Trade Show Registration Manager

SEMA Education; Diamond Bar (CA); On-site; USD 100,000 - 120,000; Full time

Job summary

Specialty Equipment Market Association (SEMA) seeks a Trade Show Registration Manager to lead registration processes for the annual SEMA Show and Exhibitor Summit. You will manage onsite and online systems, supervise staff, and partner with vendors to ensure seamless attendee and exhibitor experiences.

The role requires strong data analytics, budget awareness, and clear communication with internal teams and stakeholders. In-person work in Diamond Bar, CA is essential.

Qualifications

• Bachelor’s/associate degree or equivalent trade show experience is required.
• Strong data analysis and reporting capabilities with attention to detail.
• Proven communication skills for vendors, attendees and internal teams.

Responsibilities

• Lead the registration processes for the SEMA Show and Exhibitor Summit.
• Supervise Registration Coordinator, in-house staff and on-site teams.
• Manage customer service, vendor coordination and post-event insights.
• Design on-site registration areas and oversee procurement and materials.
• Coordinate with external partners to drive education sales through registration.
• Deliver daily/weekly/annual registration reporting and data assets.

Skills

Data analytics

Attention to detail

Communication

Office tools

Salesforce

Excel

Project management

Education

Associate or college degree

Tools

Salesforce

Nimble

Ramp

Microsoft 365

Excel

PowerPoint

Access

Job description

Organization Overview

The Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI) together represent the heart of the automotive aftermarket and motorsports industries. United by a passion for cars, trucks, SUVs, and racing of every kind, these organizations support a vibrant global marketplace that spans performance parts, advanced racing technologies, restoration, restyling, and the full spectrum of specialty automotive innovation.

Details

Posted: 10-Jul-26

Location: Diamond Bar, California

Type: Full Time

Salary: $100,000 - $120,000

Categories

Administration

Purpose

The Trade Show Registration Manager leads the development, analysis, and continuous improvement of registration processes for the industry-leading annual SEMA Show, serving a global community of automotive aftermarket professionals and enthusiasts. This detail-oriented, fast-paced role requires coordination of registration systems, vendors, internal teams, and support staff, along with direct interaction with SEMA members and attendees. Responsibilities also include managing registration for the Exhibitor Summit and evaluating new vendors and solutions to enhance services and create best-in-class events, customer service, and ongoing operational improvement.

Responsibilities

Registration Operations

• Leads implementation of all SEMA Show registration processes, ensuring online and onsite systems launch and function as scheduled.
• Manages Registration Coordinator, other in-house staff, and onsite temporary teams.
• Supervises customer service process, coordinating registration vendors and SEMA Departments to provide timely follow-up, process improvements and summary insights.
• Designs and supervises onsite SEMA Show registration areas and manages onsite operations.
• Coordinates procurement of registration, materials, work orders and collaborates with SEMA Departments and others to support registration needs.
• Facilitates attendee, exhibitor, and registration qualification processes, including staffing and temporary support management.
• Coordinates with external partners (including AAPEX and education providers) to manage event and education sales through registration system.
• Implements registration process for the annual SEMA Show Exhibitor Summit, including approvals and historical comparisons.

Registration Budget, Data And Reporting

• Supports development of annual budget creation, including registration vendor, material, badge mailing and other expenses, invoice reconciliation and fiscal management.
• Responsible for conducting analysis of registration data, facilitating stakeholders, BOD and Department requirements, and creating data-led business insights.
• Manages SEMA Show data assets, coordinating with IT on utilizing, archiving and leveraging registration records to meet Show objectives.
• Maintains registration records in CRM, ensuring data integrity and accessibility for internal stakeholders.
• Delivers timely summary and historical registration reports on a daily, weekly, and annual basis.
• Assists in planning and scheduling communications to registered and prospective attendees in collaboration with Marketing and Events Departments.

Registration Vendor Management

• Partners with registration vendors to resolve service and system issues and implements process improvements.
• Evaluates new vendors and contributes innovative ideas to enhance the registration experience, coordinates RFP processes as needed.
• Performs additional duties as assigned by the Trade Show Director, VP of Events, and / or SEMA leadership.

Relationships

• Reports to the Trade Show Director.
• Interfaces with Show Department stakeholders, support staff personnel and other divisions and Directors as needed.
• Communicates regularly with Association members, vendors, exhibitors, prospect exhibitors, and attendees.

Pay Range

$100,000 - $120,000

Skills And Knowledge Required

• Must be able to work in-person in Diamond Bar, CA office each workday.
• Demonstrates an open mindset committed to self-evaluation and improvement.
• Highly detailed-oriented and organized.
• Utilizes data analytic skills to create actionable insights.
• Effective oral and written communication, organizational, and managerial skills.
• An associate or college degree and experience (3-5 years) in the trade show industry, performing similar duties with the stated necessary appropriate skills or proficiencies.
• Knowledge of office support tools, computer systems and software, including Salesforce, Nimble, Martus, Ramp, Monday, NetForum, Expocad, Microsoft 365, Excel, PowerPoint, and Access a plus.
• Ability to travel to and attend SEMA Shows and events as well as other industry events, as necessary.

This job description is not intended to be and should not be construed as an all-inclusive list of responsibilities, skills, relationships or working conditions associated with the position. While it is intended to be an accurate reflection of the job requirements, management reserves the right to modify, add or remove duties and to assign other duties, as necessary.

About Specialty Equipment Market Association (SEMA)

A love for cars, trucks and SUVs is the motivating force behind the Specialty Equipment Market Association (SEMA). This trade association consists of a diverse group of manufacturers, distributors, retailers, publishing companies, auto restorers, street-rod builders, restylers, car clubs, race teams and more. Our organization performs many services for its members and for the hobby as a whole. Perhaps most importantly, SEMA works hard to protect consumers’ rights to drive accessorized, customized and vintage vehicles. Every year, SEMA also presents an enormous trade show in Las Vegas. This is where manufacturers unveil their latest offerings, while buyers, distributors and members of the press walk their feet off to see it all. Visit SEMAShow.com for more information.