Director of Events

GOAT USA is seeking an experienced and strategic Director of Events to lead the vision, growth, and performance of our Events department. With more than 365 live events annually, events are a significant part of GOAT USA's founding, how we connect with customers, generate revenue, and build the brand across the country. This senior leadership role will be responsible for determining where and how the company should invest in events, using financial performance, market insights, and customer engagement to identify opportunities and guide future growth.

The ideal candidate is a strong business and people leader who can balance revenue and profitability with brand impact, build and develop a high-performing team, and create the strategy and infrastructure needed to scale a growing events operation. This is an opportunity to shape the future of a highly visible part of GOAT USA’s business, spanning revenue-generating events, mobile retail, store openings, brand activations, partnerships, and community experiences.

Director of Events

The Director of Events serves as the overall leader of GOAT USA’s Events department and is responsible for setting the strategic direction, long-term vision, and financial objectives. This role oversees all major event initiatives across the GOAT USA, including revenue-generating events and mobile retail, new store opening events, brand and marketing activations, partnerships, community events, etc.

The Director owns the overall performance of the Events department, including revenue growth, profitability, budgeting, resource allocation, operational efficiency, and return on event investments. This role uses financial, operational, and market analysis to identify trends, evaluate opportunities, and provide actionable insights that inform departmental strategy and business decisions.

This role determines which markets, event types, partnerships, and growth opportunities GOAT USA should pursue and establishes the direction that guides the Events team. This role also partners closely with Marketing, Retail, Planning, Operations, and other departments to ensure events support broader company initiatives, strengthen the GOAT USA brand and create engaging customer experiences.

• Lead the overall Events department, establishing its strategy, long-term vision, priorities, goals, operating structure, and performance expectations.
• Develop and oversee GOAT USA’s overall event strategy and calendar across events, mobile retail, store openings, marketing and brand activations, partnerships, community events, and other company initiatives.
• Own the financial performance of the Events department, including revenue, profitability, departmental budgets, expense management, financial targets, and return on event investments.
• Establish performance benchmarks and KPIs for the department and ensure resources and investments are aligned with expected business and brand returns.
• Analyze event and departmental performance to identify trends, risks, opportunities, and key business drivers, providing analytical insights and recommendations to senior leadership.
• Use financial, operational, customer, and market insights to determine which event types, markets, partnerships, and growth opportunities GOAT USA should prioritize.
• Provide strategic direction to the Events team for identifying, evaluating, and pursuing opportunities that align with company and departmental objectives.
• Make directional recommendations and decisions regarding event opportunities based on revenue potential, profitability, brand exposure, customer engagement, operational requirements, resource investment, and strategic value.
• Oversee the event strategy and execution for new…