Program Director | Trade Shows

Program Director | Trade Shows

Regular Full Time Dearborn, MI, US

The Program Director will lead the strategic development, execution, and performance of large-scale automotive trade shows and experiential programs. This role is responsible for delivering best-in-class brand experiences that drive engagement, support product launches, and align with broader marketing and business objectives.

This is a high-visibility leadership role with direct impact on how automotive brands engage with global audiences. The Program Director will shape flagship experiences that define brand perception and drive business results.

Hybrid, (3 days per week in Dearborn, MI)

• Own end-to-end program leadership for national and international auto shows, industry events, and experiential activations.
• Translate brand, product, and business objectives into innovative, high-impact trade show strategies and experiences.
• Lead cross-functional teams including creative, production, logistics, digital, and client stakeholders.
• Serve as primary client partner, ensuring alignment, communication, and delivery against expectations.
• Oversee program budgets (often multi-million dollar), forecasting, and cost control while maximizing ROI.
• Manage external vendors, agencies, fabrication partners, and show organizers.
• Develop and execute integrated timelines, ensuring flawless execution across all program phases.
• Establish KPIs and measurement frameworks to evaluate event performance and business impact.
• Identify opportunities for innovation, including digital integration, immersive technologies, and sustainability initiatives.
• Mentor and lead internal teams, fostering a high-performance, collaborative culture.

• 10+ years of experience in experiential marketing, event production, or trade show program management.
• Proven leadership experience managing large-scale, complex automotive or OEM-related programs.
• Strong understanding of automotive industry dynamics, product cycles, and brand positioning.
• Demonstrated ability to manage large budgets and deliver programs on time and within scope.
• Exceptional client management and executive communication skills.
• Experience leading cross-functional teams and external partners in fast-paced environments.
• Willingness to travel extensively (domestic and international).

• Background working with automotive OEMs or Tier 1 suppliers.
• Experience with global auto shows (e.g., Detroit, LA, CES).
• Familiarity with emerging experiential technologies (AR/VR, digital retail, interactive displays).
• Agency and/or in-house brand experience.

• Delivery of high-impact, on-brand trade show experiences.
• Measurable improvements in engagement, lead generation, and brand perception.
• Program execution within budget and timeline constraints.
• Client satisfaction and long-term partnership growth.