Attendance Acquisition & Engagement Manager

Attendance Acquisition & Engagement Manager

Arc is currently seeking a results-driven Attendance Acquisition & Engagement Manager to lead attendee growth and audience engagement strategies across our HR Tech US and FETC event portfolios. This role is responsible for driving event registration numbers via direct engagement with attendee audience segments including alumni, exhibitor guests/customers, and international delegations. The expectations of this role include building engaged communities around each event, improving audience quality, and maximizing engagement before, during, and after events.

The ideal candidate blends performance marketing with attendee sales to deliver measurable attendance growth and engagement outcomes.

About the Events

HR Technology Conference (HR Tech)

HR Tech brings together the full spectrum of the industry — HR leaders, industry experts, analysts, solution providers, and the voices shaping the future of HR — creating a shared environment where assumptions are challenged, real-world insight is exchanged, and strategic priorities take shape.

Future of Education Technology Conference (FETC)

FETC is the largest gathering of strategic edtech decision makers. At FETC, attendees explore the future of educational technology, network with thought leaders, discover innovative solutions, and participate in hands-on workshops designed to empower educators and administrators.

Key Responsibilities

Alumni Retention Strategy

GOAL: Improve alumni retention.

• Develop and execute multi-channel attendee retention campaigns (paid media, email, partnerships, organic, influencers).
• Own registration growth targets for alumni.
• Identify and develop channels with strong alumni engagement.
• Build referral and ambassador programs to drive organic registrations.

Audience Segmentation & CRM

GOAL: Use existing HR Tech US & FETC databases and “on the ground” experience to better understand attendee audience and make informed decisions regarding marketing messaging, channels, etc.

• Develop segmented audience strategies based on attendee buyer personas.
• Optimize data capture and lead scoring models.
• Enhance CRM data to identify key leads/scouts that may evolve from attendee to exhibitor.

Work with sales to identify leads for nurturing.

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Group Registrations

GOAL: Use direct contact (phone/email) to improve group registrations from target companies

• This initiative overlaps and expands on the alumni retention strategy.
• This role may be required to attend competitive events or related industry conferences.

International and Community Growth

GOAL: Increase international attendance to HR Tech US.

• Develop association partnerships to expand audience reach.
• Work with HR Tech Europe and HR Tech Asia teams to identify potential international delegations to HR Tech US.
• Nurture and grow international attendees, including foreign buyers

Exhibitor Database Engagement

GOAL: Partner with HR Tech and FETC exhibitors to show their customer base the value of attending HRT events.

• Work closely with Sales to identify top accounts for each event.
• Build and maintain an exhibitor toolkit.
• Develop a working relationship with parallel marketing teams at exhibiting companies.

Data, Reporting, and Optimization

• Own KPIs including:
  • Registrations for audience segments outlined above.
  • ROI on marketing initiatives
  • Cost per acquisition (CPA)
• Build dashboards and provide weekly performance reporting.
• Contribute to A/B testing strategy managed by marketing teams
• Deliver insights to inform event programming and growth strategy.

Key Performance Indicators (KPIs)

• % Growth in Registrations (YoY / Event-to-Event)
• Cost per Registration
• Show-Up Rate
• Engagement Rate (Pre/During/Post)
• Retention / Repeat Attendance
• Net Promoter Score (NPS)

Skills & Experience

• 4–8+ years in growth marketing, event marketing, or audience development.
• Proven track record of scaling event attendance.
• Strong performance marketing and paid media expertise.
• Proficiency using CRM systems and marketing automation tools (HubSpot, Salesforce, Marketo, etc.).
• Proficiency using Microsoft 365 suite.
• Strong analytical skills with ability to interpret data and optimize campaigns.
• Experience managing marketing budgets and ROI forecasting.
• Excellent project management and cross-functional collaboration skills.

Additional Preferred Experience

• Background in B2B conferences, exhibitions, trade shows, or large-scale consumer events.
• Experience building ambassador or referral programs.
• Community-building or membership marketing experience.
• Familiarity with event tech platforms (Eventbrite, Cvent, Bizzabo, etc.).

The ideal candidate will…

• Be commercially driven and highly accountable.
• Possess a growth mindset and embrace a “test-and-learn” mentality when tackling projects.
• Find ways to combine their creativity with a data-driven decision-making approach.
• Be a strong communicator and collaborator.
• Be comfortable working in fast-paced, deadline-driven environments.

Physical demands of the job include:

• Performing work in an indoor office environment. Remote work is permitted.
• Operating standard office equipment such as computers, printers, keyboards, monitors, phones, and other telecommunications or internet-enabled communications devices
• Possessing short-distance visual acuity to perform an activity such as preparing and analyzing data and figures, transcribing, viewing a computer terminal, and/or extensive reading.
• Occasionally lifting and carrying small parcels, packages and other items or traverse short distances. Ability to traverse long distances will be required when travelling to HR Tech, FETC, and other industry tradeshows, conferences, and networking events.
• 10-15% travel, as required.

Position Type and Expected Work Hours

This is a regular, full-time position. Work is typically conducted Monday – Friday, during core business hours, between 9:00 AM and 5:30 PM.

This description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities, and activities may change, or new ones may be assigned at any time with or without notice.

The annual base salary for this role is $70,000.00 – 80,000.00. Factors used to determine the compensation range for a given position may impact what compensation within the stated range may be offered to any individual candidate (e.g., years of experience, level of education or credentials obtained, geographic and market considerations, etc.).