Director, Events

Description

The Director of Events plays a pivotal role in shaping and executing our event strategy to drive brand awareness, engagement, and pipeline growth at Sprout Social. We’re looking for a leader with deep experience designing and delivering high-impact event programs that resonate with our enterprise audience—whether through Sprout branded bespoke practitioner or executive focused event series or through strategic event sponsorships.

Our ideal candidate is an innovative thinker who pushes the boundaries of what great events can achieve, thrives in a fast-paced, collaborative environment, and continuously refines their event strategies based on both quantitative and qualitative insights. They excel at crafting memorable, high-touch experiences that align with business goals and drive measurable outcomes. Agile and creative, they navigate ambiguity with confidence, building and mentoring a high-performing team to execute best-in-class events that fuel our ambitious growth.

Why join Sprout’s Marketing team?

As a member of Sprout’s Marketing department, you’re an integral part of empowering and inspiring our customers and driving the growth of our business. As a true partner to Sales and Success, we are accountable to—and responsible for—driving significant revenue across new business acquisition and customer growth. Together, we make up our revenue organization where we lead our go-to-market strategy and establish our goals as one unified team. We put our customers at the center, we’re driven by results and passionate about our impact on the overall strength and health of Sprout. As individuals, there’s no shortage of opportunities to learn and grow in your current role and beyond. Here, we just really want you to do your best work, be creative, take risks and make mistakes. You create your own path. 

What you’ll do

• 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.

What you’ll bring

You’re a true partner to your marketing and sales counterparts and work closely across the org to design programs, processes and enablement that feed our funnel and create an effective customer buying journey. You’re a big thinker who is consistently detail oriented  and constantly tests and optimizes your strategy to drive value for the business. 

The minimum qualifications for this role include:

• 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. 

Preferred qualifications for this role include:

• 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

How you’ll grow

Within 1 month, you’ll plant your roots, including:

• Complete Sprout’s product training to broaden your understanding of our product and how you fit in the organization.
• Partnering with your manager to define key success metrics for your role and how you will measure against them.
• Conducting initial 1:1s with employees and managers and other key strategic partners throughout the company to identify what a successful Marketing relationship looks like and how you will work together. Learning our market messages, product story, value propositions and ideal customer profile
• Jumping in to learn and support our existing events strategy.
• Training and education on our martech tools, project management processes and team rituals so you have the right foundations to be successful. 

Within 3 months, you’ll start hitting your stride by:

• Applying a research and industry-trend informed POV on how to up-level and evolve our current event marketing strategies 
• Build a point of view on how to up-level and increase the targeting, effectiveness and impact of our third party event investments
• Working across Marketing and Sales Ops to determine how best to measure and report on program outcomes

Within 6 months, you’ll be making a clear impact through:

• Becoming an engrained member of our cross-functional strategy teams building plans and programs to accelerate our event targeting and outreach efforts and cross-functional campaign planning. 
• Constantly evolving your event marketing strategy as you roll out best in class event experiences - adding in personalized experiential moments, engaging content, and creative pre and post digital outreach. 
• Regularly updating and iterating on a cohesive go to market strategy with your aligned marketing and sales counterparts with regular check ins on event performance, target audiences, messaging and locations. 

Within 12 months, you’ll make this role your own by:

• Become the subject matter expert on aligning our global event strategy with the experiential touch points required to most impactfully engage with our customers, prospects and partners. 
• Expanding your event strategy to include additional first and third party experiences. 

Our Benefits Program

We’re proud to regularly be recognized for our team, product and culture. Our benefits program includes:

• 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.

The base pay range for this role is $170,000.00-$205,000.00 USD annually. Individual base pay is based on various factors, including relevant experience and skills, the responsibility of the role, and job duties/requirements. In addition to base pay, some Sales and Success roles can earn sales incentives. 

Sprout’s compensation ranges are intentionally broad to allow for our team members' growth within their role. These ranges were determined by a market-based compensation approach; we used data from trusted third-party compensation sources to set equitable, consistent and competitive ranges. We also evaluate compensation bi-annually, identify any changes in the market and make adjustments to our ranges and existing employee compensation as needed.

Base pay is only one element of an employee's total compensation at Sprout. Every Sprout team member has an opportunity to receive restricted stock units (RSUs) under Sprout’s equity plan. 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. We have outlined the various components to an employee’s full compensation package here to help you to understand our total rewards package.

Sprout Social is proud to be an Equal Opportunity Employer and an Affirmative Action Employer. We do not discriminate based on identity- race, color, religion, national origin or ancestry, sex (including sexual identity), age, physical or mental disability, pregnancy, veteran or military status, unfavorable discharge from military service, genetic information, sexual orientation, marital status, order of protection status, citizenship status, arrest record or expunged or sealed convictions, or any other legally recognized protected basis under federal, state, or local law. Learn more about our commitment to diversity, equity and inclusion in our latest DEI Report.

If you need a reasonable accommodation for any part of the employment process, please contact us by email at accommodations@sproutsocial.com and let us know the nature of your request and your contact information. We'll do all we can to ensure you're set up for success during our interview process while upholding your privacy, including requests for accommodation. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address.

For more information about our commitment to equal employment opportunity, please click here (1) Equal Opportunity Employment Poster  (2) Sprout Social's Affirmative Action Statement (3) Pay Transparency Statement. 

When you apply for employment with Sprout Social, we will process your job applicant data, including your employment and education history, transcript, writing samples, and references as necessary to consider your job application for open positions. Your personal data will be shared with Greenhouse Software, Inc., and Crosschq, Inc., cloud services providers located in the United States of America and engaged by Sprout Social to help manage its recruitment and hiring process on Controller’s behalf. Accordingly, if you are located outside of the United States, by clicking “Submit Application” on this site, you consent to the transfer of your personal data to the United States. For more information about our privacy practices please visit our Privacy Policy. California residents have additional rights and should review the Additional Disclosures for California Residents section in our Privacy Policy.

Additionally, Sprout Social participates in the E-Verify program in certain locations, as required by law. 

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