Sr Principal, Events Audience Acquisition Strategy

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At Workday, it all began with a conversation over breakfast. When our founders met at a sunny California diner, they came up with an idea to revolutionize the enterprise software market. And when we began to rise, one thing that really set us apart was our culture. A culture which was driven by our value of putting our people first. And ever since, the happiness, development, and contribution of every Workmate is central to who we are. Our Workmates believe a healthy employee-centric, collaborative culture is the essential mix of ingredients for success in business. That’s why we look after our people, communities and the planet while still being profitable. Feel encouraged to shine, however that manifests: you don’t need to hide who you are. You can feel the energy and the passion, it's what makes us unique. Inspired to make a brighter work day for all and transform with us to the next stage of our growth journey? Bring your brightest version of you and have a brighter work day here.

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About the Team

The Executive Engagements & Experience Marketing Team is a dynamic and collaborative organization; we are passionate about creating impactful experiences that reach and deeply engage the right target audiences. We’re at the forefront of revolutionizing how Workday connects with its audiences and drives business growth through a diverse event portfolio.

The Event Strategy Center of Excellence team is a support team to the Executive Engagements & Experience Marketing organization. Our charter is to maximize business impact in partnership with global event teams and program pillars. We achieve this through a focus on Event Strategy, Data Strategy, Audience Acquisition and Events Marketing Communications, Sales Enablement, and Sponsorships Strategy.

About the Role

Shape the Future of Our Global Events:
 

Are you a transformational, data-driven leader with demonstrate experience designing impactful event marketing campaigns that reach the right target audiences? The Executive Engagements & Experience Marketing Team is looking for a Director of Event Audience Acquisition Strategy to redefine how we create awareness about our events, connect with our targets audiences, and drive business growth through our diverse event portfolio.
 

In this pivotal role, you'll orchestrate the strategic vision and execution of global audience acquisition efforts for everything from our flagship user conferences and executive programs to critical third-party industry events, and strategic sponsorships. You'll be instrumental in driving significant audience growth, deepening engagement, and directly linking acquisition strategies to key business outcomes like pipeline generation, customer expansion, brand awareness, and executive relationship building.
 

You'll thrive in a highly collaborative environment, partnering closely with our Marketing, Sales, Customer Experience, and Analytics teams to deliver best-in-class acquisition strategies that increase the value and return on investment of our strategic events portfolio. This is your chance to lead at the intersection of brand, digital, and experience for a world-class company, shaping how we show up in the world and making a tangible impact.

Key Responsibilities:

• Define & Implement Global Audience Acquisition Strategy: You'll be responsible for the overarching strategic vision and own the end-to-end execution of audience acquisition across our diverse portfolio of global events. Must have demonstrated expertise in advanced list development, segmentation, and data analysis for targeted executive outreach.
• Advanced Segmentation & Persona Targeting: Develop and implement sophisticated, data-informed strategies to attract, retain, and deeply engage key audience segments, including customers, prospects, executives, partners, and employees. For executive engagements, this includes identifying and targeting the right executive contacts from the right accounts, ensuring precision in audience targeting.
• Integrated Campaign Leadership: Lead all aspects of the development and implementation of marketing campaigns across owned, earned, and paid channels, consistently optimizing for event registration and attendance.
• Performance Optimization & Analytics: Define critical metrics, collaborate with analytics to build robust dashboards, and continuously iterate on acquisition strategies to significantly improve conversion rates, engagement, and overall event value.

About You

Basic Qualifications

• 10+ years of experience in event marketing, demand generation, and integrated marketing within the B2B/enterprise software industry,

• 10+ years of experience in audience acquisition for large-scale global events and executive-level events.

• Deep expertise in customer journey mapping, advanced segmentation, and full-funnel marketing tactics.

• Consistent record of significantly growing and engaging audiences, demonstrating measurable impact on pipeline, revenue, and brand affinity.

• Strong analytical skills with extensive experience working with dashboards, campaign analytics, and marketing automation tools (e.g., Marketo, Salesforce, Tableau).

Other Qualifications:

• Exceptional cross-functional leadership, communication, and interpersonal skills

• Ability to influence and align diverse collaborators.

• Genuine passion for event audience acquisition strategy development and execution.

• Open to 50% hybrid reporting to our Pleasanton campus

Workday Pay Transparency Statement

The annualized base salary ranges for the primary location and any additional locations are listed below.  Workday pay ranges vary based on work location. As a part of the total compensation package, this role may be eligible for the Workday Bonus Plan or a role-specific commission/bonus, as well as annual refresh stock grants. Recruiters can share more detail during the hiring process. Each candidate’s compensation offer will be based on multiple factors including, but not limited to, geography, experience, skills, job duties, and business need, among other things. For more information regarding Workday’s comprehensive benefits, please click here.

Primary Location: USA.CA.Pleasanton

 

Primary Location Base Pay Range: $191,500 USD - $287,300 USD

 

Additional US Location(s) Base Pay Range: $ USD - $287,300 USD

Our Approach to Flexible Work
 

With Flex Work, we’re combining the best of both worlds: in-person time and remote. Our approach enables our teams to deepen connections, maintain a strong community, and do their best work. We know that flexibility can take shape in many ways, so rather than a number of required days in-office each week, we simply spend at least half (50%) of our time each quarter in the office or in the field with our customers, prospects, and partners (depending on role). This means you'll have the freedom to create a flexible schedule that caters to your business, team, and personal needs, while being intentional to make the most of time spent together. Those in our remote "home office" roles also have the opportunity to come together in our offices for important moments that matter.

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Workday is an Equal Opportunity Employer including individuals with disabilities and protected veterans.

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