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Director Experiential Event Marketing

VMware

Palo Alto, CA

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Job Description

Posted On: April 28, 2020


The Director of Experiential Event Marketing is responsible for a variety of marketing activities that support VMware global events. Primary leadership areas include 1) all marketing initiatives from brand to journey plan to onsite execution, 2) curation and production of various digital event activities (including online events and other digital programs, etc.), and 3) all operational activities for VMware’s corporate marketing events, including: VMworld US, VMworld Europe, marquee partner events, launch events and more. This person will work closely with the VP of Global Events & Experiences and other marketing leadership, graphic and content teams, digital experts and other stakeholders/contributors to strategically bring excitement, innovation and excellence to our events to better amplify and support VMware’s strategy and key initiatives. Ideal candidate will be a strategic thinker and experienced leader who has broad marketing experience and is able to be solve business needs through creative event planning, and successful managing multiple and evolving priorities – all to meet the needs of and delight attendees.


Responsibilities:

  • Understand and articulate marketing objectives and company vision.
  • Articulate business value for all recommendations/decisions, develop appropriate KPIs and establish regular cadence of analysis/reporting for areas of ownership.
  • Lead and manage teams, suppliers and other contributors on flawless execution of all assigned deliverables and programs – on schedule and within budget.
  • Oversee development, design and execution of all event themes, brand and creative journey elements, and ensure all in line with event objectives and strategy. Ensure creative amplification across various digital platforms and cross channels.
  • Set strategy and manage all marketing communications to achieve audience acquisition and other event goals with concise, effective communication programs through all appropriate channels (including internal communications).
  • Develop and execute plans for web strategy and presence. Direct development of event specific websites/microsites, vmware.com, internal sites and appropriate external sites to support event objectives.
  • Define and provide strategic event metrics for all marketing and other key event activities.
  • Provide strategic direction relative to the operations of all events and lead operations team and vendors in flawless execution of all activities.
  • Develop and enforce comprehensive operational standards, and act as key advisor to team and other stakeholders to ensure optimal business outcomes and achievement of event goals.
  • Manage research programs to gain intelligence and create better event programs.
  • For all events, define video strategy aligned to current VMware messaging and strategy.
  • Design creative plans to expand and extend VMware’s reach through digital events, using net new, curated or complementary content. Demonstrate strong understanding of various digital and virtual event technologies and applicability to different programs.
  • With VMware’s advertising team, define appropriate advertising plan, including on- and off-premises print, online media, paid search and all other OOH options.
  • Produce VMware launch events, VMworld live streams and replays, and other VMworld digital activities, as needed.
  • Define technical requirements and manage solutions and providers that deliver infrastructure or other supporting technology for all video and digital experiences.
  • Define plans and oversee any third-party relationships that supports audience acquisition or other event marketing initiatives.
  • Manage event budgets and P&L plans in collaboration with VP, Events team area owners, finance, sourcing and third-party vendors.
  • Develop strong relationships with cross functional teams.
  • Effectively lead staff, creating a positive and inspirational workplace; ensure individuals are enabled to succeed and develop professionally according to role and capabilities.


    Required Skills


    Required Skills/Experience:

  • Minimum of ten years successful marketing and/or event management experience that spans across multiple event disciplines – preferably for a high-tech, fast-paced company. Five-plus years staff management experience required. High attendance (10,000+), global conference experience preferred.
  • Proven experience with multi-million dollar revenue modeling and expense management.
  • Success in managing and negotiating with third-party vendors.
  • Ability to work on multiple projects at once, set priorities, work independently, problem solve, improvise, and function as part of a team that must perform under pressure.
  • Show desire to continually improve processes and think outside the box with creative approach to new projects.
  • Foster collaboration and teamwork across cross-functional teams that are not under direct control.
  • Be a team player skilled at both managing and working as part of a team.
  • Demonstrate superior communications skills, both written and verbal, including ability to present and effectively interact with all levels (including executives).
  • Minimum undergraduate degree required.