Job Description

 JOB PURPOSE/SUMMARY

At Applecrumby®, our mission is to provide the safest and most trusted products for modern parents. As an Events Executive, you'll be the heartbeat behind our brand experiences, from high-traffic Baby Expos to heartwarming Parenthood Community events. You’ll also ensure our internal culture shines through well-executed townhalls and employee engagement sessions. You’ll manage the end-to-end planning, coordination, and execution of both external and internal events that reflect Applecrumby’s bold, premium, and purposeful identity.

ROLE AND RESPONSIBILITIES:

Primary Responsibility:

1) External Events & Brand Activations

• Plan and execute the brand presence at baby expos, trade exhibitions, retail partner activations, and community-led engagements.
• Coordinate booth design, sampling mechanics, customer experience flow, stock movements, and team deployment.
• Work closely with Sales and Marketing teams to define event goals (sales target, lead gen, brand awareness) and track post-event performance.
• Liaise with event organizers, vendors, and partners to ensure smooth operations and on-brand execution.
• Manage event budgets and ensure cost-effective spending without compromising experience.

2) Applecrumby® Parenthood Community Engagement

• Support the planning and execution of the Applecrumby® Parenthood Community events — workshops, forums, parent circles, and intimate gatherings.
• Curate event content, speakers, and attendee experience to build trust and connection with our parent community.
• Explore opportunities for partnerships with KOLs, parenting experts, and relevant collaborators.

3) Reporting & Insights

• Maintain a database of past events, including attendance, cost per lead, revenue (if applicable), and learnings.
• Share monthly insights and post-mortems to improve future planning and stakeholder alignment.

Secondary Responsibility:

4) Internal Events & Employee Engagement

• Coordinate quarterly townhalls, all-hands meetings, festive celebrations, and milestone celebrations (e.g., birthdays, work anniversaries).
• Ensure events reflect company values, boost employee morale, and foster a sense of belonging.
• Manage logistics, communication rollouts, and cross-department coordination to ensure high participation and smooth delivery.

5) Cross-Functional Collaboration

• Support the Brand & Customer team in seasonal campaign launches by coordinating offline activation elements (e.g., pop-ups, sampling, in-store visibility).
• Assist the E-Commerce and Sales teams with occasional trade marketing requests (e.g., promo booth setups at retail stores, distributor events).
• Provide event assets (photos, videos, testimonials) to the Social Media and Content teams for post-event coverage and amplification.

Job Requirements

QUALIFICATIONS & REQUIREMENTS

• Education: Diploma/Bachelor’s Degree in Event Management, Mass Communication, Marketing, or related field.
• Experience: Minimum 2 years of experience in event planning, preferably in FMCG, retail, lifestyle, or agency side.
• Technical Skills: Proficiency in Microsoft Office, Canva, or event management tools is a plus.
• Soft Skills: Strong organizational skills and attention to detail so that nothing slips through the cracks. Comfortable with fast-paced execution and managing multiple events concurrently. Excellent interpersonal and communication skills – able to work with both external vendors and internal stakeholders. Creative flair with an eye for aesthetics and experience curation. Willingness to work on weekends/public holidays when events require (e.g., baby expos).

Skills