Director of Trade Shows & Third Party Events

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We’re obsessed with making hard work pay off, for our people, our customers, and the world around us. As a Fortune 500 company and a leading AI platform for managing people, money, and agents, we’re shaping the future of work so teams can reach their potential and focus on what matters most. The minute you join, you’ll feel it. Not just in the products we build, but in how we show up for each other. Our culture is rooted in integrity, empathy, and shared enthusiasm. We’re in this together, tackling big challenges with bold ideas and genuine care. We look for curious minds and courageous collaborators who bring sun-drenched optimism and drive. Whether you're building smarter solutions, supporting customers, or creating a space where everyone belongs, you’ll do meaningful work with Workmates who’ve got your back. In return, we’ll give you the trust to take risks, the tools to grow, the skills to develop and the support of a company invested in you for the long haul. So, if you want to inspire a brighter work day for everyone, including yourself, you’ve found a match in Workday, and we hope to be a match for you too.

About the Team

This team drives the strategic alignment, planning, and execution of Workday's third-party events and Sponsorships. The scope of events will range from large, multi-component trade shows to smaller sponsorships and conferences.

About the Role

In this role, you'll drive the strategic alignment, planning, and execution of our third-party event programs. Your primary mission will be to lead the team in driving lead generation and elevate brand awareness through key industry and persona third-party conferences. Daily responsibilities include working closely with internal stakeholders, setting the goals for each program, determining the promotional strategy, developing unique and effective content, managing budgets, and coordinating all logistics. Delivery of the playbook which will be utilized to manage pre-event preparation, in-event activities and post-event follow-up to optimize lead generation opportunities and determine event ROI while ensuring all stakeholders are working together to deliver a high-quality prospect experience.
 

The role is responsible for:

• Delivering the event strategy and ensuring alignment throughout the planning process

• Creating the value proposition

• Data analysis to curate and report out on performance of programs

• Curating messaging for all aspects of the program

• Setting and reporting program goals and attainment

• Developing supporting event planning materials (i.e. planning deck, staffing list, Know Before You Go decks)

• Owning weekly planning meetings with internal stakeholders

• Working with external vendors to ensure timely, cost-effective execution

• Traveling to and support onsite execution and management of select tradeshows, when necessary

About You

The  ideal candidate is adept at the following:

• Team Management

• Program Management

• Resource Planning

• Budget Management

• Communication

• Leading with Influence

• Marketing

Basic Qualifications

• Minimum 12+ years of experience managing strategic third party events and tradeshows from beginning to end

• Build high level event strategy frameworks to articulate the value of Workday’s presence at the event

• Ability to work with minimal supervision yet be highly accountable.

• Strong familiarity with Marketing automation and CRM tools, such as Salesforce and Marketo

• Proven track record leveraging event analytics to report on and analyze data, driving insights that inform critical business decisions

Other Qualifications:

• Ability to use influence and collaboration skills to ensure all teams are aligned on event goals

• Ability to embrace change while growing in a fast-paced environment

• Ability to continuously manage and reprioritize projects at various stages and levels of complexity

• Comfortable working in a matrixed environment

Workday Pay Transparency Statement

The annualized base salary ranges for the primary location and any additional locations are listed below.  Workday pay ranges vary based on work location. As a part of the total compensation package, this role may be eligible for the Workday Bonus Plan or a role-specific commission/bonus, as well as annual refresh stock grants. Recruiters can share more detail during the hiring process. Each candidate’s compensation offer will be based on