Events & Engagement Strategist OpenRoad Auto

OpenRoad Auto Group; Richmond; On-site; CAD 60,000 - 70,000; Full time

Benefits offered by this job

Discounted Vehicle Purchasing Program

RRSP matching

Health and dental plan

Job summary

OpenRoad Auto Group Limited is seeking an Events & Engagement Strategist to lead planning and execution of OpenRoad’s events and partnerships. You will work with internal teams, OEM partners, and communities to deliver memorable experiences that enhance customer engagement and loyalty.

You’ll manage calendars, budgets, and on-site logistics while identifying new experiential ideas. A strong emphasis on relationship-building and organized execution will define success in this role.

Qualifications

• Bachelor’s degree or diploma in Marketing, Communications, Event Management, Business, Hospitality, or a related discipline.
• 3–5 years of experience in events, experiential marketing, partnerships, sponsorships, or related field.
• Demonstrated experience coordinating events from planning through on-site execution.
• Strong project management skills with ability to manage multiple events, partners, and deadlines.

Responsibilities

• Plan and execute OpenRoad events and experiential marketing campaigns.
• Coordinate events with dealerships, OEMs, community organizations, and vendors.
• Support vehicle launches, owner events, and driving programs.
• Develop event briefs, production schedules, budgets, and run-of-show documents.
• Collaborate with Marketing, Sales, Operations, and dealership teams to align events with business goals.
• Research new event ideas, venues, and vendors to elevate OpenRoad events.

Skills

Relationship management

Project management

Event coordination

Communication

Organization

Evenings/weekends flexibility

Vendor coordination

Education

Bachelor’s degree in Marketing, Communications, Event Management, Business, Hospitality

Tools

Microsoft 365

CRM platforms

Event management software

Job description

DRIVING POSSIBILITIES.

Position: Events & Engagement Strategist
Status: Full-Time

Dealership: OpenRoad
Head Office Richmond
Department: Marketing

Compensation: $60,000 to $70,000 per annum

We are proud of our forward-thinking culture developed over 40 years of continuous improvement initiatives. OpenRoad is one of the largest and fastest growing automotive retail groups in the country (representing 23 brands across 44 locations) with a shared vision to become the national automotive leader in customer experience. As one of “Canada’s Best Employers” and “Best Managed Companies”, we are looking for team players who are excited to continually learn, work hard, and take ownership of their role.

Our size doesn't define us, our people do. No one is just a number here, everyone matters, and our culture is the foundation of our success.

A Career at OpenRoad Means You’ll Enjoy:

• Opportunity to work with a variety of OEM Brands including Acura, Audi, BMW, Buick, Cadillac, Chevrolet, Chrysler, Dodge, GMC, Honda, Jaguar, Jeep, Land Rover, Lexus, Mazda, Mercedes-Benz, MINI, Porsche, Ram, Rolls-Royce, Subaru, Toyota, Volkswagen
• Exclusive perks and benefits, including a Discounted Vehicle Purchasing Program, RRSP matching, and referral bonuses
• Comprehensive extended health and dental plan (applicable for full-time positions only)
• Strong focus on training, development, and internal promotion opportunities
• Be part of collaborative, friendly, and progressive work culture with an emphasis on transparency, innovation, relationship, and empowerment
• Be part of a culture that celebrates you through employee recognition programs and engagement events
  

ABOUT THE ROLE:

We are seeking a highly organized and relationship-focused Events & Engagement Strategist to join our Marketing team. You will work closely with an internal marketing team, dealership teams, OEM partners, vendors, community organizations, and external partners to bring experiences to life from initial concept through execution. You will also strategize ways to grow Club OpenRoad through exclusive events, partnerships, offers, and member experiences that create meaningful value for our customers.

This is an ideal role for someone who loves bringing people together, is exceptionally organized, and can balance creative thinking with strong execution.

This role will support the planning and execution of OpenRoad events, strategic partnerships, sponsorships, and Club OpenRoad, our customer membership and engagement program.

ROLE & RESPONSIBILITIES:

Events & Experiences

• Support the development and execution of OpenRoad’s events and experiential marketing calendar.
• Coordinate dealership, customer, OEM, community, and corporate events from planning through execution.
• Support vehicle launches, test-drive experiences, owner events, driving programs, community activations, and other experiential marketing initiatives.
• Coordinate event logistics including venues, vendors, catering, entertainment, invitations, registration, signage, attendee gifts, vehicle requirements, and on-site operations.
• Develop and maintain event briefs, production schedules, budgets, run-of-show documents, guest lists, and post-event recaps.
• Work cross-functionally with Marketing, Sales, Operations, and dealership teams to ensure events are aligned with broader business and marketing objectives.
• Research new event ideas, venues, vendors, technologies, and experiences that can elevate OpenRoad events.
• Manage event equipment, signage, collateral, and other event-related materials.
• Track attendance, engagement, leads, customer feedback, budgets, and other relevant event results.
• Work closely with an internal Event Street Team on day-of event logistics and coordination

Partnerships & Sponsorships

• Support the identification, evaluation, and activation of partnerships and sponsorships that align with OpenRoad’s brand and business objectives.
• Coordinate relationships with corporate partners, lifestyle brands, community organizations, vendors, and other external stakeholders.
• Support the development of partnerships that provide unique experiences and meaningful benefits for OpenRoad customers.
• Coordinate partnership agreements, deliverables, activation requirements, timelines, and internal approvals.
• Identify opportunities to integrate partners into events, customer experiences, and Club OpenRoad.
• Track partnership budgets and deliverables and support post-program reporting.
• Assist in evaluating partnerships based on customer value, audience alignment, activation opportunities, brand fit, and overall impact.
• Strengthen relationships with OpenRoad partners through regular meetings and partnership program evaluation
• Support the day-to-day management of the Brand Ambassador program and ambassador relationships.

Club OpenRoad & Member Experience

• Support the continued development of Club OpenRoad as a meaningful customer engagement and loyalty program.
• Help develop an annual calendar of Club OpenRoad events, experiences, offers, and member benefits.
• Identify potential partners that can provide exclusive and relevant benefits for Club OpenRoad members.
• Coordinate exclusive member experiences, preferred access, special events, partner offers, and other membership initiatives.
• Integrate Club OpenRoad into dealership events and broader OpenRoad marketing programs.
• Support communications and promotional materials that increase awareness and participation in Club OpenRoad.
• Work with internal teams and external partners to deliver a consistent and elevated Club OpenRoad member experience.
• Track available participation, offer redemption, event attendance, and member engagement metrics.
• Research customer loyalty and membership trends and bring forward new ideas to strengthen the Club OpenRoad offering.
• Help identify ways Club OpenRoad can contribute to customer loyalty, retention, referrals, and long-term engagement with OpenRoad.
• Serve as a key point of contact for Club OpenRoad members, responding to inquiries and providing timely, knowledgeable support to ensure a positive member experience.

Project, Budget & Partner Coordination

• Maintain event and partnership budgets and track expenses against approved plans.
• Coordinate invoices, purchase orders, contracts, and partner documentation.
• Maintain an organized calendar of events, partnerships, sponsorships, and Club OpenRoad initiatives.
• Track contractual obligations, deadlines, event requirements, partner deliverables, and renewal dates.
• Ensure programs follow OpenRoad’s internal approval processes and brand standards.

KNOWLEDGE, SKILLS, AND ABILITIES REQUIRED:

• • Bachelor’s degree or diploma in Marketing, Communications, Event Management, Business, Hospitality, or a related discipline.
  • 3–5 years of experience in events, experiential marketing, partnerships, sponsorships, customer experience, hospitality, or a related field.
  • Demonstrated experience coordinating events from planning through on-site execution.
  • Strong project management skills with the ability to manage multiple events, partners, and deadlines simultaneously.
  • Excellent relationship management and interpersonal skills.
  • Experience working with vendors, venues, suppliers, and external partners.
  • Strong written and verbal communication skills.
  • Highly organized with exceptional attention to detail and follow-through.
  • Comfortable working in a fast-paced environment where priorities and timelines can shift.
  • Creative and resourceful, with an interest in developing memorable customer experiences.
  • Strong understanding of premium customer service and brand experience.
  • Experience with event budgets, contracts, and vendor coordination.
  • Proficiency with Microsoft 365 and experience with CRM, event, or project management platforms is an asset.
  • Automotive, retail, hospitality, luxury, or lifestyle brand experience is considered an asset.
  • Ability to work evenings and weekends based on event schedules.
  • Valid driver’s license and ability to travel locally for events and partner meetings.

Grow Your Career at OpenRoad!

We are an equal opportunity employer that values diversity, inclusion, and respect in the workplace. We are committed to creating opportunities for our associates to learn, advance their careers, and reach their full potential.

We thank all applicants for their interest; however, only those selected for an interview will be contacted.