Senior PR and Events Manager

About the position From a small store in Turin to a large, internationally recognized group: we are present in 90 countries around the world, with over 5,000 employees and 30 companies, managed directly and indirectly by the Luigi Lavazza Spa parent company, which distribute and market our products and coffee machines. In addition to Lavazza, the following brands are also part of our Group: Carte Noire, Merrild, Kicking Horse, Eraclea and Whittington tea. Joining Lavazza means doing business with passion, knowing that the impact of our work goes beyond the quality of the production chain. We are a big family and are constantly looking for new talents who share our values and can enrich our team. We combine competitiveness with social and environmental responsibility as we create superior quality products available for consumption both at home and out of home, and distributed through all channels: Retail, Foodservice, Office Coffee Service (OCS), and Vending. Our strong, diversified presence enables us to offer consumers and clients perfectly suited solutions, for any occasion and time of day. The Senior PR & Events Manager is a strategic leadership role within the Marketing team, responsible for shaping and driving the overarching public relations and branded events strategy across the portfolio in North America. This role leads integrated PR and experiential marketing efforts that elevate brand equity, strengthen media presence, and deliver impactful consumer and trade engagement. This individual serves as a key strategic partner to brand, channel, and global teams; owning agency relationships, setting long-term vision, and ensuring best-in-class execution across all PR and event initiatives. The Senior PR & Events Manager also plays a critical role in developing talent, optimizing processes, and aligning U.S. efforts with global priorities. Location: New York City, NY Work model: Hybrid Travel: Up to 50% Base pay range: $140,000-150,000 Annual incentive bonus: 20% #LI-AH1

Responsibilities

• Lead the development and execution of a comprehensive, multi-brand PR strategy, aligning with overarching business and marketing objectives
• Serve as the primary strategic liaison with PR agencies, setting direction, establishing KPIs, and ensuring high-impact, insight-driven campaigns
• Provide senior-level guidance and oversight to Flavia and Kicking Horse brand teams, ensuring consistency, innovation, and effectiveness in PR execution
• Own and elevate Lavazza’s flagship branded events and experiential activations (e.g., US Open, Toronto International Film Festival, Art Basel, Film Independent Spirit Awards), driving innovation, premium positioning, and measurable ROI
• Develop and implement integrated communications strategies that connect PR, events, digital, influencer, and social channels
• Partner cross-functionally with Brand, Channel, Sales, and Global HQ teams to ensure alignment, maximize amplification, and integrate global campaigns into local PR & Event execution
• Support Channel teams in activating trade show and industry event strategy, identifying opportunities to enhance presence, improve ROI, and support commercial objectives
• Establish and track performance metrics and reporting frameworks to measure PR impact, media value, event success, and overall brand lift
• Oversee and manage PR and Events budget at a strategic level, including forecasting, allocation, and optimization of spend
• Supporting Brand team in identifying new media, partnership, and experiential opportunities to expand brand reach and cultural relevance
• Manage, mentor, and develop direct reports, fostering a high-performing team and supporting career growth
• Drive process improvements and operational excellence across PR and events planning, execution, and reporting
• Act as a thought leader within the marketing organization, bringing forward industry trends, best practices, and innovative ideas

Requirements

• Bachelor’s degree from an accredited institution, ideally in Marketing, Business, Communications, or a related field
• 8–10+ years of PR, communications, and/or experiential marketing experience
• Proven experience managing large-scale, high-visibility events and agency relationships
• Demonstrated ability to lead strategy and influence cross-functional stakeholders
• Strong strategic thinking and analytical skills
• Advanced proficiency in PowerPoint and Excel
• Strong communication, stakeholder management, and influencing skills
• Demonstrated ability to manage multiple priorities in a fast-paced environment

Benefits

• Competitive Medical, Vision, Dental Benefits
• 401K Package
• Employee Assistance Program
• Hybrid Work Schedule
• Ability to be barista certified
• Tuition Reimbursement
• Performance Development Plans
• Employee Discounts
• Summer Friday’s (Memorial Day Weekend – Labor Day Weekend)
• Flexible business casual dress code - jean friendly!
• Free coffee, anytime!

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