Events and Partnerships Brand Manager

at  Heineken International BV

There’s Always a Seat at Our Bar
The Lagunitas Brewing Company began on a kitchen stove in Northern California in 1993 and has always looked to the future – whether supporting local communities by turning beer into money for the cause, or fueling stories, songs, and experiences with our IPA. Wherever you go: Beer Speaks, People Mumble.

What You’ll Get

• Benefits – Awesome coverage for: Medical, Dental & Vision
• Time off - Approx 33 days off in your first year (combo of vacay, holidays and personal days)
• Retirement – up to 5% contribution on 401K plan
• BEER – and non-alcoholic Lagunitas beverages
• Schwag – 50% off food and merch
• Gym Membership – $50 monthly reimbursement for that beer belly (or at least to prevent it)
• Pet Insurance – keep your fur babies covered with pet insurance options
• Skills to Pay the Bills – professional development, 24/7 operation
• Flexibility – Hybrid Schedule (3 days Onsite; 2 days remote) – Based In Petaluma
• It’s Friday, Ya’ll – Get Paid every other Friday; Annual salary ranging between $98,700 -$111,000

The Gist
Are you passionate about amplifying brands through events, truly looking to push the boundaries and give consumers a taste of the brand personality by experiencing it firsthand at festivals, with partnerships, or at our Taproom? We are looking for a highly motivated and energetic manager that is willing to roll their sleeves up and take the Lagunitas brand to the next level when engaging with our consumers. Reporting into the Brand Director you will be responsible for the amplification of our brands through creating and producing experiences that excite our biggest fans and appeal to new friends across the US, from sampling activations to product placement opportunities.

What You’ll Do

• Support Brand Director in executing the annual brand plan with a focus on Events, Partnerships and Sampling, and an emphasis on Music & Dogs to bring the brand positioning and personality to life.
• Develop and own the Events and Partnerships Strategy inclusive of non-retail sampling plans for the Lagunitas brand ensuring it aligns with the overall focus areas for the brand from key markets to platforms.
• As a key guardian of brand visual identity create and own an event playbook to outline how the brand expects any small/ medium or large event activation to be executed to make sure brand personality consistently comes through at every consumer touchpoint.
• Responsible for management of external event, partnership & sampling agencies to ensure any programs align to the overall Lagunitas Events & Partnership Strategy.
• Plan and execute all brand sponsored events or owned events within our Taproom in line with the overall Annual Brand Calendar ensuring they are successful with continuous learnings incorporated and improved on throughout the cycle of the year including the infamous Amphitheater shows throughout the Summer season.
• Work cross functionally with both internal and external stakeholders to ensure sponsorships are integrated into the marketing and communication plans e.g. leveraging organic social media, PR amplification, our own employees as brand ambassadors
• Track and report ROI on all events, partnerships and sampling programs sharing out post event analysis with the department & cross-functional stakeholders
• Lead planning, logistics, budget management and execution of select Brand Team and Agency events
• Gain, share, and leverage on-going understanding of the beer business, channels, retail trade.
• Become an expert on our consumers, their lifestyle and their most relevant cultural passion points (Music & dogs), and how that applies to driving our business.

What We’re Lookin’ For

• 6+ years of experience in Brand or events management.
• Bachelor’s degree in marketing, events, or a related field is a plus, but your experience can speak for itself.
• Proven track record of project management experience.
• Passion for events and being in the thick of the action, and a drive to get creative to get things done.
• Flexible working hours and potential 20% travel. Open to occasional weekend & evening work and may be required to attend live events (Examples may include but not limited to Bottle Rock Festival, Lagunitas Amphitheater Shows).
• Love of dogs optional, tolerance of dogs mandatory.

Key Relationships

• Reports to Brand Director
• Collaborates with cross functional Marketing partners, External Partners, Sales, Operations to ensure consistent execution across every platform

Physical Stuff

• Typical office environment (by Lagunitas standards)
• Hybrid work policy: Required to be in the Petaluma office at least 3x per week in order to foster collaboration and serve as a culture carrier for the organization
• Occasionally lift and/or move up to 25 pounds
• Travel approximately 20% per year

Come as You Are
At Lagunitas, we welcome people (and dogs) from all walks of life. Anyone, regardless of their race, creed, nation of origin, sexual orientation, gender identity or expression, disability status, veteran status, marital status, or age, has a home here. Love, progress, and acceptance will always have a seat at our bar

• Support Brand Director in executing the annual brand plan with a focus on Events, Partnerships and Sampling, and an emphasis on Music & Dogs to bring the brand positioning and personality to life.
• Develop and own the Events and Partnerships Strategy inclusive of non-retail sampling plans for the Lagunitas brand ensuring it aligns with the overall focus areas for the brand from key markets to platforms.
• As a key guardian of brand visual identity create and own an event playbook to outline how the brand expects any small/ medium or large event activation to be executed to make sure brand personality consistently comes through at every consumer touchpoint.
• Responsible for management of external event, partnership & sampling agencies to ensure any programs align to the overall Lagunitas Events & Partnership Strategy.
• Plan and execute all brand sponsored events or owned events within our Taproom in line with the overall Annual Brand Calendar ensuring they are successful with continuous learnings incorporated and improved on throughout the cycle of the year including the infamous Amphitheater shows throughout the Summer season.
• Work cross functionally with both internal and external stakeholders to ensure sponsorships are integrated into the marketing and communication plans e.g. leveraging organic social media, PR amplification, our own employees as brand ambassadors
• Track and report ROI on all events, partnerships and sampling programs sharing out post event analysis with the department & cross-functional stakeholders
• Lead planning, logistics, budget management and execution of select Brand Team and Agency events
• Gain, share, and leverage on-going understanding of the beer business, channels, retail trade.
• Become an expert on our consumers, their lifestyle and their most relevant cultural passion points (Music & dogs), and how that applies to driving our business