Brand Activation Manager

HYER Boots, Inc.; United States; On-site; USD 90,000 - 140,000; Full time

Job summary

HYER Boots, Inc. is seeking a Brand Activation Manager to lead our in-person events program in the United States, owning P&L and delivering memorable experiences across rodeo events and HYER Days with retail partners.

You will manage budgets, on-site sales, vendor relations, staff, and logistics, ensuring every touchpoint converts attendees into loyal HYER customers. This role requires heavy travel, hands-on leadership, and a deep understanding of western disciplines.

Qualifications

• 5+ years in event marketing, experiential, trade shows or field marketing.
• Own budgets and track spend against plan.
• Experience with western disciplines is preferred.
• Strong sales and customer relationship skills.
• Ability to manage vendors, staff and logistics.

Responsibilities

• Own the P&L for 12 major events per year.
• Set budgets covering sales forecasts, booth fees, sponsorships, shipping, fixtures, promo, and staffing.
• Run on-site booth like a store with product assortment and fast checkout.
• Hire, train and schedule 1099 event staff.
• Design memorable moments and campaigns at events.
• Capture customer data and hand to CRM for follow-up.
• Develop HYER Days calendar and playbooks.
• Report results and scale successful formats.
• Manage relationships with event organizers, vendors, and retail partners.

Skills

P&L ownership

Event marketing

Sales instinct

Relationship building

Attention to detail

Calm under pressure

Travel willingness

Tools

Shopify POS

Excel/Google Sheets

Project management tools

Job description

The Brand Activation Manager leads HYER's in-person (IRL) events program and owns its P&L. You'll run 12 major events a year, from NRCHA and Rodeo Houston to the NFR in Las Vegas. You'll also quarterback every HYER Days retail event with our retail partners.

Every event has one job: turn people who know HYER into people who are loyal to it. Each fitting, conversation and moment at the booth should earn a customer for life. You'll run the logistics, drive sales on site, manage partners and vendors, and build this into an experiential program that grows year after year.

This is a hands-on role for someone who is at home, in an arena and in a spreadsheet.

Key Responsibilities

Major events and the events P&L

• Own the P&L for 12 major events a year
• Build each event's budget before you commit to it. That covers sales forecast (units, UPO, AUP), booth fees and sponsorships, shipping, fixtures, promo and GWP, and loaded staffing costs.
• Reconcile actual results against the plan within two weeks of each event.
• Recommend which events to grow, fix or drop the next year.
• Pick the event lineup with a clear case for each: sales, margin, new customers and content.

On-site sales and the customer experience

• Run the booth as a store: product assortment, size runs, merchandising, fitting, and fast checkout.
• Hire, train and schedule 1099 event staff. They should fit boots well, know the product and tell the HYER story.
• Design the moments people remember, like film premieres, a Cowboy Prom, athlete signings and youth giveaways. Every touchpoint should be personal and easy to share.
• Capture customers at every event (email, SMS, ambassador sign-ups). Hand them to CRM so the relationship continues after the show.

HYER Days: quarterback for all retail events

• HYER Days are 1–3 day in-store events we host with our retail partners. They are built to drive foot traffic, build awareness and increase sales for both the retailer and HYER. We time them around local moments like rodeos, store grand openings and seasonal promotions.
• Build the yearly HYER Days calendar with Sales and the reps. Match each store to a local event that will draw a crowd.
• Create a repeatable HYER Days playbook: merchandising and fixtures (like the Long Wear Zone), rep staffing, try-on giveaways, fill-in inventory, promotion, and staff training for the store team.
• Make sure every retailer is ready before the doors open. Inventory in place, reps briefed, store team trained, and local promotion running.
• Report on each HYER Days event: pairs sold, fill-in units placed, sell-through afterward and retailer feedback. Scale the formats that work.

Partners, vendors and suppliers

• Manage relationships with event organizers and associations (NHSRA, NCHA, NRCHA, PRCA and others). Negotiate booth placement, sponsorship value and renewals.
• Manage vendors: freight and booth shipping, fixture builders, installers, hotels, printers and promo suppliers.
• Work with retail partners and sales reps so HYER Days help their business, not just ours.

Building the experiential program

• Turn a list of events into one brand program with a consistent look, story and customer experience.
• Work with Marketing, Content and the Ambassador program so every event produces stories, UGC and athlete moments.
• Document every process (logistics timelines, packing lists, staffing plans, recap templates) so the program can scale without you in every booth.

Who You Are

You've competed in, or worked around, the western disciplines yourself. Vendors, event partners and customers can tell right away. You're also the person who catches the missing size run before the truck leaves.

Must have

• Personal experience in one or more western disciplines: rodeo, roping, reining, cutting, cow horse, barrel racing, ranch work or similar. You speak the language and people in the arena treat you as one of them.
• Extreme attention to detail. You run timelines, packing lists, freight and staffing plans down to the last item.
• 5+ years in event marketing, experiential, trade shows or field marketing. Consumer or retail brands preferred, and you've run events from planning through teardown.
• P&L ownership. You've built event budgets, tracked spend against them and made the call on whether an event was worth doing.
• A sales instinct. You're comfortable on the floor, fitting boots, closing sales and coaching a team to hit numbers.
• Relationship builder. You're trusted by event organizers, retail buyers, store staff and vendors.
• Calm under pressure when freight is late, a booth is short-staffed or it's 110°F in the arena.
• Willing to travel heavily, including weekends and long event stretches.

Nice to have

• Contacts at the major associations (NHSRA, NCHA, NRCHA, PRCA, NBHA, WRCA).
• Experience in western retail or wholesale, or running in-store events with retail partners.
• Experience with footwear or apparel fitting and inventory planning.
• Comfortable with Shopify POS, Excel/Google Sheets and project management tools.