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 12–15% 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