Senior Manager - Special Events, Sales Communication & Engagement

Purpose of the roleDriving end-to-end activities and processes for Special Events across Amway India.The scope includes a hybrid model comprising both offline and online (digital) events, ensuring all programs are impactful and engaging, right from conceptualization to execution, with an enhanced experience for ABOs and participants.The role is expected to develop, implement, and manage a sustainable long-term business and operations model for events, ensuring consistent quality, adherence to compliance and industry standards, effective community engagement, logistical excellence, cost efficiency, and measurable outcomes.Acts as a critical communication, coordination, and decision-making stakeholder with internal teams, ABO leaders, and external partners, including tourism boards, airlines, hotels, event agencies, and technology providers.Given evolving public health, regulatory, and geopolitical guidelines, the role requires staying updated on changing requirements and ensuring timely adaptation and implementation across all events.Primary ResponsibilitiesEvent Strategy, Planning & EffectivenessDevelop and execute multi-year strategies for ABO and Special Events aligned to business priorities and leadership engagement needs.Create, promote, and deliver innovative events that support productivity, recognition, and aggressive business goals.Lead planning discussions with key stakeholders to define:Event objectives and success criteriaCore messaging and program intentTarget audiencesBudget requirements and cost guardrailsEstablish and manage structured governance, review, and approval forums with senior stakeholders for major events.Ensure all events have clearly defined objectives and are supported by post-event effectiveness reviews to drive continuous improvement.Event Execution, Attendee Experience & Onsite OwnershipLead execution and onsite coordination with vendors and internal teams during events.Act as the main Event Director, responsible for:Program flow and agenda disciplineConsole management and real-time decision-makingOnsite troubleshooting and escalation handlingOwn the end-to-end attendee lifecycle, including registration, confirmations, on-ground check-in, delegate servicing, and post-event communication.Design and manage registration processes, access controls, badge logic, seating, and session entry to ensure smooth participant flow.Establish and manage a structured delegate helpdesk and escalation mechanism for pre-event and onsite support.Coordinate speaker management including briefing, content readiness, rehearsals, and program alignment.Ensure all insurance, legal, health, safety, and security obligations are met.Ensure adherence to local and international laws applicable to public events across geographies.Ensure all events protect brand reputation, leadership trust, and public perception.Demonstrate awareness of cross-cultural sensitivities and adapt event delivery accordingly.Digital & Hybrid Events ManagementDrive virtual and hybrid Special Event programs, including owned and partnered events.Develop comprehensive event plans and timelines covering:Content developmentPlatform and technology usageVendor managementCollateral and delegate materialsData management and participation trackingOwn and manage the event technology ecosystem, including platforms for registration, agenda management, badge printing, streaming, surveys, and analytics.Ensure effective adoption of event platforms by internal teams and partners.Identify and implement technologies to enhance engagement, scalability, and participation.Support internal functions with digital event strategies, platform management, and best practices.Lead coordination with creative and production teams to ensure quality and consistency.Budgeting, Cost Control & ROIManage annual Special Events budget Ensure all event-related expenses are tracked, governed, and reported.Drive cost optimization while maintaining defined quality and experience standards.Lead commercial negotiations with vendors, venues, airlines, and partners in line with corporate and departmental guidelines.Ensure clear linkage between event spend, experience quality, and business outcomes.Vendor, Partner, Procurement & MICE ManagementScout, evaluate, and onboard new agencies and partners, with strong emphasis on MICE capability for large corporate programs.Act as the single point of contact for all event, travel, destination, and technology partners.Ensure partners meet defined service, compliance, and delivery standards.Define and monitor vendor performance metrics and service-level expectations.Negotiate commercial terms to ensure cost savings and effective ROI.Manage contracting, renewals, and performance reviews of all vendor agreements.Maintain structured documentation and contract repositories in line with procurement and audit requirements.Event Communications & Promotion AlignmentCoordinate with internal stakeholders to align event communication strategy, including invitations, reminders, speaker briefs, agendas, FAQs, and post-event updates.Ensure all event-related communications are aligned to brand guidelines and approved messaging.Support post-event communication including recordings, highlights, and leader toolkits as required.Event Measurement, Reporting & Process StandardizationConduct structured post-event reviews covering objectives, participant feedback, engagement levels, and budget reconciliation.Develop and maintain a standard post-event reporting framework for all major events.Develop, implement, and continuously improve standard operating procedures (SOPs), playbooks, checklists, and templates for event execution.Maintain structured documentation and knowledge repositories to capture learnings and best practices.Drive process standardization while allowing flexibility for scale and regional requirements.Data Privacy, Compliance & SustainabilityEnsure compliance with applicable data privacy and information security requirements related to participant and attendee data.Work with internal stakeholders to ensure appropriate consent, access control, data storage, and retention practices.Ensure digital platforms and vendors adhere to agreed data protection standards.Ensure appropriate legal and regulatory reviews and pre-clearances are completed prior to event execution.Incorporate sustainability practices in event planning, including responsible sourcing, waste reduction, and efficient resource usage.Ensure accessibility and inclusion considerations, including mobility access, dietary requirements, and digital accessibility where applicable.Risk Management & Contingency PlanningIdentify operational, regulatory, safety, and reputational risks that could impact events.Develop and implement contingency and exigency plans.Manage onsite emergencies and crisis situations.Prepare for sudden changes due to geopolitical, medical, market, or natural disruptions.Audits, Governance & ControlsCoordinate and support internal, external, and statutory audits related to events.Ensure all documentation, approvals, and contracts are maintained as per guidelines.Ensure adherence to internal compliance, financial controls, and governance standards.Pan-India Training & Recognition EventsDevelop centralized formats for Pan-India Training and recognition forums including:QAS & GurucoolU35 programsSocial selling initiatives12–15% recognition forumsSilver, Gold, and New Platinum forumsPrepare end-to-end implementation plans that can be adopted across regions.Build centralized vendor panels to support regional execution.Support regional teams as required.On-Ground Staffing & Team ManagementDefine and manage the on-ground staffing model for events, including internal teams, temporary staff, volunteers, and vendor resources.Ensure proper briefing, role clarity, and coordination of all event-day personnel.Ensure self and team remain updated on industry best practices and evolving event formats.Continuously benchmark events against industry best practices and global standards.Act as both strategist and executor due to lean team structure.Coach and develop team capabilities, build bench strength, and ensure succession readiness.Provide oversight to indirect teams and partners to ensure service quality and consistency.Required skills and competenciesStrategic and operational planning capabilityStrong project and stakeholder management skillsFinancial acumen with budget and cost management experienceStrong negotiation and vendor management skillsKnowledge of public event regulations across geographiesAbility to work under pressure in fast-paced environmentsStrong interpersonal and communication skillsDecision-making, problem-solving, and collaboration skills

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