About HYH America

HYH America Inc. is a U.S.-based subsidiary of hy Co., Ltd., a South Korean leader in fermented dairy, functional beverages, and health-focused nutrition with over 50 years of innovation. Building on hy's legacy of pioneering wellness solutions for millions of households, HYH America represents the company's strategic expansion into the United States market.

More than a product-driven business, HYH America is a purpose-led venture committed to shaping everyday lifestyles. Our mission is to inspire Healthier Habits and Happier Cultures, bringing together thoughtfully crafted wellness products, community, and cultural experiences to create a more balanced and joyful way of living. Through health innovation, authentic collaborations, and culturally relevant engagement, HYH America is redefining how wellness is experienced across America and beyond.

JOB OVERVIEW

We are seeking a highly strategic and execution-driven Events Manager to lead experiential marketing initiatives in the U.S. market.

This role is responsible for defining event strategy, managing execution, and delivering measurable business impact across consumer and trade events. The ideal candidate will bring a strong point of view on why events matter, how to design them for impact, and how to measure ROI, while owning execution end-to-end.

This position requires a leader who can translate business and brand objectives into high-impact experiences, including large-scale events, performances, retail activations, and immersive consumer experiences.

ROLES AND RESPONSIBILITIES

Event Strategy & Ownership

• Define and lead event and experiential marketing strategy aligned with brand, product, and commercial objectives
• Clearly articulate the purpose, role, and expected impact of each event
• Identify and prioritize opportunities across consumer events, performances, trade shows, and retail activations
• Develop annual event roadmap, planning cadence, and execution calendar

ROI-Driven Planning & Performance Management

• Establish clear KPIs and success metrics for all events
• Define and manage event budgets with ROI accountability
• Develop frameworks to measure:
• • Brand impact
  • Consumer engagement
  • Sales and conversion impact
• Deliver post-event analysis and actionable insights
• Continuously optimize event strategy based on performance

End-to-End Execution & Operations

• Own full lifecycle of events, including:
• • Concept development
  • Scheduling and timeline management
  • Vendor and agency coordination
  • On-site execution
• Ensure all events are delivered on time, on budget, and at high quality standards
• Manage complex event logistics and multi-stakeholder coordination

Experiential Design & Consumer Engagement

• Design and deliver immersive brand experiences including:
• • Booth activations
  • Consumer experience zones
  • Sampling and product engagement
• Translate brand and product strategies into compelling, experience-driven storytelling
• Ensure events are engaging, shareable, and culturally relevant

Large-Scale Event & Performance Management

• Plan and execute large-scale events, including performances and stage-based activations
• Manage production elements such as:
• • Stage design
  • Talent coordination
  • Show flow and run-of-show execution
• Ensure seamless integration between entertainment and brand experience

Cross-Functional Leadership

• Partner with Marketing, Sales, Product, and external agencies
• Align event strategy with product launches, campaigns, and retail initiatives
• Act as a key person driving execution alignment across teams

Budget & Vendor Management

• Vendor sourcing, negotiation, and relationship management
• Manage contracts, timelines, and performance of agencies and partners
• Ensure cost efficiency while maximizing event impact and quality

QUALIFICATIONS

Education

• Bachelor’s degree or higher required (Marketing, Business, Communications, or related field preferred)
• Experience
• Minimum 7+ years of experience in:
• Event Management, Experiential Marketing, or Brand Marketing
• Proven experience leading both strategy and execution of events
• Strong experience managing large-scale events, performances, or stage-based productions
• Experience in CPG / Food & Beverage industry (preferred)

Core Capabilities

• Strong strategic thinking with ability to define “why” behind events
• Proven ability to plan, execute, and optimize events with ROI accountability
• Strong project management and multi-event scheduling capability
• Ability to manage complex logistics and cross-functional coordination
• Strong understanding of consumer engagement and experiential marketing design

Preferred

Experience with:

• Large-scale consumer events and performances
• Booth activations and immersive consumer experience design
• Experience working with agencies, production vendors, and talent management
• Strong understanding of U.S. and Korean cultural trends; knowledge of K-pop culture is a strong plus, particularly in driving culturally relevant consumer engagement
• Bilingual proficiency in English & Korean is preferred.

PHYSICAL DEMANDS & WORK ENVIRONMENT

• Must be able to remain in a stationary position and operate office equipment for a prolonged period of time.
• Physical activities include, but are not limited to constant manual dexterity, moving about the work site, and/or handling objects weighing up to 20 lbs.
• Other infrequent physical activities include, but not limited to, positioning self to complete assigned tasks, and ascending/descending floors and/or ladders.
• Must be able to work in a schedule that commensurate with business operation, including work during weekends, holidays and/or times outside of normal business hours.
• Must be able to travel as business needs (60%~70%)