Events Associate Manager

Sanrio, Inc.; Torrance (CA); Hybrid; USD 80,000 - 90,000; Full time

Benefits offered by this job

401(k) plan

401(k) matching

Health Insurance (100% paid)

Employee assistance program

Flexible spending account

Life insurance

Paid time off

Parental leave

Vision insurance

Disability insurance

Job summary

Sanrio, Inc. is seeking an Events Associate Manager to bring the brand’s immersive events, partnerships, and retail activations to life.

You’ll lead planning from concept to completion under the Director of Marketing, collaborating across Marketing, Creative, Sales, and E‑Commerce, and coordinating with our Japan HQ. The role requires 6+ years in brand events or experiential marketing, strong project management, and a willingness to travel up to 30%.

Qualifications

• Bachelor's degree in a related field.
• 6+ years in brand events, partnerships, or experiential marketing.
• Proven experience owning full RFP lifecycle.
• Strong budgeting and timeline management.
• Excellent written and verbal communication.
• Willingness to travel up to 30%.
• Hybrid role in Torrance, CA.

Responsibilities

• Lead planning, execution, and evaluation of events.
• Manage budgets, timelines, and vendors.
• Draft scopes of work, issue RFPs, and negotiate contracts.
• Collaborate with cross-functional teams and Japan HQ.
• Analyze post-event results and ROI.

Skills

Brand events

Partnerships

Budget management

Project management

Vendor relations

RFP lifecycle

Communication

Travel flexibility

Education

Bachelor's degree

Tools

Microsoft Office

Airtable

Adobe Suite

Event platforms

Job description

Sanrio is the global lifestyle brand best known for pop icon Hello Kitty. We’re also home to an endearing cast of characters, including the #1 fan favorite (2 years running!) Pompompurin, alongside Cinnamoroll, Pochacco, Kuromi, and many more. Since 1960, our “small gift, big smile” philosophy has inspired a World of delight, where even the tiniest token can spark happiness and an enduring connection.

Do you love creating unforgettable brand experiences? Are you a master planner who can turn big ideas into reality while balancing creativity, budgets, timelines, and logistics?

We're looking for an Events Associate Manager to help bring the Sanrio brand to life through immersive events, strategic partnerships, and retail activations that delight fans and create memorable experiences.

Under the direction of the Director of Marketing, you'll lead the planning, execution, and evaluation of partnership and retail events from concept through completion.

Key responsibilities include:

• Managing all aspects of events, including ideation, planning, budgeting, partner management, execution, and post-event analysis.
• Leading the end-to-end RFP and vendor selection process, including drafting scopes of work, issuing RFPs, evaluating proposals, and negotiating contracts.
• Establishing event KPIs, measuring success, and identifying opportunities to improve future event performance and ROI.
• Collaborating cross-functionally with Marketing, Creative, Sales, Business Development, E-Commerce, Legal, and other teams to ensure alignment and successful execution.
• Serving as a liaison to Japan HQ.
• Translating Sanrio's Brand DNA into immersive, story-driven event experiences.

You’ll be responsible for bringing events to life by:

• Developing event concepts, themes, and objectives.
• Creating project timelines, budgets, and logistics plans.
• Identifying venues and negotiating contracts.
• Managing vendors, suppliers, and event production partners.
• Managing critical milestones and stakeholder communications.
• Handling last-minute changes and developing contingency plans.
• Supervising event setup, execution, and breakdown.
• Ensuring compliance with legal, health, and safety requirements.
• Conducting post-event analysis and reporting on results.

As a key steward of the brand, you’ll:

• Develop a deep understanding of Sanrio's brand identity and aesthetics.
• Create immersive experiences that strengthen brand awareness and engagement.
• Partner with Creative teams on style guides, event assets, and approvals.
• Build and maintain strong relationships with partners, vendors, and stakeholders.
• Support alignment of marketing KPIs and campaign goals across departments.
• Manage budgets, invoices, purchase orders, and approval processes.

What We're Looking For

• Bachelor's degree in a related field.
• 6+ years of experience in brand events, partnerships, retail activations, or experiential marketing.
• Proven experience owning the full RFP lifecycle and vendor selection process.
• Strong project management skills, including budgeting, timelines, and resource allocation.
• Experience negotiating contracts and managing vendor relationships.
• Excellent verbal and written communication skills.
• Exceptional organizational and multitasking abilities.
• Strong problem-solving skills and the ability to remain calm under pressure.
• Self-motivated with the ability to manage multiple priorities in a fast-paced environment.
• Proficiency in Microsoft Office, Airtable, Adobe Suite, and related tools.
• Familiarity with event production technology and event management platforms.
• Ability to travel up to 30% annually, including weekends.
• Willingness to support hands‑on event setup and physical work as needed.
• Passion for the Sanrio brand and characters.
• Strong knowledge of pop culture and consumer trends.
• Experience creating immersive, fan-focused brand experiences.

At Sanrio, you'll have the opportunity to create meaningful experiences that connect fans with some of the world's most beloved characters. You'll work alongside passionate teams, innovative partners, and creative storytellers to deliver events that inspire joy and create lasting memories.

Ready to help bring the Sanrio magic to life? We'd love to hear from you!

Please note that this is a hybrid position - not remote. You MUST have your own transportation and be able to come into our Torrance office at least twice per week to collaborate with the team.

Salary: $80k-$90k per year

• 401(k)
• 401(k) matching
• Health Insurance (100% paid)
• Employee assistance program
• Flexible spending account
• Life insurance
• Paid time off
• Parental leave
• Vision insurance
• 401(k)
• 401(k) matching
• Disability insurance
• Employee assistance program
• Flexible spending account
• Health insurance
• Life insurance
• Paid time off
• Parental leave
• Vision insurance

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