Director, Event Marketing

About AlayaCare:  

At AlayaCare, we’re revolutionizing the way that home healthcare is delivered. Our leading cloud-based software allows our customers around the world to manage their employees, scheduling, billing, and enable better delivery of care. We're a fast-growing SaaS company with a team of 550+ team members across Canada, US, Australia, and Brazil. We aim to be the world leader in home healthcare software solutions as we empower providers to deliver better health outcomes to their patients and clients. We pride ourselves on our open and transparent culture, our bias for action, and being committed to a workplace where we can be ourselves.   
   

About the role:  

Reporting to the VP, Marketing; the Director, Event Marketing is responsible for the development, execution, and optimization of all in-person marketing experiences that drive pipeline generation, accelerate sales cycles, and deepen customer relationships. The role will define and lead integrated event programs, including our flagship user conference, executive programs (such as customer advisory boards, executive hospitality, and roundtables), third-party events and tradeshows, and regional field events – all designed to support revenue goals, account engagement, and brand visibility.

This is a strategic and hands-on role requiring deep experience in B2B event marketing, an understanding of complex sales cycles, and the ability to connect marketing experiences to measurable business outcomes. The Director will collaborate cross-functionally with teams including Demand Generation, Sales, Product Marketing, and Customer Success to ensure events are fully integrated into go-to-market plans.

A day in the life:      

Event Strategy & Execution

• Develop and lead AlayaCare’s event strategy to support pipeline creation, deal acceleration, and customer retention. Translate go-to-market objectives into high-impact event programs
• Oversee all aspects of event execution including content planning, venue selection, vendor management, attendee acquisition, budget oversight, logistics, and post-event follow-up and reporting
• Own the planning and execution of our flagship annual user conference in multiple markets
• Evaluate, select, and manage third-party events (e.g., industry tradeshows, conferences, sponsorships) based on business fit, audience alignment, and ROI
• Design and execute executive programs such as regional hosting, roundtables, and customer advisory boards
• Collaborate with Sales and Demand Generation on territory-specific event needs

Sales & Marketing Alignment

• Partner with Sales leadership and account teams to ensure event programs align to sales priorities and pipeline targets
• Support pre- and post-event workflows, including SDR enablement, lead routing, and follow-up campaign design
• Work with Marketing Ops to ensure accurate attribution and event ROI reporting
• Collaborate with Demand Generation to ensure our event portfolio supports target account strategies, including ABM plays where relevant

Team & Vendor Management

• Lead and mentor a small internal team (currently one direct report), with the potential to grow headcount over time
• Supplement internal capacity by identifying and overseeing trusted external partners, including agencies, contractors, and production vendors
• Maintain ownership of the events budget, including forecasting, reconciliation, and cost optimization

Measurement & Optimization

• Define event KPIs and establish reporting practices tied to pipeline contribution, influenced revenue, engagement, and satisfaction
• Conduct post-event analysis and apply learnings to improve program performance
• Monitor trends in experiential marketing, hybrid event models, and customer engagement best practices

What you bring to the team:    

• 8-10 years of experience in event marketing, field marketing, or experiential marketing roles within a B2B SaaS environment, of which at least 3 years are in a leadership role
• A deep understanding of B2B sales cycles, marketing-to-sales handoffs, and the role of events in pipeline creation, acceleration, and close – especially in an ABM context
• A demonstrated ability to lead strategy and execution of events ranging from large-scale conferences to high-touch executive programs
• Ability to recruit, coach, and manage a high-performing but lean team
• Builder mindset: able to operate in a fast-paced, high-change environment with a high degree of autonomy
• Proven ability to manage multiple stakeholders and competing priorities
• Proven track record of aligning event programs to measurable revenue outcomes
• Strong cross-functional collaboration and communication skills, especially with Sales, Demand Gen, Content, Creative, PR, Product Marketing, and Executive teams
• Experience managing budgets, negotiating contracts, and recruiting and overseeing external vendors

Location and travel requirements:  

AlayaCare supports a flexible hybrid working model, expecting that our employees have a regular in-office presence at their closest office location while offering flexibility for some remote work. Our team encourages in-person collaboration and with this, the preferred candidate location for this position would be within the Greater Toronto Area. 

What Makes AlayaCare a Great Place to Work: 

• Our products have a positive impact on the lives of countless care workers and care recipients 
• Our company has been recognized by the Globe and Mail as one of Canada’s Top Growing Companies and as a recipient of Deloitte's Technology Fast 50TM program award for our rapid revenue growth, entrepreneurial spirit and bold innovation 
• Equity in a well-funded, high-growth company 
• Hybrid working models with beautiful and creative office spaces to enjoy in prime locations 
• Virtual and onsite social events for employees centered around collaboration, learning, and fun, including DEIBA committee events, volunteer events, fireside chats, catered team lunches, celebrations, and team building activities 
• Comprehensive group benefits program, including telemedicine 
• Employee expense program for health, wellness, lifestyle, professional development and productivity-related expenses 
• Parental leave top-up program 
• Flexible vacation policy 
• Company Wellness Day program for extra time to unwind 
• Paid Volunteer Time off Program 
• Career growth and learning and development opportunities 
• An entrepreneurial culture of transparency, collaboration, and innovation 
• Access to our employee perk program for discounts at various participating vendors 

If this sounds like the perfect job for you, apply today. As well as joining a great culture and a market-leading company, you will be part of a team making a positive difference in the post-acute care market. If this isn’t the job for you, you may know someone who is a perfect fit. Please feel free to share this opportunity.  

If you want to explore AlayaCare further, please visit our website www.alayacare.com.  

Better outcomes, better belonging   

Our team members are unique—like our products and the customer groups that we service. AlayaCare employees bring different strengths, perspectives, and experiences to their roles and to our products that enable better care. We are committed to offering a people-centric culture where all employees belong and feel heard.    

Having a pulse on our employee feedback is important to us as we aim to continuously evolve Diversity, Equity, Inclusion, Belonging, and Accessibility within AlayaCare's policies, total rewards offerings, discussions, learning & development programs, and community partnerships. All qualified applicants will receive equal consideration.    

If you require accommodation as part of the recruitment and selection process, please reach out to talentacquisitionteam@alayacare.com. Please note, we do not accept unsolicited headhunter or agency resumes.