Sr. Manager, Event Activations

About the role

The Senior Manager, Event Activations is responsible for leading Guitar Center’s experiential marketing initiatives—from concept to execution—designed to grow brand affinity, customer acquisition, and omnichannel engagement. This role oversees national event activations, large-scale contests, and in-store events that uniquely bring the Guitar Center brand to life.

Responsibilities

• Lead National Brand Activation Strategy & Execution

• Own the strategy, ideation, and end-to-end execution of Guitar Center’s most impactful brand-building initiatives across multiple event categories, including:

  • In-Store Community Experiences
  • Co-design national programming framework for in-store clinics, masterclasses, gear workshops, expert demos, and community-building events that inspire musicians of all levels.
  • Create immersive concepts that bring the Guitar Center brand to life inside our retail spaces while driving traffic, engagement, and local customer acquisition.

• Lead planning and execution for artist appearances and performances, lead talent-driven activations.

• Oversee Guitar Center’s presence at major music festivals, concerts, and culturally relevant events—from footprint design and experiential builds to staffing, logistics, and cross-channel amplification.

• Own execution for nationwide contests, competitions, and talent discovery initiatives that generate brand affinity and broad consumer reach.

• Integrated Promotion & Cross-Functional Leadership

• Partner with Marketing, Social, Content, Stores, E-Commerce, PR, and vendor partners to ensure every activation is supported by cohesive omnichannel promotion.

• Manage Major Retail & Vendor Event Programs

• Drive execution of retail-facing brand events including: Store Grand Openings and re-openings, Category-specific events and campaigns, Vendor activations, workshops, masterclasses, artist performances, and new product launches.

• Own Planning, Measurement & Budget Management

• Build and maintain the national event calendar aligned with brand and business objectives. Lead annual planning for events, including forecasting needs, budget development, and resource requirements.

• Track, analyze, and report performance across KPIs (sales, traffic, impressions, engagement, new customers, ROI). Continuously optimize programs based on insights and data-driven recommendations.

• Cross-functional & Talent Collaboration

• Partner with Content, PR & Social teams to ensure event storytelling and amplification across channels. Engage the Artist Relations team and MI vendor partners to secure aligned talent and ensure seamless talent management during events.

• Oversee project management for all major activations, including timelines, playbooks, deliverables, and cross-team communication.

• Continuous Innovation

• Stay attuned to cultural trends, festival landscapes, and experiential marketing innovations. Recommend new approaches that push the brand forward and improve event effectiveness.

Requirements

• Bachelor’s Degree (or 4 years of equivalent experience), preferably in Marketing, Communications, or related field

• 5+ years of event marketing experience, with demonstrated success in large-scale brand activations

• Experience managing festival activations, large contests, sponsorship programs, or culturally relevant experiential campaigns

• Meticulous eye for detail with a proven ability to manage intricate logistics and deliver seamless event experiences

• Strong understanding of key marketing metrics

• Proficiency with Microsoft PowerPoint, Excel, Word

• Exceptional cross-functional leadership, vendor management, and communication skills

• Ability to manage multiple large projects simultaneously and thrive in a fast-paced environment

• Creative thinker with a passion for crafting memorable brand experiences

Qualifications

• Qualified candidates must have a Bachelor’s Degree (or 4 years of equivalent experience) and 5+ years of event marketing experience, with a strong track record in large-scale brand activations.

• Experience managing festival activations, large contests, sponsorship programs, or culturally relevant experiential campaigns is highly desirable.

• A meticulous eye for detail and a proven ability to manage intricate logistics and deliver seamless event experiences are essential.

• A strong understanding of key marketing metrics and proficiency with Microsoft PowerPoint, Excel, Word are required.

• Exceptional cross-functional leadership, vendor management, and communication skills are necessary.

• The ability to manage multiple large projects simultaneously and thrive in a fast-paced environment is crucial.

• A creative thinker with a passion for crafting memorable brand experiences is preferred.

Skills

• Strategic thinking and problem-solving

• Event planning and execution

• Logistics management

• Collaborative teamwork

• Marketing and branding

• Project management

• Communication and presentation skills

Benefits

• Medical, Dental, Vision insurance

• 401(k) with company match

• Mental health support

• Paid sick/holiday/vacation time

• Employee discount program

• Tuition reimbursement options

Pay

$115,000 - $125,000/yr depending on background and experience.

Schedule

This position is full-time.