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The Guitar Center Company · 1 week ago

Sr. Manager, Event Activations

Westlake Village, CA

Full-time

Onsite

Senior Level

$115K/yr - $125K/yr

5+ years exp

Guitar Center is the world's largest retailer of musical instruments and equipment, and they are seeking a Senior Manager for Event Activations. This role is responsible for leading experiential marketing initiatives, overseeing national events, and enhancing brand engagement through creative and impactful experiences.

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

Artist Appearances & Performances

Lead planning and execution for artist meet-and-greets, performances, product launch events, and talent-driven activations

Collaborate closely with Artist Relations, vendor partners, and internal stakeholders to secure talent, develop compelling programming, and ensure seamless onsite management

Festival, Concert & Cultural 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

National Contests & Large-Scale Programs

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

Additional duties as assigned

Qualification

Event Marketing ExperienceBrand Activation StrategyCross-Functional LeadershipVendor ManagementBudget ManagementMicrosoft PowerPointMicrosoft ExcelCommunication SkillsCreative ThinkingDetail-Oriented

Required

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

Benefits

Medical

Dental

Vision

401K plus company match

Mental health support

Paid sick/holiday/vacation time

Employee discount program

Tuition reimbursement options

Company

The Guitar Center Company

Glassdoor3.0

We exist so music can persist. Our family of brands has put more instruments into the hands of more people than anyone on the planet.

Founded in 1964

Westlake Village, CA, US

10001+ employees

http://www.guitarcenter.com

H1B Sponsorship

The Guitar Center Company has a track record of offering H1B sponsorships. Please note that this does not guarantee sponsorship for this specific role. Below presents additional info for your reference. (Data Powered by US Department of Labor)

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Trends of Total Sponsorships

2025 (17)

2024 (7)

2023 (16)

2022 (5)

2021 (5)

2020 (6)