CHANNEL MARKETING TRADE SHOW MANAGER
(WITH EVENTS MARKETING)
At Daniel Defense, Only the Best Build the Best
Daniel Defense engineers and manufactures the world’s finest weapon systems and accessories. Our mission, Honor God. Defend Freedom®, is accomplished by serving customers and providing top-quality solutions to our military, law enforcement, and civilian customers seeking premium firearms for home defense, hunting, and sport shooting.
About the Role
The Trade Show & Events Marketing Manager owns the strategy, planning, and flawless execution of Daniel Defense’s presence at trade shows, industry events, demo days, and field activations. This role is the connective tissue between product, sales, and creative — translating brand vision into immersive, in-person experiences that build relationships, validate products, and move the brand beyond transactions into a lifestyle people live.
This is primarily a trade show and events role, with a supporting channel and field merchandising component. The work is roughly 60% trade show and event strategy and execution, and 40% dealer/channel marketing that extends the show experience into the field.
Essential Functions
Responsible for demonstrating commitment to and leadership of environmental health and safety principles, policies, and procedures.
Trade Show & Event Strategy (Primary Focus)
Own end-to-end trade show strategy — from show selection and budgeting through pre-show planning, on-site execution, and post-show evaluation.
Develop strategic plans for each event, including pre- and post-show evaluation of success against defined objectives.
Build and maintain a trade show ROI modeling platform with quarterly review summaries to measure impact and guide future investment.
Partner with the creative team to deliver best-in-class booth presentation, product display, and brand storytelling that represents core brand needs at every show.
Manage booth design, logistics, freight, setup and teardown, staffing plans, and vendor relationships for all selected events.
Coordinate new product reveals and live-fire or hands-on product demonstrations in partnership with Product Line Managers.
Plan and execute demo days, range days, and field activations for commercial, military/law enforcement, and consumer audiences.
Maintain a unified, integrated event calendar that consolidates activations to maximize coordination, reduce overlap, and amplify impact.
Event Content & Creative Execution
Ensure brand consistency across all event collateral, signage, and experiential touchpoints.
Oversee creative direction for the look, tone, and feel of event presence and supporting sales materials.
Manage event content production schedules in coordination with the broader marketing team.
Channel & Field Marketing (Supporting Focus)
Create channel marketing and merchandising materials that extend the event experience into the field, including display footprint layouts, planograms, visual aids, and swag distribution.
Establish and implement merchandising collateral and visual standards that support omni-channel programs.
Support stocking dealer programs and coordinate incentivized programs such as dealer days and training support to drive product adoption through partner networks.
Partner with Product Strategy Manager and NPD to align channel activations with go-to-market launches and ongoing business needs.
Product & Sales Enablement
Develop and deliver event-focused product training and talking points for booth staff, sales teams, dealers, and distributors.
Equip field teams with the merchandising tools and sales materials needed to carry the brand message consistently.
Cross-Functional Collaboration & Business Development
Identify and develop new business and partnership opportunities surfaced through event and field engagement.
Manage relationships with key partners and industry organizations.
Coordinate with the social media team to amplify event moments across channels (FB, IG, LinkedIn, X, Rumble, YouTube, and industry partner outlets).
Achievable KPIs & Metrics
Positive, measurable ROI across the trade show and event portfolio.
Improved quality and efficiency of event execution, measured by on-time delivery, budget adherence, and post-show evaluations.
Increased lead generation, qualified contacts, and brand engagement captured at events.
Increased dealer program participation and field activation effectiveness.
Improved sales team effectiveness measured by event-based training completion and follow-through.
Additional Functions
Participates in the company’s efforts to continuously improve in Safety, 6S, Quality, Delivery, and Productivity.
Contribute to company standards on high integrity, safety, and fair and equitable treatment while creating a positive work environment.
Other responsibilities as deemed appropriate or necessary by leadership.
Knowledge & Skills
Bachelor’s degree in a related field, or an equivalent combination of education and experience to successfully perform the responsibilities of this role.
3–5 years of trade show and event planning and execution experience (required).
Demonstrated ability to manage event budgets, logistics, vendors, and on-site execution.
2–3 years of channel merchandising or field marketing experience with consumer products.
Experience building and reporting on ROI and performance metrics for marketing initiatives.
Excellent written and verbal communication skills.
Experience with content creation (writing, editing, photo/video production direction).
Strong relationship management and collaboration skills.
Ability to travel frequently to events, shows, and field activations.
Ability to work independently and manage multiple priorities under deadline.
Experience in the firearms, outdoor, or related industry preferred.
Demonstrated ability to recognize and work in accordance with our Company Values.
Physical Requirements
Must be able to lift and carry awkward items weighing 50 pounds (booth components, displays, and event materials).
Requires intermittent standing, walking, sitting, and bending throughout the normal work day, with extended standing during events.
Must be able to work in a manufacturing environment, including working in and around machinery, exposure to noise and chemicals, lights/lasers, etc.
Must be able to wear appropriate Personal Protection Equipment as required by your position and/or Company policy.
Daniel Defense is an EOE AA M/F/Vet/Disability employer and promotes a “Drug-Free Workplace.”
Note: The statements above are intended to describe the general nature and level of work being performed by those assigned to the job. This list is not intended to be an exhaustive list of responsibilities, duties, and skills required of personnel in this job. Responsibilities are subject to change at the discretion of the employer and do not establish a contract of employment. Daniel Defense is an at-will employer.
