure alignment on event strategy, maximize sales participation, and drive measurable pipeline contribution
• Develop a scalable attendee acquisition strategy, leveraging multi-channel marketing tactics to attract the right audiences and maximize event ROI
• Own post-event revenue and pipeline strategy, working with sales and marketing teams to optimize nurture and follow-up, improve conversion rates, and accelerate event-driven revenue impact
• Provide regular reporting and insights to marketing and sales leadership, participating in QBRs and leadership meetings with data-driven recommendations for continuous improvement

Preferred Qualifications

• Familiarity with ABM tools like 6sense, Marketo automation workflows, Splash, Asana, Salesforce campaign and report building skills
• Experience supporting Salesforce ecosystem shows include World Tours and Dreamforce
• Knowledge of long sales cycles and how to deploy marketing tactics over time to nurture leads, drive adoption, and accelerate growth

Benefits

• Insurance and benefit options that are built for both individuals and families
• Progressive policies to support work/life balance, like our flexible paid time off and parental leave program
• High-quality and well-maintained equipment—your computer will never prevent you from doing your best
• Wellness initiatives to ensure both health and mental well-being of our team
• Ongoing education and development opportunities via our Grow@Sprout program and employee-led diversity, equity and inclusion initiatives
• Growing corporate social responsibility program that is driven by the involvement and passion of our team members
• Beautiful, convenient and state-of-the-art offices in Chicago’s Loop and downtown Seattle, for those who prefer an office setting
• Whenever possible, Sprout wants to provide our team with the flexibility to work in the location that makes the most sense for them. Sprout maintains a remote workforce in many places in the United States. However, we are not set up in all states, so please look at the drop-down box in our application to see whether your state is listed. Few roles require an office setting. If your position requires a physical presence in a Sprout office, it will be evident in the job listing and your offer letter
• Employees (and their dependents) are covered by medical, dental, vision, basic life, accidental death, and dismemberment insurance, and Modern Health (a wellness benefit)
• Employees are able to enroll in Sprout’s company’s 401k plan, in which Sprout will match 50% of your contributions up to 6% with a maximum contribution
• Sprout offers “Flexible Paid Time Off” and ten paid holidays