Partnerships & Consumer Experience Manager

Avery Brewing • Grand Rapids, MI

1d • $80,000 - $95,000 • Onsite

About The Position

The Partnerships & Consumer Experience Manager is responsible for identifying, negotiating, and activating strategic partnerships that elevate the brand, expand cultural relevance, and drive measurable consumer engagement. In addition to managing external partnerships and sponsorships, this role plays a pivotal part in shaping on-site consumer experiences, working closely with the Taproom General Manager on taproom programming and merchandising, and partnering with the Communications Director to support and enhance brewery tour experiences. This role requires a strategic marketer with strong relationship-building skills, a deep understanding of brand-building through partnerships, and the ability to collaborate across marketing, hospitality, and communications to create meaningful, memorable experiences for consumers.

Requirements

• 5-7 years in partnerships, sponsorship management, experiential marketing, or brand marketing.
• Proven track record in identifying, negotiating, and activating partnerships with measurable results.
• Strong understanding of integrated marketing, including content, digital, social, events, and PR.
• Excellent project management and stakeholder management skills.
• Ability to manage relationships with agencies, partners, suppliers, and internal teams.
• Strong analytical mindset to evaluate ROI, effectiveness, and optimization opportunities.
• Outstanding communication and negotiation skills.
• Experience in the beer, beverage, lifestyle, sports, entertainment, or FMCG sectors.
• Familiarity with experiential trends, and partnership ecosystems.
• Comfortable working in fast-paced, cross-functional, and consumer-facing environments.
• Passion for brand building, creativity, and delivering memorable experiences.

Nice To Haves

• Experience in experiential marketing, on-premise activations, or hospitality strongly preferred.
• Understanding of taproom or hospitality operations is a plus.

Responsibilities

• Partnership & Sponsorship Strategy Identify, evaluate, and negotiate strategic partnerships that align with the brand’s vision, values, and marketing objectives.
• Build a robust partnership portfolio across lifestyle, culture, sports, music, hospitality, and community platforms.
• Develop long-term relationships with key partners to maximize value for both parties.
• Ensure partnerships reinforce brand positioning and drive cultural relevance in the U.S. market.
• Main KPIs Contract negotiation savings: Achieve X% cost efficiency or added value through negotiation.
• Partnership quality score: Achieve ≥80% score based on internal evaluation (brand fit, audience overlap, scalability, ROI potential).
• Partnership Activation & Management Lead the development of integrated activation plans for all partnerships, ensuring they come to life across digital, social, experiential, retail, and on-premise channels.
• Work closely with internal stakeholders (brand, comms, media, trade marketing) to ensure cohesive execution.
• Manage deliverables, timelines, and budgets for each partnership.
• Track performance and provide post-activation reporting, ROI assessment, and recommendations.
• Main KPIs Activation Execution Accuracy: ≥95% of contracted assets delivered (digital, social, experiential, retail, on-premise).
• Engagement KPIs per Activation: Digital/social engagement: +X% vs. benchmark Earned media impressions: meets or exceeds forecast Activation ROI: Achieve minimum ROI benchmark (baseline from previous year or industry standards).
• Post-Activation Report Completion: 100% of partnerships have insights, learnings, and ROI reports delivered within the quarter of finalization.
• Taproom Consumer Experience (in collaboration with Taproom General Manager) Co-design consumer engagement experiences that make the taproom a leading brand destination.
• Support the development of event programming, partner activations, and seasonal experiences within the taproom.
• Collaborate on merchandise strategy to ensure brand relevance, storytelling, and revenue impact.
• Ensure all consumer interactions at the taproom reflect the brand’s identity and elevate loyalty.
• Main KPIs Taproom Experience Satisfaction Score: Achieve ≥85% satisfaction (survey, feedback, online reviews).
• Event & Activation Impact: Increase in taproom foot traffic: +X% Increase F&B sales: X% Increase Retail (merchandise & to-go beer sales): X% Incremental revenue from events/activations: +X%
• Consistency of Brand Representation: ≥95% of taproom touchpoints meet brand standards (evaluated quarterly)
• Brewery Tours (in collaboration with Communications Director) Support the Communications Director in shaping the narrative, flow, and storytelling of brewery tours.
• Ensure partnerships, brand assets, and cultural moments are integrated into the brewery tour experience where relevant.
• Align tour messaging with core brand pillars and marketing campaigns.
• Evaluate feedback and help optimize tour experiences to strengthen consumer education and engagement.
• Main KPIs: Tour satisfaction score: ≥90% satisfaction (post-tour surveys).
• Tour attendance growth: YoY increase in tour bookings.
• Integration of partnerships and brand assets: ≥80% of tours incorporate updated brand messaging and relevant partnerships.
• Cross-Functional Collaboration Partner with Brand, Communication, Taproom, Sales, and Digital teams to ensure integration of partnerships into broader marketing and consumer programs.
• Align with insights and analytics teams to measure impact and refine strategies.
• Act as a connector between external partners and internal teams to unlock value and creativity.
• Work in close collaboration with the Content Hub in Spain to support global partnerships (LaLiga, Real Madrid)
• Main KPIs Stakeholder alignment score: ≥85% positive feedback from Communication, Commercial, and Taproom teams.
• Insights integration: ≥90% of partnership plans incorporate insights/analytics recommendations and learnings.
• Budget Management & Efficiency Manage the partnerships and experiential budget with financial discipline and strategic prioritization.
• Track spending, evaluate performance, and optimize investment to maximize ROI.
• Ensure cost-effective negotiations with partners and agencies.
• Main KPIs: Budget variance: Maintain budget accuracy within ±0.3%.
• Partnership ROI: Achieve or exceed predefined ROI benchmarks for all partnerships.
• Cost-Effectiveness Metrics: Reduction in cost per consumer reached without penalizing the quality on execution.
• Savings through partner negotiation or optimization.
• Financial Reporting Timeliness: 100% of reports delivered on schedule.

Benefits

• Health, dental, vision, and other coverage for all employees starts date of hire.
• 401(k) matching
• Paid time off, volunteer time, and floating holidays
• Employee Assistance Program
• Paid sabbaticals with tenure
• Paid parental leave for all employees

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed