Toast is looking to enhance its brand presence and drive new business and upsell opportunities through SMB regional tradeshows. The company needs a dedicated Senior Associate of External Events to manage and execute these events effectively, ensuring they align with Toast's brand and regional sales priorities.
Requirements
- 5+ years of tradeshow or external event planning experience, ideally in a high-growth or field marketing environment.
- Proven track record managing end-to-end event execution with strong onsite presence.
- Previous experience working with vendors, venue teams, show organizers, and partners.
- Demonstrated ability to track MQLs, leads, and event KPIs and summarize performance insights.
- Experience with registration platforms (Cvent/Bizzabo), CRM tools (Salesforce), and project management tools is a plus.
- Strong understanding of brand experience, booth flow, visual consistency, and audience engagement at tradeshows.
Responsibilities
- Own SMB regional tradeshows end-to-end — from initial scoping and planning through onsite execution and final performance readout.
- Manage all logistics including booth builds, shipping, vendor/venue coordination, travel, collateral, giveaways, and onsite attendee experience.
- Manage the budget for assigned tradeshows, from planning and forecasting to expense tracking and post-event ROI analysis.
- Ensure all booth designs, signage, demos, and materials reflect Toast’s brand standards and consistent messaging.
- Build staffing schedules, assign booth roles, and provide onsite expectations and enablement for attending Toasters.
- Track leads, MQLs, and booth engagement metrics; deliver clear post-event readouts with insights, wins, and recommendations.
- Maintain event timelines, checklists, invoices/POs, and documentation; contribute to scalable playbooks and repeatable SMB tradeshow processes.
Other
- Highly organized, detail-obsessed, relationship-driven
- Thrives in fast-paced environments, loves managing logistics, and knows how to activate cross-functional teams to hit ambitious goals.
- Partner closely with SMB Sales, Restaurant Success, Solutions Engineering, and Growth teams to align each show with regional priorities and ensure proper staffing.
- Team player with a positive, solutions-oriented mindset.
- Self-directed and motivated to continually improve event quality, efficiency, and impact.
