Trade Show Manager
Becton Dickinson
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Job summary
Becton, Dickinson and Company in Durham, NC is seeking a Trade Show Manager for US Pharmacy Automation Marketing to lead strategy, planning, and measurement of the trade show portfolio. You will partner across Marketing, Sales and Clinical teams to deliver engaging booth experiences, product demonstrations, staffing, sponsorships, and post-event ROI analysis, with travel up to 40%.
This role requires highly organized, cross-functional leadership and a track record of delivering measurable
Qualifications
- Bachelor’s degree in Marketing, Business, Communications, Event Management, or related field preferred.
- 5–8 years of experience in event marketing, trade show management, marketing operations, or related disciplines.
- Experience managing national trade shows, conferences, or large-scale marketing events.
- Healthcare, medical device, pharmacy, pharmaceutical, or healthcare technology experience preferred.
Responsibilities
- Develop and maintain the annual US Pharmacy Automation trade show strategy and event calendar.
- Evaluate and prioritize trade show investments based on objectives, audiences, ROI.
- Establish event objectives, success metrics, and KPIs for each event.
- Lead end-to-end planning and execution of national/regional conferences and events.
- Own booth experience planning and customer journey development.
- Develop staffing models and schedules to ensure coverage at events.
- Partner with teams to capture and follow up on leads post-event.
- Coordinate conference speaking opportunities and sponsorship activations.
- Manage budgets and vendor relationships for events.
- Develop post-event reports and ROI analyses.
Skills
Education
Tools
Job description
We are the people who give possibilities purpose BD is one of the largest global medical technology companies in the world. Advancing the world of health™ is our Purpose, and it’s no small feat. It takes the imagination and passion of all of us—from design and engineering to the manufacturing and marketing of our billions of MedTech products per year—to look at the impossible and find transformative solutions that turn dreams into possibilities.
Job Description
The Trade Show Manager, US Pharmacy Automation Marketing is responsible for the strategic planning, execution, optimization, and measurement of the US Pharmacy Automation trade show portfolio. Reporting to the Senior Manager, Marketing Operations, this role will lead the development and execution of trade show strategies that strengthen BD’s market leadership position, deepen customer engagement, and support lead generation objectives.
This position serves as the central coordinator for trade show activities, partnering closely with Product Marketing, Customer Marketing, Sales, Commercial Leadership, Clinical teams, and external partners to deliver exceptional customer experiences and measurable business results from trade shows.
The Trade Show Manager will oversee end-to-end planning and execution of national and regional industry conferences, including event strategy, booth experience design, product demonstration planning, staffing management, sponsorship activation, vendor coordination, budget management, and post-event performance measurement.
This role requires a highly organized, collaborative, and results-oriented marketing professional with a passion for creating engaging customer experiences and delivering operational excellence.
Develop and maintain the annual US Pharmacy Automation trade show strategy and event calendar.
Evaluate and prioritize trade show investments based on strategic objectives, target audiences, business impact, and return on investment.
Establish event objectives, success metrics, and key performance indicators for each event.
Partner with Marketing, Sales, and Commercial Leadership to align event strategies with business priorities and growth objectives.
Continuously evaluate event performance and recommend improvements to optimize future investments.
Lead end-to-end planning and execution of national and regional pharmacy conferences, trade shows, and industry events.
Develop comprehensive project plans, timelines, communications, and execution strategies for each event.
Coordinate sponsorships, registrations, hotel allocations, meeting space requirements, exhibit planning, and event logistics.
Ensure all event deliverables are completed on time, within budget, and aligned with brand standards.
Manage onsite execution and resolve issues to ensure a seamless customer and exhibitor experience.
Own booth experience planning and customer journey development.
Partner with Product Marketing and Customer Marketing to ensure consistent, compelling messaging and visual presentation.
Develop strategies to maximize attendee engagement and increase meaningful customer interactions.
Coordinate customer events, executive meetings, and other customer engagement activities associated with major conferences.
Identify opportunities to enhance BD’s visibility and thought leadership presence at strategic industry events.
Own event staffing strategy and resource planning across the Pharmacy Automation trade show portfolio.
Develop staffing models and schedules to ensure appropriate sales, marketing, clinical, and product expertise coverage.
Coordinate product demonstration readiness and ensure qualified personnel are available to support customer interactions.
Partner with business stakeholders to identify staffing requirements and align resources to event objectives.
Develop event briefing materials and ensure all staff are trained on event goals, key messages, customer engagement expectations, and product demonstrations.
Drive accountability for booth coverage, demonstration quality, and customer experience execution.
Partner with Customer Marketing, Sales, and Downstream Product Marketing teams to establish lead capture and follow-up processes.
Support event-based lead generation activities and customer engagement initiatives.
Monitor lead quality, follow-up execution, and shared opportunity influence metrics.
Help ensure event investments contribute to measurable commercial outcomes and business growth objectives.
Coordinate conference speaking opportunities, sponsorship activations, and educational session participation.
Partner with Product Marketing, Customer Marketing, and business leaders to support speaker preparation and conference engagement activities.
Coordinate logistics and support for customer speakers and executive presenters.
Track and report on speaking engagement participation and outcomes.
Manage day-to-end event budgets and spending activities.
Track expenses, forecasts, and event financial performance.
Partner with Customer Marketing leadership on budget planning and approvals.
Manage relationships with exhibit houses, event agencies, conference organizers, and third-party vendors.
Negotiate vendor deliverables and ensure services meet quality, timeline, and budget expectations.
Serve as the primary liaison between internal stakeholders and external event partners.
Develop post-event reports and performance analyses.
Measure event performance against predefined objectives and KPIs including attendee engagement, customer meetings, speaking opportunities, lead generation activities, and overall event effectiveness.
Present recommendations to improve event strategy, customer engagement, and return on investment.
Bachelor’s degree in Marketing, Business, Communications, Event Management, or related field preferred. Equivalent combination of education and experience may be considered.
5–8 years of experience in event marketing, trade show management, marketing operations, or related disciplines.
Experience managing national trade shows, conferences, or large-scale marketing events.
Experience working within a matrixed organization and collaborating across multiple functional teams.
Healthcare, medical device, pharmacy, pharmaceutical, or healthcare technology experience preferred.
Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously.
Demonstrated success leading complex events from planning through execution and measurement.
Excellent communication, presentation, and stakeholder management skills.
Strong analytical skills with experience developing event performance metrics and ROI reporting.
Ability to influence cross-functional teams and drive execution without direct authority.
Strong customer focus and commitment to delivering exceptional event experiences.
Microsoft Office Suite, including PowerPoint, Word, Excel, and Outlook.
Microsoft Teams and SharePoint.
Sales enablement platforms, such as Showpad or similar, preferred.
Event management and registration platforms preferred.
Strategic thinker with strong business acumen.
Highly organized and detail-oriented.
Results-oriented with a focus on execution and continuous improvement.
Collaborative team player who builds strong relationships across functions.
Self-starter with the ability to work independently and thrive in a fast-paced environment.
Customer-focused and passionate about creating meaningful engagement experiences.
Travel up to approximately 40% based on event schedules and business needs.
Occasional weekend travel and non-traditional hours
At BD, we prioritize on-site collaboration because we believe it fosters creativity, innovation, and effective problem-solving, which are essential in the fast-paced healthcare industry. For most roles, we require a minimum of 4 days of in-office presence per week to maintain our culture of excellence and ensure smooth operations, while also recognizing the importance of flexibility and work-life balance.
Remote or field-based positions will have different workplace arrangements which will be indicated in the job posting.
For certain roles at BD, employment is contingent upon the Company’s receipt of sufficient proof that you are fully vaccinated against COVID-19. In some locations, testing for COVID-19 may be available and/or required.
Consistent with BD’s Workplace Accommodations Policy, requests for accommodation will be considered pursuant to applicable law.
To find purpose in the possibilities, we need people who can see the bigger picture, who understand the human story that underpins everything we do.
We welcome people with the imagination and drive to help us reinvent the future of healthcare.
At BD, you’ll discover a culture in which you can learn, grow and thrive.
We believe that when people connect in person, we learn faster, collaborate more deeply, and build a stronger culture.
Join us and enjoy a culture where face-to-face collaboration supports your learning, your progress, and your success.
To learn more about BD visit https://bd.com/careers.
Becton, Dickinson, and Company is an Equal Opportunity Employer.
We evaluate applicants without regard to race, color, religion, age, sex, creed, national origin, ancestry, citizenship status, marital or domestic or civil union status, familial status, affectional or sexual orientation, gender identity or expression, genetics, disability, military eligibility or veteran status, and other legally protected characteristics.
Optional Skills.
USA NC - Durham - Roche Drive
Work ShiftWe are the #MakersofPossibleWorking together, we make products that patients, families and their healthcare professionals rely on. We do this because we are committed to advancing the world of health™. But it takes the imagination and passion of all of us at BD, from manufacturing to marketing, to look at the impossible and find solutions that turn dreams into possibilities with real-life health benefits for people today, tomorrow and beyond.We make this happen, together. We are the makers of possible.
Becton, Dickinson and Company is an Equal Opportunity Employer.
We evaluate applicants without regard to race, color, religion, age, sex, creed, national origin, ancestry, citizenship status, marital or domestic or civil union status, familial status, affectional or sexual orientation, gender identity or expression, genetics, disability, military eligibility or veteran status, and other legally-protected characteristics.
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