The Challenge
Primal Kitchen (Kraft Heinz) needs someone to orchestrate 15+ events annually-from Expo West to retail partner activations-that drive real connections between brand and buyers. You'll own the complete event lifecycle: strategy, execution, budget, and swag while reporting directly to the Brand Experiences Manager.
Your Mission
Map and confirm strategy for 12+ industry events (Expo West, UNFI, KEHE, SproutsCon, INFRA); secure registrations and coordinate marketing collateral
Design and launch branded swag/materials inventory system with warehouse to support Q1-Q2 event rollout
Establish event budget tracking and approval workflows across marketing, sales, and ops
Plan and execute first major consumer event showcasing new product launch alongside Executive Leadership
Execute full-year calendar of 15+ events with measurable attendance, lead, and revenue impact metrics
Build and optimize vendor/partner relationships (UNFI, KEHE, SproutsCon) to improve booth performance and ROI
Develop brand event playbook with templates, timelines, and checklists to scale execution consistency
Deliver post-event analysis showing attendee data, qualified leads, and recommendations for next year's strategy
KPIs You'll Own
Events Executed On Budget
Percentage of 15+ annual events delivered within approved budget with zero cost overruns.
Lead Generation by Event
Qualified leads captured and passed to sales per event; trend toward higher-value buyers at trade shows.
Partner/Distributor Attendance Rate
Retail partners and distributors (UNFI, KEHE, etc.) showing up and engaging at sponsored events.
Brand Awareness Lift
Post-event survey or social mention volume tracking Primal Kitchen brand sentiment and recall among attendees.
Tools & Stack
Your Team
Your Manager
Brand Experiences Manager
Current Team
Cross-functional: Marketing, Sales, Operations, External Agency Partners
New role or backfill-not specified
The Package
Salary
$89,800-$112,200
Variable
Performance-based bonus (eligible; terms in plan docs)
Remote
On-site (California, United States)
Benefits & Perks
Company Intelligence
Primal Kitchen is a brand within Kraft Heinz, a global food and beverage powerhouse. The brand focuses on whole-food, performance nutrition products and actively engages trade and consumer audiences at major industry events like Expo West.
Customers
UNFI, KEHE, Sprouts, independent retailers, consumers at trade shows
Culture
Cross-functional collaboration; values innovation, trend integration, and results orientation
Is This Role For You?
- You've executed 15+ events annually and love the operational grind of logistics, vendor management, and on-the-ground execution
- You're comfortable owning budgets solo and can defend spend decisions to leadership with data and ROI
- You thrive in CPG/food or retail environments where trade shows and distributor relationships matter
- You're equally comfortable with creative (swag, branded materials) and analytical (lead tracking, ROI) work
- You want primarily remote or hybrid work-this is fully on-site in California with 3-5 events per year requiring 2-3 day travel
- You prefer strategic planning over tactical execution; this role is heavily operational (registration, vendor wrangling, inventory)
- You need equity or significant upside; this is a straight salary + bonus manager role at a large public company
Interview Process
Phone Screen
Recruiter confirms event management experience (15+ events/year), budget ownership, and availability for travel.
Hiring Manager Interview
Brand Experiences Manager explores event strategy thinking, cross-functional collaboration, and examples of past event ROI.
Case Study / Scenario
Walk through planning and executing a 3-day trade show under budget with tight timelines and vendor challenges.
Executive Leadership Conversation
Brief discussion on how you'd elevate new product launches and support company-wide initiatives through events.
Ready when you are
Interested in this role?
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