Director of Iconic Events and Strategic Partnerships

Position: Director of Iconic Events and Strategic Partnerships

Supervisors: VP Client Services Job Type: Full-time

Job Description:

Under the direction of the VP of Client Services, the Director of Iconic Events & Strategic Partnerships drives brand impact by leading the agency's most high-profile partnership programs and by developing new high-value business partnerships across the live events, entertainment, sports, and experiential marketing industries. This role owns the full lifecycle of premier partnerships — including brand activation programs with large Hospitality groups, global sports properties, large-scale event ownership groups, custom exclusive brand events, and brand loyalty program — from strategy and contract alignment through field execution and performance optimization, while also identifying, cultivating, and closing new strategic partnerships that expand the agency's footprint and drive revenue.

This role owns the full lifecycle of the agency's premier partnership portfolio—including brand activation programs with large hospitality groups, global sports properties, large-scale event ownership organizations, custom exclusive brand events, and brand loyalty programs—from growth strategy and partner engagement through contract alignment, field execution, and performance optimization. The Director is responsible for maximizing the value, impact, and long-term success of these partnerships while driving revenue growth and expanding the agency's market presence through new strategic opportunities.

This senior leadership role leverages an established network of industry relationships to identify, cultivate, negotiate, and close high-value strategic partnerships while building a robust pipeline of new business opportunities. Working cross-functionally with client services, operations, finance, and field leadership teams, the Director develops innovative partnership solutions, strengthens executive-level stakeholder relationships, and translates enterprise objectives into scalable, compliant activation programs that deliver measurable business results.

Duties and Responsibilities:

Iconic Partnership Program Leadership

• Own the strategic vision, operational execution, and financial performance of all brand activation programs, including large Hospitality groups, global sports properties, large-scale event ownership groups, custom exclusive brand events, and brand loyalty program.
• Own and maintain a disciplined CRM and business development pipeline, tracking prospects, partnership opportunities, relationship activity, proposal status, revenue forecasts, and conversion metrics to support predictable growth and reporting.
• Manage contract alignment, budget ownership, and P&L performance for the iconic partnerships in the brands portfolio including budgeting, forecasting, labor modeling, and expense management.
• Maintain ongoing industry intelligence across sports, entertainment, hospitality, experiential marketing, and cultural events by monitoring emerging properties, sponsorship opportunities, consumer trends, competitor activity, media developments, and shifts in brand investment strategies to identify opportunities ahead of the market.
• Drive financial performance by identifying efficiencies, optimizing resource allocation, and ensuring programs deliver measurable ROI against client-defined objectives.
• Drive a data-driven performance culture by leveraging KPIs, reporting dashboards, and operational analytics to identify growth opportunities, improve efficiency, and sustain continuous improvement.
• Deliver executive-level financial reporting and strategic insights to the VP of Client Services and client stakeholders on a regular cadence.
• Ensure all activation programs meet brand, legal, and regulatory compliance standards across markets.
• Drive swift identification and resolution of performance issues, operational risks, and field-level challenges with clear accountability.
• Design and implement scalable staffing models, scheduling strategies, and coverage plans aligned to demand, program requirements, and partner agreements.
• Conduct regular in-market visits to evaluate execution quality, deliver coaching, and identify opportunities for improvement.
• Lead cross-functional planning sessions and executive alignment meetings to ensure cohesion across departments, markets, and partner organizations.
• Establish communication frameworks that ensure clarity, transparency, and accountability across all internal teams and external partners.

New Business & Strategic Partnership Development

• Identify, cultivate, and close new high-value strategic partnerships across live events, entertainment, sports, and experiential marketing.
• Support client-led negotiations, renewals, and structuring of partnership agreements in collaboration with legal counsel and client leadership.
• Leverage an established industry network to generate a qualified pipeline of new business opportunities. Continually mine existing relationships.
• Lead consultative, executive-level sales conversations that influence decision-makers and secure long-term strategic commitments.
• Partner with internal creative, strategy, and operations teams to design innovative, best-in-class brand experiences that support new business proposals.
• Develop and present business cases, partnership proposals, and account growth plans to senior internal and external stakeholders.
• Coach and develop direct reports, building a leadership pipeline capable of scaling with program growth and complexity.

Skills/Knowledge:

• Proven ability to build and manage executive-level strategic partnerships with premier brands, venues, and event properties at national scale.
• Deep expertise in multi-market operational strategy, governance, and field execution, with a track record of driving consistency across large, complex organizations.
• Strong commercial acumen with demonstrated P&L ownership, financial forecasting, and ROI-driven decision-making.
• Strong analytical and strategic evaluation skills with the ability to assess partnership opportunities, sponsorship properties, and event investments through audience insights, valuation methodologies, ROI analysis, and long-term business impact.
• Experience utilizing CRM platforms and pipeline management tools to drive business development performance, forecasting accuracy, and relationship management.
• Executive presence and stakeholder management skills, with a track record of influencing and building trust at the C-suite and senior client level.

Preferred Education and Experience:

• 15+ years of experience in business development, strategic partnerships, sponsorships, experiential marketing, hospitality, sports, entertainment, or related industries, with a demonstrated track record of securing and growing partnerships with large hospitality groups, global sports properties, major event ownership organizations, loyalty platforms, or comparable enterprise partners. Candidates should bring an established network of executive-level industry relationships and a proven ability to cultivate, negotiate, and expand high-value strategic partnerships.
• 9+ years managing multi-market or national activation programs.
• Bachelor’s degree in Business, Marketing, or related field preferred.

Physical Requirements:

• Frequent travel required for field oversight and program evaluation.
• Ability to stand, walk, and engage in on-site event execution activities.
• Ability to work extended hours during peak activation periods.

Technology:

• Microsoft Office Suite (Excel, PowerPoint, Teams, Outlook).
• CRM and pipeline management platforms (Salesforce, HubSpot, or equivalent).
• Reporting and analytics platforms.
• Workforce scheduling and management tools.

Work Schedule:

• Full-time with significant schedule flexibility based on program needs.
• Nights, weekends, and travel required based on event calendar.