Responsibilities

• Strategic ownership: Own the national experiential program vision across festivals, partnerships, retail activations, sponsorships, and brand experiences.
• Experience design: Translate brand strategy into on-brand live experiences that drive awareness, trial, and loyalty.
• Activation standards: Set experiential best practices and act as the SME for live activations.
• End-to-end delivery: Oversee ideation, budgeting, agency onboarding, on-site execution, and post-event recaps.
• Vendor management: Lead agencies and vendors with clear briefs, KPIs, and expectations.
• Scalability: Build activation playbooks and toolkits to scale across markets.
• Content-driven: Create memorable activations that spark emotional connections and organic social sharing.
• Process discipline: Establish standardized activation planning, approvals, execution, and reporting.
• Cross-functional partnership: Align with Brand Marketing, Sales, Trade Marketing, Partnerships, Legal, and Finance.
• Brand consistency: Collaborate with Brand & Design to reflect guidelines and messaging.

Requirements

• 5+ years of experience in experiential marketing, event production, or consumer engagement roles.
• Proven experience managing agencies and external partners from briefing through execution.
• Demonstrated success managing complex, multi-market activations and budgets.
• Strong project management skills with the ability to juggle multiple priorities in fast-paced environments.
• Excellent communication and interpersonal skills with a collaborative, solution-oriented mindset.
• Willingness to work nights, weekends, and holidays as required for live events.

Preferred

• Prior experience in beverage alcohol, CPG, lifestyle, or adjacent industries is strongly preferred.
• Experience with professional sports, music, festivals, or large-scale live events.
• Familiarity with permits, compliance, and regulations related to live events.
• Strong analytical mindset with experience measuring and reporting experiential ROI.