VP, Global Events & Brand Experiences

Role Purpose & Context

Role Summary

As our VP, Global Events & Brand Experiences, you'll be the one setting the overarching vision for how we show up in the world through live interactions. This means thinking years ahead, not just quarters. You'll define how our brand comes to life, whether that's at a major global trade show, an exclusive customer summit, or an innovative digital experience. Frankly, you're responsible for ensuring every single touchpoint reinforces our brand story and drives real business impact. Your work directly influences our brand's reputation, our ability to attract and retain customers, and ultimately, our long-term revenue growth. Get it right, and we'll be seen as an industry leader, attracting top talent and securing significant market share. Get it wrong, and we risk damaging our brand, losing customer trust, and missing out on crucial business opportunities. The challenge here isn't just about managing a budget; it's about navigating complex global markets, anticipating future trends, and constantly proving the strategic value of experiential marketing to the board and investors. The reward? You'll build a legacy, shaping how our company connects with the world and creating truly unforgettable brand moments that resonate for years.

Reporting Structure

• Reports to: Chief Executive Officer (CEO)
• Direct reports: A global team of 100s-1000s, including Directors and Managers across various regions and specialisms.
• Matrix relationships: Chief Events & Experiences Officer, Global Head of Experiential Marketing, Executive Director of Brand Activation,

Key Stakeholders

Internal:

• CEO and Executive Leadership Team
• Board of Directors
• Chief Marketing Officer (CMO)
• Chief Sales Officer (CSO)
• Chief Financial Officer (CFO)
• Head of Investor Relations
• Legal and Compliance Teams

External:

• Major Industry Partners and Associations
• Key Investors and Analysts
• Global Media Outlets
• Regulatory Bodies
• Strategic Vendors and Agencies
• High-Value Customers and Prospects

Organisational Impact

Scope: This role directly drives enterprise strategy, influences brand perception at the highest level, and is accountable for multi-million pound P&L across all global events and experiential marketing initiatives. You'll be shaping the company's market position and investor confidence through impactful brand experiences.

Performance Metrics

Quantitative Metrics

1. Metric: Event-Influenced Enterprise Revenue & Pipeline
2. Desc: The total value of sales pipeline and closed-won revenue directly attributed to global events and experiential marketing programmes.
3. Target: Generate £10M+ in event-influenced pipeline annually, contributing to 5%+ of total enterprise revenue.
4. Freq: Quarterly and Annually, reported to the Board.
5. Example: In FY24, the global event portfolio contributed £12.5M to the sales pipeline, resulting in £3.2M in closed-won revenue, exceeding targets by 25%.
6. Metric: Global Brand Sentiment & Perception Score
7. Desc: Tracking how our brand is perceived by key audiences (customers, prospects, investors, media) following major experiential initiatives.
8. Target: Achieve a 10%+ increase in positive brand sentiment and a 5-point rise in brand perception scores across target markets annually.
9. Freq: Bi-annually via external brand surveys and media analysis.
10. Example: Post-Q2 global product launch event, brand sentiment among target enterprise clients increased by 12% and our 'innovative' perception score rose from 7.2 to 7.8.
11. Metric: Return on Experiential Investment (ROXI)
12. Desc: A comprehensive measure of financial and non-financial returns (e.g., brand equity, customer loyalty, thought leadership) against the total investment in global experiential marketing.
13. Target: Deliver a positive ROXI of 1.5x or higher across the entire global portfolio.
14. Freq: Annually, with deep dives into major programmes.
15. Example: Our flagship industry conference generated a 1.8x ROXI, factoring in media value, lead generation, and customer retention impact, against a £5M investment.
16. Metric: Global Programme Cost Efficiency
17. Desc: Optimising the overall spend across the entire global events portfolio without compromising quality or strategic impact.
18. Target: Achieve 5-7% year-over-year cost efficiencies through strategic sourcing, vendor consolidation, and process optimisation across the global portfolio.
19. Freq: Quarterly budget reviews and annual financial audits.
20. Example: Through a new global venue negotiation strategy and consolidated AV contracts, we reduced overall programme costs by £750K in the last fiscal year, representing a 6% saving.

Qualitative Metrics

1. Metric: Board and Executive Confidence
2. Desc: The level of trust and strategic reliance the Board and Executive Leadership Team place on your vision and execution for global events.
3. Evidence: You're regularly invited to strategic planning sessions, your input is actively sought on major corporate initiatives, and there's clear buy-in for your long-term experiential roadmap. They'll ask for your perspective on market trends, not just event logistics.
4. Metric: Industry Thought Leadership & Influence
5. Desc: Our standing in the industry as a leader in experiential marketing, driven by your personal and team's contributions.
6. Evidence: You're speaking at major industry conferences, quoted in key publications, and our experiential programmes are recognised with industry awards. Competitors are trying to copy our approach, and top talent wants to work for your team.
7. Metric: Organisational Alignment & Integration
8. Desc: How effectively global events are integrated into broader marketing, sales, and product strategies, ensuring a cohesive brand experience.
9. Evidence: There's seamless collaboration between your team and other departments, with shared KPIs and integrated reporting. Sales consistently follow up on event leads, and product launches are amplified through experiential activations. No more 'siloed' events.

Primary Traits

• Trait: The Strategic Visionary
• Manifestation: You're the one who can see three to five years down the line, anticipating market shifts and how our brand experiences need to evolve. You don't just plan events; you design the future of how we connect with our audience. When others are focused on the next quarter, you're already sketching out the next big industry-shaping activation.
• Benefit: At this level, a tactical mindset just won't cut it. We need someone who can define how experiential marketing drives enterprise-level growth and brand equity. Your vision will dictate multi-million pound investments and shape our global market position. Without it, we're just reacting, not leading.
• Trait: The Master Diplomat & Influencer
• Manifestation: You can walk into a board meeting and articulate a complex global strategy in a way that gets everyone on board, from the CEO to the most sceptical investor. You can navigate tricky political landscapes, getting different departments and regional leaders to agree on a unified approach, even when their individual priorities clash. You're a master at building consensus and trust.
• Benefit: Leading a global function means constantly influencing without direct authority over every moving part. You'll need to win over executives, align disparate teams, and manage external partners to deliver a cohesive vision. Your ability to build relationships and secure buy-in is absolutely critical for success, especially when dealing with £10M+ budgets.
• Trait: The Crisis Commander
• Manifestation: When a major global event faces an unforeseen disaster—say, a venue cancellation, a geopolitical crisis, or a massive tech failure—you're the calmest person in the room. You immediately pivot to problem-solving, communicate clearly to the board, and empower your teams to execute contingency plans, all while protecting the brand's reputation. Panic isn't in your vocabulary.
• Benefit: At the enterprise level, the stakes are incredibly high. A crisis at a flagship event can have company-wide implications, affecting stock price, investor confidence, and brand trust. We need someone who can lead through the storm, making high-pressure decisions that protect our assets and reputation, and frankly, keep the business running smoothly.

Supporting Traits

• Trait: Global Cultural Acumen
• Desc: You understand the nuances of different markets, recognising that what works in London might not fly in Tokyo or New York. This means adapting strategies and experiences to resonate locally, respecting customs, and avoiding cultural missteps that could damage the brand.
• Trait: Financial Acumen
• Desc: You don't just manage a budget; you own a multi-million pound P&L. You're comfortable with complex financial modelling, forecasting, and presenting detailed ROI analyses to the CFO and the board, always looking for strategic cost efficiencies and revenue opportunities.
• Trait: Executive Presence
• Desc: You command respect in any room, whether it's a board meeting, an investor call, or a keynote stage. You articulate your vision clearly, confidently, and persuasively, representing the company with gravitas and authority.
• Trait: Talent Cultivator
• Desc: You're passionate about building and developing high-performing global teams. You identify future leaders, mentor them, and create a culture where innovation and excellence thrive, ensuring a strong succession pipeline.

Primary Motivators

1. Motivator: Shaping Enterprise Strategy
2. Daily: You'll spend your days in strategic planning sessions, influencing how live events fit into our broader corporate objectives, not just ticking off event checklists. You're thinking about the next 3-5 years, not just the next quarter.
3. Motivator: Driving Market Position & Brand Legacy
4. Daily: You're driven by the opportunity to elevate our brand's standing globally, creating experiences that become industry benchmarks. You want our company to be known for its innovative and impactful events, leaving a lasting impression on customers and competitors alike.
5. Motivator: Building & Empowering Global Teams
6. Daily: You get immense satisfaction from recruiting, developing, and leading a diverse, high-performing global team. You're a coach and a mentor, empowering your leaders to execute your vision and fostering a culture of excellence.

Potential Demotivators

Honestly, if you thrive on managing the minute details of individual events, you'll probably find this role frustrating. This isn't about choosing the carpet colour or auditing every single drayage invoice yourself. You'll be delegating those things to your Directors and Managers. If you need to be hands-on with every single project, you'll struggle here because your focus needs to be on the bigger picture.

Common Frustrations

1. Dealing with internal politics and resistance to strategic change from entrenched departments.
2. The constant pressure to prove ROI for large-scale, long-term brand-building initiatives to a financially-focused board.
3. Navigating complex international regulations and cultural sensitivities across a global portfolio.
4. Recruiting and retaining top talent in a highly competitive global market.
5. The sheer scale of managing a multi-million pound budget and being accountable for its performance, especially when external factors (like global pandemics) can derail plans.

What Role Doesn't Offer

1. Day-to-day operational execution of individual events.
2. A predictable, routine work schedule (global travel and crisis management are part of the deal).
3. The opportunity to avoid difficult conversations or strategic disagreements with senior leaders.
4. A role where you can simply 'coast' – this is about constant innovation and driving change.

ADHD Positives

1. The fast-paced, high-stakes nature of executive leadership, especially during crisis management, can be highly engaging and stimulating, playing to strengths in rapid problem-solving and hyperfocus when needed.
2. The need for constant innovation and strategic pivots offers plenty of novelty, which can be very motivating.
3. The broad scope of global responsibilities means less repetitive, granular work and more high-level strategic thinking, which can be a good fit.

ADHD Challenges and Accommodations

1. Managing a vast, complex global portfolio requires exceptional organisational skills and long-term planning, which can be challenging. We can support with executive assistants and robust project management office structures.
2. The volume of strategic information and constant communication can be overwhelming. We encourage the use of clear, concise communication tools and dedicated 'focus time' for deep work.
3. Delegation is key. We'd expect you to build strong leadership teams that handle the operational detail, allowing you to focus on strategy, which can be a good way to manage attention.

Dyslexia Positives

1. Strengths in big-picture thinking, pattern recognition, and creative problem-solving are highly valued at this strategic level, especially when designing innovative brand experiences.
2. The emphasis on verbal communication, presentations to the board, and strategic storytelling plays to common dyslexic strengths.
3. Less reliance on heavy, detailed written reports and more on executive summaries, visualisations, and direct communication.

Dyslexia Challenges and Accommodations

1. Reviewing complex legal contracts or detailed financial reports can be taxing. We provide robust legal and finance teams to support with meticulous review and summary generation.
2. Extensive written communication (e.g., investor briefings, policy documents) can be a challenge. We encourage the use of AI writing assistants, proofreading tools, and executive assistants for support.
3. We focus on the clarity and impact of your ideas, not perfect grammar. Tools like Grammarly and strong administrative support are readily available.

Autism Positives

1. The drive for logical, data-driven strategic decision-making, especially in optimising global ROI, can be a significant strength.
2. A deep, focused expertise in specific areas of experiential marketing or market analysis can provide a strong foundation for strategic leadership.
3. The ability to identify patterns and predict future trends in market behaviour or consumer engagement can be invaluable for long-term vision setting.

Autism Challenges and Accommodations

1. Navigating complex, often unspoken, corporate politics and social dynamics at the executive level can be challenging. We foster a culture of direct, clear communication and provide executive coaching focused on leadership communication styles.
2. Frequent, spontaneous networking events and constant stakeholder engagement might be draining. We can support with structured meeting agendas, clear objectives for social engagements, and opportunities for focused, independent work.
3. Sensory overload from frequent global travel, busy event environments, and constant digital communication can be an issue. We offer flexibility in travel scheduling, quiet spaces for focused work, and support for managing communication channels effectively.

Key Responsibilities

Experience Levels Responsibilities

1. Level: C-Suite / Executive
2. Responsibilities: Define the enterprise-wide vision and 3-5 year strategic roadmap for all global events and experiential marketing programmes, ensuring alignment with overall corporate objectives and market positioning.
3. Lead and inspire a global team of Directors and Managers, fostering a culture of innovation, accountability, and excellence across all regions and functions.
4. Own the multi-million pound global P&L for Events & Brand Experiences, presenting regular financial performance and strategic investment proposals to the CEO, CFO, and Board of Directors.
5. Represent the company as a key spokesperson and thought leader at major industry conferences, investor briefings, and high-profile media engagements, shaping public perception and industry trends.
6. Architect and oversee the integration of experiential marketing with broader sales, marketing, and product strategies, ensuring seamless customer journeys and measurable business impact across all touchpoints.
7. Drive continuous innovation in experiential design and technology, exploring new platforms (e.g., metaverse, advanced AR/VR) and methodologies to create groundbreaking brand activations that differentiate us from competitors.
8. Establish and maintain strategic relationships with key global partners, vendors, and industry associations, negotiating high-value contracts and ensuring our programmes benefit from best-in-class resources and insights.
9. Supervision: Fully autonomous. You'll operate with complete strategic authority within your business unit, reporting directly to the CEO and being accountable to the Board. Your team will be responsible for executing your vision.
10. Decision: Full strategic authority over the global Events & Brand Experiences function, including P&L responsibility for £10M+, organisational design, global talent acquisition, and major external commitments. Board-level decisions require CEO and Board alignment.
11. Success: Success at this level means consistently driving significant enterprise revenue growth, enhancing global brand equity, and establishing our company as a recognised leader in experiential marketing. It's about building a sustainable, impactful function that shapes the future of our business.

Decision-Making Authority

• Type: Global Strategic Vision & Direction
• Entry: No involvement.
• Mid: Awareness of the strategy.
• Senior: Provides input and recommendations to the Lead/Director.
• Type: P&L Management & Budget Allocation
• Entry: Processes invoices against pre-approved budgets.
• Mid: Manages project budgets, tracks expenses.
• Senior: Develops and manages workstream budgets (e.g., £50K-£500K), makes recommendations for larger investments.
• Type: Organisational Design & Talent Strategy
• Entry: No involvement.
• Mid: Provides feedback on team structure.
• Senior: Mentors junior staff, participates in hiring panels for their team.
• Type: Major Vendor & Partnership Agreements
• Entry: Submits purchase orders for approved vendors.
• Mid: Manages relationships with individual event vendors.
• Senior: Negotiates contracts up to £100K with key vendors within their workstream.

Competency Requirements

Foundation Skills (Transferable)

At this executive level, your foundation skills aren't just about personal effectiveness; they're about shaping the entire organisation's capability. We're looking for someone who can drive strategic change, inspire global teams, and communicate a compelling vision.

• Category: Strategic Leadership & Vision
• Skills: Enterprise Strategy Development: The ability to define and articulate a multi-year vision for global events and brand experiences that directly supports overarching corporate goals.
• Organisational Change Management: Leading large-scale transformations, managing resistance, and guiding the entire function through periods of significant evolution.
• Executive Presence & Influence: Commanding respect, building trust with the Board and C-suite, and persuasively advocating for strategic initiatives.
• Global Team Leadership: Inspiring, developing, and retaining a diverse, high-performing global team of Directors and Managers, fostering a culture of excellence and accountability.
• Category: Financial Acumen & Governance
• Skills: P&L Ownership & Management: Full accountability for a multi-million pound global P&L, including strategic budgeting, forecasting, and financial reporting to the Board.
• Investment & ROI Analysis: Evaluating complex investment opportunities, conducting rigorous ROI analyses, and making data-driven decisions on where to allocate significant capital.
• Corporate Governance & Compliance: Ensuring all global experiential programmes adhere to international regulations, ethical standards, and internal corporate governance policies.
• Risk Management at Scale: Identifying, assessing, and mitigating enterprise-level risks associated with global events, from geopolitical instability to major cybersecurity threats.
• Category: Stakeholder Engagement & Communication
• Skills: Board-Level Communication: Crafting and delivering compelling presentations and reports to the Board of Directors, translating complex strategies into clear, actionable insights.
• Investor Relations & Media Management: Representing the company to investors, analysts, and global media, shaping narratives around brand experiences and their business impact.
• Cross-Functional Alignment: Building strong, collaborative relationships with C-suite peers (CMO, CSO, CFO, CTO) to ensure seamless integration of experiential marketing across the enterprise.
• Crisis Communication: Leading communication during high-stakes situations, managing public perception, and ensuring transparent, timely updates to all relevant parties.

Functional Skills (Role-Specific Technical)

Beyond the foundational leadership skills, you'll need deep expertise in the strategic and operational complexities of global experiential marketing, leveraging advanced tools and industry insights.

Technical Competencies

• Skill: Global Experiential Journey Architecture
• Desc: Designing the end-to-end customer journey across all global physical and digital touchpoints, ensuring a cohesive, impactful, and measurable brand experience at an enterprise scale. This isn't just one event; it's a connected ecosystem.
• Level: Expert
• Skill: Advanced Global Logistics & Supply Chain Strategy
• Desc: Developing and overseeing global logistics strategies for complex, multi-market experiential programmes, including international shipping, customs, and vendor networks, optimising for cost, speed, and sustainability.
• Level: Expert
• Skill: Brand Architecture & Experiential Translation
• Desc: Translating core brand values and messaging into tangible, immersive experiences across diverse cultural contexts globally. Ensuring brand consistency while allowing for local relevance.
• Level: Expert
• Skill: Strategic Vendor & Agency Ecosystem Management
• Desc: Building and managing a portfolio of strategic global partners (general contractors, fabrication houses, creative agencies, tech providers), negotiating enterprise-level agreements, and driving performance.
• Level: Expert

Digital Tools

• Tool: Enterprise Event Management Platforms (e.g., Cvent, Bizzabo, Aventri)
• Level: Expert
• Usage: Leading platform evaluation, selection, and negotiation of global enterprise contracts. Architecting the data flow and integration strategy between event platforms and the broader MarTech/Salesforce ecosystem at a strategic level.
• Tool: Enterprise Project & Programme Management (e.g., Asana, Monday.com, Smartsheet)
• Level: Expert
• Usage: Establishing department-wide project management standards and governance. Using data from these platforms to forecast global resource needs, identify systemic bottlenecks, and report on portfolio health to the board.
• Tool: Advanced CRM & Marketing Automation (e.g., Salesforce, HubSpot, Marketo)
• Level: Expert
• Usage: Defining the enterprise-wide lead management strategy for all events, setting global lead scoring and routing rules in collaboration with Sales Ops, and reporting on event-influenced pipeline and ROI to executive leadership.
• Tool: Budgeting & Procurement Systems (e.g., Advanced Excel, Coupa, SAP Ariba)
• Level: Expert
• Usage: Owning the multi-million pound annual global exhibition and experiential budget. Conducting quarterly forecasting, presenting budget performance to finance, and leading global RFPs for major vendors and agencies.

Industry Knowledge

• Area: Global Trade Show & Exhibition Landscape
• Desc: Deep understanding of the major global exhibition markets, key players (organisers, general contractors), regulatory environments, and evolving trends in attendee engagement and booth design.
• Area: Experiential Marketing & Brand Activation Trends
• Desc: Expertise in the latest trends in immersive experiences, interactive technologies, sustainable event practices, and how to measure the emotional and behavioural impact of brand activations.
• Area: International Compliance & Legal Frameworks
• Desc: Comprehensive knowledge of international data privacy laws (GDPR, CCPA), anti-bribery regulations, and health & safety standards relevant to global events and marketing activities.
• Area: M&A Integration for Experiential Assets
• Desc: Understanding how to strategically integrate event portfolios, brand experiences, and teams during mergers and acquisitions, ensuring continuity and value realisation.

Regulatory Compliance Regulations

• Reg: General Data Protection Regulation (GDPR)
• Usage: Ensuring all global event data collection, processing, and storage practices comply with GDPR and other international data privacy laws (e.g., CCPA, LGPD), especially concerning lead capture and attendee information.
• Reg: Health & Safety Executive (HSE) Regulations (UK) and OSHA (US) equivalents
• Usage: Establishing and enforcing global health and safety protocols for all event builds, on-site operations, and attendee experiences, ensuring a safe environment for staff, vendors, and participants.
• Reg: Anti-Bribery & Corruption Laws (e.g., UK Bribery Act, FCPA)
• Usage: Implementing strict policies and training across the global team and vendor network to prevent bribery and corrupt practices, particularly in international venue and supplier negotiations.
• Reg: International Tax & Customs Regulations
• Usage: Overseeing compliance with international tax implications for events (e.g., VAT, sales tax) and navigating complex customs regulations for shipping materials across borders, working closely with finance and legal.

Essential Prerequisites

• A proven track record of 15+ years in senior leadership roles within global events, experiential marketing, or a related field, with significant P&L ownership.
• Demonstrable experience in setting and executing enterprise-level strategic initiatives that have driven measurable business growth and brand equity.
• Extensive experience leading and developing large, geographically dispersed teams (100+ individuals, including managers and directors).
• A history of successfully presenting to and influencing C-suite executives and Board members, with a strong ability to articulate complex strategies clearly.
• Deep understanding of the global events industry ecosystem, including major players, regulatory environments, and emerging technologies.
• Experience managing multi-million pound budgets and demonstrating strong fiscal prudence and ROI accountability.

Career Pathway Context

You won't just 'fall' into this role. This is the culmination of years of dedicated leadership, strategic thinking, and a proven ability to deliver at scale. You'll have already mastered the complexities of managing large programmes and teams, and now you're ready to shape the entire business.

Qualifications & Credentials

Emerging Foundation Skills

• Skill: AI for Strategic Foresight & Scenario Planning
• Why: AI is no longer just for automating tasks; it's becoming a powerful tool for predicting market shifts, identifying strategic opportunities, and stress-testing future experiential concepts. Leaders who can use AI to anticipate the next big thing will gain a significant competitive edge.
• Concepts: [{'concept_name': 'Generative AI for Concept Ideation', 'description': 'Using LLMs to rapidly generate novel experiential concepts, themes, and interactive elements based on strategic briefs and target audience insights.'}, {'concept_name': 'Predictive Analytics for Market Trends', 'description': 'Applying AI-driven models to identify emerging consumer behaviours, technological advancements, and geopolitical factors that will impact future event strategies.'}, {'concept_name': 'AI-Powered Scenario Modelling', 'description': "Running 'what-if' scenarios with AI to assess the potential impact of different strategic decisions on budget, ROI, and brand perception."}, {'concept_name': 'Ethical AI & Bias Mitigation', 'description': 'Understanding the ethical implications of using AI in brand experiences and ensuring fair, unbiased outcomes, especially in personalisation and content generation.'}]
• Prepare: This quarter: Engage with leading AI consultancies to understand their latest strategic applications in marketing and events.
• Next 6 months: Commission a pilot project using AI for market trend analysis, focusing on a new geographic region or product launch.
• Next 12 months: Integrate AI-powered scenario planning into your annual strategic review process, presenting AI-derived insights to the board.
• Ongoing: Foster a culture of ethical AI adoption within your global team, ensuring responsible and transparent use of these technologies.
• QuickWin: Start using advanced AI tools (like custom GPTs or industry-specific AI platforms) to summarise lengthy market research reports and generate initial strategic briefs for new initiatives today.

Advancing Technical Skills

• Skill: Web3 & Metaverse Experiential Design Principles
• Why: The next frontier of brand engagement is increasingly decentralised and immersive. Leaders who grasp the strategic potential of Web3 technologies (NFTs, DAOs) and the Metaverse will be able to create truly innovative, persistent brand experiences that extend beyond physical events.
• Concepts: [{'concept_name': 'Decentralised Autonomous Organisations (DAOs) for Community Building', 'description': 'Exploring how DAOs can foster deeper brand loyalty and co-creation among event attendees or brand communities.'}, {'concept_name': 'Non-Fungible Tokens (NFTs) for Digital Collectibles & Access', 'description': 'Understanding how NFTs can be used for exclusive event access, digital souvenirs, or loyalty programmes, creating new revenue streams and engagement models.'}, {'concept_name': 'Metaverse Platform Strategy', 'description': 'Evaluating different metaverse platforms (e.g., Decentraland, Roblox, custom builds) for brand activations, understanding their audience, technical limitations, and ROI potential.'}, {'concept_name': 'Interoperability & Digital Identity', 'description': 'Grasping how digital identities and assets can move seamlessly between virtual environments, enhancing the continuity of brand experiences.'}]
• Prepare: This quarter: Attend executive briefings on Web3 and the Metaverse, focusing on their application in marketing and brand experiences.
• Next 6 months: Partner with a specialist agency to develop a small-scale Web3 or metaverse pilot project for a niche audience.
• Next 12 months: Present a strategic roadmap to the board on the potential for Web3/Metaverse to enhance brand engagement and generate new revenue streams.
• Ongoing: Encourage your team to experiment with Web3 technologies, fostering internal expertise and a culture of digital innovation.
• QuickWin: Launch a small NFT collection for VIP event attendees or create a simple branded experience in an existing metaverse platform to learn the ropes.

Education Requirements

• Level: Minimum
• Req: A Master's degree in Marketing, Business Administration, or a related field (e.g., MBA, MSc in Marketing).
• Alts: Exceptional and demonstrable experience (20+ years) in senior global leadership roles within experiential marketing, with a proven track record of driving significant enterprise-level impact, can be considered in lieu of a Master's degree.
• Level: Preferred
• Req: A Doctorate (PhD) in a relevant field or an Executive MBA from a top-tier business school.
• Alts: N/A

Experience Requirements

You'll need at least 20 years of progressive experience in the events and experiential marketing industry, with a minimum of 10 years in senior leadership positions (Director or VP level) overseeing global teams and multi-million pound budgets. We're looking for someone who has successfully managed a global portfolio of events, driven significant business outcomes, and regularly interacted with C-suite executives and board members. Experience in M&A integration of experiential assets or leading major organisational transformations is a significant plus.

Preferred Certifications

• Cert: Certified Meeting Professional (CMP) - Advanced Level
• Prod: Events Industry Council
• Usage: Demonstrates a comprehensive understanding of event management best practices, which, while not directly hands-on in this role, provides a strong foundation for strategic oversight.
• Cert: Executive Leadership Programme
• Prod: Leading Business Schools (e.g., London Business School, INSEAD, Harvard)
• Usage: Focuses on developing strategic thinking, financial acumen, global leadership, and executive presence crucial for C-suite roles.
• Cert: Project Management Professional (PMP) or PRINCE2 Practitioner
• Prod: Project Management Institute (PMI) / AXELOS
• Usage: Indicates a deep understanding of programme and portfolio management methodologies, essential for overseeing a global events function efficiently.

Recommended Activities

• Regular participation in C-suite roundtables and industry think tanks focused on future trends in marketing, brand experience, and digital transformation.
• Serving on the board of relevant industry associations or advisory councils, shaping the future of the events and experiential marketing sector.
• Mentoring rising talent within the company and externally, contributing to the development of future leaders.
• Continuous learning through executive education programmes on topics like AI strategy, corporate governance, and global market dynamics.
• Publishing thought leadership articles or speaking at major global conferences to establish personal and company brand as an industry authority.

Career Progression Pathways

Entry Paths to This Role

• Path: Director, Global Exhibitions & Experiential Marketing (L6)
• Time: 3-5 years in role
• Path: VP, Marketing / Brand (from another industry)
• Time: 5-7 years in role

Career Progression From This Role

• Pathway: Chief Marketing Officer (CMO)
• Time: 3-5 years
• Pathway: Chief Executive Officer (CEO) of a smaller/mid-sized company
• Time: 5-7 years

Long Term Vision Potential Roles

• Title: Chief Marketing Officer (CMO)
• Time: 3-5 years
• Title: Chief Executive Officer (CEO)
• Time: 5-7 years
• Title: Board Member / Non-Executive Director
• Time: 5-10 years
• Title: Global Industry Thought Leader / Consultant
• Time: 5-10 years

How Zavmo Delivers This Role's Development

DISCOVER Phase: Skills Gap Analysis

Zavmo maps your current competencies against all requirements in this job description through conversational assessment. We evaluate your foundation skills (communication, strategic thinking), functional skills (CRM expertise, negotiation), and readiness for career progression.

Output: Personalised skills gap heat map showing strengths and priorities, estimated time to competency, neurodiversity accommodations.

DISCUSS Phase: Personalised Learning Pathway

Based on your DISCOVER results, Zavmo creates a personalised learning plan prioritised by impact: foundation skills first, then functional skills. We adapt to your learning style, pace, and neurodiversity needs (ADHD, dyslexia, autism).

Output: Week-by-week schedule, each module linked to specific job responsibilities, checkpoints and milestones.

DELIVER Phase: Conversational Learning

Learn through conversation, not boring modules. Zavmo uses 10 conversation types (Socratic dialogue, role-play, coaching, case studies) to build competence. Practice difficult QBR presentations, negotiate tough renewals, and handle churn conversations in a safe AI environment before facing real clients.

Example: "For 'Stakeholder Mapping', Zavmo will guide you through analysing a complex enterprise account, identifying key decision-makers, and building an engagement strategy."

DEMONSTRATE Phase: Competency Assessment

Zavmo automatically builds your evidence portfolio as you learn. Every conversation, practice scenario, and application example is captured and mapped to NOS performance criteria. When ready, your portfolio supports OFQUAL qualification claims and demonstrates competence to employers.

Output: Competency matrix, evidence portfolio (downloadable), qualification readiness, career progression score.