Field Marketing Event Strategy Lead

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Objective & Purpose

 

The Strategic Events lead is the primary owner of events strategy and tier 1 event execution for North America Field Marketing.  Success in this role includes world-class execution of Tier 1 events on behalf of SAP North America in support of pipeline, revenue and pipeline conversion goals; and leading the entire NAM organization to reimagining the role, weight and strategy for live events in the overall marketing mix.  An elevation in the strategic role of events will provide an important contribution to the overall success and evolution of North America Marketing and the SAP North America region.

 

This position is an integral part of the NA Experience and Events team.  This team develops, pilots and executes next-gen, innovative, marketing competencies that contribute to a consistent, exceptional customer experience both online and offline, while promoting the SAP brand narrative.  We do this as a team of player-coaches, to ensure high levels of execution in these competencies while transferring knowledge across NAFM.  This role reports to the VP of NA Experience and Events.

 

Specific duties include a combination of Events Strategy and Events Activation that include:

 

Events Strategy:

 

• Global Strategy Implementation: Work closely with leadership from the SAP Global Events team to ensure that the global SAP event strategy is implemented successfully within North America. Represent North America in the Global Events Council, providing a point of view and field-level feedback to shape strategy evolution. Our region should be an early adopter of new strategy and an example of best practices.
• Tier 1 Event Leadership: Apply experience to ensure the North America is leading in innovative practices for Tier 1 event planning and execution.
• Strategic Planning: Collaborate independently with Business Planning, Marketing Planning, and Business Development/Management to determine strategic goals for NA Marketing and translate these into a cohesive events plan.
• Brand Infusion: Ensure SAP brand presence is integrated into events to reinforce brand identity and provide a stronger, updated linkage for marketing events to the ongoing audience engagement needs of NA sales and executive management leaders.
• External Relationships: Leverage partnerships with external organizations (e.g., associations, media partners, customer groups, SAP partners) to expand awareness and reach among diverse audiences and reach existing audiences in new ways.
• Center of Excellence: Develop a Center of Excellence for NAFM plan owners on their use of events, including; best practices, templates, and quality assurance; weighting within the marketing mix, alternatives to live events as needed; and maximizing the pipeline contribution yield from our use of events; best practice stakeholder communications templates for usage across NAFM.
• Strategic Vendor Management: Partner with Global Purchasing Organization and NAFM key stakeholders to strategically source innovative and high performing vendors/agencies, and manage the relationships, pricing and strategy across North America for our most-used event vendors for hosted and third-party events.

 

Events Activation:

 

• Program Management Office (PMO): Lead Tier 1 events in North America, including events like SAP Sapphire, SAP Select, and CxO Executive Exchanges.
• Innovation in Event Execution: Innovate new event platforms and techniques to enhance event management and execution as well as customer experience.<