Senior Manager, Events & Field Marketing

Lace is an AI-powered customer engagement platform that helps home remodeling and home services businesses protect and grow revenue through voice AI and workflow automation. The Senior Manager, Events & Field Marketing will own the full events strategy and execution across 30–45 annual events, including trade shows, conferences, customer activations, and partner experiences. The role is responsible for driving pipeline through event programs, managing event operations, leading ambassadors, and connecting pre- and post-event engagement to demos and revenue.

Responsibilities:

• Own and evolve Lace's events strategy, from intimate trade professional dinners to major industry trade shows, always tied to pipeline and revenue goals
• Manage the full event lifecycle: sponsorship submissions, contract negotiation, vendor management, logistics, and on-site execution
• Design multi-channel promotion campaigns (email, digital, customer invitations) to maximize demo conversions, booth traffic, and attendance from home services owners and operators in the trades
• Represent Lace as a speaker at panels, industry summits, and trade conferences — building brand credibility in the home services space
• Recruit, train, and lead brand ambassadors to deliver consistent, high-quality event experiences across a high-volume calendar
• Own the full pre- and post-event nurture infrastructure in HubSpot; building workflows, lists, and reporting dashboards that track what actually matters: demos booked, not just leads generated
• Partner with the SDR team on post-event follow-up sequences and hold the events program accountable to bottom-funnel outcomes

Requirements:

• 5–7 years in field marketing, events, or experiential marketing
• Proven track record owning high-volume event programs (30–45 events/year at peak)
• Demonstrated ability to tie events directly to demos, pipeline, and closed revenue
• Strong creative instinct; you bring activation ideas, not just operational execution
• Hands-on HubSpot proficiency; comfortable building email nurtures, workflows, lists, and dashboards independently, and knowing how to get what you need out of a shared instance even when you're not the owner
• Cross-functional collaboration with Sales, Marketing, and executive teams
• Willingness to travel up to 60% during busy seasons
• B2B SaaS or high-growth tech preferred
• Startup experience is a must