About the Company 

For more than twenty years, IDOC has remained committed to the success of independent optometrists and has become the leading alliance of private optometric practice owners in the United States. Founded by an optometrist with first-hand experience in private practice, IDOC empowers independent owners to build and sustain the practices they envision.  

Our core value—people first, always—combined with a focus on innovation gives our network of more than 3,200 optometrists a significant competitive advantage. IDOC supports members through industry-respected consultants, business analytics, dedicated account management, vendor partnerships, continuing education, and peer networking. 

We are proud to be a Great Place to Work-Certified™ organization, offering a collaborative and empowering environment for professionals who want to make a difference.

About the Role 

The Head of Events is a critical role in the strategic execution of IDOC’s current and future events program. Responsible for developing and evolving IDOC’s current events strategy, identifying future events opportunities and identifying subject matter and narrative for events execution.

This role will also be responsible for the engagement of the SLT, key-stakeholders (internal and external) and the enablement of the sales team when it comes to the development and execution of events.

The Head of Events will have overall accountability for the total events budget - $1m+. They will also be responsible for; establishing an effective marketing framework for events (working with marketing SMEs who will support in execution), leading on and briefing creative direction for events, the timely delivery of events, event lead generation, attendee satisfaction scores and overall data and metrics to help assess success execution.

Reporting to the Director of Marketing, this role will have 2 direct reports: Events Manager and Events Coordinator.

Event Planning & Strategy

• Oversee the development of IDOC’s industry and member events strategy, making considered recommendations for future change and activity as part of annual planning processes
• Ensure IDOC’s strategic priorities, as defined by business objectives and the marketing calendar, are fully integrated into all events activity
• Overall accountability for the run of show for all major events
• Put forward budget recommendations and manage the over-arching events budget, reporting on spend and budget tracking to the Director of Marketing and Finance
• Take overall accountability for the strategy, implementation and structure of IDOC’s flagship national event – The Connection
• Identify external and member insights and feedback to position future develops of the events program
• Proactively stay current with industry and competitor events, innovative technologies and best practices
• Develop programs and educational tracks (CE) to ensure events are enticing and educational in accordance with attendee needs and expectations
• Manage and support the development of 2 direct reports, ensuring both have a clear delegation in responsibilities with ownership

Marketing & Promotion

• Establish effective marketing and promotion strategies for all event types, working with the wider marketing to shape marketing campaigns and initiatives to drive attendance and engagement
• Develop concise creative briefs, working with your team to ensure detailed asset lists are surfaced and creative is executed on brand and consistently
• Work with internal and external design resource and agencies on the execution of creative briefs 
• Event Execution & Management
• Identify and negotiate event space and locations, cascading recommendations to senior stakeholders
• Accountable for event logistics, ensuring that the team are supporting in the day to day execution and management of events including but not exclusive to: venue selection, vendor management, catering, AV requirements
• In event key contact and on-the-day lead for all major events
• Develop and identify effective technology solutions for event registration and content management

Stakeholder Engagement

• Proactively manage stakeholders across internal teams and the Senior Leadership Team (SLT), external vendors, speakers, sponsors, event management organizations
• Direct liaison with the Strategic Partnership Team (SPT) and IDOC’s Sales Team to ensure effective external relationship management and to set the sales team up for success through enablement protocols
• Identify and manage key spokespeople, including external speakers, ensuring suitability and alignment with subject matter
• Work with Head of Events and Strategic Partnerships Team (SPT) on strategy and delivery of marketing commitments to IDOC vendors throughout event portfolio. 

Budget & Vendor Management

• Accountable for the entirety of the events annual budget $1m+
• Ensure effective budget management across the team and escalate at regular intervals budget spend, cascading to leadership
• Negotiate contracts with venues, suppliers, and service providers to secure favorable terms. 

Evaluation & Reporting

• Identify and enforce critical events KPIs, working with wider marketing teams to integrate data into overall marketing and even performance
• Create frameworks for effective post-event evaluation
• Lead the team in delivering concise post event reporting