SENIOR MANAGER - COMMUNITY & EVENTS

Brands: The Beer Café & Bira 91 Taproom

Department: Marketing

Location: Gurugram

We’re looking for a Senior Manager - Community & Events to build and lead our community and events function across multiple cities.

This person will own the multi-city events calendar, lead the city Community Managers, build strategic partnerships and create new event IPs for both brands. The role is not just about executing events — it is about deciding what we should do, where we should do it, who we should build it with and how we make it drive footfall and repeat visits.

What You Will Own?

1. Multi-city Events Calendar

- Own the annual and monthly events calendar for Pan India outlet (NCR, Bangalore, Mumbai & Punjab).
- Set the overall direction across music, sports screenings, collaborations, community events, brand moments and outlet-led programming.
- Decide which events should be city-specific and which can be replicated/scaled across markets.
- Ensure every event has a clear objective, audience, promotion plan, budget and post-event evaluation.

2. Community Team:

- Lead and manage the Community Managers across cities.
- Set SOPs for uniformity across all outlets for the brands.
- Review city performance and ensure the team is actively building communities rather than only executing events.
- Coach the team on partnerships, event ideation, on-ground execution and digital amplification.

3. Community Building

- Define the key communities we should be building for each brand and city - from sports and music to creators, corporate groups, colleges, hobby communities and local networks.
- Build a structured database of these communities and develop on-going relationships with them.
- Create reasons for these communities to repeatedly engage with our outlets, rather than relying on one-off events.
- Evaluate out-of-outlet events where brand image can be enhanced, such as, Oktoberfest event in Pune & Mumbai.

4. Partnerships





- Own the partnership pipeline across cities.
- Identify relevant brands (liquor & non-liquor), creators, artists, communities and platforms we can collaborate with.
- Take partnerships from idea → negotiation → execution → amplification, with clear value for both sides.
- Build recurring partnerships wherever there is potential to scale.

5. IPs & Experiences

- Develop new community-led IPs for all the outlets for the brands.
- Test recent concepts, measure their response and scale the ones that work.
- Build experiences that are distinctive to the brands and can become recurring properties.

6. Business Impact

- Make events and community initiatives contribute to footfall, repeat visits, consumer engagement and brand affinity.
- Track the performance across cities and use the learnings to improve the calendar.
- Own the events/community budget and ensure spends are commercially sensible.

Who you are?

- 8 years of experience in events, experiential, community or brand marketing.
- Have managed teams as well as multiple markets/cities.
- Strong network across F&B;, lifestyle, entertainment, creators, sports and local communities.
- Someone who can build a concept from scratch, sell it internally and externally, and then make it happen on-ground.
- Strong commercial understanding — comfortable with budgets, negotiations, partnerships and measuring ROI.
- Naturally plugged into what people are doing, watching, listening to and showing up for in their city.
- Strong enough to set the direction, but hands-on enough to get into the details when required.

Why this role?

This is an opportunity to build the community and events function across multiple cities, create new IPs, develop partnerships and shape how two growing F&B; brands show up in culture and communities.

If you’re someone who doesn’t just execute events but knows how to build a community around a brand, we’d like to hear from you.

Pay: ₹100,000.00 - ₹120,000.00 per month

Work Location: In person

📌 Sr. Manager Community & Events (Gurugram)
🏢 BTB Marketing
📍 Gurugram