Trade Show Manager

Becton Dickinson; United States; On-site; USD 90,000 - 130,000; Full time

Job summary

BD seeks a Trade Show Manager, US Pharmacy Automation Marketing, to lead strategy, execution, and measurement of the US trade show portfolio.

You will coordinate with Product Marketing, Customer Marketing, Sales, and clinical teams to deliver engaging experiences, elevate BD's presence, and drive qualified leads.

This role demands highly organized, collaborative marketing leadership with end-to-end event planning, budgeting, staffing, and post-event analysis.

Responsibilities

• Develop and maintain the annual US Pharmacy Automation trade show strategy and event calendar.
• Lead end-to-end planning and execution of national and regional pharmacy conferences, trade shows, and industry events.
• 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; coordinate messaging and visual presentation.
• Develop staffing models and schedules to ensure appropriate sales, marketing, clinical, and product expertise coverage.
• Develop event briefing materials and ensure staff are trained on goals, messages, and product demos.
• Partner with customer marketing, sales, and product marketing to establish lead capture and follow-up processes.
• Coordinate conference speaking opportunities, sponsorship activations, and educational session participation.

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.

Key Responsibilities

Trade Show Strategy & Portfolio Management

• 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.

Event Planning & Execution

• 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.

Booth Experience & Customer Engagement

• 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.

Product Demonstration & Staffing Management

• 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.

Lead Generation & Commercial Impact

• 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.

Thought Leadership & Conference Engagement

• 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 acti