As the Senior Manager of Experiential Marketing, you will be responsible for developing and executing the experiential and event marketing strategies that bring our brand to life across consumer and trade events. You will work closely with Operations and Sales to ensure event alignment with company objectives, and in everything you execute, you will stay true to our company vision, core brand values and maintain the magic of our grassroots’ roots. Your true passion in life is creating transformative experiences that enable human connection with Califia Farms and inspire brand evangelism.
Reporting to the Senior Vice President of Marketing, the Senior Manager of Experiential Marketing manages a team of (2) direct reports and field teams in the execution of the following:
Califia Integrated Market Densification
Work closely with Sales team to develop an integrated market densification strategy with aligned sales goals to grow brand awareness and drive trial and velocity in key markets.
Develop and execute the strategy for all brand building consumer experiences.
Develop market specific timelines that align with seasonality and also correspond with product launches.
Manage local event marketing agencies in key markets, working closely with agency to ensure activations are on brand; oversee hiring and training of field teams.
Coach and develop employees to their maximum potential
Collaborate with Marketing team on annual Marketing Plan development, looking for opportunities for efficiency and integration.
Partner with Social Media & Communications to produce local brand building influencer events.
Partner with Communications and Content Production teams ensure maximum exposure around events when possible.
Work closely with Sales, Communications and Innovation teams to support domestic and international launches with high impact on brand consumer and trade events.
Research, identify, and help negotiate strategic third-party event partnerships
Responsible for the Experiential Marketing budget
Establish and track KPIs and analytics; report on ROI on monthly, quarterly and annual basis
Califia Trade Shows
Manage strategy and budget for 6-8 (on average) best-in-class on brand Trade Show experiences to present Califia innovations to the market.
Manage production of Trade Shows: booth design, procurement, on-site execution, lead generation and follow-up.
Work with Communications team on product messaging for booth personnel
Los Angeles Football Club
Serve as main point of contact for LAFC sponsorship
Manage Califia Farms Coffee Cart and personnel and retail distribution points with Banc of California stadium / International Hall catering teams
Manage in stadium brand visibility (IPTV and Field digital displays)
Lead content development strategy to promote partnership
Develop and manage LAFC Community Engagement program
The ideal candidate has worked in experiential / event / field marketing for a lifestyle brand focused on premium packaged goods products and/or health/wellness.
7 years in a management role at an agency or in-house
Experience working in a hyper-growth, start- up environment a plus
BA in Marketing or related field preferred
Experience in large-scale event production, programming, partnerships and promotions
Experience in managing trade show executions
Experience with close management of budgets, as well as accounting and finance processes
Understanding of consumer retail marketing
Sensibility toward creative and design management
Must have strong understanding of and experience creating ideas which build audiences, increase awareness and engage the consumer
Experience in managing external agencies and contractors
Experience in working in cross-functional organizations
Network of vendors, partners, and corporate brands is a plus
Live and breathe live events, popular culture and trends
Success in leading projects that deliver or exceed objectives/KPIs
