UK

United Kingdom · Events and experiential marketing · Principal/Manager (12-16 years)

Brand Activation Assistant Manager

As a Brand Activation Assistant Manager, you shape the brand experiences that turn heads and open wallets.

Here is the whole job, in plain words. What it is, a real day, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports10-25 reports
  • Reports toDirector of Brand Experiences
  • UK framework levelUsually someone running a function, or a director

Also advertised as Senior Manager, Experiential Marketing · Head of Brand Experiences · Events Programme Lead · Experiential Marketing Lead

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Pearson BTEC Level 3 National Extended Diploma in Sport and Outdoor Activities Pearson Education Ltd · Level 3 · covers 1 of 2 standards
Pearson BTEC Level 3 National Extended Diploma in Sports Coaching and Development Pearson Education Ltd · Level 3 · covers 1 of 2 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Marketing Communications Pearson BTEC Level 3 National Extended Diploma in Sport and Outdoor Activities

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Frontier Fluency the next wave, beyond mainstream AI

2AI and this work

Will AI change your work as a Brand Activation Assistant Manager?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

How the AI economy is changing work like this

A broad read on this kind of work, not an analysis of this job on its own. Roles that share a pattern get the same answer here.

Fading: AI does more of this

AI is taking over the repetitive tasks of budget forecasting and basic data analysis, freeing you to focus on strategic innovation.

→
Rising: worth more because of AI

Your ability to craft unique, emotionally resonant brand experiences becomes even more valuable as AI handles the technical complexities.

The new skills this role is being asked for

  • AI-Driven Personalisation at Scale
  • Metaverse & Extended Reality (XR) Event Design
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Brand Activation Assistant Manager plan as you set up, starting with the free Automation Fluency module. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

Ready to pay? Subscribe for £70 a month

Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

We see you

You're curious about AI's potential but wary of its ability to truly capture the human touch that makes events memorable. Balancing innovation with authenticity is your quiet challenge.

A Brand Activation Assistant Manager plans and leads brand experience campaigns and manages the team delivering them.

4A day in the life

Not a job advert. A real day, built from what this role actually holds.

08:45
You start your day reviewing the annual experiential marketing strategy, ensuring it aligns with the latest business objectives.
11:00
Mid-morning, you lead a team meeting, mentoring Brand Activation Managers and Specialists, focusing on upcoming flagship events.
14:30
In the afternoon, you negotiate with a creative agency, fine-tuning the strategic brief to ensure they deliver on your vision.
16:00
You wrap up the day by presenting strategic plans and ROI reports to senior leadership, ready to field their toughest questions.

5What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Cvent, Bizzabo, Splash, Hopin (Event Management Platforms) Strategic

Leading platform selection, negotiating enterprise contracts, defining data governance and integration strategies with CRM, overseeing complex event configurations and reporting across the department.

Asana, Monday.com, Smartsheet (Project Management) Architect

Implementing and standardising PM tool usage across the entire department, defining best practices, creating custom templates, and building reporting dashboards for portfolio oversight.

Excel, Google Sheets, Anaplan / Workday Adaptive Planning (Budget & Finance) Strategic

Owning the entire departmental P&L, building multi-year budget forecasts, conducting advanced variance analysis, and approving large expenditures. Anaplan/Workday for enterprise-level financial planning.

Salesforce, HubSpot (CRM & Data) Strategic

Defining the lead flow, attribution models, and data synchronisation between experiential activities and revenue systems in partnership with RevOps and Sales leadership.

Slack, MS Teams, Miro, Notion (Collaboration & Knowledge Management) Strategic

Defining communication architecture and policies for the entire function, establishing knowledge management best practices, and facilitating high-level strategic workshops.

6What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Strategic Direction & Annual Plan No input. Executes tasks from the plan. Contributes ideas for specific event tactics within the plan. Proposes strategic initiatives and owns specific workstreams within the annual plan.
Budget Allocation & Spend Tracks individual line items, flags overages to supervisor. Manages budget for specific events/workstreams (e.g., £10K-£50K), flags exceptions. Owns budgets for small-to-medium events (£50K-£250K), makes recommendations for cost savings.
Team Hiring & Performance No input. Provides peer feedback for new hires, contributes to performance reviews. Interviews junior candidates, provides input on performance reviews for mentees.
Agency & Vendor Selection No input, uses approved vendors. Researches potential vendors, provides recommendations for smaller needs. Sources and negotiates with vendors for specific event needs (e.g., catering, AV) up to £50K.

7How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Pipeline Influenced to Program Cost Ratio
The total value of sales pipeline that our experiential programmes directly contributed to, compared to the overall cost of those programmes.
Target · 3:1 or better (meaning £3 in pipeline for every £1 spent).

If your team's programmes cost £1M in Q2, we'd expect to see at least £3M in influenced pipeline by the end of Q3. Anything less, and we'll need to talk about why.

Brand Perception Uplift
The measurable improvement in key brand attributes (e.g., 'innovative', 'customer-centric', 'thought leader') among target audiences, as influenced by our experiential efforts.
Target · 10% year-on-year increase in at least two defined brand attributes.

Our Q4 brand survey shows a 12% increase in respondents associating 'innovation' with our brand, directly linked to our flagship tech conference. That's a win.

Team Attrition Rate
The percentage of your direct and indirect reports who leave the company within a given period.
Target · Below 15% annually.

If you lose 3 people from a team of 15 in a year, that's 20% attrition. We'll want to understand why and what we can do to keep our talent happy and growing.

Overall Departmental Budget Variance
How closely your team's total expenditure aligns with the approved annual budget for experiential marketing.
Target · Within +/- 5% of the approved £500K-£2M budget.

If the annual budget is £1.5M, spending £1.6M (6.7% over) or £1.4M (6.7% under) will raise questions. We need to be predictable with our spend.

Strategic Influence & Thought Leadership
Your ability to shape the broader marketing strategy, not just execute. This means being seen as the go-to expert for how experiential marketing can solve business problems.
  • You're proactively invited to wider marketing leadership discussions. The CMO asks for your opinion on new campaign ideas. Your team's insights are regularly featured in internal presentations. You're seen as a leader who can connect experiential efforts to the bigger business picture.
Team Development & Coaching Effectiveness
How well you develop, mentor, and empower your team members, ensuring they're growing in their roles and contributing effectively.
  • Your direct reports are consistently hitting their performance goals. You have a clear succession plan for key roles. Team members report high satisfaction in 1:1s and feedback sessions. You're building a culture where people feel supported and challenged. We see your team members moving up the ladder.
Agency & Vendor Partnership Quality
The strength and effectiveness of your relationships with external agencies and key vendors, ensuring they deliver high-quality work on time and within budget.
  • Agency partners consistently meet SLAs and project deadlines. There's a clear, collaborative working relationship, not just transactional. You're getting proactive, innovative ideas from your partners. Feedback from agencies indicates you're a fair, clear, and strategic client.
Operational Excellence & Process Optimisation
Your success in defining, standardising, and optimising the processes and workflows for the entire experiential marketing function, making the team more efficient and effective.
  • New team members onboard faster. Project kick-offs are smoother. Fewer last-minute scrambles. Your team's internal feedback highlights improved clarity and reduced friction in their day-to-day work. You've actually reduced the number of 'fire drills'.

8Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Building & Empowering a High-Performing Team

You'll spend a good chunk of your week coaching your managers, unblocking their challenges, and celebrating their successes. You get a real kick out of seeing your team members grow and take on bigger responsibilities. Their wins are your wins, truly.

Watching a manager you've mentored successfully lead their first flagship event, or seeing a specialist you hired get promoted. That's the good stuff.

Shaping Brand Strategy Through Experience

You're constantly thinking about how our events and activations contribute to the overall brand narrative. You'll be in strategic meetings, pitching new ideas, and defending the value of experiential marketing to senior leaders. It's about making a tangible impact on how our brand is perceived.

Successfully launching a new brand identity through an immersive activation that gets rave reviews and significant press coverage. Or seeing your strategic recommendations adopted by the CMO.

Driving Measurable Business Impact

You're obsessed with the numbers—pipeline influenced, brand uplift, ROI. You'll be working with Finance and Sales to prove the value of your team's work, constantly optimising programmes to deliver better results. It's not just about 'cool events', it's about business outcomes.

Presenting a quarterly report to the leadership team showing how your experiential programmes generated £5M in new pipeline, exceeding targets. That's when you know you're really making a difference.

What frustrates people
  • Getting C-suite sign-off on a major experiential strategy, only for them to ask for a 'small tweak' that completely derails the budget and timeline a week before launch.
  • The constant pressure to justify a significant marketing spend with hard ROI, especially when 'brand experience' can feel intangible to some.
  • Managing a large team through the intense periods of event delivery, trying to prevent burnout while still hitting ambitious targets.
  • Dealing with legacy systems or internal bureaucracy that slows down your team's ability to innovate or execute quickly.
  • The sheer volume of external vendor and agency relationships to manage, ensuring quality and compliance across the board.
What this role does not give you
  • A quiet, predictable 9-to-5 desk job. This role is high-energy, high-stakes, and often requires long hours, especially around major events.
  • Complete creative freedom without budget constraints. You'll always be balancing vision with financial realities.
  • A role where you're solely focused on hands-on event execution. Your job is more about strategy, leadership, and oversight.
  • An environment where every single project you initiate will see the light of day. Some strategic initiatives will be deprioritised or cancelled due to shifting business needs.

9Who you work with

You'll be shaping the entire experiential marketing capability for the organisation, directly influencing brand perception, customer acquisition, and retention. Your decisions will impact a significant portion of the marketing budget (typically £500K-£2M) and dictate how our brand is perceived in the market.

Inside the business
  • Director of Brand Experiences
  • Marketing Leadership Team (CMO, Heads of Product Marketing, Content)
  • Sales Leadership (VP Sales, Regional Sales Directors)
  • Finance Director and FP&A Team
  • Product Development Leads
  • Legal and Compliance
Outside the business
  • Key Agency Partners (Creative, Production, Media)
  • Strategic Venue Partners
  • Major Technology Vendors (e.g., Cvent, Salesforce)
  • Industry Bodies and Associations
  • High-Value Sponsors and Partners

10What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of successfully leading and managing a team of 5+ event or marketing professionals.
  • Demonstrable experience in developing and executing comprehensive experiential marketing strategies for a mid-to-large organisation.
  • Significant experience (at least 5 years) managing large-scale budgets (£500K+) and demonstrating clear ROI for marketing programmes.
  • Expert-level proficiency in at least one major event management platform (e.g., Cvent, Bizzabo) and a project management tool (e.g., Asana, Smartsheet).
  • A deep understanding of the entire event lifecycle, from strategic planning and agency briefing to on-site execution and post-event analysis.
  • Strong ability to influence and present to senior leadership, defending strategic choices and reporting on outcomes.

11What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Data Storytelling & Visualisation for Executives

Simply presenting numbers isn't enough. You'll need to transform complex event performance and ROI data into compelling narratives and visualisations that resonate with the C-suite, demonstrating strategic impact and guiding future investment decisions. This is about influencing at the highest level.

Narrative Structure for Data Presentations · Executive Dashboard Design Principles · Benchmarking & Competitive Analysis Integration · Scenario Planning with Data

  • This month: Take an online course on advanced data storytelling or executive presentation skills.
  • Next quarter: Work with our BI team to develop a new executive-level dashboard for experiential marketing performance.
  • Month 4-6: Practice presenting complex data to a peer group, seeking feedback on clarity and impact.
  • Month 7-9: Lead a quarterly business review presentation to the CMO, focusing on strategic insights derived from data.

Quick win: Start using tools like Tableau or Power BI to create more dynamic and interactive reports for your internal team meetings. It's a great way to refine your visualisation skills.

12Staying current once you are in

What people here do to keep up
  • Regularly attending industry conferences (e.g., Event Tech Live, Experiential Marketing Summit) to stay on top of trends and network with peers.
  • Participating in leadership development programmes or executive coaching to refine your management and strategic influence skills.
  • Engaging with industry associations (e.g., ILEA, EVCOM) to contribute to best practices and build your professional network.
  • Taking courses on advanced data analytics or business intelligence to strengthen your ROI reporting and strategic forecasting capabilities.
  • Mentoring junior professionals in the events or marketing space – it's a great way to solidify your own knowledge and give back.

13The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Driven Personalisation at Scale

Attendees now expect highly personalised experiences. AI can analyse attendee data (preferences, past interactions, demographics) to tailor content, networking opportunities, and even physical experiences at scale. Competitors are already experimenting with this to create hyper-relevant events that drive deeper engagement.

  • Predictive Analytics for Attendee Behaviour
  • Dynamic Content Delivery Systems
  • Ethical AI & Data Privacy in Personalisation
  • AI-Powered Matchmaking for Networking

Metaverse & Extended Reality (XR) Event Design

While physical events are back, the lines between physical and digital are blurring. Brands are exploring persistent virtual spaces, augmented reality overlays, and mixed reality experiences to extend event reach, enhance engagement, and create truly unique brand activations. You need to understand how to leverage these for our brand.

  • Virtual Event Platforms (Beyond Basic Webinars)
  • Augmented Reality (AR) for On-Site Engagement
  • Mixed Reality (MR) Experiences
  • NFTs & Blockchain for Event Ticketing/Engagement

14What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Experiential Journey Mapping (Strategic)
  • Run of Show (ROS) Development & Oversight
  • Vendor Sourcing, Negotiation & Contract Management (Strategic)
  • Budget Reconciliation & ROI Analysis (P&L Ownership)
  • On-Site Logistics & Crisis Management (Leadership)

15The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Brand Activation Manager (L4)

    3-5 years as an L4 Manager

    Skills to master

    • Mastering complex programme management, leading cross-functional teams on large events, managing significant budgets (up to £500K), and beginning to build agency relationships. You'll need to prove you can consistently deliver high-impact events and manage people effectively.

    You're ready to move on when

    • Successfully led at least 3-5 flagship events from brief to post-mortem, hitting all objectives.
    • Consistently delivered programmes within +/- 5% of budget.
    • Received strong feedback on your leadership and mentorship of junior team members.
    • Demonstrated ability to influence internal stakeholders and secure buy-in for your projects.
  2. 2

    Senior Marketing Manager (from other disciplines)

    5-7 years in a Senior Marketing Manager role, plus 2-3 years in experiential.

    Skills to master

    • Translating broader marketing strategy into experiential initiatives, understanding the unique operational complexities of live events, and building a team from scratch or integrating into an existing one. You'll need to quickly get up to speed on event-specific tools and methodologies.

    You're ready to move on when

    • Proven track record of developing and executing successful marketing strategies in other channels (e.g., digital, content).
    • Demonstrated ability to lead and manage marketing teams.
    • Successfully transitioned into leading at least one major experiential programme.
    • Strong understanding of brand strategy and how to translate it into tangible experiences.
  3. 3

    Agency Account Director (Experiential)

    5-8 years as an Account Director at a leading experiential agency.

    Skills to master

    • Moving from client service to client-side ownership, managing internal politics and budget approvals, and building an in-house team rather than relying solely on agency resources. You'll need to adapt your strategic thinking to an internal brand perspective.

    You're ready to move on when

    • Managed a portfolio of high-value experiential clients, delivering successful campaigns.
    • Demonstrated strong strategic thinking and client relationship management skills.
    • Proven experience in managing large-scale event production and creative development.
    • A clear understanding of the challenges and opportunities of working client-side.

16How people get here · where they go next

Came from
Brand Activation Manager (L4)
3-5 years
You mastered leading flagship events from conception to post-mortem, ensuring they met all objectives and stayed within budget.
You are here
Brand Activation Assistant Manager
Principal/Manager (12-16 years)
A Brand Activation Assistant Manager plans and leads brand experience campaigns and manages the team delivering them.
Goes to
Director of Brand Experiences (L6)
3-5 years
This role involves shaping the entire brand experience portfolio, driving multi-year transformation initiatives, and influencing at the board level.

The long view: This role can lead to broader marketing leadership positions, or into general management overseeing brand strategy across a business.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Brand Activation Assistant Manager is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Marketing Communications, worked against Brand Activation Assistant Manager.

Marketing Communications Level 3

Applied to your work in Brand Activation Assistant Manager

This unit aims to provide learners with an understanding of marketing communications and its role in achieving marketing objectives. Learners will investigate various marketing communications techniques to raise awareness and boost revenue, and develop a marketing communications plan for a specific product or service.

The Navigator Last time, we explored how AI could streamline your budget management. How has that impacted your strategic planning?

You It's allowed me to spend more time on creative strategy rather than just numbers.

The Navigator Great! Let's look at how you can now integrate AI insights into your next big event's strategic brief, enhancing its impact.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

A year from now

A year from now, you are a strategic powerhouse, seamlessly integrating AI insights to craft unforgettable brand experiences that set industry standards.

See Your Progress Grow Illustration
Brand Activation Assistant Manager
  • Experiential Journey Mapping (Strategic)
  • Run of Show (ROS) Development & Oversight
  • Vendor Sourcing, Negotiation & Contract Management (Strategic)
  • Budget Reconciliation & ROI Analysis (P&L Ownership)
  • On-Site Logistics & Crisis Management (Leadership)
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

17The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Brand Activation Assistant Manager is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Brand Experiences (L6)

    3-5 years in the Brand Activation Assistant Manager role.

    This is a significant step up, moving from owning the strategy for a department to shaping the entire brand experience portfolio for the business unit.

    • Enterprise-level experiential strategy development, integrating physical, digital, and partnership experiences.
    • Global team leadership and organisational design for a larger, more complex function.
    • Strategic partnership development with major brands and industry leaders.
    • Advanced risk management and crisis communication at a business unit level.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, you're juggling a lot. As a Brand Activation Assistant Manager, you're not just managing events; you're managing people, budgets, agencies, and a whole strategic vision. AI isn't here to replace your strategic brain, but it can certainly take a huge chunk of the repetitive, time-consuming tasks off your plate, and your team's. Imagine more time for actual strategy, coaching, and big-picture thinking.

We're building an AI Productivity Hub specifically for our Events_Experiential_Marketing team. It's packed with tools and prompts designed to help you and your team work smarter, not harder. Think of it as a super-smart assistant that handles the grunt work, leaving you free to focus on what truly matters: delivering unforgettable brand experiences and driving business growth. Here's a peek at how it can help you lead your team and shape strategy.

Strategic Comms & Briefing Autopilot

Use AI to draft comprehensive strategic briefs for agency partners, internal stakeholders, or even quarterly reports to leadership. It can summarise complex data points into digestible narratives, or generate first passes of email sequences for your team's event promotions, ensuring brand consistency and saving hours of drafting time across your department.

Portfolio Performance & Sentiment Analyst

Feed AI all your post-event survey data, social media mentions, and internal feedback. It'll instantly categorise sentiment, identify key themes, and highlight performance trends across your entire event portfolio. This means you get actionable insights in minutes, not days, allowing you to quickly pivot strategy or double down on what's working.

Strategic Partner & Venue Scout

Need to find a new production agency or a unique venue for a flagship event, based on a complex set of criteria and budget? Use AI to instantly generate a shortlist of potential partners or locations, complete with pros, cons, and initial contact info. It can even help you draft the initial RFP, saving your team countless hours of research.

Budget & ROI Forecasting Assistant

Upload your historical event data, budget allocations, and performance metrics. AI can help you build more accurate budget forecasts for future programmes, identify potential areas for cost savings, and even project the likely ROI of new experiential initiatives. It's like having a dedicated finance analyst for your team, available 24/7.

Common questions

Common questions

How do you become a Brand Activation Assistant Manager?

Common routes in include Brand Activation Manager (3-5 years as an L4 Manager), Senior Marketing Manager (from other disciplines) (5-7 years in a Senior Marketing Manager role, plus 2-3 years in experiential.) and Agency Account Director (Experiential) (5-8 years as an Account Director at a leading experiential agency.). Times vary with prior experience.

Where can a Brand Activation Assistant Manager progress to?

This role can lead on to Director of Brand Experiences (3-5 years in the Brand Activation Assistant Manager role.), depending on the skills you build.

What new skills matter most for a Brand Activation Assistant Manager?

Increasingly, AI-Driven Personalisation at Scale and Metaverse & Extended Reality (XR) Event Design. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

18Where to go from here

Other roles at Level 6

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in events and experiential marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built here, strategic leadership, budget management, team development, and proving return on brand initiatives, apply across many marketing settings. This can lead to broader marketing leadership roles, general management, or advising other brands on building experiential capabilities.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.