Sr Principal, Events Audience Acquisition Strategy

About the Role

Key Responsibilities

• Define & Implement Global Audience Acquisition Strategy: Responsible for the overarching strategic vision and end-to-end execution of audience acquisition across global events, including expertise in list development, segmentation, and data analysis for targeted outreach.
• Develop and implement sophisticated, data-informed strategies to attract, retain, and deeply engage key audience segments such as customers, prospects, executives, partners, and employees.
• Lead all aspects of marketing campaign development and implementation across owned, earned, and paid channels, optimizing for event registration and attendance.
• Define critical metrics, collaborate with analytics teams to build dashboards, and continuously iterate on acquisition strategies to improve conversion rates, engagement, and overall event value.

Requirements

• 10+ years of experience in event marketing, demand generation, and integrated marketing within the B2B/enterprise software industry.
• 10+ years of experience in audience acquisition for large-scale global events and executive-level events.
• Deep expertise in customer journey mapping, advanced segmentation, and full-funnel marketing tactics.
• Proven track record of significantly growing and engaging audiences with measurable impact on pipeline, revenue, and brand affinity.
• Strong analytical skills with experience working with dashboards, campaign analytics, and marketing automation tools such as Marketo, Salesforce, and Tableau.
• Exceptional cross-functional leadership, communication, and interpersonal skills.
• Ability to influence and align diverse collaborators.
• Genuine passion for event audience acquisition strategy development and execution.

Nice to Have

• Experience working in a highly collaborative environment with marketing, sales, customer experience, and analytics teams.
• Experience with global event portfolios and strategic sponsorships.
• Open to 50% hybrid reporting to the Pleasanton campus.

Qualifications

• Educational background not explicitly specified; emphasis on extensive experience in event marketing and audience acquisition.

Benefits & Perks

• Competitive salary range: $191,500 - $287,300 USD (base pay).
• Potential eligibility for Workday Bonus Plan, role-specific commissions/bonuses, and annual stock grants.
• Flexible work approach combining in-person and remote work, with at least 50% of time in the office or in the field each quarter.
• Comprehensive benefits package (details available via company link).