Shanna Henry

Director of Events @Indiana Brewers Guild

Indianapolis, IN, US

Lead the planning, execution, and promotion of 4+ annual beer festivals, a statewide conference, and regional activations across Indiana. Manage cross-functional communications, budgeting, digital content, and vendor partnerships to elevate brand visibility and drive audience engagement.Key Achievements & Responsibilities: • Led end-to-end event strategy for 4 annual festivals, 1 statewide conference, and quarterly regional promotions, resulting in year-over-year attendance growth and improved sponsor retention. • Managed event budgets from planning to reconciliation, aligning with organizational goals and reducing costs through vendor negotiations. • Directed onsite logistics, including venue layouts, vendor set-up/breakdown, admissions, merchandise sales, and volunteer coordination across 100+ participants per event. • Oversaw digital marketing strategy including social media calendars, newsletters, and website content; increased engagement and ticket conversions across platforms. • Developed and implemented marketing timelines, collaborating with graphic designers to produce branded collateral for both print and digital distribution. • Served as main liaison for vendors, sponsors, breweries, and volunteers, ensuring clear communication and smooth execution before, during, and after events. • Wrote and distributed press releases, maintained media relationships, and managed inbound inquiries. • Optimized operational systems, including volunteer databases, scheduling spreadsheets, travel arrangements, merchandise fulfillment, and ticket platform maintenance (TicketSauce). • Presented event updates and reports at board meetings, ensuring alignment with executive leadership and stakeholders.