Trade Show & Event Coordinator

The
Field & Event Marketing Coordinator
plays a critical role in driving
SBU growth and demand generation
for Driverge Vehicle Innovations, Driverge Canada, and US Upfitters through engaging and strategic event planning and tactical implementation. This position is responsible for designing and executing marketing initiatives that educate targeted audiences, enhance brand awareness, and generate high-quality leads. Key responsibilities include managing and attending national and regional trade shows, coordinating client education events, supporting grand openings and in-store activations, organizing virtual experiences, and overseeing sponsorship engagements.

Additionally, this role oversees corporate sourcing stores across all SBUs, ensuring the availability of branded giveaways, literature, apparel, and trade show rental programs.

The coordinator collaborates closely with
internal teams, vendors, and external partners
to maximize event impact, leverage digital marketing strategies, and drive measurable results. Budget management, contract negotiations, and performance tracking are also key components of this role, ensuring efficient resource allocation and continuous optimization of event outcomes.

• Trade Show & Event Management
  – Lead the planning and execution of national and regional trade shows, ensuring seamless coordination, brand consistency, and optimal engagement with targeted audiences. This requires travel on weekdays, evening and weekends as needed.
• Client Education & Community Engagement
  – Organize and manage client education events, crafting experiences that effectively communicate brand offerings, strengthen customer relationships, and drive lead generation.
• Retail & Grand Opening Activations
  – Oversee grand openings, moves, and in-store events for US Upfitters, ensuring all activations align with brand standards and provide a compelling customer experience.
• Virtual Event Coordination
  – Develop and execute virtual experiences, including webinars and online activations, leveraging digital tools to enhance accessibility and engagement.
• Plant Tours
  – Oversee special client plant tour events, including collateral, special signage, logistics coordination, and promotional items.
• Sponsorship & Partnership Events
  – Manage sponsorship engagements, optimizing event participation and partnerships to maximize brand visibility and audience connection.
• Corporate Sourcing Store Oversight
  – Oversee sourcing stores across related SBUs in partnership with other field coordinators, ensuring the availability of high-quality branded giveaways, literature, apparel, and trade show rental programs through ONE managed supplier as approved by marketing department.
• Marketing Asset Management
  – Ensure the creation, distribution, and optimization of marketing materials that support event objectives and corporate branding.
• Budget Oversight & Project Leadership
  –Track event budgets/expenses, and ensure financial efficiency while delivering high-impact marketing experiences.
• Vendor Coordination & Logistics Management
  – Establish and maintain vendor relationships to facilitate smooth execution of events, trade shows, and sponsorship activities.
• Lead Generation & Performance Tracking
  – Monitor event success, track lead conversions, and collaborate with internal teams to ensure marketing initiatives contribute to measurable business growth.
• Customer Interaction & Engagement
  – Support direct customer engagement efforts at events, strengthening brand awareness and driving meaningful product interactions.
• Strategic Communication & Brand Positioning
  – Maintain strong communication channels with internal and external partners to align event strategies with marketing and sales objectives.
• Digital and print asset updates
  – coordinate updates for presentations, literature, website content, trade show signage etc.
• Ad Hoc Initiatives
  – Take on additional projects as needed to support evolving company priorities and event-related needs.

• 1-5 years of experience in marketing event planning. Preferred experience with a multi-location, national company.
• Bachelor’s or…