Head of Field and Events

About the role

This position is responsible for leading Coder's on-site field and events strategy, which is a key component of the company's overall marketing and customer engagement efforts. You will develop and execute plans to connect directly with customers and prospects through in-person events, conferences, and regional programs. The role involves strategic planning, hands-on event management, and team leadership, with the opportunity to build and expand a dedicated team as the program matures. You will work closely with sales, product marketing, and other departments to ensure that events effectively support pipeline growth, brand awareness, and customer relationships. This role requires a proactive approach, excellent project management skills, and the ability to adapt quickly in a fast-paced environment.

Key facts

What you'll do

• Develop and implement a comprehensive field and events strategy aligned with the company's pipeline and revenue goals, ensuring that all activities contribute to measurable business outcomes.
• Manage the entire event calendar, including industry conferences, regional programs, proprietary events, and other in-person engagement opportunities.
• Select, negotiate, and coordinate sponsorships for third-party conferences and trade shows, overseeing booth design, on-site operations, and logistical arrangements to maximize brand presence and lead generation.
• Plan, organize, and execute Coder's own events such as executive dinners, roadshows, user groups, hackathons, workshops, and other targeted gatherings to foster community engagement and product adoption.
• Collaborate with sales teams to design regional field marketing initiatives aimed at increasing pipeline in key markets and strategic accounts, ensuring alignment with sales targets and priorities.
• Take ownership of pipeline and ROI metrics derived from event activities, setting clear performance targets, tracking progress, and reporting results regularly to leadership.
• Establish and optimize lead capture, qualification, and follow-up processes in partnership with demand generation and sales operations teams to ensure high conversion rates from event leads.
• Maintain consistent and impactful messaging at all events, working closely with product marketing to ensure branding, positioning, and key messages are aligned with company goals.
• Manage event budgets, vendor relationships, external agencies, logistics, promotional materials, and other resources to ensure cost-effective and successful event execution.
• Recruit, train, and develop a small but growing team dedicated to field marketing and events, fostering a collaborative environment focused on continuous improvement and innovation.
• Monitor industry trends and competitor activities to identify new opportunities for engagement and to refine the company's event strategy accordingly.
• Work with internal stakeholders to ensure compliance with company policies, branding standards, and legal requirements, including ITAR considerations if applicable.
• Support the integration of AI tools and automation in event planning and execution processes, leveraging technology to improve efficiency and effectiveness.

Requirements

• A minimum of 7 years of experience in field marketing, event management, or demand generation within a B2B software or infrastructure company targeting technical and enterprise clients.
• Proven track record of generating measurable pipeline and revenue from in-person events, supported by data and analytics.
• Ability to develop comprehensive strategies and personally execute event planning, setup, and troubleshooting tasks, demonstrating a hands-on approach.
• Strong project management skills, capable of managing multiple complex projects simultaneously while adhering to deadlines and budgets.
• Proficiency with CRM systems and marketing automation tools, with a focus on tracking pipeline contribution and ROI metrics.
• Demonstrated ability to build and maintain strong, collaborative relationships with sales teams and other internal stakeholders.
• Willingness to travel frequently and be present at various event locations, ensuring active participation and oversight.
• Excellent communication and negotiation skills, with the ability to manage vendors, sponsors, and internal teams effectively.
• Experience managing budgets and vendor relationships, with a focus on cost control and value maximization.
• Ability to adapt to a rapidly evolving environment, embracing new tools, processes, and industry trends.

Nice to have

• Experience marketing to developers, platform teams, or security and infrastructure buyers, with an understanding of technical audiences.
• A history of building a field or events function from the ground up, demonstrating initiative and leadership.
• Prior experience working in a startup or fast-growth environment, with the ability to manage ambiguity and change.
• Familiarity with ITAR regulations if relevant, ensuring compliance in international or sensitive event contexts.
• Knowledge of emerging event technologies and virtual/hybrid event formats, even if the primary focus is on in-person activities.

Skills & tools

• CRM systems (e.g., Salesforce or similar)
• Marketing automation platforms (e.g., Marketo, HubSpot)
• Budget management and vendor negotiation skills
• Event planning and logistics coordination
• Data analysis and performance tracking tools
• Strong communication and interpersonal skills
• Project management software (e.g., Asana, Trello, or similar)

Practical notes

• This is an on-site position based in the United States.
• Coder uses AI tools in its hiring process; specific guidelines for AI use during interviews and assessments are provided to ensure fairness and transparency.
• An independent bias audit has been conducted on "Automated Employment Decision Tools" used in recruitment to promote equitable hiring practices.
• The company offers a transparent interview process, typically completing all stages within two to four weeks, with clear communication throughout.
• The role requires frequent travel to event locations, which may include industry conferences, client sites, and regional offices.
• Coder values diversity and inclusion, encouraging candidates from all backgrounds to apply.
• The company supports continuous learning and professional development, offering resources and opportunities to stay current with industry best practices.