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
Head of Sponsorship / Commercial Director (Events)
5-8 years at this level before DirectorSkills to master
- Full P&L ownership for a significant event portfolio, managing a team of 10-20 people, developing and launching new sponsorship packages, and consistently exceeding multi-million pound revenue targets. You'll have proven your ability to drive strategic growth within a defined commercial area.
You're ready to move on when
- Consistently delivered 100%+ of a £2M+ annual revenue target for 3+ consecutive years.
- Successfully launched at least two new, highly profitable sponsorship products or models.
- Demonstrated ability to lead, mentor, and retain a high-performing commercial team.
- Strong track record of negotiating and closing seven-figure deals independently.
- Received excellent 360-degree feedback from direct reports, peers, and senior leadership.
- 2
VP Business Development (Related Industry)
6-10 years at this level before DirectorSkills to master
- Leading strategic alliances or business development for a large enterprise in a related field (e.g., media, sports, entertainment, B2B tech). This means a strong background in complex deal-making, market expansion, and building long-term commercial partnerships, even if not directly in events.
You're ready to move on when
- Managed a portfolio of strategic partnerships generating £5M+ in annual revenue.
- Successfully negotiated and launched significant new business ventures or market entries.
- Proven ability to build and lead a high-performing business development team.
- Demonstrated strategic thinking in identifying and capitalising on new market opportunities.
- Strong network within relevant corporate sectors and a reputation for closing complex deals.
- 3
Strategy Consultant (Commercial Focus)
8-12 years at this level before DirectorSkills to master
- Working with C-suite clients on commercial strategy, market entry, M&A due diligence, and revenue optimisation. This path provides a strong analytical and strategic toolkit, often involving exposure to diverse industries and complex problem-solving. You'll have experience translating strategic recommendations into actionable plans.
You're ready to move on when
- Led multiple commercial strategy projects for FTSE 100/250 clients.
- Demonstrated ability to influence senior executives and drive strategic change.
- Strong analytical capabilities, including market sizing, competitive analysis, and financial modelling.
- Proven ability to build and lead high-performing project teams.
- Excellent communication and presentation skills, particularly in conveying complex ideas simply.