In short
As the Senior Lead - Events, you will own the end-to-end event strategy and execution roadmap for North America, transforming events into a strategic engine for brand impact and commercial performance across consumer, B2B, and DTC retail channels. You will lead a high-growth team of Event Marketers, manage a multi-million-dollar events budget with strategic rigor, and partner closely with Marketing and the Global Events teams to deliver premium, scalable experiences. Reporting to the Head of Brand Experience, North America, this role is critical for integrated event excellence and brand elevation throughout the region.
Your Mission
- Define and drive the comprehensive North America event strategy and annual roadmap, ensuring clear channel integration and alignment with brand and commercial priorities
- Oversee end-to-end event development and execution across major consumer experiences, key brand moments, wholesale partner events, and DTC retail activations
- Own and manage the multi-million-dollar North America Events budget, leading planning, forecasting, allocation, and reconciliation in close partnership with Finance
- Lead, coach, and develop a team of Event Marketers, setting the vision and standards for strategic thinking, creative excellence, and operational rigor
- Drive crucial cross-functional integration, partnering with Retail Marketing, B2B Marketing, Community Marketing, Marketing Management, and Creative to create innovation, unified brand experiences
- Partner with the Global Events team to translate global event toolkits and frameworks into actionable, localized activation plans for the North America region, ensuring consistency with global strategy while meeting regional needs
- Implement structured budget tracking and measurement frameworks, defining key performance indicators (KPIs) and making data-informed trade-offs to ensure strategic return on investment
- Lead external agency strategy and management, ensuring the right production and creative partners are in place for scalable, premium execution
Your Story
- You bring 8+ years of progressive functional experience in events marketing, brand experience, or field marketing, ideally within a premium, performance-oriented global retailer or omnichannel brand
- You bring 2+ years of direct people leadership experience, having successfully managed and developed a team, setting a clear vision for strategic and executional excellence
- You have experience planning and executing events that directly support commercial outcomes, including retail activation programs, wholesale partner initiatives, and strategies that drive traffic, conversion, and sell-through
- You possess strong financial acumen and ownership, with proven success managing and allocating complex, multi-million-dollar budgets, including forecasting, tracking, and leading reconciliation
- You demonstrate entrepreneurial innovation by challenging the status quo, taking unconventional ways to deliver results, and consistently creating new ideas that prove useful for the team
- You are skilled at synthesizing people and interests, anticipating and incorporating the concerns and needs of various stakeholders, and aligning outputs with a wide range of interests
- You are comfortable with taking complex decisions and balancing necessary trade-offs under pressure, consistently driving high-impact solutions to new and complex problems
- You are able to travel up to 30% of the time to On’s global hubs and creative moments, with travel percentage fluctuating based on business needs
Your Team
The Brand Experience team brings On’s mission to ignite the human spirit through movement to life across North America. We lead the physical expression of the brand across retail environments, events, and community activations; creating premium, high-impact moments that connect people to our brand. Our team includes B2B Marketing, DTC Retail Marketing, Visual Merchandising, Events, Community Marketing, and Tech Reps, working together to build meaningful brand experiences across both On-owned and partner touchpoints. The team fosters a culture of continuous learning and holistic well-being, supporting each member to build their best self.