Goldheart Jewelry is evolving how a heritage brand speaks to a new generation of romantics, achievers and self-gifters through meaningful experiences and cultural moments. As Assistant Marketing Manager, Events, you will play a key role in bringing the brand to life through well-executed marketing activations and events. This includes planning and executing boutique and atrium activations, corporate staff sales, campaign launches and PR-related events that drive brand visibility and retail engagement.
You will lead the planning and execution of events that translate our brand story into impactful moments for customers, media and partners. Working closely with the Marketing, Creative, Retail Operations, Merchandising teams and external partners, you will translate campaign strategies into on-ground experiences while also supporting tactical marketing needs such as boutique promotional collaterals and activation materials.
What you'll own
Event & Activation Planning
- Plan and execute a calendar of marketing events and activations aligned with key campaigns, product launches and seasonal retail moments which includes:
- Boutique events and in-store activations
- Mall atrium events
- Corporate office staff sales
- PR and media events in collaboration with the Marketing team
- Oversee end-to-end event execution including concept development, budgeting and timeline planning to vendor coordination, programme flow, gifting, RSVP coordination, event logistics, on-ground execution and post-event evaluation.
- Translate brand events into experiential moments, working closely with Marketing to ensure key product stories, seasonal campaigns and brand narratives come to life through immersive activations.
- Take a hands-on role in planning and executing consumer and branding events, while also guiding and coordinating external partners - including agencies, production vendors, stylists, and PR collaborators - to ensure quality brand experiences aligned with brand guidelines.
- Collaborate with Marketing to maximise amplification of events and PR moments across digital channels, ensuring strong storytelling before, during and after key activations.
Retail & Campaign Activations
- Work closely with the Marketing team to translate campaign narratives and product stories into engaging retail and experiential activations.
- Ensure event concepts and setups reflect the brand's positioning while supporting commercial objectives such as traffic generation, sales conversion and customer engagement.
Boutique Marketing & Promotional Collaterals
- Support the development of marketing collaterals for tactical activations including:
- Preparing artwork briefs for Creative team
- Coordinating production of in-store POSM, event signages, promotional materials and activation visuals with Creative team
- Ensuring brand consistency across boutique marketing materials
PR Event Support
- Support the Marketing team in the planning and execution of PR and media-related events, including:
- Media previews and product showcases
- Influencer or stylist engagements
- Campaign launch events
- Assist with coordination of guest management, event logistics, gifting and on-site event operations to ensure smooth execution.
Vendor & Partner Coordination
- Manage relationships with event vendors, production partners, venues and mall management teams.
- Coordinate with agencies, suppliers and VM team on event setup, fabrication, logistics and installation to ensure timely and high-quality execution.
- Identify and pursue partnership opportunities with lifestyle brands/venues that extend brand reach and relevance.
Event Performance Tracking
- Support post-event reporting by tracking key outcomes such as:
- RSVP sign-ups, event attendance and engagement
- Gift redemptions
- Retail traffic or sales performance during activations
- Provide insights to improve future activations and event strategies.
Competencies Required
STRATEGIC THINKING Applies an understanding of the organization's mission, vision and strategic priorities to design events initiatives that support brand growth and business objectives.
INFLUENCE Builds strong relationships with internal stakeholders and partners to amplify brand narratives and drive successful collaborations.
PROJECT MANAGEMENT & LEADERSHIP Demonstrates initiative, accountability and a hands-on approach in managing projects and partners, while contributing positively to team performance and outcomes. Able to anticipate operational challenges and respond quickly in fast-paced event environments.
INNOVATION Brings fresh ideas to brand activations, partnerships and product storytelling, contributing to a culture that embraces creative thinking and continuous improvement.
BUSINESS AWARENESS - Understands how retail activations and marketing events contribute to brand visibility, customer engagement and sales performance.
The portfolio you'll build here
- A portfolio of brand experiences and events that bring Goldheart's campaigns and collections to life from media previews and product launches to retail activations, collaborations and brand partnerships.
- End-to-end event ownership, including concept proposals, event briefs, guest strategies, programme flow, vendor coordination and post-event reports that demonstrate both creative thinking and operational excellence.
- Experience developing experiential frameworks and event playbooks (event formats, guest journeys, media engagement approaches, partnership structures) that can be replicated and scaled across campaigns and retail initiatives.
- Case studies of brand activations and PR initiatives that generated measurable impact such as media coverage, influencer reach, brand buzz, customer engagement or retail traffic uplift.
- Cross-functional collaboration experience, working closely with brand marketing, content, social, retail operations, merchandising and external partners to ensure campaigns translate seamlessly into impactful real-world experiences.
About you
- 35 years of experience in events, brand activations, either in-house or agency, ideally within fashion, beauty or lifestyle industries.
- Bachelor's degree or diploma in Marketing, Communications, Business, Events Management or a related field.
- Proven experience planning and executing brand events, launches or experiential activations with strong attention to detail and operational execution.
- Strong project management and vendor coordination skills, with the ability to manage multiple timelines, partners and deliverables simultaneously.
- Excellent communication and relationship-building skills, comfortable working with media, influencers, agencies, venues and internal stakeholders.
- Highly organised, proactive and resourceful, with the ability to troubleshoot quickly and stay calm in fast-paced event environments.
- Highly proactive, resourceful and comfortable working in dynamic event environments.
- A strong interest in lifestyle, culture and brand storytelling, with an instinct for creating experiences that resonate with audiences and reflect brand identity.
What we offer
- A front-row role in shaping how a beloved jewellery brand comes to life through memorable experiences, partnerships and cultural moments.
- Opportunities to build expertise in experiential marketing, retail activations and brand storytelling
- A dynamic in-house marketing environment where creative ideas, strong partnerships and flawless execution come together to drive brand impact.
- A collaborative marketing environment where events, campaigns and retail experiences come together to drive brand growth
