Retail Events Coordinator

Description

The Retail Events Coordinator is responsible for developing, planning, coordinating, and executing a dynamic calendar of customer-facing events across Gardener’s Supply Company’s retail garden centers. Reporting to the Retail Marketing Manager, this role brings our garden centers to life through engaging educational seminars, hands-on workshops, seasonal programming, community events, and large-scale retail experiences designed to educate customers, strengthen community connections, and drive traffic and sales.

This position owns the event planning process from concept development through execution and post-event evaluation. The Retail Events Coordinator works closely with the Retail Home Office team, Store Managers, internal subject matter experts, external instructors, vendors, and community partners to create programming that is engaging, educational, brand-aligned, and operationally successful.

• Develop and manage an annual retail events calendar across all garden center locations, creating a thoughtful cadence of programming throughout the year that support the customer experience, seasonal gardening needs, retail priorities, product categories, community engagement, and company mission.
• Take ownership of events from initial concept through completion, including timelines, budgets, materials, registration needs, instructor coordination, staffing, signage needs, setup, customer flow, event-day execution, post-event wrap-up and analysis.
• Attend and actively support events as needed, including setup, customer check-in, instructor support, troubleshooting, photography/content capture, breakdown, and other event-day responsibilities.
• Create and maintain event listings within the company’s ticketing platform, including event details, ticket types, pricing, capacity, and customer-facing information. Monitor ticket sales and registrations leading up to each event, make adjustments as needed, and communicate attendance and registration updates with store teams and internal partners.
• Source and coordinate speakers, instructors, vendors, community organizations, etc. who can enhance educational and experiential programming. Partner with Retail Area Manager and Store Managers to identify opportunities based on local customer interests, store needs, seasonality, and available space.

• Develop event-specific promotional plans in partnership with the Retail Marketing Manager to build awareness and drive attendance. Maintain consistent event branding, signage, customer communications, and execution standards while allowing programming to reflect the needs of individual locations.
• Capture photos and short-form video at events and throughout the garden centers for use across retail social channels and other marketing communications. Assist with community management and respond to event-related social media questions and engagement in a timely, professional, and brand-appropriate manner.
• Create, schedule, and publish timely event content before, during, and after programming to build awareness, highlight the customer experience, and support future event promotion.

• Partner closely with the Retail Marketing Manager to align events with retail marketing campaigns, promotions, customer communications, and seasonal priorities. Build relationships with internal gardening experts and product specialists to identify opportunities for customer education and demonstrations. Serve as a central point of coordination for retail event information, ensuring teams have the resources and information they need well in advance of each event.
• Coordinate with Creative, Retail Operations, Buying,…