Senior Director, VIC & Events

ABOUT LOVESHACKFANCY

LoveShackFancy, founded in 2013 by Rebecca Hessel Cohen, is a global fashion, beauty, childrenswear, accessories, home, and lifestyle brand celebrated for its romantic, vintage-inspired aesthetic and cult-like community. Known for its immersive, whimsical interiors, the brand has grown to 25 boutiques across the U.S. and London. Signature ruffles, pink, and bows anchor the collections, while storytelling and pioneering community-driven experiences have shaped LoveShackFancy into more than a fashion label—it’s a shared lifestyle movement. Coveted collaborations include Victoria’s Secret PINK, Gap, Target, Stanley, Pottery Barn, Bogner, and more. In 2023, LoveShackFancy launched Beauty exclusively at Sephora, inviting millions into its rose-colored world of whimsy and celebration.

ROLE OVERVIEW

LoveShackFancy is seeking a highly relationship-driven, detail-obsessed, and commercially minded Senior Director, VIC & Events to lead the strategy and execution of all retail events, activations, and top-client experiences across the brand's boutique fleet. This person will own the VIC program end-to-end — identifying, cultivating, and deepening relationships with LoveShackFancy's most valuable clients — while overseeing in-store events, launches, and experiential moments designed to drive traffic, loyalty, and top-line sales.

This person will lead a corporate and store-based VIC and Events team, setting clear goals and standards of execution. They will be equal parts relationship-builder, clienteling strategist, event producer, and sales leader — equally comfortable building a white-glove VIC experience for a top spender as they are managing multi-market event calendars and budgets across the full retail fleet. They will partner closely with Retail, Marketing, PR, Visual, and Buying teams to ensure every activation reflects the LoveShackFancy world while driving measurable business results.

The ideal candidate has a strong network and instinct for clienteling, a track record of turning events and client relationships into sales, and the organizational rigor to manage many high-touch moments across multiple stores at once.

KEY RESPONSIBILITIES

VIC Program & Clienteling

• Own and evolve LoveShackFancy's VIC program — identifying, segmenting, and cultivating relationships with the brand's top clients across all retail markets.
• Partner with Store Directors and sales teams to build individualized clienteling strategies that convert VIC relationships into repeat, high-value purchases.
• Design and manage VIC perks, previews, gifting, and dedicated experiences that make top clients feel recognized and valued.
• Track VIC spend, engagement, and retention, using data to prioritize outreach and identify opportunities to grow top-client revenue.
• Serve as a direct point of contact for the brand's highest-profile retail clients, including coordinating personal shopping and bespoke requests.

Retail Events & Activations

• Lead the strategy, calendar, and execution of all retail events, activations, launches, and in-store client experiences across the fleet.
• Translate creative and marketing moments into store-level event plans, timelines, budgets, and staffing needs.
• Ensure every event reflects the LoveShackFancy aesthetic and standard of hospitality, from concept through flawless on-the-ground execution.
• Manage multiple store events and activations simultaneously across markets, maintaining clarity and momentum across all projects.
• Travel to key markets as needed to oversee flagship events and high-priority VIC moments.

Driving Sales Through Events & Relationships

• Set and own sales targets tied to VIC engagement and retail events, treating every activation as a business driver, not just a brand moment.
• Partner with Retail leadership to align event and clienteling strategy with store sales goals, key launch moments, and seasonal priorities.
• Analyze post-event and post-activation performance (traffic, conversion, sell-through, VIC spend) and use those insights to refine future programming.
• Identify opportunities where events and VIC relationships can be leveraged to support underperforming stores or key growth markets.

Cross-Functional Collaboration

• Partner closely with Marketing, PR, Visual, Buying, and E-Commerce teams to ensure retail events and VIC moments are aligned with broader brand and go-to-market calendars.
• Work with Store Directors and field teams to ensure consistent, elevated execution of the VIC and events strategy across all locations.
• Collaborate with Finance and Operations on budgeting, contracts, and vendor management for events and activations.
• Build strong relationships with internal stakeholders and external partners, vendors, and venues supporting retail events.

Budget, Operations & Team Leadership

• Manage the retail events and VIC budget with precision, ensuring programming is delivered on time and within financial parameters.
• Oversee contracts, vendor agreements, and post-event recaps and reporting.
• Build and lead a team supporting events and VIC clienteling, setting clear goals and standards of execution.
• Maintain meticulous organization across event calendars, budgets, client records, and reporting.

QUALIFICATIONS

• 8+ years of experience in retail events, clienteling, VIC/VIP programs, experiential marketing, or related fields, ideally within fashion, beauty, or luxury retail.
• Proven track record of building client relationships and events that directly translate into sales results.
• Strong understanding of clienteling strategy, retail operations, and how top-client relationships are built and maintained over time.
• Experience managing multi-market event calendars, budgets, and vendor relationships.
• Excellent relationship-building, communication, and hospitality instincts, with the discretion and polish required to work with high-profile clients.
• Strong project management skills with the ability to manage multiple stores, events, and client relationships at once.
• Meticulously organized, detail-oriented, and calm under pressure.
• A collaborative, solutions-oriented leader who can work across Retail, Marketing, PR, and Visual teams.
• Willingness to travel to key markets as needed.
• Passion for the LoveShackFancy brand, aesthetic, customer, and lifestyle.