DACH Events & Tradeshow Manager
2 days ago
Madrid
About the Company Serrala is the global leader in finance process automation. For over 40 years, we have been advancing the office of the CFO with our award-winning suite of finance automation applications. Our solutions streamline all working capital-related processes, including Order to Cash, Procure to Pay, Cash Flow Management, and Treasury, across both cloud and SAP environments. Our 10+ hubs across Europe, North America, and India support over 2,800 clients worldwide, reflecting the trust weve built with a diverse global community. Join us as we lead the future of finance automation! About the Role Serrala is seeking a highly organized, strategic, and results-driven Events Manager for DACH located in Spain , to lead the planning, execution, and optimization of all events across the region. This includes large industry tradeshows, online events, webinars, executive roundtables, customer focus groups, and smaller regional activations. Working closely with the DACH Regional Marketing Manager, you will ensure all events are executed flawlessly, aligned to regional priorities, and contribute meaningfully to awareness, customer engagement, and pipeline goals. This role requires hands-on ownership of both in-person and virtual events, from planning through execution, measurement, and optimization. If you are passionate about delivering exceptional event experiences while optimizing ROI and business impact, this role is an exciting opportunity to shape Serralas event presence across DACH. Responsibilities Event Strategy & Portfolio Management Develop and execute the European event strategy in alignment with regional and global business goals. Own the European event portfolio, recommending which events to prioritize, scale, test, or discontinue based on ROI, audience alignment, and performance. Identify new events and formats (in-person or online) that support marketing and pipeline objectives. Collaborate with Regional Marketing Managers to define event goals, messaging needs, and KPIs. Event Execution (In-Person & Online) Plan and manage Serralas presence at major tradeshows in Germany, Austria and Switzerland, including booth design, logistics, vendor coordination, and onsite support. Lead online events, including webinars, virtual roundtables, and digital customer sessions-owning the platform setup, run-of-show, technical execution, and attendee engagement. Execute smaller high-touch events such as executive dinners, roundtables, and customer focus groups across DACH markets. Serve as the primary onsite lead for key events, ensuring smooth setup, execution, and teardown. Logistics, vendor coordination & budget management Handle all event logistics: venue sourcing, booth production, AV, catering, travel coordination, registration, shipping, and equipment management. Build and maintain strong relationships with vendors, venues, agencies, and event organizers. Own event budgeting: forecasting, cost tracking, invoice review, and financial reconciliation. Continuously optimize event spend by reallocating budget toward the highest-performing events and channels. Event Marketing, promotion & lead flow Partner with marketing teams to execute pre-event and post-event promotion strategies that drive registrations, attendance, and engagement. Ensure accurate lead capture and effective lead routing processes in collaboration with Sales and Revenue Operations. Support follow-up workflows, ensuring leads are handed off properly and transferred into sales/marketing systems. Performance measurement & continuous improvement Measure event success based on metrics such as registrations, attendance, booth traffic, engagement, leads, and pipeline contribution. Analyze event ROI and performance trends; provide data-driven insights and recommendations. Stay current with industry trends, competitor activity, and emerging event formats to keep Serralas events innovative and impactful. Qualifications Experience in event management, tradeshow operations, or field marketing Fluent in German and English; additional European languages a plus Willingness to travel across Europe Experience within B2B SaaS, fintech, or technology organizations Proven end-to-end ownership of in-person and virtual events Familiarity with CRM and marketing automation tools (Salesforce, Pardot, etc.) Familiarity with webinar tools (On24, Goldcast, Zoom, etc) Required Skills Strong project management and organizational skills Ability to manage multiple events, timelines, and stakeholders simultaneously Strong vendor, budget, and logistics management capability Analytical mindset with ability to measure ROI and performance Excellent communication and stakeholder management skills High attention to detail and strong prioritization skills Proactive, self-starter mindset Collaborative working style across marketing, sales, and operations Results-driven and continuous improvement focused Pay range and compensation package: 50,000- 55,000eur gross/year and benefits Equal Opportunity Statement At our core, were Reliable, Passionate, Empowering, and Enterprising - committed to lasting customer and employee relationships, bold innovation, and your growth every step of the way.
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