About this role.
This senior events marketing role plans and delivers virtual and in-person global programs, including user conferences, trade shows, employee events, and sponsorships. It combines event strategy, logistics, communications, vendor and contract coordination, budget oversight, and post-event KPI and lead-conversion analysis. The specialist partners extensively with marketing, sales, HR, customer experience, finance, vendors, speakers, and event teams to improve engagement, efficiency, and ROI. The role is fully remote within the United States and requires domestic travel plus occasional international event travel. Success depends on strong B2B technology marketing experience, Salesforce familiarity, meticulous execution, and the ability to manage multiple changing priorities independently.
Role DNA
A quick view of the complexity, pace, ownership and collaboration implied by the job description.
Job Complexity
4/5Pace & Pressure
5/5Autonomy Level
4/5Communication Load
5/5Salary analysis
Estimated compensation compared with the broader US market for similar roles.
Core skills
Skills and capabilities most closely associated with this opportunity.
Sample interview questions
I would begin by aligning event objectives to specific customer segments and business outcomes, then design content, networking, product education, and customer-story opportunities around their needs. I would define KPIs such as attendance, engagement, influenced pipeline, product adoption signals, satisfaction, and follow-up conversion before execution.
I create a master project plan with milestones, owners, dependencies, risk levels, and contingency actions for each event. I maintain frequent stakeholder updates, prioritize decisions that affect attendee experience and critical-path logistics, and use clear escalation paths when trade-offs are necessary.
I would measure registrations, attendance, session engagement, attendee satisfaction, meetings booked, leads captured, lead quality, pipeline influence, conversion, cost per lead, and overall ROI. For customer events, I would also assess advocacy participation, adoption-related engagement, retention indicators, and qualitative feedback.
I compare vendors against documented requirements for service quality, capacity, reliability, accessibility, cost, and contractual flexibility. During negotiation, I seek transparent pricing, defined deliverables, service-level protections, cancellation terms, and value-adds while maintaining a collaborative partnership.
I use CRM data to segment invitations, track registrations and attendance, capture and route leads, and connect event activity to pipeline and conversion reporting. I also partner with sales and operations teams to establish follow-up workflows and data-quality standards before the event begins.
At Instructure, we believe in the power of people to grow and succeed throughout their lives. Our goal is to amplify that power by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their education and careers.
We do this by giving smart, creative, passionate people opportunities to create awesome. And that’s where you come in:
The Sr. Global Marketing Event Specialist will be responsible for all aspects of organizing, managing, strategizing, and overseeing virtual and in-person, internal, user conferences and events. This individual will plan, execute, research, measure and work cross-team. The Sr. Global Marketing Event Specialist will create programs that align with Instructure’s strategic initiatives to drive customer advocacy, adoption, retention and expansion through Instructure’s global events.
The Sr. Global Marketing Event Specialist will serve as the company expert in the areas of standard concepts, practices, and procedures. In coordination with the Director of Events they will also be responsible for creating a plan and budget for their area of expertise.
This position is a fully remote position with travel to the main office in Salt Lake as well as to each event during the year.
Responsibilities
Support strategic development of marketing event programs that reinforce the Instructure brand, develop qualified leads, strengthen and expand customer relations
Oversee all aspects of program and event execution for both internal and external programs such as user conferences, employee events, trade shows, special events and other programs related to marketing initiatives.
Strategizes and coordinates all event communication and messaging
Coordinates detailed event logistics
Develops scalable processes for their area of expertise
Evaluates and reports on KPI’s
Monitors event budgets and assists with the negotiation of all necessary contracts
Researches and assists contracts for all necessary speakers and entertainers
Communicates key event information to the organization
Monitors and manages expenses associated with each event
Responsible for post-event analysis, and lead conversion reports ensures that proper personnel have been scheduled to adequately work the events
Works with internal and external teams to develop event agenda based of company strategy and customer needs
Sets communication strategy for the event segmentation lists
Assist in the development and regular reporting of meaningful metrics that help improve the efficiency of the events and sponsorships function and demonstrate the value of Instructure’s investments in marketing events
Oversee vendor selection process and evaluate vendor relationships for their service quality, value, and cost effectiveness
Help identify and develop projects designed to improve event processes, increase event management efficiency, reduce cost and increase event engagement
Leverage market awareness and industry best practices to recommend and facilitate innovative solutions on event programs and execution, including refining existing programs and establishing new events and initiatives
Coordinates detailed event logistics.
Skills/Experience
1+ years’ experience in event/field marketing and project management
Experience marketing B2B high-tech products/solutions
Experience using SFDC
Some travel required for trade shows and other live events domestically and occasionally internationally
Project management skills, which include: defining, scheduling, tracking, communicating status, managing projects, risk management, contingency planning and ability to acquire resources
Ability to build and maintain effective working relationships within marketing, across other departments (e.g., Sales, HR, CX, Finance, etc.) and with partners to solve issues.
Extraordinary attention to detail
Ability to thrive in a rapidly changing environment and run multiple concurrent project demands within established timelines
Proven capability to accomplish difficult, complex goals with limited actual “authority”
Passion for results, measurement and optimization to continuously drive ROI
Sense of humor, with a knack for keeping morale high under often stressful circumstances.
Get in on all the awesome at Instructure
Competitive salary and 401k
Medical, dental, disability, and life insurance
HSA program, vision, voluntary life, and AD&D
Paid time off, 11 paid holidays, and flexible work schedules
Fitness club memberships
iMac or Macbooks
Get in on all the awesome at Instructure!
We offer competitive, meaningful benefits in every country where we operate. While they vary by location, here’s a general idea of what you can expect:
Competitive compensation, plus all full-time employees participate in our ownership program – because everyone should have a stake in our success.
Flexible work culture. Our remote, hybrid and in-office collaboration spaces vary by role, team and location.
Generous time off, including local holidays and our annual “Dim the Lights” period in late December, when teams are encouraged to step back and recharge based on departmental needs.
Comprehensive wellness programs and mental health support
Learning and development resources, including professional development tools and tuition reimbursement, to support your growth
The technology and tools you need to do your best work
Motivosity employee recognition program
A culture rooted in inclusivity, support, and meaningful connection
We believe in hiring great people and treating them right. The more diverse we are, the better our ideas and outcomes.
Instructure is an Equal Opportunity Employer. We comply with applicable employment and anti-discrimination laws in every country where we operate.
All employees must pass a background check as part of the hiring process. To help protect our teams and systems, we’ve implemented identity verification measures. Candidates may be asked to verify their legal name, current physical location, and provide a valid contact number and residential address, in accordance with local data privacy laws.
Any attempt to misrepresent personal or professional information will result in disqualification.
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