SUMMARY
As the Director of Events, you will be responsible for producing and budgeting event activities, including new store openings, brand events, exhibitions, press events, client engagement events and cultural programming. You will work closely with the President to ensure all event activity is carried out in adherence to business goals and objectives, strategic initiatives, and Happier quality standards.
You will be responsible for maintaining relationships with general managers, freelance support, production agencies and other third-party vendors. Extensive production experience, detailed budget control, managerial experience and close collaboration with internal communication team members are all essential to the role.
This role is on site 5 days a week in our NYC office and reports to the President.
RESPONSIBILITIES
- Own and lead the end-to-end event strategy, ensuring all activations align with company growth objectives, brand positioning, and market expansion priorities.
- Partner closely with the President and executive leadership to define event vision, priorities, and success metrics, translating business goals into high-impact experiential programming.
- Develop and implement integrated, 360° event strategies in collaboration with Director of Brand Marketing and cross-functional stakeholders to maximize brand visibility, engagement, and ROI.
- Drive innovation in event programming, continuously introducing new formats, technologies, and concepts that elevate brand experience and differentiate in the market.
- Oversee a portfolio of events at a strategic level, ensuring consistency in execution, brand standards, and quality while empowering team members and partners to deliver.
- Own financial strategy for events, including budget planning, cost optimization, and ROI analysis, ensuring efficient allocation of resources and measurable business impact.
- Establish and maintain a best-in-class vendor ecosystem, leveraging strong partnerships and negotiation strategies to enhance quality, innovation, and cost efficiency.
- Define and implement audience and guest engagement strategies, ensuring alignment with target customer segments, VIP engagement goals, and broader business priorities.
- Lead cross-functional alignment across marketing, retail, and operations, ensuring seamless execution and integration of events into broader campaigns and initiatives.
- Leverage data and insights to continuously optimize event performance, including attendance, engagement, media impact, and overall effectiveness.
- Oversee post-event analytics and reporting, translating insights into actionable recommendations and continuous improvement plans.
- Ensure governance, compliance, and risk management standards are met across all events, including contracts, insurance, and operational protocols.
- Build and lead high-performing teams and external partners, fostering a culture of accountability, creativity, and excellence.
- Serve as a strategic advisor on market trends, competitive landscape, and emerging opportunities, positioning events as a key driver of brand growth and customer engagement.
WHAT WE ARE LOOKING FOR
- 7-10 years’ experience, in similar role and/or environment.
- Excellent knowledge of event production skills including logistics management
- Exceptional project management, prioritization and planning skills, including ability to manage several initiatives/events at once
- Extensive organizational experience with precise attention to detail
- Superior interpersonal and communication skills, including the ability to establish and nurture close relationships with all partners, and practice routine follow up
- Proficiency in team leadership and motivation
- Highly skilled in problem solving, decision making and critical thinking
- Anticipate potential issues and resolution of conflicts and problems during event execution
- Ability to work in a fast-paced environment, and work under tight deadlines and pressure
- Must possess a strong work ethic, and be an enthusiastic team player
- Highly self-motivated and eager to learn
- Ability to manage budgets, and effectively track, monitor and manage expenditures against budget
- Proficient negotiating skills
- Flexibility in high-stress situations
- Excellent collaboration skills
- Must be willing to work nights/weekends as needed
- Computer proficiency, including Microsoft Word, PowerPoint, and Excel
