POSITION SUMMARY
The Marketing Events Specialist independently plans and project manages Armstrong's small and medium-sized events end to end, connecting each event back to brand strategy and business objectives. This person doesn't wait for direction on what an event should accomplish, they figure it out, recommend the right format, and run with it. They understand Armstrong's brand and solutions well enough to make sure every event, big or small, reinforces it consistently rather than existing as a standalone logistics exercise. The role also supports larger trade shows and corporate events led by the Global Manager, Corporate Events, and requires sound judgment, strong stakeholder management, and the ability to hold a strategic thread from planning through post-event measurement.
KEY RESPONSIBILITIES
Event Strategy and Planning
- Independently define the objectives, target audience, and success metrics for regional events, without requiring detailed direction on what the event is meant to achieve.
- Translate Armstrong's brand strategy into how events look, feel, and function, ensuring consistency across messaging, visuals, and attendee experience.
- Recommend event formats, content angles, and experience ideas that support broader marketing and brand goals, rather than defaulting to what's been done before.
- Partner with Sales and Regional Marketing teams, as a genuine collaborator, gathering input and ensuring the event strategy reflects business priorities.
- Evaluate event performance against objectives, not just execution quality, and use post-event data to shape recommendations for future events and refine how Armstrong shows up at events.
Event Delivery and Operations
- Own assigned events end to end with minimal oversight, including objectives, budgets, timelines, registrations, exhibitor services, booth requirements, staffing, lead capture, and final reporting.
- Manage event vendors, quotes, purchase requirements, invoices, and expense tracking, ensuring work is completed on time, on budget, and to Armstrong standards.
- Provide planning and support for larger corporate events and trade shows led by the Global Manager, Corporate Events.
- Maintain event schedules, task lists, shared calendars, event software, and stakeholder communications.
Execution and Logistics
- Coordinate event logistics including venues, travel, food and beverage, show services, booth layouts, set-up and dismantle, promotional materials, and product displays.
- Maintain inventory and check-in/check-out processes for events assets and promotional items.
- Support the planning and execution of alternative event structures
- Complete post-event surveys, Marketing Qualified Lead follow-up coordination, expense reconciliation, and recap reports, identifying lessons learned and recommendations for future events.
- Own the handling and qualification of Marketing Qualified Leads generated from events, ensuring timely, accurate handoff to Sales.
- Propose and help build nurturing campaigns for event-generated leads that aren't yet sales-ready, keeping prospects engaged between the event and the point of conversion.
QUALIFICATIONS AND REQUIREMENTS
- Degree or diploma in Marketing, Business, Event Management, or a related field.
- 3-5 years of experience in event coordination, trade shows, marketing operations, or a related role.
- Demonstrated ability to plan and run events independently, with minimal hand-holding on scope or direction.
- Understanding of how brand strategy translates into physical and experiential touchpoints, not just visual identity.
- Comfort proposing new ideas and pushing back constructively when a plan doesn't serve the objective.
- Excellent organizational, project management, and communication skills with strong attention to detail.
- Proficiency in Microsoft Office, spreadsheets, and event-management or CRM platforms; lead-capture tools an asset.
- Comfort working with budgets, vendors, and shipping documentation across multiple concurrent deadlines.
- Ability to travel occasionally and work outside normal business hours as needed, including event set-up and on-site support within and outside the GTA. Access to a vehicle is an asset.