Sr Manager of Events / Field Marketing

About the role

Lace is looking for a Senior Manager of Events & Field Marketing to own our full events motion, from trade show floors to industry summits and customer activations. You'll build and execute a strategy spanning 30–45 events per year across the home services and remodeling industry, turning every touchpoint into qualified pipeline and memorable brand moments. This is a hands-on role for a builder who thrives in early-stage environments and is equally comfortable setting strategy and pulling cables on the show floor.

What you'll own

Trade Shows & Industry Conferences
End-to-end ownership of Lace's conference presence across key home services events, including ServiceTitan Pantheon, Top500 Live and franchise-specific summits. You'll own logistics, booth activations, pre/post-event campaigns, sales enablement, and ROI tracking.

Targeted Account Programs & Customer Experiences
Design programs aimed at penetrating key accounts and expanding within large trade and franchise networks — owner-contractor dinners, regional happy hours, customer appreciation events, and field activations tailored to home services decision-makers.

Partner, Digital & Customer Events
Run webinars and partner-led experiences, support customer moments (gifting, milestones, activations), and build Lace's owned event formats from the ground up.

Key responsibilities

• Own and evolve Lace's events strategy, from intimate trade professional dinners to major industry trade shows, always tied to pipeline and revenue goals.
• Manage the full event lifecycle: sponsorship submissions, contract negotiation, vendor management, logistics, and on-site execution.
• Design multi-channel promotion campaigns (email, digital, customer invitations) to maximize demo conversions, booth traffic, and attendance from home services owners and operators in the trades.
• Represent Lace as a speaker at panels, industry summits, and trade conferences — building brand credibility in the home services space.
• Recruit, train, and lead brand ambassadors to deliver consistent, high-quality event experiences across a high-volume calendar.
• Own the full pre- and post-event nurture infrastructure in HubSpot; building workflows, lists, and reporting dashboards that track what actually matters: demos booked, not just leads generated. 
• Partner with the SDR team on post-event follow-up sequences and hold the events program accountable to bottom-funnel outcomes.

Who you are

• You're a builder. You get energy from creating something from scratch and don't need day-to-day direction to move fast and make decisions.
• You don't just manage events, you create experiences that home services owners and trades professionals talk about long after they leave.
• You think big picture and execute flawlessly on the details. You understand how events fit into a broader GTM strategy.
• You measure success in demos booked, not badges scanned. You think mid-to-bottom funnel and build programs designed to convert, not just create awareness.
• Every decision is filtered through "does this drive pipeline?" You track what matters and optimize relentlessly.
• You operate well with limited structure and have a strong bias toward action.
• You're comfortable in a room full of trades professionals and franchise owners — and you know how to earn their trust.

Qualifications

• 5–7 years in field marketing, events, or experiential marketing; B2B SaaS or high-growth tech preferred
• Proven track record owning high-volume event programs (30–45 events/year at peak)
• Demonstrated ability to tie events directly to demos, pipeline, and closed revenue
• Strong creative instinct; you bring activation ideas, not just operational execution
• Hands-on HubSpot proficiency; comfortable building email nurtures, workflows, lists, and dashboards independently, and knowing how to get what you need out of a shared instance even when you're not the owner
• Cross-functional collaboration with Sales, Marketing, and executive teams
• Willingness to travel up to 60% during busy seasons
• Startup experience is a must

Preferred Qualifications

• Experience marketing to home services, trades, or franchise audiences
• Experience managing external brand ambassadors

Compensation

For this role, we are hiring at the Senior Manager level with a targeted base salary range of $150,000–$180,000. Actual compensation will depend upon an individual's skills, experience, qualifications, location, and other relevant factors. The salary range is subject to change and may be modified at any time.