Director, Event Measurement & Analytics

Full Job Description

Working closely with event leaders, the role establishes a consistent approach to measurement across event types while ensuring individual events are evaluated against their specific objectives and audiences. Responsibilities Own the event measurement strategy Define and evolve a consistent measurement framework across the event portfolio, connecting event investments to audience engagement, customer outcomes, and business results. Establish clear measures of success across the event lifecycle, from demand and registration through experience, engagement, and post-event outcomes. Create common standards and benchmarks that enable meaningful comparison across events while allowing for differences in event strategy and objectives. Ensure measurement approaches remain relevant as event formats, audience strategies, and business priorities evolve. Turn data into actionable insight Analyze event performance to identify what is working, what is not, and where the organization should adjust its strategy or investment. Deliver clear, executive-ready insights that move beyond reporting to explain performance, surface opportunities, and inform decisions. Establish confidence in the quality and consistency of event data, identifying gaps and partnering with the right teams to improve them. Translate complex measurement and analysis into clear insights for event teams, marketers, sellers, and senior leaders. Advance event analytics and measurement capabilities Partner across event strategy, production, marketing analytics, and beyond to strengthen how event performance is measured and understood. Drive greater consistency and scalability in event reporting, measurement, and analytics across the portfolio. Lead the evolution of event measurement, advancing the organization's ability to understand customer behavior, business outcomes, and the contribution of events to the broader marketing strategy. Apply AI and emerging analytics capabilities to accelerate analysis, uncover insights, and improve how teams 5+ years business to business, business to consumer, digital, or experiential/event marketing experience OR equivalent experience. 10+ years of experience in enterprise technology, digital, or experiential/event marketing, including time in a large multinational organization or a creative/media agency. Deep events domain knowledge: an understanding of how events are planned, produced, and sold, and of how event measurement practice works across the industry, not analytics expertise applied to events from the outside. Demonstrated experience building a measurement or KPI framework from scratch Working fluency with attribution models, incrementality and control-group design, benchmarking, and the limits of each, with the judgment to say when a claim is not supportable. Hands-on analytical capability Experience partnering with data engineering teams on telemetry, data quality, and governance. Executive communication skills: the ability to turn a complex analysis into a short, clear recommendation that senior leaders can act on. Experience influencing without authority across a matrixed global organization. Experience applying AI to analysis, reporting, and insight generation.

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