Event Strategy Lead - Australia

You own Halter's event strategy in Australia end to end, from premium national brand moments through to supporting our regional sales teams with scaling our local activation strategies. Think everything from our expo site at Beef Week, a multi-day conference for Rural Professionals, an invite-only customer or stakeholder event, through to the BBQ on farm that gets ten prospects and five existing customers in a room together. Both ends of the spectrum matter equally. One builds the brand; the other builds pipeline and trust, efficiently and fast.

You'll lead our Event Specialists/Coordinators across the whole calendar. Supporting them to own Territory Manager’s in-field regional events, and working as a team to deliver our larger scale events. You set the standard for our events, and you know that "premium" doesn't mean the same thing in each context. A farm BBQ done with too much polish would fail as badly as a national stand with not enough.

What the role looks like

• Strategy and calendar. You build the annual Australian event strategy and the calendar that delivers it, deciding what we do, what we don't, and why. Every event has a clear commercial purpose and audience, and the calendar as a whole is balanced across regions, seasons and the sales cycle.

• Budget ownership. You build the annual event budget to match that calendar, then own it. Forecasting, per-event budgets, supplier contracts and negotiation, event cost reconciliation and re-forecasting, and clear reporting on spend against plan.

• Event Delivery across the range. Flagship national activations (Beef Week, large format field days), conferences and invite-only stakeholder events, and efficient, high-trust regional events run alongside Territory Managers. You set the production standard for each & work with your team to look after the event design & delivery - owning both the on-the-day experience and the follow-up that turns attendance into high quality and high converting pipeline, brand awareness and customer love.

• Event ROI. Every event, big or small, is measured on what it returns: pipeline generated, cost per opportunity, and its role in the deal cycle or customer journey it was built for.

• Team leadership. Building and coaching a team who can move between formats, hold a production standard when it's called for, and move fast and simply when that's the smarter move.

• Territory Manager partnership. Regional events exist to serve the TM's patch and pipeline, not as a separate marketing calendar.

Who we are looking for

• Proven experience delivering events across a wide range of scale, budget and production value, and the judgement to know what each one warrants. You've run the big builds and the fast, simple formats, and you don't over-invest in one or under-invest in the other.

• Commercially minded: you think about events in terms of pipeline and cost per opportunity, not just attendance or vibe. You wrap quality analysis around each event to measure ROI and assess what works and what doesn’t - and you build a team of operators that think in this exact same way.

• Comfortable flexing across a busy, varied calendar, and coaching a team to read what each event actually needs.

• Genuinely energised by being out with farmers and our team. You want to immerse yourself in our audience, get to know what it’s like on the road with our reps, and be onsite at the events you've built.

• Highly collaborative - not just with sales, but across the marketing function. You pair closely with the Content & Lifecycle team on campaign strategy so events land as part of a connected commercial motion, not a standalone activity, driving results that clearly move both new acquisition and existing-customer revenue, not events for their own sake.

• Aspirational and creative. You don't just run the events calendar you inherited. Instead you're pushing for what Halter's event presence & strategy could be. You pitch new formats, new activations, new ways to get farmers together, and you're willing to try something that might not work rather than defaulting to what's been done before.