Director, Event Technology & Operations

Role Purpose & Context

Role Summary

The Director, Event Technology & Operations, is here to shape and deliver the overarching technology strategy for our global events portfolio. You'll be the one making sure every piece of tech, from registration systems to on-site activations, works together seamlessly and actually helps us hit our business goals. This isn't about fixing individual laptops anymore; it's about building a resilient, future-proof tech foundation for all our experiential marketing efforts. Your work sits right at the intersection of business strategy, marketing, and cutting-edge technology. You'll translate our company's objectives into a clear, actionable event tech roadmap, making sure we're always ahead of the curve and delivering exceptional experiences. When this role is done well, our events run like clockwork, data flows perfectly, and we can clearly show how our technology contributes to pipeline and revenue. If it's not done well, we risk embarrassing tech failures, wasted investment, and a real struggle to prove event ROI. The challenge, frankly, is keeping pace with rapidly evolving tech while managing a complex global operation and a substantial budget. The reward, though, is seeing your strategic vision come to life in truly memorable, impactful events that move the business forward.

Reporting Structure

• Reports to: VP, Global Events & Experiential
• Direct reports: Roughly 3-8 direct reports, typically Lead Event Technologists or Event Technology Managers, overseeing a wider team of 25-100+.
• Matrix relationships: VP, Event Technology, Head of Global Event Production, Global Director, Events Operations,

Key Stakeholders

Internal:

• C-Suite (CEO, CMO, CTO)
• Regional Marketing Leads
• Sales Leadership
• Finance & Procurement Teams
• IT & Security Departments

External:

• Strategic Event Technology Vendors (Cvent, Bizzabo, Hopin)
• Global AV & Production Partners
• Industry Associations & Thought Leaders
• Major Event Sponsors & Partners

Organisational Impact

Scope: This role directly impacts the efficiency, effectiveness, and overall ROI of our entire global events portfolio, which often represents a multi-million-pound investment. You'll shape how we capture leads, measure engagement, and ultimately attribute revenue back to our experiential marketing efforts. Get it right, and you'll drive significant business growth; get it wrong, and it's a huge drain on resources with little to show for it.

Performance Metrics

Quantitative Metrics

1. Metric: Event Tech Stack Total Cost of Ownership (TCO) Reduction
2. Desc: The overall cost of our event technology, including platforms, integrations, support, and personnel, compared to previous years or industry benchmarks.
3. Target: Reduce TCO by 10% year-on-year without compromising functionality or experience.
4. Freq: Quarterly and Annually
5. Example: Negotiated new contracts with key vendors, consolidated redundant platforms, and optimised licensing, resulting in a £500,000 saving against a £5M annual tech budget.
6. Metric: Marketing-Sourced Pipeline from Events
7. Desc: The value of new sales opportunities directly attributed to leads generated through event technology (e.g., badge scans, session attendance, virtual engagement).
8. Target: Increase marketing-sourced pipeline from events by 20% year-on-year.
9. Freq: Monthly and Quarterly
10. Example: Improved lead capture and data flow processes, leading to £2.4M in new pipeline generated from events in Q2, up from £2M in Q2 last year.
11. Metric: Speed-to-Lead (Event Scan to Sales Assignment)
12. Desc: The average time it takes for a lead captured at an event (physical or virtual) to be assigned to a sales representative in the CRM.
13. Target: Maintain speed-to-lead under 1 hour for 95% of event-generated leads.
14. Freq: Weekly and Monthly
15. Example: Automated data syncs and improved lead routing rules meant 98% of event leads were in a salesperson's queue within 45 minutes, down from 3 hours previously.
16. Metric: Event Technology Uptime & Reliability
17. Desc: The percentage of time critical event technology systems (registration, virtual platform, on-site apps) are fully operational during events.
18. Target: Achieve 99.9% uptime for all critical event technology during live events.
19. Freq: Per Event and Quarterly Aggregate
20. Example: Across 15 major events in Q1, all core tech systems maintained 99.95% uptime, with no major disruptions reported by attendees or internal teams.

Qualitative Metrics

1. Metric: Strategic Technology Roadmap Development
2. Desc: The clarity, foresight, and business alignment of the multi-year event technology roadmap you define and communicate.
3. Evidence: The roadmap is regularly reviewed and approved by the C-Suite and regional marketing leads. It clearly links tech investments to business outcomes. You're proactively identifying future trends and integrating them into planning, rather than reacting to competitor moves.
4. Metric: Team Leadership & Development
5. Desc: How effectively you build, mentor, and retain a high-performing global event technology team.
6. Evidence: High employee engagement scores within your team, low voluntary turnover, and clear succession plans for key roles. Your team members are regularly promoted or take on increased responsibilities. You're known for fostering a culture of continuous learning and innovation.
7. Metric: Vendor Relationship Management
8. Desc: The strength and strategic value of our partnerships with key event technology vendors.
9. Evidence: Vendors see us as a strategic partner, not just a client. We're getting preferential terms and early access to new features. You're able to resolve complex issues with vendors efficiently, and they're actively contributing to our strategic goals, not just fulfilling contracts.
10. Metric: Cross-Functional Influence & Collaboration
11. Desc: Your ability to get different departments (Sales, IT, Marketing, Finance) on the same page regarding event technology strategy and execution.
12. Evidence: You're regularly invited to strategic planning meetings outside of events. Other departments proactively seek your input on tech-related decisions. You can get IT to prioritise event tech integrations, and Finance to sign off on significant investments because they trust your vision and numbers.

Primary Traits

• Trait: Strategic Visionary with a Practical Edge
• Manifestation: You can paint a compelling picture of what our event tech will look like in three years, but you also know exactly what it takes to get there—the integrations, the budget, the team. You're thinking about the next big thing (AI, metaverse events) but you're also making sure our current registration system doesn't fall over. You don't just dream; you plan the steps.
• Benefit: At this level, it's easy to get lost in buzzwords or get bogged down in day-to-day firefighting. We need someone who can see the future of event tech, articulate that vision to the board, and then roll up their sleeves (or direct their team) to actually build it. Without this, we either chase every shiny new thing or get stuck in the past, neither of which works in our fast-moving industry.
• Trait: Master of Crisis & Calm
• Manifestation: When the main virtual platform crashes 10 minutes before the CEO's keynote, you're the one coolly directing the team, communicating clearly to the executive producer, and already enacting Plan B. You don't panic; you problem-solve. You've seen it all before, or at least you act like you have, inspiring confidence in everyone around you.
• Benefit: Live events are inherently unpredictable. At a global scale, the stakes are enormous—reputational damage, lost revenue, frustrated attendees. Your ability to remain composed and make sound decisions under immense pressure is absolutely critical. You're the steady hand that prevents a tech glitch from turning into a PR disaster or a business catastrophe.
• Trait: Influencer & Negotiator
• Manifestation: You can convince the CFO that a £1M investment in a new event tech platform will deliver a 3x ROI. You can get a notoriously difficult vendor to agree to better terms. You can bring together disparate regional marketing teams to adopt a single global tech standard, even when they're resistant. You're good at listening, but even better at building consensus and driving decisions.
• Benefit: This role isn't just about technical expertise; it's about people. You'll need to secure significant budgets, manage complex vendor relationships, and get buy-in from senior leaders across the organisation. Your ability to articulate value, build trust, and negotiate effectively will directly determine the success of our event tech strategy and, frankly, your own career here.

Supporting Traits

• Trait: Data-Driven Decision Maker
• Desc: You don't just have a gut feeling; you back up your strategic recommendations with hard numbers, ROI projections, and clear metrics. You're always asking 'what does the data tell us?' before making a big call.
• Trait: Organisational Architect
• Desc: You're constantly thinking about how systems, processes, and teams fit together. You're designing for scalability and efficiency, not just for the next event. You're building a function, not just running projects.
• Trait: Mentor & Coach
• Desc: You genuinely enjoy developing your team, providing clear guidance, and empowering them to grow. You see their success as your success and actively invest in their professional journey.
• Trait: Resilient
• Desc: You can handle setbacks, budget cuts, and unexpected challenges without losing motivation. You learn from mistakes, adapt your approach, and keep pushing forward, even when things get tough.

Primary Motivators

1. Motivator: Driving Strategic Impact
2. Daily: You'll spend a good chunk of your week in strategic planning meetings, defining the future of our event tech. You'll see your decisions directly influence our global event performance and business growth.
3. Motivator: Building & Mentoring High-Performing Teams
4. Daily: You'll be coaching your direct reports, setting their objectives, and helping them navigate complex challenges. You'll get satisfaction from seeing your team members develop and succeed.
5. Motivator: Solving Complex Organisational Challenges
6. Daily: You'll be tackling issues like integrating disparate regional tech stacks, standardising global data governance, or negotiating multi-million-pound vendor contracts. These are big, messy problems that require strategic thinking.

Potential Demotivators

Honestly, this role isn't for everyone. If you crave a predictable 9-to-5, or if you prefer to be hands-on with individual event tech setups rather than managing strategy and people, you'll probably struggle. You'll spend a lot of time in meetings, negotiating, and dealing with organisational politics. You'll present to the board, which means intense scrutiny and tough questions. You'll be accountable for multi-million-pound budgets and the performance of a large team, which is a lot of pressure. If you need immediate gratification from seeing a single event go off without a hitch, you might find the pace of strategic change frustratingly slow.

Common Frustrations

1. Dealing with internal bureaucracy and slow decision-making processes, especially when trying to implement global standards.
2. The constant tension between ambitious tech visions and limited budgets or resources.
3. Getting different regional teams to agree on a unified tech stack or data governance policy.
4. The sheer volume of meetings and strategic discussions, which can sometimes feel far removed from the actual event execution.
5. The pressure of being accountable for the performance of a large, distributed team and complex, high-stakes technology.

What Role Doesn't Offer

1. Daily, hands-on technical configuration or troubleshooting for individual events (that's what your team is for).
2. A quiet, predictable work environment with minimal pressure or tight deadlines.
3. The ability to make unilateral decisions without significant stakeholder buy-in or budget approval.
4. A role focused solely on one specific event technology platform or type of event.

ADHD Positives

1. The strategic, big-picture thinking required for this role can be a huge strength, allowing you to connect disparate ideas and see future opportunities for event tech.
2. The high-pressure, dynamic nature of event operations (especially during live events) can be stimulating and keep you highly engaged.
3. Your ability to hyperfocus on complex problems, like architectural design or crisis management, can be incredibly valuable.

ADHD Challenges and Accommodations

1. The sheer volume of meetings and strategic discussions might be challenging for maintaining focus; we can support with clear agendas, regular breaks, and flexible meeting formats.
2. Managing a large team and complex budgets requires meticulous organisation; we can offer executive coaching, project management tools, and administrative support to help structure your workload.
3. Prioritising between long-term strategic goals and immediate operational demands can be tough; we'll work with you to establish clear frameworks for decision-making and delegation.

Dyslexia Positives

1. Often strong visual and spatial reasoning skills, which are excellent for designing event tech architectures, attendee journeys, and understanding complex system diagrams.
2. The ability to think divergently and creatively, which is vital for innovating with new event technologies and solving non-obvious problems.
3. Excellent oral communication skills for presenting strategic visions to the board and influencing stakeholders.

Dyslexia Challenges and Accommodations

1. Extensive written documentation, report writing, and detailed contract reviews might be challenging; we can provide access to proofreading tools, AI writing assistants, and administrative support.
2. Reading dense strategic documents or vendor RFPs could be time-consuming; we encourage using text-to-speech software and provide executive summaries where possible.
3. Ensuring clarity in written communications to a large team; we'll support with templates and encourage verbal check-ins for critical messages.

Autism Positives

1. Exceptional pattern recognition and logical thinking, which are invaluable for designing robust event tech systems, identifying integration points, and optimising data flows.
2. A strong focus on detail and accuracy when it comes to system architecture, data governance, and compliance, ensuring reliability and security.
3. Direct and honest communication style can be highly effective in strategic discussions and in holding vendors accountable.

Autism Challenges and Accommodations

1. Navigating complex social dynamics in high-level negotiations and cross-functional influencing might be draining; we can provide clear expectations for interaction, pre-meeting briefs, and support in navigating political landscapes.
2. Unexpected changes or last-minute demands in a live event environment can be stressful; we'll work to establish clear contingency plans and communication protocols to minimise surprises.
3. Sensory overload during large, busy events or in open-plan office environments; we offer noise-cancelling headphones, flexible working arrangements, and quiet spaces for focused work.

Key Responsibilities

Experience Levels Responsibilities

1. Level: Director, Event Technology & Operations (OFQUAL Level 8)
2. Responsibilities: Define and own the multi-year global event technology roadmap, making sure it directly supports our overarching business and marketing objectives. This means looking 3-5 years out, not just the next quarter.
3. Manage the entire event technology P&L, typically ranging from £2M-£10M+, including budget allocation, vendor negotiations, and demonstrating clear ROI for all tech investments. You'll be the one justifying every penny to Finance and the C-Suite.
4. Build, mentor, and lead a high-performing global team of Event Technologists and Managers (roughly 25-100+ people, including contractors), fostering a culture of innovation, accountability, and continuous improvement.
5. Architect and oversee the implementation of complex, enterprise-level integrations between our event platforms, CRM (Salesforce), marketing automation (Marketo), and business intelligence tools (Tableau). Get this wrong, and our data is a mess.
6. Develop and enforce global standards for event technology deployment, data governance, and security across all regions, ensuring consistency, compliance (GDPR, etc.), and a seamless attendee experience worldwide.
7. Act as the primary strategic liaison with C-Suite, regional VPs, and major external partners, influencing decisions, securing buy-in for new initiatives, and representing our organisation's event tech vision.
8. Drive innovation by evaluating emerging technologies (AI, AR/VR, metaverse platforms) and piloting those that offer a genuine competitive advantage or significant business impact, not just chasing shiny objects.
9. Supervision: You'll be largely autonomous in your day-to-day work, reporting directly to the VP, Global Events & Experiential. Supervision focuses on monthly strategic alignment, quarterly objective reviews, and board-level presentations. Your team will look to you for leadership and strategic direction, not micro-management.
10. Decision: You'll have full strategic authority within your domain, including P&L responsibility for £2M-£10M+ event technology budgets, hiring and firing decisions for your direct reports, and the power to select and onboard major technology vendors (up to £1M+ contract value). You'll also be involved in M&A due diligence for event tech aspects and present directly to the board on strategy and performance.
11. Success: Success at this level means our event technology is a recognised competitive advantage, demonstrably contributing to our business's growth and efficiency. Your team is thriving, our tech stack is robust and future-proof, and you're seen as a trusted strategic partner by the C-Suite and external stakeholders. Ultimately, it's about delivering exceptional, data-rich event experiences that drive tangible business results on a global scale.

Decision-Making Authority

• Type: Event Tech Stack Strategy & Roadmap
• Entry: N/A (Executes tasks within defined strategy)
• Mid: N/A (Contributes ideas, but doesn't define)
• Senior: Recommends strategic adjustments based on project experience; consults Director.
• Type: Major Vendor Selection & Negotiation
• Entry: N/A (Uses existing tools)
• Mid: N/A (Provides feedback on tool usability)
• Senior: Evaluates vendor options based on technical requirements; recommends preferred vendors to Director.
• Type: Budget Allocation (Event Technology)
• Entry: N/A (No budget authority)
• Mid: N/A (No budget authority)
• Senior: Estimates costs for specific project components; requests budget from manager.
• Type: Global Data Governance & Security Policies
• Entry: N/A (Follows policies)
• Mid: N/A (Follows policies)
• Senior: Identifies potential data hygiene issues; suggests improvements to existing processes.

Competency Requirements

Foundation Skills (Transferable)

At this level, your foundation skills aren't just about doing the work, but about leading, influencing, and shaping the environment for your team and the wider organisation. These are the human skills that underpin all your technical and strategic expertise.

• Category: Strategic Leadership & Vision
• Skills: Ability to define a compelling multi-year vision for event technology that aligns with broader business goals, and communicate it effectively to all levels, from your team to the board.
• Demonstrated capability to translate complex business objectives into actionable technology strategies and measurable outcomes.
• A track record of identifying emerging trends and integrating them into strategic planning to maintain a competitive edge.
• Category: Executive Communication & Influence
• Skills: Exceptional verbal and written communication skills, capable of presenting complex technical concepts to non-technical C-Suite executives and external partners in a clear, concise, and persuasive manner.
• Proven ability to build strong relationships and influence decisions across diverse internal departments (Sales, Marketing, IT, Finance) and external stakeholders (vendors, partners).
• Skilled in negotiation, conflict resolution, and building consensus among disparate groups with competing priorities.
• Category: Organisational Development & Talent Management
• Skills: Experience in building, mentoring, and leading large, geographically dispersed teams, fostering a culture of high performance, collaboration, and continuous learning.
• Ability to identify talent gaps, recruit effectively, and develop succession plans for key roles within the event technology function.
• Strong coaching and feedback skills, empowering team members to grow and take on increased responsibility.
• Category: Change Management & Adaptability
• Skills: Proven ability to lead significant organisational change initiatives, particularly around technology adoption and process standardisation across global teams.
• Comfortable navigating ambiguity and making strategic decisions in rapidly evolving environments, often with incomplete information.
• Resilience and composure under pressure, especially during high-stakes live events or critical project deadlines.

Functional Skills (Role-Specific Technical)

These are the core technical and domain-specific skills you'll need to architect, implement, and oversee our global event technology operations. It's not just about knowing the tools, but understanding how they fit into a larger, strategic ecosystem.

Technical Competencies

• Skill: Event Tech Stack Architecture
• Desc: The ability to design, map, and optimise how disparate event systems (registration, mobile app, CRM, analytics) connect, pass data, and work in concert to create a seamless attendee and data journey at an enterprise level. This means thinking about scalability, security, and long-term maintainability.
• Level: Architect
• Skill: Enterprise Data Integration & Governance
• Desc: Mastery of designing and overseeing the processes for syncing data between platforms, including complex field mapping, deduplication strategies, and data cleansing at a global scale. You'll define the rules to ensure lead and contact information is accurate and compliant (GDPR, CCPA) in our system of record (CRM).
• Level: Architect
• Skill: Strategic Attendee Journey Mapping
• Desc: The practice of outlining every digital and physical technology touchpoint for an attendee, from the first email invitation to the post-event survey, to identify friction points, optimise engagement, and drive business outcomes across the entire event lifecycle.
• Level: Strategic
• Skill: Global Lead Capture & Flow Optimisation
• Desc: Designing the technical and operational processes for capturing leads (e.g., badge scans, session attendance) and routing them through scoring, enrichment, and assignment to the correct sales team with speed, accuracy, and full attribution at a global scale. This is about maximising event ROI.
• Level: Strategic
• Skill: Advanced Virtual & Hybrid Event Production Strategy
• Desc: Developing the company's overall virtual and hybrid event strategy, including platform evaluation for security, scalability, and feature sets to match business goals. You'll define the standards for broadcast quality, engagement features, and remote audience experience.
• Level: Strategic

Digital Tools

• Tool: Event Management Platforms (e.g., Cvent, Bizzabo, Splash)
• Level: Architect
• Usage: Leading platform selection (RFPs), managing vendor relationships and budget, and defining enterprise-wide data governance and templates across all global events. You'll be setting the standards and making the big calls.
• Tool: CRM & Marketing Automation (e.g., Salesforce, Marketo, HubSpot)
• Level: Strategic
• Usage: Designing the end-to-end lead flow architecture from badge scan to sales opportunity. You'll work with Revenue Operations to define lead scoring models based on event engagement and ensure seamless data flow for attribution.
• Tool: Virtual/Hybrid Platforms (e.g., ON24, Hopin, Zoom Events)
• Level: Strategic
• Usage: Developing the company's overall virtual and hybrid event strategy. This means evaluating platforms for security, scalability, and feature sets to match our global business goals and future-proofing our approach.
• Tool: On-site & Mobile Tech (e.g., Swapcard, Zkipster, Freeman/Encore AV)
• Level: Strategic
• Usage: Negotiating multi-year contracts with on-site technology and AV providers. You'll define the global on-site digital experience strategy, including data capture, attendee interaction points, and physical tech deployment standards.
• Tool: Business Intelligence (e.g., Tableau, Power BI)
• Level: Strategic
• Usage: Defining the key event KPIs and working with data teams to create executive-level dashboards that demonstrate event ROI and impact on the business pipeline, presenting these to the C-Suite.
• Tool: Project Management (e.g., Asana, Monday.com, Smartsheet)
• Level: Strategic
• Usage: Implementing and managing the project management tool and methodology for the entire global events team, ensuring standardised processes, clear visibility for leadership, and efficient resource allocation across all projects.

Industry Knowledge

• Area: Global Event Production Best Practices
• Desc: Deep understanding of the logistical, technical, and operational complexities of producing large-scale physical, virtual, and hybrid events across different geographies and cultural contexts.
• Area: Event Marketing & Sales Funnel Integration
• Desc: Expertise in how event technology supports and optimises the entire marketing and sales funnel, from brand awareness and lead generation to conversion and customer retention.
• Area: Vendor Landscape & Emerging Technologies
• Desc: Comprehensive knowledge of the global event technology vendor landscape, including key players, their strengths/weaknesses, pricing models, and emerging innovations (AI, AR/VR) that could impact future strategy.
• Area: Financial Management & ROI Measurement
• Desc: Strong grasp of financial principles, budgeting, cost optimisation, and methodologies for accurately measuring and reporting the return on investment for event technology initiatives.

Regulatory Compliance Regulations

• Reg: GDPR (General Data Protection Regulation)
• Usage: Defining and enforcing global data privacy policies for all event technology, ensuring consent management, data minimisation, and secure processing of attendee data across all platforms and integrations.
• Reg: CCPA (California Consumer Privacy Act) / CPRA
• Usage: Ensuring our event tech stack and data practices comply with specific US state-level privacy regulations, particularly concerning data collection, sharing, and consumer rights for Californian residents.
• Reg: PCI DSS (Payment Card Industry Data Security Standard)
• Usage: Overseeing that all event registration and payment processing platforms meet PCI DSS compliance standards, protecting sensitive financial information during transactions.
• Reg: Accessibility Standards (e.g., WCAG)
• Usage: Ensuring all virtual event platforms, registration sites, and mobile apps are designed and implemented to meet global accessibility standards, providing an inclusive experience for all attendees.

Essential Prerequisites

• A minimum of 16 years of progressive experience in event technology, with at least 5-8 years in a leadership role managing teams and significant budgets (e.g., Manager, Event Technology).
• Demonstrated experience in developing and executing multi-year technology roadmaps for a global organisation.
• Proven track record of successfully leading large-scale, complex event technology deployments (physical, virtual, and hybrid).
• Extensive experience in vendor selection, contract negotiation, and managing strategic partnerships with major event tech providers.
• Strong financial acumen, including P&L management, budgeting, and a clear understanding of ROI methodologies.
• Exceptional executive presence and communication skills, with experience presenting to C-Suite and board-level stakeholders.

Career Pathway Context

You'll have already mastered the technical and project leadership aspects of event technology. This role demands a shift from hands-on execution to strategic leadership, organisational development, and financial stewardship. You're moving from 'doing' to 'directing' and 'shaping the future'.

Qualifications & Credentials

Emerging Foundation Skills

• Skill: Immersive Experience Design & Integration (AR/VR/Metaverse)
• Why: Attendees are craving more engaging, personalised experiences. AR, VR, and early metaverse platforms offer new ways to connect, learn, and interact. Competitors are already experimenting, and we need to be ready to integrate these into our global events effectively and with measurable impact.
• Concepts: [{'concept_name': 'Spatial Computing Principles', 'description': 'Understanding how users interact with digital content in a physical space or a fully virtual environment.'}, {'concept_name': 'XR Content Creation & Management', 'description': 'Familiarity with the tools and processes for developing and deploying AR/VR assets within event platforms.'}, {'concept_name': 'Measuring Engagement in Immersive Environments', 'description': 'Defining new metrics for success beyond traditional clicks and views, focusing on presence, interaction, and emotional response.'}, {'concept_name': 'Hardware & Infrastructure Requirements', 'description': 'Understanding the technical demands (bandwidth, processing power, devices) for deploying immersive experiences at scale.'}]
• Prepare: This quarter: Attend industry webinars on AR/VR in events; read analyst reports on metaverse trends.
• Next 6 months: Pilot a small AR activation at a regional event or integrate a VR component into a virtual experience.
• Next 12 months: Develop a strategic framework for evaluating and integrating immersive technologies into our event roadmap, with clear ROI projections.
• Ongoing: Build relationships with agencies and vendors specialising in XR event experiences.
• QuickWin: Explore free AR/VR apps to understand the user experience. Watch demos of immersive event platforms. Start a 'future tech' discussion with your team.
• Skill: Advanced Data Ethics & AI Governance
• Why: As we use more AI for personalisation, lead scoring, and predictive analytics, the ethical implications and regulatory landscape are becoming incredibly complex. We need to ensure we're using data responsibly, transparently, and in a way that builds attendee trust, not erodes it. This is a critical area for brand reputation and legal compliance.
• Concepts: [{'concept_name': 'Algorithmic Bias & Fairness', 'description': 'Understanding how AI models can perpetuate bias and how to mitigate it in event personalisation and recommendations.'}, {'concept_name': 'Transparency & Explainability in AI', 'description': 'The ability to explain how AI-driven decisions (e.g., lead scoring) are made to internal and external stakeholders.'}, {'concept_name': 'Ethical Data Collection & Usage', 'description': "Developing and enforcing policies for what data we collect, why, and how it's used, especially with AI, going beyond basic legal compliance."}, {'concept_name': 'AI-specific Regulatory Frameworks', 'description': 'Staying abreast of new laws and guidelines specifically governing the use of artificial intelligence in data processing.'}]
• Prepare: This quarter: Consult with Legal and IT security teams to review current AI usage and data privacy policies.
• Next 6 months: Develop internal guidelines for ethical AI use in event tech, including data anonymisation and consent.
• Next 12 months: Implement an 'AI ethics review' process for any new AI-driven event tech initiatives.
• Ongoing: Participate in industry groups focused on AI ethics and data privacy in marketing/events.
• QuickWin: Review the privacy policies of any AI tools you're currently using. Discuss AI ethics with your team and legal counsel.

Advancing Technical Skills

• Skill: Enterprise Architecture & Cloud Strategy for Events
• Why: As our event tech stack grows and becomes more integrated, understanding enterprise architecture principles and cloud deployment strategies is crucial. This ensures scalability, security, cost-effectiveness, and resilience across our global infrastructure, moving away from siloed solutions.
• Concepts: [{'concept_name': 'Microservices vs. Monolithic Architectures', 'description': 'Understanding the trade-offs and benefits for different event tech components.'}, {'concept_name': 'API Management & Orchestration', 'description': 'Designing robust and scalable API strategies for seamless data flow between all systems.'}, {'concept_name': 'Cloud Cost Optimisation (FinOps)', 'description': 'Strategies for managing and optimising cloud spend for event tech infrastructure.'}, {'concept_name': 'Disaster Recovery & Business Continuity Planning', 'description': 'Designing resilient systems that can withstand failures and ensure continuous event operations.'}]
• Prepare: This quarter: Work closely with our IT department to understand their enterprise architecture standards and cloud strategy.
• Next 6 months: Conduct an audit of our current event tech architecture, identifying single points of failure and areas for optimisation.
• Next 12 months: Develop a proposal for a more resilient and scalable event tech architecture, leveraging cloud-native solutions where appropriate.
• Ongoing: Read up on enterprise architecture frameworks (e.g., TOGAF) and cloud best practices (AWS, Azure, GCP).
• QuickWin: Map out your current event tech stack, identifying all integrations and data flows. Talk to IT about their security and compliance requirements for cloud services.
• Skill: Cybersecurity & Threat Intelligence for Events
• Why: Events, especially large global ones, are increasingly targets for cyberattacks (data breaches, DDoS, phishing). As the owner of our event tech, you must understand the threat landscape and implement robust defence strategies to protect attendee data, intellectual property, and our brand reputation.
• Concepts: [{'concept_name': 'Threat Modelling for Event Systems', 'description': 'Identifying potential attack vectors and vulnerabilities in our event tech stack.'}, {'concept_name': 'Incident Response Planning', 'description': 'Developing and testing protocols for responding to and mitigating cyberattacks during events.'}, {'concept_name': 'Vendor Security Assessments', 'description': 'Evaluating the security posture of all third-party event technology providers.'}, {'concept_name': 'Data Encryption & Access Control', 'description': 'Implementing best practices for protecting sensitive data at rest and in transit.'}]
• Prepare: This quarter: Partner with our internal cybersecurity team to conduct a risk assessment of our core event platforms.
• Next 6 months: Develop and implement enhanced security protocols for all event tech deployments, including mandatory vendor security audits.
• Next 12 months: Lead a tabletop exercise with key stakeholders to simulate a cyberattack during a live event and test our response plan.
• Ongoing: Stay informed about the latest cybersecurity threats and best practices through industry publications and training.
• QuickWin: Review our current data backup and recovery procedures for event data. Ensure all team members complete mandatory cybersecurity awareness training.

Education Requirements

• Level: Minimum
• Req: Bachelor's degree in Business, Marketing, Information Technology, Computer Science, or a related field. We're looking for strong foundational knowledge.
• Alts: Extensive (18+ years) and demonstrable experience in a senior event technology role, with a proven track record of strategic leadership and significant business impact, can absolutely be considered in lieu of a degree. We value real-world expertise.
• Level: Preferred
• Req: Master's degree (MBA, MSc in Technology Management, or similar) would be a definite advantage.
• Alts: Relevant executive education programmes or advanced certifications in strategic leadership or enterprise architecture.

Experience Requirements

You'll need roughly 16-20 years of progressive experience in event technology, with a substantial portion (at least 5-8 years) in a leadership capacity, managing teams, large budgets, and complex global programmes. We're talking about someone who's already been a Manager or Lead Event Technologist for a significant period and is ready to step up to a Director-level strategic role. You should have a proven track record of delivering measurable business outcomes through technology in the events and experiential marketing space.

Preferred Certifications

• Cert: Certified Meeting Professional (CMP)
• Prod: Events Industry Council (EIC)
• Usage: Demonstrates a comprehensive understanding of meeting and event management, which is crucial for aligning technology with overall event objectives.
• Cert: PRINCE2 Practitioner or PMP (Project Management Professional)
• Prod: AXELOS (PRINCE2) / Project Management Institute (PMP)
• Usage: Shows advanced project and programme management capabilities, essential for overseeing complex global tech deployments and strategic initiatives.
• Cert: Relevant Vendor Certifications (e.g., Cvent Certified Professional, Salesforce Administrator)
• Prod: Cvent, Salesforce, etc.
• Usage: While not hands-on, understanding the intricacies of our core platforms at a certified level helps you lead your team and make informed strategic decisions about the tech stack.
• Cert: Certified Information Security Manager (CISM) or Certified Information Systems Security Professional (CISSP)
• Prod: ISACA (CISM) / (ISC)² (CISSP)
• Usage: Given the critical importance of data security and privacy in event tech, these certifications demonstrate a strong understanding of cybersecurity governance, risk management, and compliance.

Recommended Activities

• Actively participate in industry forums and associations (e.g., PCMA, MPI, Event Tech Live) to stay abreast of trends and network with peers.
• Attend executive leadership training programmes focused on strategic planning, financial management, and organisational change.
• Seek out mentorship from senior leaders within or outside the organisation who have successfully driven large-scale technology transformations.
• Regularly engage with thought leadership content (books, articles, podcasts) on the future of events, marketing technology, and AI in business.
• Present at industry conferences or contribute articles to trade publications to establish yourself as a thought leader in event technology.

Career Progression Pathways

Entry Paths to This Role

• Path: Manager, Event Technology
• Time: 3-5 years in role before Director
• Path: Head of Event Operations (with strong tech focus)
• Time: 3-6 years in role before Director
• Path: Senior Lead Event Technologist (from another large organisation)
• Time: Direct entry, assuming relevant experience

Career Progression From This Role

• Pathway: VP, Global Events & Experiential
• Time: 3-5 years in Director role
• Pathway: Chief Marketing Officer (CMO)
• Time: 5-8 years in Director/VP Event Tech role

Long Term Vision Potential Roles

• Title: Chief Events & Experiential Officer (CXEO)
• Time: 5-10 years
• Title: Chief Technology Officer (CTO) or Chief Information Officer (CIO)
• Time: 8-12 years
• Title: Independent Consultant / Advisor (Event Tech Strategy)
• Time: 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.