Audience Acquisition Strategy Lead

Your work days are brighter here.

At Workday, it all began with a conversation over breakfast. When our founders met at a sunny California diner, they came up with an idea to revolutionize the enterprise software market. And when we began to rise, one thing that really set us apart was our culture. A culture which was driven by our value of putting our people first. And ever since, the happiness, development, and contribution of every Workmate is central to who we are. Our Workmates believe a healthy employee-centric, collaborative culture is the essential mix of ingredients for success in business. That’s why we look after our people, communities and the planet while still being profitable. Feel encouraged to shine, however that manifests: you don’t need to hide who you are. You can feel the energy and the passion, it's what makes us unique. Inspired to make a brighter work day for all and transform with us to the next stage of our growth journey? Bring your brightest version of you and have a brighter work day here.

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About the Team

The Executive Engagements & Experience Marketing Team is a dynamic and collaborative organization; we are passionate about creating impactful experiences that reach and deeply engage the right target audiences. We’re at the forefront of revolutionizing how Workday connects with its audiences and drives business growth through a diverse event portfolio.

The Event Strategy Center of Excellence team is a support team to the Executive Engagements & Experience Marketing organization. Our charter is to maximize business impact in partnership with global event teams and program pillars. We achieve this through a focus on Event Strategy, Data Strategy, Audience Acquisition and Events Marketing Communications, Sales Enablement, and Sponsorships Strategy.

About the Role

Shape the Future of Our Global Events:
 

Are you a transformational, data-driven leader with demonstrate experience designing impactful event marketing campaigns that reach the right target audiences? The Executive Engagements & Experience Marketing Team is looking for a Audience Acquisition Strategy Lead to redefine how we create awareness about our events, connect with our targets audiences, and drive business growth through our diverse event portfolio.

In this pivotal role, you'll orchestrate the strategic vision and execution of global audience acquisition efforts for everything from our flagship user conferences and executive programs to critical third-party industry events, and strategic sponsorships. You'll be instrumental in driving significant audience growth, deepening engagement, and directly linking acquisition strategies to key business outcomes like pipeline generation, customer expansion, brand awareness, and executive relationship building.
 

You'll thrive in a highly collaborative environment, partnering closely with our Marketing, Sales, Customer Experience, and Analytics teams to deliver best-in-class acquisition strategies that increase the value and return on investment of our strategic events portfolio. This is your chance to lead at the intersection of brand, digital, and experience for a world-class company, shaping how we show up in the world and making a tangible impact.

Key Responsibilities:

• Define & Implement Global Audience Acquisition Strategy: You'll be responsible for the overarching strategic vision and own the end-to-end execution of audience acquisition across our diverse portfolio of global events. Must have demonstrated expertise in advanced list development, segmentation, and data analysis for targeted executive outreach.

• Advanced Segmentation & Persona Targeting: Develop and implement sophisticated, data-informed strategies to attract, retain, and deeply engage key audience segments, including customers, prospects, executives, partners, and employees. For executive engagements, this includes identifying and targeting the right executive contacts from the right accounts, ensuring precision in audience targeting.

• Integrated Campaign Leadership: Lead all aspects of the development and implementation of marketing campaigns across owned, earned, and paid channels, consistently optimiz