Events & Experiences Director
Department: Marketing
FLSA Classification: Exempt
Employment Type: Full-Time
Work Location: Onsite, with extensive event travel
Travel Required: Frequent (up to 75%), including evenings and weekends
Overview
We are seeking a commercially minded, relationship-driven Events Director who goes beyond traditional event planning. The ideal candidate will have a proven ability to develop strategic partnerships, attract qualified audiences, and create exceptional luxury experiences that deliver measurable business results.
This role is responsible for developing and executing the company's overall events strategy, building meaningful partnerships, managing event planning and execution, and ensuring each event supports broader business objectives. The Events Director will work closely with Sales to create a seamless process for turning event engagement into qualified leads, new relationships, and revenue opportunities.
We are looking for someone who sees events as more than an opportunity for brand exposure. They should understand how to leverage events as a strategic business development tool, consistently creating meaningful connections, generating qualified opportunities, and driving measurable revenue.
Job Level
Individual Contributor
Reports To
VP of Marketing
Direct Reports
None; directs agency, vendor, and contract event staff
Duties and Responsibilities
Experiential Strategy, Planning & Execution
- Own the annual experiential strategy and calendar across all Velocity and Classic Recreations launches, driving experiences, trade shows, lifestyle activations, private showcases, and owner events - with clear acquisition and retention goals for each.
- Lead event concepting, budgeting, vendor management, logistics, and day-of production from start to finish, directing agency, vendor, and contract staff. Establish a disciplined planning process 120-180 days in advance, with clear objectives, budgets, target audiences, and milestones to final execution.
- Partner with Creative and Digital teams to design immersive, on-brand experiences and cohesive event environments.
- Oversee all event communications - RSVPs, invitations, registration systems, and guest experience flows - partnering with Email/CRM on audience segmentation and pre- and post-event journeys. Work closely with Sales & Concierge to identify, invite, and secure the right prospects and owners well before each event.
- Serve as on-site lead for setup, brand presentation, and guest experience during events and activations.
- Develop event recaps highlighting performance, ROI, and future opportunities. Events should have measurable objectives with consistent reporting and fully loaded costs of investments.
Owner Experience & Retention
- Partner with the VIP Concierge (Sales) to build a year-round owner experience program - private previews, build milestones, delivery moments, owner drives, and invitation-only gatherings - that deepens loyalty and drives repeat purchase and referrals.
- Co-own guest strategy with the VIP Concierge and Regional Sales Directors, using CRM data to identify, segment, and prioritize prospects, owners, and VIP clients for every event.
- Design retention-focused event journeys with Email/CRM - pre-event nurture, on-site data capture, and post-event follow-up handed to Sales within an agreed service level.
- Track owner engagement across events (attendance, repeat attendance, referrals, upgrades, and repeat purchases) and report its contribution to retention and lifetime value.
Brand Partnerships & Sponsorships
- Build and lead a portfolio of brand partnerships and sponsorships aligned with the Velocity and Classic Recreations customer base and brand positioning (e.g., luxury resorts, lifestyle brands, automotive partners, and media outlets).
- Develop pitch decks and outreach strategies to secure high-value collaborations and event partners.
- Manage the full partnership lifecycle - from negotiation and contracting to activation and performance tracking.
- Build long-term partner relationships to create ongoing brand alignment and co-branded opportunities, including partner-hosted owner experiences and exclusive owner benefits.
- Collaborate with Sales, the VIP Concierge, and PR to leverage partnerships for awareness, lead generation, owner benefits, and media amplification.
Cross-Team Collaboration
- Partner with the VP of Marketing, CRO, and Performance Marketing Director to set annual experiential priorities aligned with broader marketing, sales, and retention objectives and KPIs.
- Collaborate closely with the Sales team, the VIP Concierge, and Regional Sales Directors to identify event opportunities, support lead-generation and owner-retention initiatives, and ensure sales enablement needs are met at every activation.
- Work closely with Creative teams to produce event collateral, signage, photography, and video deliverables.
- Coordinate with PR and communications teams to maximize press coverage and storytelling opportunities.
- Maintain consistent communication with internal teams to ensure pre- and post-event alignment.
Vendor & Resource Management
- Source, evaluate, and manage vendors including venues, catering, AV, transportation, staffing, and décor.
- Oversee contracts, timelines, and deliverables to ensure all partners meet brand standards and expectations.
- Maintain a vetted vendor list and negotiate competitive rates for premium-quality execution.
Budgeting & Reporting
- Own the annual events and partnerships budget, allocating spend across brands based on pipeline and retention impact.
- Track expenses, reconcile invoices, and ensure adherence to approved budgets.
- Provide leadership with post-event reports summarizing results, ROI, and recommendations.
- Use data-driven insights to inform future planning and improve event performance.
- Define event attribution with the Performance Marketing Director and Sales so every event can be tied to leads, sales, and owner retention in CRM.
Systems & Workflow Management
- Maintain a master events and partnerships calendar across all brands.
- Utilize project management software (Basecamp, monday.com, or Asana) to track deliverables, timelines, and responsibilities.
- Develop templates for event briefs, run-of-shows, and partnership agreements.
- Continuously refine processes to streamline execution and cross-team collaboration.
Key Performance Indicators (KPIs)
- Event Execution: 100% of scheduled events delivered on time and aligned with brand standards.
- Brand Impact: Increased awareness and engagement through measurable growth in event attendance, media coverage, and social performance.
- Lead Generation: Events and partnerships contribute directly to marketing-qualified leads (MQLs), sales pipeline, and closed revenue, tracked in CRM.
- Owner Retention: Growth in owner event participation, repeat attendance, referrals, and repeat purchases, measured jointly with the VIP Concierge.
- Post-Event Reporting: All major events supported by recaps within 10 business days, including ROI analysis and recommendations.
- Operational Efficiency: Events and partnerships consistently tracked and managed through approved project management tools for visibility and accountability.
Required Skills and Abilities
- Proven experience planning and executing large-scale, high-end events from concept to completion.
- Strong partnership management, negotiation, and relationship-building skills.
- Retention or loyalty marketing experience - owner or member programs, lifecycle journeys, or client experience - with measurable impact on repeat purchase or referrals.
- Executive presence and judgment to host high-net-worth clients, VIPs, and high-profile partners.
- Excellent communication and interpersonal abilities across departments and with high-profile partners.
- Highly organized with strong multitasking, budgeting, and vendor management capabilities.
- Skilled in project management tools (Basecamp, monday.com, Asana, or similar).
- Hands-on experience with CRM platforms, guest management tools, and reporting systems, including audience segmentation and event attribution.
- Background in automotive, luxury, lifestyle, or hospitality industries strongly preferred.
- Proactive, adaptable, and confident working in fast-paced, evolving environments.
Education Background and Experience
- Bachelor's degree in Marketing, Communications, Event Management, or a related field preferred.
- 8-10 years of experience in event management, brand partnerships, or experiential marketing, including ownership of a full events program and exposure to retention or loyalty marketing.
- Proven track record of owning premium event programs and cultivating strategic brand partnerships with measurable revenue and retention results.
- Project management or event production certification a plus.
Cross-Functional Collaboration & General Responsibilities
Achieving excellence at Velocity requires total alignment across every department, driven by our belief that when one part of our team falls short, we all do. To uphold this standard, team members are expected to adapt quickly, step beyond standard role boundaries, and contribute to company-wide priorities whenever organizational demands arise.
Every individual must maintain a continuous improvement mindset and exhibit unwavering accountability in supporting shop operations. While this document outlines core functional expectations, it does not detail every task required; assigned tasks will remain aligned with personal capabilities, safety standards, and operational objectives.
Physical Demands (To include but not limited to)
- Combination of desk work and extended time on-site at events, activations, trade shows, and venues.
- Frequent travel (up to 75%), including evenings and weekends.
- Extended periods of standing, walking, or moving during event setup and production.
- Lifting and transporting event materials up to 30 lbs.
- Ability to safely operate a motor vehicle.
- Frequent communication across digital and in-person channels.
Work Environment
- Combination of indoor office environment and on-site event venues.
- Exposure to outdoor conditions, including heat, cold, and weather, during automotive and lifestyle activations.
- Occasional time in the showroom or on the shop floor; PPE provided as required.
Benefits Include
- Compensation: Pay is based on experience and qualifications.
- Health & Wellness: Health/Dental/Vision/Life/Disability/Aflac available after 60 days.
- Retirement: 401(k) with company match after 6 months at next enrollment period.
- Paid Time Off: Paid time off and paid holidays.
- Additional Perks: Company-sponsored events, tool program, merchandise discounts, friendly team environment.
Job duties, salary, and benefits are subject to change throughout duration of employment with Velocity.
