Partnerships & Consumer Manager

Partnerships & Consumer Experience Manager

This role is located in Grand Rapids, MI.

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 sponsor ships, 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.

• 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.
    • Engagement KPIs per Activation:
      • Digital/social engagement: +X% vs. benchmark.
      • Earned media impressions: meets or exceeds forecast.
    • Activation ROI:
      Achieve minimum ROI benchmark.
    • Post‑Activation Report Completion: 100% of partnerships complete 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.
    • 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.
    • 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…