Commercial Tradeshow Manager

Position Overview

We are looking for an adaptive and innovative Tradeshow Manager to lead the strategy, planning, and execution of all tradeshows and expos for the Commercial Americas Sales organization, including pre- and post-show coordination with marketing teams. Your creativity, vision, and planning skills will enable Fluke to enhance the customer experience, amplify the Fluke brand, and build strong relationships that drive commercial revenue and business-positive outcomes.

Responsibilities:

• Develop and execute the North America tradeshow strategy to support commercial growth objectives, pipeline generation, customer engagement, and brand visibility.
• Own the North America tradeshow portfolio, including event selection, investment prioritization, budget allocation, performance measurement, and achievement of business objectives.
• Partner with sales and marketing teams to improve lead quality, conversion, and pipeline generation from event investments.
• Deliver measurable business results through effective event planning, execution, and performance optimization.
• Develop strategic vendor and agency partnerships, negotiate contracts, and manage supplier performance to maximize value, quality, and business outcomes. 
• Analyze tradeshow performance, pipeline influence, and revenue contribution to optimize investment decisions and maximize return on marketing spend.
• Present tradeshow performance, pipeline impact, ROI, and strategic recommendations to commercial and marketing leadership teams.
• Partner with commercial leadership to align tradeshow investments and priorities with annual operating plans and growth objectives.
• Build collaborative relationships and influence cross-functional stakeholders across commercial, marketing, and product teams to ensure successful execution of business objectives and outcomes.
• Partner with commercial and product teams to create customer-centric event experiences that strengthen customer relationships and accelerate business growth.
• Work cross-functionally to develop business objectives, action plans, calendar, and budgets for tradeshows.
• Optimize tradeshow strategy by identifying new technologies and processes that boost attendance, capture contacts, and drive customer engagement.
• Strategically evaluate potential tradeshows and exhibitions; make clear, data-driven recommendations on which opportunities to pursue and which to pass on.
• Lead pre- and post-show logistics and details, including registration, travel, hotels, venues, transportation, speaker coordination, demo equipment, AV, shipping, food/beverage, exhibitor management, virtual show platform selection and management, handling process and tools, and reporting.
• Partner with marketing teams to drive ROI and customer engagement through pre-show promotion (campaigns, invitations, email and social promotion) and post-show follow-through (lead distribution, nurture support, ROI/pipeline reporting).
• Develop, monitor, and communicate KPIs for tradeshow performance, customer engagement, pipeline contribution, and ROI.
• Communicate with attendees, suppliers, tradeshow partners, and internal stakeholders.
• Manage the annual tradeshow calendar and communicate event schedule to internal stakeholders and manage updates to customer-facing events calendar.
• Attend tradeshows and provide onsite support as needed.
• Research and recommend potential tradeshow locations; evaluate alternatives and build relationships with venues, external partners, and agencies; identify new events worth consideration.
• Lead cross-functional planning meetings, maintain action trackers, and ensure deadlines are met.
• Drive continuous improvement through data-driven analysis, standard work, process optimization, customer feedback, and adoption of innovative technologies.
• Seek customer and stakeholder feedback to continuously improve program effectiveness and customer experience.

Qualifications:

• Bachelor's degree in business, marketing, communications, or related field.
• 5-7+ years of tradeshow, event marketing, field marketing, commercial marketing, or related experience (virtual and in-person).
• Demonstrated ability to influence cross-functional stakeholders and drive alignment without direct authority.
• Proven experience using data and analytics to measure program effectiveness and inform business decisions.
• Experience managing annual event portfolios across multiple markets, customer segments, or industries.
• Proven ability to manage complex projects simultaneously across multiple stakeholders.
• Experience owning budgets, vendor negotiations, and ROI reporting.
• Ability to travel up to 60%, with availability for evenings/weekends around show schedules.
• Ability to occasionally lift, carry, and move tradeshow materials and equipment weighing up to 50 lbs, with or without reasonable accommodation.
• Excellent organizational skills with strong attention to detail.
• Strong written and verbal communication skills; able to influence and motivate partners and vendors.
• Creative, adaptable, and comfortable solving problems on the fly.
• Skilled in Microsoft Word, Excel, PowerPoint.
• Experience with CRM (Microsoft Dynamics and/or Salesforce) and event lead management tools.