Passion for craft beer required.

The Experiential Marketing Manager manages the team responsible for the strategic development, planning, and execution of experiential marketing initiatives including large-scale festivals, loyalty events, and brand support events. Sierra Nevada Brewing Co.’s events are an opportunity to tell our story in a deeper, all-encompassing environment. The Experiential Marketing Team Manager finds connections between event campaigns and overall marketing strategy to amplify the impact of our live experiences.

ESSENTIAL DUTIES

Core functions will include driving brand exposure and growth by setting overarching experiential marketing strategy and bringing those executions to life with a highly skilled team.

TEAM MANAGEMENT

• Lead Experiential Marketing Senior Producers and Coordinators in their execution of excellent events and develop their skills
• Cultivate live experience ideation and innovation
• Work on creating structure and process within the event team
• Leverage the team’s unique expertise to help grow the produced events business

EXPERIENTIAL MARKETING STRATEGY & INNOVATION

• Work closely with Content Team and Brand Team to develop new concepts for events, both on-site and in-market
• Provide a cost/benefit analysis around each event proposal
• Work with Executive Team to gain approval for live experience concepts, keep informed of campaign progress, and clearly demonstrate value the company gained through post-event ROI reports
• Create long term strategy and growth expectations for each event
• Put together event creative plans for the launch of new products each year

LIVE EXPERIENCE EXCELLENCE MANAGEMENT

• Accountable for highest quality execution of all events and festivals
• When applicable, manage production company for all in-market events.
• Manage in-market events by selecting cities, proposing event sites, understanding legal and permit needs
• Manage communications around the release of festivals to the company, local regulatory bodies and community at large
• Manage event budgets, paying strict attention to the bottom line
• Develop strategy and author creative briefs for effective experiential campaigns ensuring consistent and creative interpretations of the brand in market.
• Manage and track brand marketing budgets and ensure effective spending and ROI. Responsible for build of budget workbooks, continued tracking and reporting throughout the planning and execution process.
• Manage analytics and reporting for experiential activities.
• Generate communications strategy by setting priorities to tell a focused story, defining tactics to increase event awareness therefore drive ticket sales and leading post-event follow up that feeds into next event occurrence.
• Deliver organized, streamlined, flawlessly executed, & well-communicated project management. Set necessary meeting cadence with appropriate departments, set tone of all planning and execution, set necessary and appropriate levels of urgency and productivity standards.
• Build comprehensive presentations to pitch strategic event ideas to peers and leadership team that clearly shows due diligence in research and event feasibility.
• Create and maintain strong relationships with the sales team, enabling partnership when campaigns are executed in each of their respective markets.
• Lead all internal and external project management of events and event series including building resourcing plans that adequately demonstrate justify headcount (current and potential needs).
• Find opportunities to continue evolving best practices and creating SOPs for continuity as projects grow.
• Learn, understand and train teams on legal processes within the beer industry and their affect our event strategy.
• Understand ROI and be able to justify ideas with research, numbers, and facts that prove ROI.