Director of Events

Description

Job Summary

The Director of Events is a senior leader responsible for the strategic direction, execution, and profitable growth of the Events Vertical within Coker Group. This includes overseeing flagship events such as the Great Race and associated rallies, while expanding the portfolio through new event opportunities. The Director will lead cross-functional teams, drive sponsorship revenue, manage budgets, and ensure exceptional event experiences. This role requires a visionary leader with strong operational expertise, business acumen, and a passion for delivering memorable experiences.

Reports to Vice President, Commercial

Essential Functions

• Develop and execute a strategic growth plan for the Events Vertical, including new event development and expansion opportunities.
• Lead all aspects of event planning and execution, ensuring operational excellence and alignment with company goals.
• Drive sponsorship strategy and revenue growth through relationship-building, negotiation, and value delivery.
• Oversee event budgets, ensuring profitability through cost control and revenue optimization.
• Build and maintain strong relationships with cities, venues, vendors, and sponsors to ensure seamless execution and long-term partnerships.
• Serve as the senior on-site leader during events, managing logistics, resolving issues, and ensuring participant satisfaction.
• Analyze event performance and implement continuous improvements to enhance efficiency, attendee experience, and financial outcomes.
• Direct communication and marketing strategies to promote events and attract sponsors, customers, and attendees
• Manage inventory of event supplies, equipment, and promotional materials.
• Ensure compliance with all permits, regulations, and safety standards.
  
  

The Director of Events will be evaluated on the following key performance indicators:

• Event Revenue Growth: Year-over-year increase in total revenue generated from events, including sponsorships, registrations, and merchandise.
• Sponsorship Revenue: Growth in sponsorship income.
• Event Profitability: Margin improvement across events, balancing cost control with revenue generation.
• Vendor & Partner Satisfaction: Feedback scores from cities, venues, and sponsors regarding collaboration and execution.
• Participation & Attendee Satisfaction
• Growth of sales for Coker Group Products
  
  

Work Environment

This role includes both office-based and outdoor work environments. Standard office equipment is used regularly. The Director will be expected to travel extensively during events, including 10–14 consecutive days for major events.

Travel Requirements

Significant overnight travel required during events.

Physical Demands

The individual in this position will spend several hours sitting and using office equipment and computers, which can cause muscle strain. This individual will also be needed to lift up to 50 pounds during event setup and breakdown.

Requirements

Key skills and competencies of the position include, but are not limited to:

• Strong business acumen and financial management skills.
• Excellent communication, negotiation, and stakeholder engagement abilities.
• High attention to detail and organizational skills.
• Proficiency in Microsoft Office Suite, Excel,
• Ability to troubleshoot and resolve issues quickly and effectively.
  
  

Qualifications, Education And Experience

• Bachelor’s degree required.
• Minimum 5–7 years of experience in event management, with at least 2 years in a leadership role.
• Demonstrated success in sponsorship development and event profitability