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Key Responsibilities and Required Skills for Marketing and Events Coordinator

💰 $45,000 - $70,000

MarketingEventsCommunicationsProject Management

🎯 Role Definition

The Marketing and Events Coordinator is responsible for planning, executing, and optimizing integrated marketing campaigns and in-person or virtual events that drive brand awareness, lead generation, and customer engagement. This role coordinates cross-functional teams, manages vendor relationships and budgets, and delivers measurable event and campaign outcomes while maintaining a high level of attention to logistics, attendee experience, and brand consistency.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Assistant or Marketing Intern
  • Junior Event Coordinator or Event Assistant
  • Communications Coordinator or Social Media Coordinator

Advancement To:

  • Senior Events Manager / Events Manager
  • Marketing Manager (Event Marketing, Field Marketing or Demand Gen)
  • Partnerships & Sponsorship Manager

Lateral Moves:

  • Community & Partnerships Coordinator
  • Field Marketing Coordinator
  • Product Marketing Coordinator

Core Responsibilities

Primary Functions

  • Lead end-to-end planning and execution of events (conferences, trade shows, user groups, webinars, product launches, customer events), ensuring on-time delivery, flawless logistics, and adherence to brand standards.
  • Develop event project plans and timelines, coordinate cross-functional teams (sales, product, creative, operations), assign responsibilities, and manage milestones to drive successful outcomes.
  • Own event budgets from estimate to reconciliation, track expenses, negotiate vendor contracts, and ensure events meet or exceed ROI targets and budget constraints.
  • Source, evaluate, and manage relationships with venues, caterers, A/V vendors, decorators, and production partners; negotiate rates and secure optimal terms.
  • Manage event registrations, attendee communications, ticketing, and on-site check-in processes using event management platforms (e.g., Cvent, Eventbrite, Splash).
  • Coordinate travel and logistics for internal stakeholders and speakers, including itineraries, accommodation, shipping, customs for materials, and on-site hospitality.
  • Collaborate with marketing to develop go-to-market plans for events, including promotional email campaigns, paid social, landing pages, SEO-optimized content, and paid media support.
  • Create and execute pre-event, on-site, and post-event marketing content: promotional copy, social posts, email sequences, speaker bios, signage, scripts, and collateral.
  • Work with digital marketing to set up tracking and analytics (UTMs, conversion pixels, Google Analytics) to measure lead capture, source attribution, and campaign performance.
  • Generate, qualify, and hand off event leads to the sales team; maintain lead lists and ensure timely CRM (HubSpot, Salesforce) ingestion and follow-up workflows.
  • Lead sponsorship sales and fulfillment: prospect sponsors, create tailored packages, manage contracts, ensure sponsor deliverables and ROI reporting.
  • Coordinate speaker outreach, briefing, and logistics; build session agendas, moderate panels, and ensure speaker needs and compliance (presentations, AV requirements) are met.
  • Build and maintain event playbooks, SOPs, vendor lists, floorplans, and emergency plans to streamline delivery and reduce risk for future events.
  • Manage production of event assets including signage, badges, printed collateral, swag, and branded materials; ensure brand guidelines and quality control.
  • Oversee on-site event teams and volunteers, conduct staff briefings, manage floor operations, troubleshoot live issues, and deliver exceptional attendee experiences.
  • Execute virtual event programs and webinars, including platform selection, rehearsal coordination, content preparation, registration, and post-event access to recordings.
  • Conduct post-event recaps and post-mortems: compile attendee feedback, performance metrics, budget reconciliation, and actionable recommendations for optimization.
  • Drive continuous improvement of event marketing performance through A/B testing of email content, landing pages, session formats, and promotional channels.
  • Coordinate integrated campaign calendars to align events with product launches, seasonal promotions, and broader marketing initiatives to maximize impact.
  • Maintain and analyze event KPI dashboards (attendance, cost-per-lead, pipeline influenced, NPS, retention) and present insights to stakeholders to inform strategy.
  • Ensure compliance with local regulations, permits, health and safety guidelines, vendor insurance requirements, and organizational procurement policies.
  • Support internal communications and executive stakeholder management related to events, preparing briefings, talking points, and executive itineraries.

Secondary Functions

  • Maintain and segment attendee and prospect data in CRM for targeted follow-up campaigns and lifecycle marketing.
  • Produce post-event reporting and dashboards that combine marketing and sales data to measure event-attributed pipeline and conversion rates.
  • Support content marketing by repurposing event recordings, session summaries, and attendee testimonials into blog posts, social content, and email nurture streams.
  • Assist in field marketing initiatives such as account-based marketing events, customer advisory boards, and regional meetups to drive upsell and retention.
  • Maintain vendor and supplier databases, conduct RFPs for event services, and manage vendor performance reviews.
  • Support sponsorship activation and partner co-marketing programs, tracking fulfillment and co-branded asset delivery.
  • Coordinate small-scale internal events and employee engagement activities, including town halls, training sessions, and offsites.
  • Help build marketing automation workflows for event-related lead nurturing and attribution using platforms like HubSpot, Marketo, or Pardot.

Required Skills & Competencies

Hard Skills (Technical)

  • Event planning and logistics management (in-person and virtual)
  • Vendor management and contract negotiation
  • Budget planning, forecasting, and reconciliation
  • CRM proficiency (Salesforce, HubSpot) and lead management
  • Event management platforms (Cvent, Eventbrite, Splash, Bizzabo)
  • Email marketing and marketing automation (Mailchimp, HubSpot, Marketo)
  • Social media campaign execution and scheduling tools (Hootsuite, Sprout Social)
  • Basic analytics and reporting (Google Analytics, UTM tagging, Excel/Sheets)
  • Content creation and copywriting for promotional assets and landing pages
  • Familiarity with A/V production and technical specifications for live events
  • Sponsorship sales and partner-facing program management
  • Proficiency in Microsoft Office / Google Workspace and project management tools (Asana, Trello, Monday.com)
  • Basic graphic design or familiarity with Adobe Creative Cloud (Photoshop, Illustrator, InDesign) or Canva
  • Knowledge of SEO fundamentals and paid media basics to support event promotion

Soft Skills

  • Exceptional written and verbal communication with experience preparing executive-level briefings
  • Highly organized with strong attention to detail and ability to manage multiple simultaneous projects
  • Strong stakeholder management and cross-functional collaboration skills
  • Problem-solving mindset and ability to remain calm under pressure during live events
  • Time management and prioritization in a fast-paced environment
  • Customer-centric attitude and focus on delivering excellent attendee experience
  • Creative thinking for experiential programming and promotional tactics
  • Negotiation and persuasion skills for managing vendors and sponsors
  • Adaptability and flexibility to handle changing requirements and last-minute needs
  • Strong analytical mindset to translate event metrics into actionable improvements

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Hospitality Management, Business, Event Management, or related field OR equivalent professional experience.

Preferred Education:

  • Bachelor’s degree in Marketing, Communications, Hospitality, or Business with coursework or certification in event management, digital marketing, or project management.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Hospitality or Event Management
  • Business Administration
  • Public Relations

Experience Requirements

Typical Experience Range: 1–5 years coordinating marketing programs and events, with progressive responsibility in event logistics and campaign execution.

Preferred: 2–4+ years of combined events and marketing experience, proven track record managing multi-channel event promotion, experience with CRM and marketing automation platforms, and prior management of vendor relationships and budgets.

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