About Tilray Brands, Inc.
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy, wellness and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.
Position Summary:
The Events Manager is primarily responsible for developing and executing Breckenridge Brewery’s events strategy based on annual brand objectives and strategic direction. This role leads all planning and execution of Breckenridge Brewery events, sponsorships, partnerships, and Tap Room programming to create memorable, on-brand consumer experiences. In addition to Breckenridge Brewery, the Events Manager will support event and activation needs across other priority High Plains brands, including Pub Beer, 10 Barrel, Widmer Brothers, Hop Valley, and others as business priorities evolve. This position will collaborate closely across multiple departments to drive a dynamic and diverse events calendar, overseeing events from strategic development through planning and on-site execution. As a key member of the High Plains Brand Marketing and Pub teams, this role requires out-of-the-box thinking, creative input, strong collaboration, and the ability to balance short-term execution with strategic vision and long-term planning.
Essential Duties and Responsibilities:
Develop and lead the annual Breckenridge Brewery events strategy to align with brand objectives and strategic priorities, while partnering with High Plains Brand Managers to support event and activation needs across priority brands, including 10 Barrel Brewing, Pub Beer, Widmer Brothers Brewing, etc.
Identify and recommend event and partnership opportunities that align with overall brand objectives, strategies, and positioning as part of the annual planning process.
Oversee, coordinate, and execute all Breckenridge Brewery off-site brand events, while supporting priority High Plains brand events and activations as needed.
Lead event planning and execution from start to finish, including strategic recommendations, brainstorming, planning, talent booking, equipment rentals, event staffing, security, permits and licenses, legal compliance, and serving as the primary on-site point of contact.
Travel predominantly throughout Colorado, with occasional travel to other priority markets, to meet with stakeholders, support event planning, execute activations, and manage key sponsorship and event partnerships.
Manage relationships with external partners, including key brand partners, event sponsorships, vendors, and local partners, to ensure brands show up in a premium, on-brand way while maximizing partnership opportunities.
Act as a liaison between Brand Marketing and Breckenridge Brewery Pub teams to ensure alignment and consistent communication around events, activations, and brand priorities.
Partner with Brand Marketing and Pub GMs to coordinate beer releases, beer dinners, and small-scale Pub events.
Work with local charity and community partners to coordinate event participation, beer donations, and other community activation opportunities.
Own social content development and execution across assigned Breckenridge Brewery content pillars, with an emphasis on events, activations, partnerships, community, and real-time brand storytelling.
Manage Brand Ambassadors and/or agency partners supporting events, including staffing, scheduling, training, tracking hours and labor budgets, and ensuring adherence to brand guidelines.
Support beer education and brand knowledge across key stakeholders, including educating Tap Room staff on the Breckenridge Brewery portfolio and new releases, as well as providing occasional education and brand support for sales teams, distributor partners, and key accounts.
Support employee engagement initiatives that build excitement and education around Breckenridge Brewery and the broader portfolio, including bottle shares, tastings, new product introductions, and other internal brand experiences.
Conduct post-event evaluations to measure effectiveness, ROI, and performance against event objectives; maintain ongoing event tracking and develop recaps, learnings, and recommendations to drive continuous improvement.
Own and manage the events budget and master events calendar, ensuring programs are delivered on time and within budget.
Manage a complex and overlapping events calendar, effectively prioritizing resources to deliver successful results across multiple events, brands, and initiatives concurrently.
Manage all branded event assets and vehicles, including scheduling, maintenance, inventory, organization, and coordination.
Provide occasional operational support to Breckenridge Brewery pub locations, including travel to Fort Collins and Breckenridge for beer delivery, pick-up, and other event or activation-related needs as required.
Skills and Abilities:
Ability to convey brand messages in an exciting and interactive manner; outgoing, organized, professional, detail-oriented, flexible, and able to adapt to challenging and ever-changing situations with a high-energy, “get it done” attitude.
Experience working with local, state, and national regulatory requirements in the execution of large-scale events.
Extensive knowledge of draft beer systems and proper draft beer setup and operation and maintenance.
Self-starter with the ability to translate brand objectives and strategic direction into a comprehensive approach that achieves brand goals.
Strong written and verbal communication skills.
Comfortable speaking to large groups and engaging with a variety of audiences, including consumers, customers, distributor partners, and internal teams.
Strong team leadership abilities, with the ability to effectively delegate and coordinate teams to execute the complex moving parts of events and activations.
Highly collaborative, with the ability to work closely with Brand Managers, Creative, Sales, Pub teams, and other cross-functional partners to ensure adherence to brand guidelines and objectives.
Exceptional problem-solving skills and the ability to make decisions quickly in fast-paced event environments.
Proficient with Microsoft Office Suite, including Word, Excel, and PowerPoint.
Experience managing budgets and understanding basic P&L principles.
Ability to establish and maintain effective working relationships with employees, customers, vendors, and external partners.
Strong knowledge of the beer industry, including the supplier, distributor, and retail landscape.
Excellent analytical and organizational skills, with an interest in understanding the broader marketing and sales functions of the business.
Experience developing social media content, with an understanding of how to capture and create engaging, on-brand content across social platforms.
Key Performance Indicators (KPIs):
On-time, on-budget, on-brand event planning/execution
Responsible for sales volume, brand awareness/conversation, pub traffic resulting from events
Track and manage events budget performance for all assigned accounts/projects.
Track and deliver results of events based on specific brand/event objectives regularly
Education and Experience Requirements:
Bachelor’s Degree in Marketing, Management, or related field preferred.
5 years of event marketing experience
Proven experience in managing team of people, leading an event from beginning to end.
Experience in CPG or alcohol industry preferred.
Experience in brand marketing, or knowledge of brand principals preferred.
Physical Requirements:
This role requires frequent standing, walking, bending, stooping, lifting, carrying, loading, and unloading. Must be able to safely lift and move kegs, cases of beer, event equipment, and other materials required for event setup and breakdown.
Travel will be required to meet with stakeholders leading up to events, as well as travel to execute each large-scale pub event.
This job requires an average of 2 weeks travel per month to assigned US cities. Must have a valid driver’s license.
Compensation : The expected annual base salary range for this role is $70,000 - $80,000 15% discretionary bonus. Actual offer amount will be determined based on your skills, experience, education, market benchmarks, and internal equity.
Tilray welcomes applications from all qualified individuals and is committed to employment equity and diversity in the workplace.
Accommodations are available for applicants with disabilities throughout the recruitment process. If you require accommodations for interviews or other meetings, please advise when submitting your application.
Please note that Tilray does not authorize, engage, or sponsor any consultants, agencies or organizations that seek certain personal or financial information from you (e.g. passwords, login ids, credit card information). Tilray does not charge any application, processing or onboarding fee at any stage of the recruitment or hiring process.
Tilray does not accept unsolicited resumes from any source other than directly from a candidate. Any unsolicited resumes sent to Tilray or any of its subsidiaries, directly or indirectly, will be considered Tilray Brands, Inc. property. Tilray will not pay a fee for any placement resulting from the receipt of an unsolicited resume. A recruiting agency must first have a valid, written and fully executed agency agreement contract for engaged services to submit resumes.