Job Description

Four Roses Distillery is seeking qualified candidates for the role of Events and Experiential Marketing Manager . The Manager, Events & Experiential Marketing is responsible for strategically planning, developing, and executing local and national events, sponsorships, brand education, and brand experiences aligned with the marketing plan and overall organizational goals with demonstrated ROI. The Manager, Events & Experiential Marketing will be responsible for translating the Four Roses brand into memorable experiences for consumers both in-person and virtually. This position will be a member of the Consumer Engagement team but will also build and leverage relationships across the organization, including the Brand Marketing team, Sales team, Visitor’s Centers, as well as external third-party staffing and vendors. This is a hybrid role. Onsite work is expected 3 days per week with 2 days per week allowed to work from home.

Summary/Objective

The Manager, Events & Experiential Marketing is a creative and detail-oriented leader with ability to translate marketing goals and brand values into memorable in-person experiences. Promotes and thrives in a fast-paced environment, embraces teamwork, and has a passion for creating and executing successful, impactful events. Develops and manages event and sponsorship budget aligned with strategic goals and organizational objectives. The position reports to the Senior Manager, Consumer Engagement. The position supervises and is supported in event planning and execution by the Coordinator, Events & Sponsorships.

Essential Functions Time Allocations

Major Responsibilities 90%

The Manager, Events & Experiential Marketing focuses on identifying brand activation opportunities, thoroughly planning, and meticulously executing events, and reporting on performance and ROI.

Strategy Planning

• Develop and execute long and short-term event portfolio aligned with corporate and departmental goals for brand education and experiences, sponsorships, and events across the U.S.
• Develop and implement effective data-driven engagement strategies to grow national awareness and positive engagement with Four Roses which align and contribute to strategic brand marketing goals.
• Create and manage brand-forward events and programs to promote consumer excitement, engagement, and trial opportunities via sponsorships, activations, tastings, charity events, market events, and more.
• Develop and lead unique virtual event experiences on an as-needed basis.
• Create and manage a master annual calendar of events.
• Establish and oversee execution of project work plans for all events; ensuring both internal and external deadlines are communicated and met in a timely manner.
• Negotiate sponsorship, event, vendor and other third-party contracts on behalf of the company. Ensure all documents are acceptable for the company and compliance requirements are met, including coordination with legal team members.
• Act as point of contact for all communication with sponsorship and brand opportunities to align business and market needs and foster relationships in a professional manner.
• Manage all pre-event communications with internal and external stakeholders where necessary to ensure excellent support, delivery, and overall experience to be provided.
• Secure and manage staff that will execute events and multi-facetted activations. Ensure training is complete in order for the staff to perform at the highest level and drive consistency.
• Maximize resources and seek new creative approaches across all programs and events.
• Generate and provide regular reporting surrounding status updates and full review reports including results and ROI.
• Continuously evaluate event performance in metrics to convert into actionable enhancements.
• Seek and identify opportunities to collect consumer contact information in coordination with Specialist, Consumer Engagement in order to leverage in CRM database for ongoing digital touchpoints, to include but not limited to survey deployment for direct insights.

Collaboration and Communication

• Work with cross-functional Marketing Department to ensure event messaging, deliverables, creative, and tactics are executed according to brand strategy; leverages third-party strategic partnerships as necessary such as marketing agencies.
• Work closely with Senior Manager, Guest Experiences to plan and execute sponsorships hosted at the Distillery or Warehouse & Bottling Facility.
• Work closely with Brand team to create and provide communication, training, and resources to event staff and external stakeholders to ensure brand consistency.
• Work closely with Brand team to develop a third-party event toolkit to enable external stakeholders to represent Four Roses on behalf of the brand.
• Collaborate with Sales team to gain knowledge of regional event opportunities and priorities. Incorporate into event strategies as it relates to the overall marketing plan.
• Collaborate with Sales team to identify opportunities to expand reach and promotions surrounding sponsorships and other brand activations.
• Generate communication presentations and materials.

Budget Management

• Plan and submit recommendations for annual budget for sponsorships and events (aligned with the marketing plan); manages expenses.
• Works to generate demonstrable revenue and return on investment with each schedule event and sponsorship.
• Tracks and report accruals for sponsorships and events as requested by Finance.

Minor Responsibilities 10%

• Assists in other Marketing related functions and activities as necessary

Qualifications

Required Competencies

• Experience with all aspects of event management including, but not limited to venue/vendor sourcing, vendor contracting and management, budget management, registration, communications, customer service, and campaigns/promotion strategy
• Fluent in event planning best practices including risk management, project planning, budget management, and event production (space planning, A/V, venue management, transportation, F&B, VIP programs, security, etc.)
• Experience with translating marketing and brand goals into in-person activations that convey a thoughtful and consistent consumer experience
• Positive, energetic and professional attitude, highly ethical and trustworthy
• Excellent project management skills
• Budgeting, planning and/or financial analysis experience
• Displays top notch organizational, interpersonal, and communication skills
• Superb self-Initiative, motivated to find creative solutions and continuously improve
• Highly-organized multitasker in a fast-paced environment; ability to focus and adjust as needed
• Team competency and cooperation
• Must be able to establish immediate rapport with all levels of the team and external contacts
• Excellent collaborator, builds teams, and strengthens relationships
• Demonstrates analytical ability, excellent time management skills
• Proven leadership skills; ability to lead and be part of the team when necessary
• Commitment to food safety best practices to ensure a safe environment for consumers
• Ability to work nights and weekends

Required Education and Experience

• Bachelors’ degree in Business, Marketing, Communications, PR, Hospitality, Event Management, or related degree
• At least 5 years of event planning, brand activation, and/or brand education experience in a consumer goods or consumer-focused industry
• Computer and software proficiency including strong knowledge of Microsoft Office, Virtual platforms (i.e.:, Zoom, Webex, Teams), and project management tools (Smartsheets, Teamwork, Trello, Asana, etc.).

Preferred Education and Experience

• Previous supervisory experience
• Wine & Spirits or Food and Beverage industry experience
• Certified Meeting Planner (CMP)
• Virtual event experience
• Brand education experience

Job Related Information

Supervisory Responsibility

The Manager, Events & Experiential Marketing supervises the Coordinator, Events & Sponsorships and may supervise seasonal, third-party, and/or temporary staff. Will manage numerous vendors’ and contractors’ accounts.

Work Environment

While performing the duties of this job, will work primarily in a climate-controlled environment with minimal safety/health hazard potential. Sedentary, sitting, walking, occasional lifting (overhead, waist level) from floor, bending, frequent near vision use for reading and computer use; frequent stressful conditions (cardiovascular). Could be exposed to infrequent fumes or airborne particles, moving mechanical parts and vibration as could be expected in any OSHA compliant operation and may be occasionally exposed to a variety of extreme conditions in the distillery/warehouse/bottling environment. May be exposed to outside weather conditions during events.

Travel

Travel will be required between Kentucky locations and various FRD events. Travel could be required to other sites, cities, or countries to learn more about specific or general operations, equipment, or methods. Travel is expected to be approximately 10-20%. Weekends may be involved.

Physical Demands

The physical demands described here are representative of those that must be met by a team member to successfully perform the essential functions of this job. While performing the duties of this job, the team member is regularly required to talk and hear. This position is active and requires standing, walking, bending, kneeling, stooping, crouching, crawling, climbing stairs, packing event supplies, lifting up to 40 lbs. and moving event materials and supplies, as the job requires. The team member must work as team member in comparable work and actions. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Job Tags

Temporary work, For contractors, Seasonal work, Local area, Immediate start, Remote job, Work from home, Night shift, Weekend work, 2 days per week, 3 days per week,

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