Partnership Manager

Role Purpose & Context

Role Summary

The Partnership Manager is responsible for looking after a dedicated group of our event partners, typically those in our Tier 2 or 3 packages. You'll guide them through the entire journey, from the moment the contract's signed right up to the post-event wrap-up and, crucially, the renewal conversation. You're the one making sure they feel valued and see the real benefit of working with us. Day-to-day, you'll be the bridge between our partners and our internal teams like Event Operations and Marketing. You'll translate what the partner needs into actionable tasks for our production crew and make sure our marketing team has all the right assets at the right time. When this role is done really well, our partners feel like an extension of our team, they achieve their objectives, and they can't wait to re-book. If it's not, well, we lose renewals, our events look less impressive, and our reputation takes a hit. The challenge? Juggling multiple partners, each with their own demands and deadlines, all while dealing with the inevitable curveballs that live events throw at you. The reward, though, is seeing a partner's activation come to life, watching them get real value, and knowing you played a massive part in making our events successful.

Reporting Structure

• Reports to: Senior Partnership Manager or Head of Partnerships
• Direct reports:
• Matrix relationships: Event Partnerships Executive, Sponsorship Account Manager, Experiential Account Manager,

Key Stakeholders

Internal:

• Event Operations Team (they build the event, you tell them what partners need)
• Marketing Team (they promote the event, you give them partner content)
• Finance Department (they handle the money, you make sure contracts align)
• Legal Counsel (they review contracts, you flag any unusual requests)

External:

• Existing Event Partners (your main focus, of course)
• Potential New Partners (you might assist with some outreach)
• Event Vendors (suppliers, production companies, who help deliver partner activations)

Organisational Impact

Scope: Your work directly impacts our event revenue and, just as importantly, our reputation within the industry. Happy partners mean renewals, which means stable income and a stronger event brand. You're essentially safeguarding a significant portion of our business.

Performance Metrics

Quantitative Metrics

1. Metric: Partner Fulfilment Rate
2. Desc: The percentage of all contracted deliverables (e.g., logo placement, speaking slots, booth specs) that are successfully delivered for your assigned partners.
3. Target: 98% or higher
4. Freq: Per event, reviewed post-event
5. Example: For an event with 50 partner deliverables across your portfolio, you'd aim to hit at least 49 of them perfectly. Missing a logo on a key piece of signage would count against this.
6. Metric: Average Partner Response Time
7. Desc: How quickly you respond to inbound queries from your partners via email or other communication channels.
8. Target: Under 24 hours (business days)
9. Freq: Weekly via CRM/email tracking
10. Example: If a partner emails you at 3 PM on Monday, we'd expect a response, even if it's just an acknowledgement, by 3 PM on Tuesday. No ghosting!
11. Metric: Partner Satisfaction Score (for owned accounts)
12. Desc: The average satisfaction rating given by your partners on our post-event surveys, specifically for their experience working with you and our team.
13. Target: 8/10 average
14. Freq: Post-event survey results
15. Example: If your five partners rate their experience 7, 8, 9, 8, 8, your average is 8. This tells us if they felt supported and happy.
16. Metric: Partner Renewal Rate (for owned accounts)
17. Desc: The percentage of your existing partners who choose to renew their partnership for the next event cycle.
18. Target: 75% or higher
19. Freq: Annually, tracked after each event cycle
20. Example: If you manage 10 partners this year, we'd expect at least 7 or 8 of them to sign up again for next year's event. This is the ultimate proof of value.

Qualitative Metrics

1. Metric: Proactive Partner Communication
2. Desc: You don't just react to partner requests; you anticipate their needs and keep them informed, especially during stressful pre-event periods.
3. Evidence: Partners comment positively on your communication style in feedback. You're sending regular updates without being prompted. You're flagging potential issues to partners before they become problems.
4. Metric: Internal Collaboration & Problem Solving
5. Desc: How effectively you work with internal teams (Ops, Marketing) to resolve partner issues or deliver complex activations, without causing undue friction.
6. Evidence: Feedback from internal teams highlights your collaborative approach. You're bringing solutions, not just problems, to the table. Complex partner requests are handled smoothly and on time.
7. Metric: Organisation & Project Management
8. Desc: Your ability to keep all partner deliverables, assets, and timelines meticulously organised, ensuring nothing slips through the cracks.
9. Evidence: All partner assets are submitted on time and in the correct format. Your project management tools (Asana, Monday.com) are always up-to-date. No last-minute scrambles due to forgotten items.
10. Metric: Adaptability & Calm Under Pressure
11. Desc: How well you handle unexpected changes or issues during pre-event planning and on-site, maintaining a professional and calm demeanour.
12. Evidence: You're seen as a calming presence when things get chaotic. You can quickly pivot plans without getting flustered. You receive positive feedback from partners and colleagues about your ability to handle stress.

Primary Traits

• Trait: Empathetic Translator
• Manifestation: You're the person who really listens when a partner talks about their business goals, not just their sponsorship requests. You can take our 'branded lounge' and explain how it helps them hit their 'Q3 pipeline generation' target. Honestly, you'll proactively check in on how partners are feeling, especially when things get a bit mad before an event.
• Benefit: Partners don't just buy a logo on a wall; they're buying solutions to their marketing challenges. If you can't translate what we offer into something that genuinely helps them, you'll struggle to keep them happy and, more importantly, to get them to renew. This is how you build proper, lasting relationships, not just transactional sales.
• Trait: Unflappable Resilience
• Manifestation: Let's be real, things go wrong in events. A partner might pull out a week before a big show, or a key activation might fail on-site. You're the one who takes a deep breath, calmly informs everyone, and immediately starts figuring out a Plan B. You don't point fingers; you just get on with finding a fix. You'll keep a cool head when everyone else is losing theirs.
• Benefit: Live events are basically controlled chaos. Things *will* go sideways, it's just a matter of when. Your ability to absorb those shocks, problem-solve under immense pressure, and keep partners confident (even when you're secretly panicking) is absolutely critical. It's the difference between a minor hiccup and a full-blown disaster.
• Trait: Graceful Influencer
• Manifestation: You'll often need to get things done without having direct authority. That means persuading the internal marketing team to prioritise a partner's campaign, or gently negotiating with the operations team for a slightly better booth spot for a key partner. You can deliver a firm 'no' to an out-of-scope partner request, but still make them feel heard and respected. It's a fine line, and you walk it well.
• Benefit: As a Partnership Manager, you're at the centre of everything. You need to get resources and cooperation from loads of different internal teams—Legal, Finance, Ops, Marketing—all of whom have their own priorities. Your success really depends on your ability to influence people, get them on your side, and make things happen, even when you can't just tell them what to do.

Supporting Traits

• Trait: Creative Problem-Solver
• Desc: You'll see a partner's basic request and instantly think of a more engaging, interactive way to bring their brand to life at the event. You're always looking for ways to add more value.
• Trait: Meticulously Organised
• Desc: You'll be juggling a portfolio of 10-15 partners, each with a stack of deliverables and deadlines. Missing even one tiny thing can cause a big headache, so you need to be on top of everything, all the time.
• Trait: Commercially Astute
• Desc: You understand that these partnerships aren't just about 'good vibes'. You get how the money works, how our event makes a profit, and how each partnership contributes to that overall picture.

Primary Motivators

1. Motivator: Seeing Partners Succeed
2. Daily: You'll get a real buzz from seeing a partner's activation packed with attendees, or hearing them talk about the great leads they got. It's about knowing you helped them achieve their goals.
3. Motivator: Solving Complex Puzzles
4. Daily: Every day brings a new challenge, whether it's figuring out how to fit a partner's unusual request into our event layout or mediating between two internal teams. You enjoy untangling those knots.
5. Motivator: The Energy of Live Events
6. Daily: You thrive on the buzz, the deadlines, and the sheer energy of bringing an event to life. The pre-event chaos and the on-site intensity are what you live for.

Potential Demotivators

Honestly, this role isn't for everyone. If you need a predictable 9-to-5, or if you struggle with constant change and last-minute requests, you might find it tough going. You'll often feel like you're juggling flaming chainsaws, and sometimes, despite your best efforts, things still go wrong. You'll also spend a fair bit of time chasing people for things, which can be frustrating.

Common Frustrations

1. The 'Sales-Promise Whiplash': You'll sometimes be handed a partner contract with a deliverable that the sales team promised without checking if it's actually possible or within budget. Then it's your job to make it work, or gently manage expectations.
2. Asset & Approval Purgatory: You'll spend a surprising amount of time chasing partners for their logos, ad copy, and final approvals. Often, this happens hours before a hard deadline, which is, frankly, infuriating.
3. The ROI Interrogation: You'll constantly be asked to prove the value of a six-figure sponsorship deal, often using 'softer' metrics like brand awareness, to people who only care about direct leads. It's a tough sell sometimes.
4. Scope Creep by a Thousand Cuts: The endless stream of 'small' requests from partners – 'Can we get two more chairs?' 'Can you move this sign one foot to the left?' – that collectively derail your perfectly planned schedule.
5. Being the 'Bad Guy': You'll often have to be the firm barrier between a partner's endless demands and your production team's finite budget, time, and sanity. It's not always fun, but it's essential.
6. The Post-Event Ghosting: A partner might be your best friend for three months leading up to the event, then the second it's over, they disappear and won't respond to emails for the recap call or renewal discussion. It's disheartening.
7. The 16-Hour 'On-Stage' Day: The sheer physical and emotional exhaustion of being 100% 'on' – smiling, problem-solving, and networking from 6 AM load-in to the 10 PM after-party, for three days straight. It's exhilarating, but utterly draining.

What Role Doesn't Offer

1. A rigid, predictable schedule with no surprises.
2. A role where you only interact with one team or department.
3. The ability to make major strategic decisions without input or approval.
4. A quiet, calm work environment (especially during event season).

ADHD Positives

1. The fast-paced, varied nature of event partnerships can be really engaging and stimulating, offering constant novelty and quick transitions between tasks. This can be a huge plus for those who thrive on dynamic environments.
2. The need for quick problem-solving and thinking on your feet during live events often plays to strengths in rapid ideation and adaptability.
3. The 'hyperfocus' aspect can be incredibly valuable when you're deep in the details of a partner's complex activation or trying to troubleshoot a last-minute issue.

ADHD Challenges and Accommodations

1. **Challenge:** The meticulous organisation required for managing multiple partner deliverables and deadlines can be tough. **Accommodation:** We use robust project management tools (Asana, Monday.com) with clear checklists and automated reminders. We're happy to explore additional tools or methods that work for you, like visual planners or dedicated 'focus time' blocks.
2. **Challenge:** Staying on top of routine administrative tasks (like CRM updates or expense reports) can feel tedious. **Accommodation:** We can explore using AI tools to automate some of these, or structure your day to batch these tasks, allowing for more engaging work at other times.
3. **Challenge:** The constant interruptions and urgent requests inherent in events can be distracting. **Accommodation:** We encourage the use of noise-cancelling headphones and offer flexible work arrangements where possible to allow for periods of deep work. Clear communication about 'do not disturb' times is also supported.

Dyslexia Positives

1. Strong verbal communication and interpersonal skills, which are crucial for building partner relationships, are often a strength for individuals with dyslexia.
2. Excellent spatial reasoning, which helps in visualising event layouts and partner activations, can be a significant advantage.
3. Creative problem-solving, especially in high-pressure situations, is a key aspect of this role and often a dyslexic strength.

Dyslexia Challenges and Accommodations

1. **Challenge:** The volume of written communication (emails, contracts, recap decks) can be demanding. **Accommodation:** We encourage the use of grammar and spell-checking tools (like Grammarly) and provide templates for common documents. We're also happy to pair you with a colleague for proofreading key external communications.
2. **Challenge:** Reading and processing lengthy contracts or detailed reports can be time-consuming. **Accommodation:** We can provide summaries of key contract points and encourage the use of text-to-speech software. We also prioritise visual aids and verbal briefings for complex information.
3. **Challenge:** Organising written notes or complex information. **Accommodation:** We support mind-mapping tools, dictation software, and encourage verbal briefings for complex tasks, followed by concise written summaries.

Autism Positives

1. A strong adherence to processes and meticulous attention to detail can be invaluable for ensuring all partner deliverables are met precisely and on time.
2. The ability to focus deeply on specific tasks, like tracking complex fulfilment schedules or analysing partner data, can be a real asset.
3. Direct and honest communication, which is often a feature, can build trust and clarity in partner relationships, cutting through ambiguity.

Autism Challenges and Accommodations

1. **Challenge:** The highly social and often unpredictable nature of live events, with constant networking and shifting social dynamics, can be draining. **Accommodation:** We can help you manage your social energy by scheduling 'quiet time' before and after events, providing clear agendas for meetings, and offering designated quiet zones during busy periods. You won't be forced into endless small talk.
2. **Challenge:** Unexpected changes and last-minute demands are common in events. **Accommodation:** We strive for clear communication about upcoming changes as early as possible. We also have established escalation paths for urgent issues for clarity. We'll work with you to build strategies for managing unexpected shifts.
3. **Challenge:** Interpreting unspoken social cues or navigating office politics. **Accommodation:** We foster a culture of direct and clear communication. Your manager will provide explicit feedback and guidance on social dynamics where needed, and we encourage asking for clarification without hesitation.

Key Responsibilities

Experience Levels Responsibilities

1. Level: Mid-Level Professional (Partnership Manager)
2. Responsibilities: Own a portfolio of roughly 10-15 Tier 2/3 event partners, managing their entire journey from contract signing to post-event reporting and renewal discussions. You're their main point of contact.
3. Coordinate the fulfilment of all contracted partner deliverables. This means making sure their logos are in the right place, their speaking slots are confirmed, and their booth specs are passed to operations on time.
4. Act as the primary liaison between your partners and our internal teams, especially Event Operations, Marketing, and Finance. You'll translate partner needs into clear instructions for our internal colleagues.
5. Manage partner assets (logos, ad copy, video files) ensuring they're correct, on brand, and submitted by deadlines. Honestly, this involves a fair bit of polite chasing.
6. Prepare and deliver comprehensive post-event 'Recap Decks' for your partners, showcasing their ROI, key metrics, and overall success. This is crucial for renewals.
7. Identify opportunities for partners to get more value from their sponsorship, proposing small upsells or additional activations where it makes sense for both parties.
8. Help resolve any on-site issues or challenges that arise for your partners during the event, working quickly with the operations team to find solutions. Expect a few curveballs.
9. Supervision: You'll have weekly check-ins with your Senior Partnership Manager or Head of Partnerships to discuss your portfolio, flag any issues, and get advice. For routine tasks and established processes, you'll work independently, but for anything new or complex, you'll consult your manager.
10. Decision: You can make routine operational decisions within established guidelines, like approving minor changes to a partner's activation within budget or adjusting internal timelines. For anything that impacts budget by more than, say, £500, or requires a significant change to a contract, you'll need to get approval from your manager. You're expected to identify potential risks and escalate them early.
11. Success: Success here means your partners are happy, their deliverables are met on time and to a high standard, and you're building strong relationships that lead to high renewal rates. You're organised, proactive, and a calm presence even when things are hectic. You're also a trusted internal voice for your partners' needs.

Decision-Making Authority

• Type: Partner Deliverable Changes
• Entry: Escalate all requests for changes to contracted deliverables to your supervisor for approval.
• Mid: You can approve minor, non-budgetary changes (e.g., a different colour for a banner, slight text adjustments) within existing guidelines. Any change impacting cost or key contract terms requires manager approval.
• Senior: You can approve changes impacting budget up to £2,500 and negotiate minor contract amendments with legal team input. Significant changes still require Director approval.
• Type: Internal Resource Allocation
• Entry: Request resources (e.g., design time for partner assets) via your supervisor.
• Mid: You can directly request resources from internal teams (e.g., Marketing for asset creation, Ops for venue setup) for your partners, but you'll need to manage expectations and timelines. Escalate conflicts to your manager.
• Senior: You can prioritise resource requests for your key partners and negotiate directly with department leads. You'll consult your Director on major resource conflicts.
• Type: Budget Expenditure (non-partner revenue)
• Entry: No independent spending authority. All expenses must be pre-approved.
• Mid: You have a discretionary budget for minor partner hospitality or unexpected on-site needs, typically up to £500 per incident, with post-facto reporting. Anything above this needs pre-approval.
• Senior: You can approve expenditures up to £2,500 for partner-related initiatives or unforeseen event costs, with a clear justification. Larger amounts require Director approval.
• Type: Partner Renewal Strategy
• Entry: Assist your supervisor by gathering data and feedback for renewal discussions.
• Mid: You'll lead renewal discussions for your assigned partners, proposing renewal terms based on established pricing and package structures. Any significant discounts or custom packages need manager approval.
• Senior: You'll define and execute renewal strategies for your Tier 1 partners, including custom proposals and negotiation of terms. You'll consult the Head of Partnerships on major strategic shifts.

Competency Requirements

Foundation Skills (Transferable)

These are the essential human skills that make a Partnership Manager truly effective. They're about how you interact, solve problems, and keep everything moving smoothly.

• Category: Communication & Interpersonal Skills
• Skills: Active Listening: Genuinely hearing and understanding partner needs, not just waiting for your turn to speak. This is crucial for building trust.
• Clear & Concise Writing: Crafting emails and reports that are easy to understand, even when dealing with complex details. No corporate jargon, please.
• Verbal Presentation: Confidently explaining partnership details, presenting recap decks, and handling questions from partners and internal teams.
• Negotiation Basics: Gently pushing back on unreasonable requests or finding win-win solutions without damaging relationships.
• Relationship Building: Developing rapport and trust with partners and internal stakeholders, turning contacts into collaborators.
• Category: Problem-Solving & Adaptability
• Skills: Quick Thinking: Reacting calmly and effectively to unexpected issues that pop up, especially during live events. Think on your feet.
• Troubleshooting: Identifying the root cause of a problem (e.g., why a partner's asset isn't displaying correctly) and finding a practical solution.
• Prioritisation: Juggling multiple urgent tasks and knowing which ones absolutely need to be done first to prevent bigger problems.
• Flexibility: Being able to pivot plans quickly when circumstances change, which they often do in events, without getting flustered.
• Category: Organisation & Project Management
• Skills: Time Management: Effectively planning your day and week to meet deadlines for multiple partners and internal tasks.
• Attention to Detail: Spotting tiny errors in logos, copy, or contract terms before they become embarrassing or costly mistakes.
• Task Tracking: Keeping a clear record of all partner deliverables, deadlines, and communications so nothing gets missed.
• Documentation: Maintaining organised files and notes for each partner, making it easy for anyone to pick up where you left off.
• Category: Commercial Acumen & Client Focus
• Skills: Client Empathy: Understanding the partner's business objectives and how our event helps them achieve those, even if it's not explicitly stated.
• Value Articulation: Clearly explaining the benefits and ROI of our partnerships in a way that resonates with a partner's business goals.
• Budget Awareness: Understanding how partner costs and revenue contribute to the overall event P&L, even if you don't own the whole thing.
• Proactive Service: Anticipating partner needs and offering solutions before they even ask, making them feel truly looked after.

Functional Skills (Role-Specific Technical)

These are the specific tools, techniques, and industry knowledge you'll use day-to-day to manage our partnerships effectively.

Technical Competencies

• Skill: Partnership Valuation & ROI Modelling
• Desc: You'll understand the basics of how we quantify the value of non-cash 'value-in-kind' (VIK) assets and how to use existing templates to show ROI beyond just lead generation. It's about explaining brand lift and audience engagement in a clear way.
• Level: Intermediate
• Skill: Activation Strategy & Design
• Desc: You'll move beyond just putting a logo on a banner. This means you can take a partner's brief and execute pre-defined immersive on-site and digital experiences, suggesting minor tweaks to integrate their brand authentically into the event journey.
• Level: Intermediate
• Skill: Rights Management & Contract Negotiation
• Desc: You'll have a good grasp of standard exclusivity clauses, category protection, and the legal nuances of co-marketing agreements. You'll be able to redline standard contracts under guidance, making sure our brand is protected and partners get what they're promised.
• Level: Intermediate
• Skill: Co-Marketing Campaign Development
• Desc: You'll be able to manage segments of multi-channel marketing campaigns with partners. This includes tracking timelines, ensuring asset creation, understanding channel selection (social, email, PR), and helping to monitor performance.
• Level: Intermediate
• Skill: Tiered Proposition Development
• Desc: You'll understand our existing structured partnership packages (e.g., Platinum, Gold, Silver) inside out. You'll be able to clearly explain the differentiated deliverables and price points to partners, matching them to their objectives and budgets.
• Level: Intermediate
• Skill: Fulfilment & On-site Execution
• Desc: This is the logistical mastery of making sure every contractual obligation—from keynote speaking slots to booth placement and digital branding—is delivered flawlessly under the high-pressure, live-event environment. You're the one checking everything off the list.
• Level: Advanced

Digital Tools

• Tool: HubSpot/Salesforce (CRM)
• Level: Intermediate
• Usage: You'll be responsible for accurate data entry, updating contact records, tracking deal stages for your partners, and running pre-built reports to monitor your portfolio's progress. You might also help with basic automated workflows.
• Tool: Splash/Bizzabo/Cvent (Event Management Platform)
• Level: Intermediate
• Usage: You'll use these platforms to help create registration pages from templates for partner activations, manage attendee lists for partner sessions, and send out templated communications to your partners' audiences.
• Tool: Asana/Monday.com (Project & Asset Management)
• Level: Advanced
• Usage: You'll live in these tools. You'll update tasks, track your personal deliverables, upload partner assets to designated folders, and keep complex project plans for partner activations up-to-date. You'll also help manage deadlines for your portfolio.
• Tool: Slack/MS Teams/Notion (Collaboration & Comms)
• Level: Intermediate
• Usage: You'll participate actively in team channels, use existing Notion pages for information, and handle most of your internal communication tasks here. You might also help organise information within Notion for partner knowledge.
• Tool: Google Analytics/Excel (Analytics & Reporting)
• Level: Intermediate
• Usage: You'll pull basic traffic reports for partner landing pages, create simple tables and charts for recap decks, and use Excel for basic ROI analysis (e.g., PivotTables, VLOOKUPs) to show partner value.
• Tool: DocuSign/Expensify (Contract & Finance)
• Level: Basic
• Usage: You'll send pre-approved contracts for signature via DocuSign and submit your expense reports according to company policy using Expensify. You'll also track budget vs. actuals for specific partnerships you manage.

Industry Knowledge

• Area: Event Lifecycle Management
• Desc: Understanding the full journey of an event, from conception and planning through to execution, post-event analysis, and wrap-up. Knowing where partners fit into each stage is key.
• Area: Sponsorship Models & Structures
• Desc: Familiarity with different types of sponsorships (e.g., title, presenting, category exclusive) and how tiered packages are typically structured in the events industry.
• Area: Experiential Marketing Principles
• Desc: A grasp of how to create engaging, immersive brand experiences that go beyond traditional advertising, making events memorable for attendees and valuable for partners.
• Area: B2B Marketing & Sales Funnel
• Desc: Understanding how our partners use events to generate leads, build brand awareness, and move prospects through their sales funnel. This helps you speak their language.

Regulatory Compliance Regulations

• Reg: General Data Protection Regulation (GDPR)
• Usage: You'll need to understand the basics of GDPR, especially when handling partner data, attendee lists for partner sessions, and co-marketing activities. This means knowing what you can and can't share.
• Reg: Event Safety & Health Regulations
• Usage: You'll be aware of the general principles of event safety, especially regarding partner activations on-site. You'll know when to flag a potential safety concern to the operations team.
• Reg: Contract Law Fundamentals
• Usage: You'll understand the key components of a commercial contract, particularly around deliverables, payment terms, and termination clauses. You'll know when to involve our legal team for review.

Essential Prerequisites

• At least 2 years of experience in an event coordination, account management, or junior partnerships role, ideally within events or marketing.
• Demonstrable experience managing client relationships and ensuring client satisfaction.
• Proven ability to manage multiple projects or clients simultaneously, keeping track of deadlines and deliverables.
• A solid understanding of the event lifecycle and what it takes to bring an event to life.
• Proficiency with at least one CRM system (e.g., HubSpot, Salesforce) and a project management tool (e.g., Asana, Monday.com).
• Excellent written and verbal communication skills, with a knack for being clear and concise.

Career Pathway Context

Before stepping into this Partnership Manager role, we'd expect you to have a foundational understanding of how events work and how to manage client expectations. You'll have experience executing tasks and supporting senior colleagues, and now you're ready to take full ownership of your own portfolio. Think of it as moving from assisting the chef to running your own station in the kitchen.

Qualifications & Credentials

Emerging Foundation Skills

• Skill: Data Storytelling for Partners
• Why: Partners are increasingly data-savvy and want more than just raw numbers in a recap deck. They want a compelling narrative that shows the *impact* of their investment, not just the activity. AI can give us numbers, but humans tell the story.
• Concepts: [{'concept_name': 'Narrative Structure', 'description': "How to build a compelling story around data, with a clear beginning, middle, and end, that resonates with a partner's business objectives."}, {'concept_name': 'Visualisation Best Practices', 'description': 'Moving beyond basic charts to create impactful, easy-to-understand visualisations that highlight key insights and avoid misinterpretation.'}, {'concept_name': 'Audience Empathy', 'description': "Tailoring your data story to the specific partner's goals and their level of data literacy, making it relevant and actionable for them."}, {'concept_name': 'Impact vs. Activity', 'description': "Focusing on what the data *means* for the partner's business (impact) rather than just listing what happened (activity)."}]
• Prepare: This month: Start practicing by taking existing partner data and trying to write a 3-paragraph story about it, focusing on impact.
• Next quarter: Look for online courses or webinars on data storytelling (e.g., from Tableau, Google).
• Next 6 months: Offer to present data insights in team meetings, focusing on the 'so what?' for our business.
• Next 9 months: Proactively re-design one of our standard recap deck templates to be more story-driven and less just 'numbers on a slide'.
• QuickWin: When you're writing internal reports, try to start with the key takeaway or insight, rather than just presenting the raw data. Think: 'What's the headline?'
• Skill: Virtual & Hybrid Event Partnership Expertise
• Why: Even as live events return, virtual and hybrid components are here to stay. Partners expect us to offer compelling digital activation opportunities that go beyond just a logo on a screen. You'll need to think differently about how to deliver value in a mixed-format world.
• Concepts: [{'concept_name': 'Digital Engagement Metrics', 'description': 'Understanding how to measure success in a virtual environment (e.g., session attendance, chat engagement, virtual booth visits, content downloads).'}, {'concept_name': 'Virtual Activation Formats', 'description': 'Exploring new ways partners can engage digitally (e.g., interactive workshops, virtual product demos, sponsored content hubs, gamification).'}, {'concept_name': 'Hybrid Experience Design', 'description': 'How to create seamless partner experiences that bridge the gap between in-person and virtual attendees, ensuring value for both.'}, {'concept_name': 'Platform Capabilities', 'description': 'Familiarity with the features and limitations of various virtual event platforms for partner integrations and branding.'}]
• Prepare: This month: Attend a few virtual or hybrid industry events, specifically observing how partners are integrated and what works (and what doesn't).
• Next quarter: Research and present 3 new virtual activation ideas to your manager for existing partners.
• Next 6 months: Take an online course on virtual event production or digital marketing for events.
• Next 9 months: Lead the planning for a small virtual component of an upcoming event, focusing on partner integration.
• QuickWin: For your next partner recap deck, include a section on potential virtual engagement opportunities for their brand, even if they didn't use them this time. Plant the seed!

Advancing Technical Skills

• Skill: Advanced CRM Automation & Reporting
• Why: You won't just be entering data; you'll be helping to design the workflows that automate partner onboarding, communication sequences, and renewal reminders. You'll also need to build more sophisticated custom reports to track specific partner KPIs.
• Concepts: [{'concept_name': 'Workflow Design', 'description': 'Setting up automated sequences for partner communications, asset requests, and internal notifications within the CRM.'}, {'concept_name': 'Custom Report Building', 'description': 'Creating bespoke reports and dashboards in HubSpot/Salesforce that track specific metrics relevant to partner success and renewal.'}, {'concept_name': 'Data Hygiene Best Practices', 'description': 'Understanding how to maintain clean and accurate CRM data to ensure automation and reporting are reliable.'}]
• Prepare: This month: Explore the automation features within our current CRM (HubSpot/Salesforce). Try to build one simple internal workflow.
• Next quarter: Take an advanced CRM reporting course (e.g., HubSpot Academy, Salesforce Trailhead).
• Next 6 months: Propose and build a new custom dashboard for your partner portfolio, focusing on renewal indicators.
• Next 9 months: Shadow a Senior Partnership Manager or Head of Partnerships on how they use CRM data for strategic decisions.
• QuickWin: Identify one repetitive task you do in the CRM and ask your manager if there's an existing automation or if you can try to build one.
• Skill: Enhanced Analytics for Partnership ROI
• Why: Moving beyond basic Google Analytics reports, you'll need to integrate data from multiple sources (CRM, event platform, social media) to provide a more holistic and robust picture of partner ROI. This means using more advanced Excel functions or even dabbling in data visualisation tools like Tableau.
• Concepts: [{'concept_name': 'Data Integration', 'description': 'Combining data from different platforms (e.g., CRM, event platform, website analytics) to get a complete view of partner performance.'}, {'concept_name': 'Advanced Excel Functions', 'description': 'Mastering functions like INDEX/MATCH, SUMIFS, and array formulas for more complex data manipulation and analysis.'}, {'concept_name': 'Data Visualisation Principles', 'description': 'Understanding how to effectively present complex data through charts and graphs, making it easy for partners to grasp key insights.'}, {'concept_name': 'Attribution Modelling Basics', 'description': "A basic understanding of how different marketing touchpoints contribute to a partner's overall success."}]
• Prepare: This month: Identify one partner where you can pull data from at least two different sources (e.g., CRM and Google Analytics) and try to combine it in Excel.
• Next quarter: Take an intermediate/advanced Excel course focused on data analysis. Consider a free Tableau Public account to start exploring visualisation.
• Next 6 months: Work with a Senior Partnership Manager to build a more comprehensive ROI model for one of their Tier 1 partners.
• Next 9 months: Present a new analytical approach for assessing partner value to the team, highlighting how it provides deeper insights.
• QuickWin: For your next recap deck, try to include one new chart or graph that combines data from two different sources, even if it's just a simple comparison.

Education Requirements

• Level: Minimum
• Req: A-Levels or equivalent vocational qualification (e.g., BTEC in Business or Marketing).
• Alts: We're big believers that experience counts for a lot. So, if you've got 3+ years of relevant experience in a client-facing role within events, marketing, or sales, we'd definitely consider that equivalent to formal education.
• Level: Preferred
• Req: A Bachelor's degree in Marketing, Business Administration, Event Management, or a related field.
• Alts: A degree can give you a solid theoretical foundation, but it's not a deal-breaker. If you've got a proven track record of success and a hunger to learn, we're interested.

Experience Requirements

You'll need roughly 2-5 years of experience in a client-facing role. This could be in event coordination, account management, sales support, or a junior partnerships role. What really matters is that you've got a track record of managing client relationships, coordinating projects with multiple moving parts, and delivering on commitments. We're looking for someone who's ready to take ownership of their own portfolio, not just assist others.

Preferred Certifications

• Cert: Certified Event Manager (CEM)
• Prod: Events Industry Council (EIC)
• Usage: Shows a broad understanding of event management best practices, which is helpful for understanding the operational side of partnerships.
• Cert: HubSpot Sales Software Certification
• Prod: HubSpot Academy
• Usage: Demonstrates proficiency in using CRM tools for sales and account management, which is directly applicable to managing partner relationships.
• Cert: Project Management Qualification (e.g., PRINCE2 Foundation)
• Prod: Various (e.g., AXELOS)
• Usage: While not strictly necessary, a basic understanding of project management methodologies can be really helpful for keeping complex partner deliverables on track.

Recommended Activities

• Attending industry webinars or conferences focused on event partnerships, sponsorship, or experiential marketing (we'll cover the costs, of course).
• Subscribing to key industry newsletters and publications to stay on top of trends and best practices.
• Networking with other partnership professionals at industry events – you can learn loads from your peers.
• Taking online courses on advanced Excel, CRM customisation, or data visualisation to boost your analytical skills.
• Seeking out feedback from your manager and peers, and actively working on areas for improvement.

Career Progression Pathways

Entry Paths to This Role

• Path: Partnership Coordinator / Junior Partnerships Executive
• Time: 1-2 years
• Path: Event Coordinator / Event Executive
• Time: 2-3 years
• Path: Junior Account Manager (in a related industry)
• Time: 2-4 years

Career Progression From This Role

• Pathway: Senior Partnership Manager (Level 3)
• Time: 3-5 years in the Partnership Manager role

Long Term Vision Potential Roles

• Title: Head of Partnerships, Experiential (Level 5)
• Time: 8-12 years from Partnership Manager
• Title: Director of Global Partnerships & Brand Events (Level 6)
• Time: 12-16 years from Partnership Manager
• Title: VP, Brand Experiences / Chief Experience Officer (CXO) (Level 7)
• Time: 15-20+ years from Partnership Manager

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.