Senior Manager - Special Events, Sales Communication & Engagement

Purpose of the role

• Driving 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 Responsibilities

Event Strategy, Planning & Effectiveness

• Develop 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 criteria
• Core messaging and program intent
• Target audiences
• Budget requirements and cost guardrails
• Establish 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 Ownership

• Lead execution and onsite coordination with vendors and internal teams during events.
• Act as the main Event Director, responsible for:
• Program flow and agenda discipline
• Console management and real-time decision-making
• Onsite troubleshooting and escalation handling
• Own 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 Management

• Drive virtual and hybrid Special Event programs, including owned and partnered events.
• Develop comprehensive event plans and timelines covering:
• Content development
• Platform and technology usage
• Vendor management
• Collateral and delegate materials
• Data management and participation tracking
• Own 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 & ROI

• Manage 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 Management

• Scout, 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 Alignment

• Coordinate 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 Standardization

• Conduct 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 & Sustainability

• Ensure 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 Planning

• Identify 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 & Controls

• Coordinate 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 Events

Develop centralized formats for Pan-India Training and recognition forums including:

• QAS & Gurucool
• U35 programs
• Social selling initiatives
• 1215% recognition forums
• Silver, Gold, and New Platinum forums
• Prepare 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 Management

• Define 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 competencies

• Strategic and operational planning capability
• Strong project and stakeholder management skills
• Financial acumen with budget and cost management experience
• Strong negotiation and vendor management skills
• Knowledge of public event regulations across geographies
• Ability to work under pressure in fast-paced environments
• Strong interpersonal and communication skills
• Decision-making, problem-solving, and collaboration skills