Associate Brand Marketing Manager, Global Trade Shows

GIA (Gemological Institute of America)•Carlsbad, CA

2d•$89 - $109

About The Position

GIA is seeking an experienced Associate Brand Marketing Manager, Global Trade Shows to elevate and enhance our brand presence across major trade shows and industry events. In this role, you’ll collaborate with teams across the Institute—including Laboratory, Instruments, Education, Research, Alumni, and Market Development—to bring the GIA brand to life through exceptional experiential and visual representation. You’ll lead the end‑to-end strategy, planning, and execution of global trade shows, ensuring consistent brand excellence and seamless cross‑functional partnership. This role is an exciting opportunity to influence how GIA shows up on a global stage and to drive business goals through high‑impact events.

Requirements

Education: Bachelor’s degree in Marketing or Communications preferred; CMP certification a plus.
Experience: 6+ years in Brand Management, Corporate Trade Shows, or related marketing roles. Agency experience is a plus.
Technical Skills: Advanced marketing knowledge with strong analytical and communication skills. Experience managing complex stakeholder groups and multiple concurrent projects. Understanding of design principles and creative brief writing. Strong aesthetic judgment and attention to detail.
Excellent written and verbal communication
Strong interpersonal and collaborative skills
Ability to navigate and solve complex issues
Exceptional time management and organizational skills
Flexibility and adaptability in fast‑paced environments
Personal accountability and follow‑through
Conflict resolution and ability to integrate diverse viewpoints
Cultural awareness and respect for global perspectives
Mentorship mindset
Proficiency in MS Office (Word, Excel, PowerPoint)
Ability to travel domestically and internationally for trade shows and events.
Work performed primarily in an office environment with frequent computer‑based tasks.
Must be able to lift up to 25 lbs. occasionally and navigate busy event environments.

Responsibilities

Partner with global stakeholders, Brand Marketing, and Market Development to define trade show goals, strategies, and integrated marketing plans.
Ensure exceptional brand standards across all GIA trade shows and event activities.
Provide direction and mentorship to trade show and events team members.
Manage trade show and events budgets.
Maintain the annual event calendar, vendor records, contracts, floor plans, budgets, and key documentation.
Review and manage vendor contracts and relationships.
Stay current with trends in trade show management, experiential design, and technology.
Collaborate with internal teams across global time zones to establish trade show objectives and deliverables.
Lead booth design, graphics development, and creative briefing processes.
Oversee additional GIA trade show activations, including Show Service Laboratories and on‑site events.
Serve as the primary contact for global trade show stakeholders and vendors.
Produce and manage all promotional assets: booth graphics, advertising, direct mail, lead generation, collateral, signage, giveaways, and more.
Maintain close partnerships with Security, IT, Risk & Insurance, Finance, and Procurement to ensure safety, compliance, and execution excellence.
Oversee marketing inventory hosted on the GIA Store.
Evaluate and approve promotional giveaways aligned with brand goals.
Partner with cross‑functional business units to gather inputs and develop briefs for trade shows and related projects.
Support Senior Brand Managers on major Lab, Instruments, and Education marketing initiatives.
Manage timelines, status reports, and stakeholder communications to ensure smooth project flow through the Marketing department.