Sr. Manager, Event Activations

PURPOSE OF THE JOB

The Senior Manager, Event Activations is responsible for leading Guitar Center’s experiential marketing initiatives—from concept to execution—designed to grow brand affinity, customer acquisition, and omnichannel engagement. This role oversees national event activations, large-scale contests, and in-store events that uniquely bring the Guitar Center brand to life. Through hands-on clinics, expert-led workshops, live performances, national contests, and exclusive meet-and-greets with top artists, we’ll transform our stores and offsite activations into vibrant community hubs for musicians of all levels. These experiences will be shaped by a highly creative, detail-obsessed events leader—someone who can imagine immersive moments, flawlessly plan every logistical touchpoint, and elevate each activation into a memorable, brand-defining experience.

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

Qualifications:

To join our band, you'll need the following experience:

• 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

Why Guitar Center Company? Here’s just some of the rewards:

For our employees who are musicians we offer the unique opportunity of gig leave—take time off to share your music with the world and return to your job after your tour! Guitar Center offers robust benefits and perks, including Medical, Dental, Vision, 401K plus company match, mental health support, paid sick/holiday/vacation time, employee discount program, and tuition reimbursement options.

Pay Rate: $115,000- $125,000/yr depending on background and experience. This position is eligible to participate in the Guitar Center Company bonus program based on Company performance.

The job posting is not necessarily reflective of actual compensation that may be earned, nor a promise of any specific pay for any specific employee, which is always dependent on actual experience, education, and other factors. The pay range(s) listed are provided in compliance with state specific laws. Pay ranges may be different in other locations.

Love this gig and want to apply?

Send your resume and cover letter today along with salary expectations!

Guitar Center is an Equal Opportunity Employer and provides fair and equal employment opportunity to all employees and applicants regardless of race, color, religion, gender, sexual orientation, gender identity, national origin, age, disability, veteran status or any other protected status prohibited under Federal, State, or local laws. All employment decisions are based on valid job‐related requirements.

If you are a qualified individual with a disability or a disabled veteran and are unable or limited in your ability to use or access our website, you may request a reasonable accommodation to express interest in a specific opening. You can request a reasonable accommodation by sending an email to recruiting@guitarcenter.com.

About Guitar Center

The Guitar Center Company embodies the world of creativity and music by encouraging our teammates to find their own individual sound. Our mission is to develop and nurture lifelong musicians and make a difference in the world by enabling musicians and non-musicians alike to experience the joy that comes from creating music. We believe in putting our customers first, engaging with respect and integrity and fulfilling our mission with passion.

The Guitar Center Company operates through several business divisions. Guitar Center is the world's largest retailer of guitars, amplifiers, drums, keyboards, recording, live sound, DJ, and lighting equipment, with more than 290 stores across the United States.  2014 marked the milestone 50th anniversary of the Guitar Center Company as the organization continues to help people make music from coast to coast.   

E-Commerce brands Guitar Center, Musician's Friend and WWBW offer online sales of a broad selection of music products. The Music & Arts division operates more than 220 stores specializing in band & orchestral instruments for sale and rental, serving teachers, band directors, college professors, and students since 1952. AVDG and GCPro headline the enterprise audio-visual integration business, delivering a best-in-class commercial and residential customer experience.

Salary : $115,000 - $125,000