Director of Event Marketing

📌 Core Information 🔹 Job Title: Director of Event Marketing 🔹 Company: AlayaCare 🔹 Location: Toronto, Ontario, Canada 🔹 Job Type: Hybrid 🔹 Category: Marketing 🔹 Date Posted: May 7, 2025 🚀 Job Overview Key aspects of this role include: - Developing, executing, and optimizing in-person marketing experiences to drive pipeline generation and deepen customer relationships. - Overseeing all aspects of event execution, including content planning, venue selection, vendor management, attendee acquisition, budget oversight, logistics, and post-event follow-up and reporting. - Owning the planning and execution of AlayaCare’s flagship annual user conference in multiple markets. - Evaluating, selecting, and managing third-party events based on business fit, audience alignment, and ROI. - Designing and executing executive programs such as regional hosting, roundtables, and customer advisory boards. - Collaborating with Sales and Demand Generation on territory-specific event needs. - Partnering with cross-functional teams to ensure event programs align with business priorities and pipeline targets. - Supporting pre- and post-event workflows, including SDR enablement, lead routing, and follow-up campaign design. - Working with Marketing Ops to ensure accurate attribution and event ROI reporting. *ASSUMPTION:* This role requires a strategic and hands-on leader with deep experience in B2B event marketing, an understanding of complex sales cycles, and the ability to connect marketing experiences to measurable business outcomes. 📋 Key Responsibilities ✅ Event Strategy & Execution - Develop and lead AlayaCare’s event strategy to support pipeline creation, deal acceleration, and customer retention. - Oversee all aspects of event execution, including content planning, venue selection, vendor management, attendee acquisition, budget oversight, logistics, and post-event follow-up and reporting. - Own the planning and execution of AlayaCare’s flagship annual user conference in multiple markets. - Evaluate, select, and manage third-party events based on business fit, audience alignment, and ROI. - Design and execute executive programs such as regional hosting, roundtables, and customer advisory boards. - Collaborate with Sales and Demand Generation on territory-specific event needs. - Partner with cross-functional teams to ensure event programs align with business priorities and pipeline targets. - Support pre- and post-event workflows, including SDR enablement, lead routing, and follow-up campaign design. - Work with Marketing Ops to ensure accurate attribution and event ROI reporting. *ASSUMPTION:* This role involves a high level of strategic planning, stakeholder management, and attention to detail to ensure successful event execution and measurable outcomes. 💼 Required Qualifications Education: - Bachelor's degree in Marketing, Business, or a related field. Experience: - 8-10 years of experience in event marketing, field marketing, or experiential marketing roles within a B2B SaaS environment. - At least 3 years of experience in a leadership role. Required Skills: - Proven experience in event strategy, planning, and execution. - Strong cross-functional collaboration and communication skills. - Ability to manage multiple stakeholders and competing priorities. - Experience with event technology platforms and tools. - Proficiency in budget management and negotiation. - Familiarity with event ROI metrics and reporting. - Knowledge of B2B sales cycles and marketing-to-sales handoffs. - Experience with ABM strategies and tactics. Preferred Skills: - Experience with hybrid and virtual event formats. - Familiarity with marketing automation tools. - Knowledge of the home healthcare industry. *ASSUMPTION:* Candidates should have a proven track record of driving measurable business outcomes through event marketing and be comfortable operating in a fast-paced, high-change environment with a high degree of autonomy. 💰 Compensation & Benefits Salary Range: $120,000 - $160,000 CAD per year (based on experience and industry standards for a Director of Event Marketing role in Toronto) Benefits: - Comprehensive group benefits program, including telemedicine. - Employee expense program for health, wellness, lifestyle, professional development, and productivity-related expenses. - Parental leave top-up program. - Flexible vacation policy. - Company wellness day program. - Paid volunteer time off program. - Career growth and learning opportunities. - Employee perk program. Working Hours: Full-time, 40 hours per week, with flexibility for some remote work. *ASSUMPTION:* The salary range provided is an estimate based on industry standards for a Director of Event Marketing role in Toronto. The actual salary may vary based on the candidate's experience and qualifications. 📌 Applicant Insights Company Context Industry: Home healthcare software Company Size: Medium (501-1,000 employees) Founded: 2014 Company Description: AlayaCare is a provider of revolutionary cloud-based home health care software. With an end-to-end solution spanning clinical documentation, back office functionality, client and family portals, and mobile care worker functionality, we offer a platform for agencies to propel towards innovation and home care of the future. We are driven to enable the care we want our loved ones to receive in the place they call home. Company Specialties: Home Healthcare, Healthcare, SaaS, Technology, Software, Home Care, Personal Care, Home Based Care, and IDD Software Company Website: *ASSUMPTION:* AlayaCare is a fast-growing company in the home healthcare software industry, with a strong focus on innovation and improving the lives of care workers and care recipients. Role Analysis Career Level: Mid-career to senior-level role, suitable for experienced event marketing professionals looking to advance their careers in a leadership capacity. Reporting Structure: This role reports directly to the VP, Marketing, and may have one or more direct reports. Work Arrangement: Hybrid work arrangement, with a regular in-office presence at the Toronto office location and flexibility for some remote work. Growth Opportunities: - Potential to grow headcount within the events team over time. - Opportunities to collaborate with cross-functional teams and contribute to AlayaCare’s overall growth and success. - Potential to expand the role’s scope and impact as the company continues to grow and evolve. *ASSUMPTION:* This role offers a unique opportunity for an experienced event marketing professional to make a significant impact on AlayaCare’s growth and success, while also growing their own career within the company. Location & Work Environment Office Type: Modern, creative office spaces in prime locations. Office Location(s): 4200 boul. St. Laurent, Suite 800, Montreal, QC H2W 2R2, CA and 480 University Ave, Toronto, Ontario M5G 1V2, CA Geographic Context: - Toronto, Ontario, Canada: A multicultural city with a diverse population, offering a wide range of cultural, recreational, and culinary experiences. - Montreal, Quebec, Canada: A bilingual city with a rich history, known for its vibrant arts and culture scene, and a wide range of outdoor activities. Work Schedule: Flexible hybrid work model, with regular in-office presence and some remote work options. *ASSUMPTION:* AlayaCare encourages in-person collaboration and offers a flexible work arrangement to support work-life balance and employee well-being. 💼 Interview & Application Insights Typical Process: 1. Online application submission. 2. Phone or video screening with the Talent Acquisition Team. 3. In-depth phone or video interview with the Hiring Manager and/or other team members. 4. On-site or virtual final interview with key stakeholders. 5. Background and reference checks. 6. Job offer and onboarding. Key Assessment Areas: - Event marketing strategy and planning. - Budget management and negotiation. - Stakeholder management and communication. - Problem-solving and decision-making skills. - Cultural fit and alignment with AlayaCare’s values. Application Tips: - Tailor your resume and cover letter to highlight relevant experience and skills for this role. - Prepare for behavioral interview questions that focus on your event marketing experience and achievements. - Research AlayaCare’s company culture and values to demonstrate your fit for the role and organization. - Practice common event marketing interview questions and develop thoughtful responses that showcase your expertise and accomplishments. ATS Keywords: Event Marketing, B2B Marketing, Sales Alignment, Pipeline Generation, Budget Management, Team Leadership, Cross-Functional Collaboration, Vendor Management, Strategic Planning, Event Execution, Customer Engagement, Post-Event Analysis, Content Planning, Logistics Management, Stakeholder Management, Negotiation, Hybrid Events, Marketing Automation, Home Healthcare Software *ASSUMPTION:* Applicants should focus on demonstrating their relevant experience and skills, as well as their ability to thrive in a fast-paced, collaborative work environment. 📝 Sample Projects - Planning and executing a successful flagship user conference, resulting in a significant increase in attendee satisfaction and ROI. - Developing and implementing a strategic event plan that drove pipeline generation and accelerated the sales cycle for a new product launch. - Managing a team to execute a series of regional field events, leading to improved customer engagement and positive feedback from attendees. - Negotiating vendor contracts and securing favorable terms, resulting in cost savings and improved event outcomes. - Analyzing event data and using insights to optimize future events and improve overall event program performance. 💡 Key Questions to Ask During Interview - What are the key priorities for this role in the first 30-60-90 days? - How does this role fit into the overall marketing strategy and contribute to AlayaCare’s growth objectives? - What are the most challenging aspects of this role, and how can I best prepare to tackle them? - How does AlayaCare support the professional development and growth of its event marketing team members? - What are the key performance indicators (KPIs) for this role, and how will my success be measured? *ASSUMPTION:* Applicants should ask thoughtful questions that demonstrate their interest in the role and AlayaCare’s mission, as well as their commitment to driving meaningful results. 📈 Similar Roles Comparison - Event Marketing Manager: Focuses on tactical event planning and execution, with less strategic responsibility and a smaller team size. Typically reports to a Director or Senior Manager of Event Marketing. - Field Marketing Manager: Responsible for regional event planning and execution, with a focus on local market insights and customer engagement. May report to a Director or Senior Manager of Event Marketing or a regional marketing leader. - Customer Marketing Manager: Oversees customer-facing events and programs, with a focus on customer retention, upselling, and advocacy. Typically reports to a Director or Senior Manager of Customer Marketing or a customer success leader. *ASSUMPTION:* Each role in the home healthcare software industry has unique aspects, requiring tailored insights and considerations for applicants. 🛠️ Tools & Technologies - Event management platforms (e.g., Cvent, Eventbrite, Hopin) - Marketing automation tools (e.g., Marketo, Pardot, HubSpot) - CRM software (e.g., Salesforce, HubSpot CRM, Zoho CRM) - Budget management tools (e.g., Asana, Trello, Microsoft Project) - Virtual event platforms (e.g., Zoom, Webex, GoToWebinar) - Analytics and reporting tools (e.g., Google Analytics, Tableau, Power BI) *ASSUMPTION:* Applicants should be comfortable using a variety of event management, marketing automation, and analytics tools to streamline workflows and drive event success. 👔 Cultural Fit Considerations Company Values: - Customer-centric: We put our customers first in everything we do. - Innovative: We embrace change and continuously seek new ways to improve. - Collaborative: We work together to achieve our goals and support each other’s success. - Accountable: We take ownership of our responsibilities and deliver on our commitments. - Inclusive: We foster a diverse and inclusive work environment where everyone feels valued and respected. Work Style: - Results-driven: We focus on achieving measurable outcomes and driving business impact. - Adaptable: We embrace change and thrive in dynamic, fast-paced environments. - Collaborative: We work effectively with cross-functional teams and stakeholders to achieve common goals. - Detail-oriented: We pay close attention to details to ensure high-quality outcomes and minimize risks. - Strategic: We think critically and make data-driven decisions to optimize our approach and achieve better results. Self-Assessment Questions: - How do my personal values align with AlayaCare’s company values? - Am I comfortable working in a fast-paced, collaborative environment with a strong focus on results and accountability? - Do I have the necessary skills and experience to thrive in a strategic, leadership role within the event marketing function? - Am I eager to learn and adapt to new tools, technologies, and industry trends to drive event success and innovation? - Can I effectively manage multiple stakeholders, negotiate contracts, and make data-driven decisions to optimize event outcomes and ROI? *ASSUMPTION:* Applicants should carefully consider their fit with AlayaCare’s company culture and values, as well as their ability to thrive in a dynamic, collaborative work environment. ⚠️ Potential Challenges - Managing multiple events simultaneously, each with its unique requirements and priorities. - Balancing strategic planning and tactical execution, often within tight deadlines. - Navigating complex stakeholder relationships and negotiating contracts with vendors and partners. - Adapting to changes in event formats, technologies, and market conditions. - Ensuring consistent, high-quality event experiences across diverse regions and virtual platforms. *ASSUMPTION:* Applicants should be prepared to tackle these challenges head-on and demonstrate their ability to thrive in a fast-paced, dynamic event marketing environment. 📈 Similar Roles Comparison - Event Marketing Manager: May face similar challenges in event planning and execution, but with less strategic responsibility and a smaller team size. - Field Marketing Manager: Must navigate regional market dynamics and customer engagement challenges, with a focus on local insights and customer retention. - Customer Marketing Manager: Faces unique challenges in customer retention, upselling, and advocacy, with a focus on customer-centric event experiences. *ASSUMPTION:* Each role in the home healthcare software industry presents unique challenges, requiring tailored insights and considerations for applicants. 📝 Sample Projects - Planning and executing a successful virtual event series, overcoming technical challenges and engaging remote attendees. - Adapting an in-person event format to a hybrid or virtual model, ensuring a seamless transition and positive attendee feedback. - Negotiating vendor contracts and securing favorable terms, resulting in cost savings and improved event outcomes. - Analyzing event data and using insights to optimize future events and improve overall event program performance. - Developing and implementing a strategic event plan that drove pipeline generation and accelerated the sales cycle for a new product launch. 💡 Key Questions to Ask During Interview - How does AlayaCare support work-life balance for its event marketing team members, especially when managing multiple events and tight deadlines? - What resources and tools are available to help me succeed in this role, particularly when facing unique challenges or tight timelines? - How does AlayaCare foster a culture of continuous learning and professional development for its event marketing team members? - What are the key performance indicators (KPIs) for this role, and how will my success be measured in terms of event outcomes and ROI? - How does AlayaCare approach event risk management and mitigation, particularly in the context of virtual or hybrid events? *ASSUMPTION:* Applicants should ask thoughtful questions that demonstrate their understanding of the role’s challenges and their commitment to driving meaningful results in a dynamic event marketing environment. 📌 Next Steps for Applicants To apply for this position: 1. Submit your application through the [Application URL](https://alayacare.com/open-positions?gh_jid=7986439002). 2. Tailor your resume and cover letter to highlight relevant experience and skills for this role. 3. Prepare for behavioral interview questions that focus on your event marketing experience and achievements. 4. Research AlayaCare’s company culture and values to demonstrate your fit for the role and organization. 5. Practice common event marketing interview questions and develop thoughtful responses that showcase your expertise and accomplishments. 6. Follow up with the hiring manager or talent acquisition team one week after submitting your application, if you haven’t heard back. ⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions. This enhanced job description provides a comprehensive overview of the Director of Event Marketing role at AlayaCare, highlighting key responsibilities, required qualifications, and cultural fit considerations. By carefully reviewing this information, applicants can better understand the role’s requirements and tailor their application materials and interview preparation strategies to increase their chances of success.