UK

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

Brand Activation and Experiences Manager

As a Brand Activation and Experiences Manager, you craft unforgettable moments that bring our brand to life.

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.

See how AI is changing this job, and get the full read by email.

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One email: what AI is changing in this job, the new skills it asks for, where it leads, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports3-8 reports
  • Reports toDirector, Global Experiential Marketing
  • UK framework levelUsually a manager, or the deepest specialist in a team

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

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 3 standards
Pearson BTEC Level 3 National Extended Diploma in Sports Coaching and Development Pearson Education Ltd · Level 3 · covers 1 of 3 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
Sustainability Fluency building care for people and planet into the work

2AI and this work

Will AI change your work as a Brand Activation and Experiences 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 task of drafting event-related content, freeing you to focus on strategic planning and creative execution.

→
Rising: worth more because of AI

Your ability to make nuanced decisions and craft unique experiences becomes more valuable as AI handles the routine tasks.

The new skills this role is being asked for

  • Prompt Engineering & LLM Integration (for Team Productivity)
  • Sustainable Event Design & Measurement
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 and Experiences 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 wonder how AI will change the art of creating memorable experiences, knowing it can handle the repetitive tasks but not the magic. Embracing AI feels like a dance between efficiency and creativity, and you're determined to lead with both.

A Brand Activation and Experiences Manager plans and delivers events and activations that bring a brand to life for its audience.

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 latest budget reports, ensuring every penny is accounted for and aligns with your strategic goals.
11:00
You meet with your team of Brand Experience Specialists, discussing the upcoming user conference and brainstorming ways to enhance attendee engagement.
14:30
You negotiate with a key vendor, ensuring they understand your expectations for quality and value in the next big trade show.
17:00
You wrap up your day by analysing the KPIs from a recent event, identifying what worked and what can be improved for future activations.

5What you'd actually use

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

Cvent / Certain (Enterprise Management) Expert

Strategically selecting and overseeing the implementation of event management platforms for enterprise-level integrations, analysing portfolio-wide event data for trends, and ensuring data integrity across all programmes.

Monday.com / Jira (Departmental Portfolio Management) Expert

Overseeing the departmental portfolio of projects, allocating resources based on strategic priority, tracking programme velocity, and ensuring cross-functional alignment on deliverables and deadlines.

Salesforce / Marketo (Lead Flow Architecture) Advanced

Architecting the lead flow from event registration to sales follow-up, defining attribution windows, troubleshooting complex sync errors, and presenting pipeline influence dashboards to marketing and sales leadership.

Hopin / Bizzabo Virtual (Virtual Strategy & Standards) Advanced

Evaluating and selecting virtual event platforms for the global event strategy, negotiating enterprise contracts, and setting virtual experience standards and best practices for your team.

Miro / Notion (Strategic Framework Development) Advanced

Developing the strategic framework for the global event portfolio, documenting departmental playbooks, best practices, and knowledge sharing, and leading high-level brainstorming sessions.

Anaplan / Workday Adaptive Planning (P&L Management) Advanced

Managing multi-million pound departmental P&L, modelling ROI for proposed event investments, forecasting spend, and presenting detailed budget reports to finance and senior leadership.

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
Budget Allocation for Event Portfolio Tracks personal spend against a provided budget, escalates any overages. Manages individual event budgets (up to £100K) within +/- 5% variance, proposes cost-saving measures. Manages single event budgets (up to £500K) to within +/- 5% variance, makes recommendations for significant budget shifts.
Vendor Selection & Negotiation Sources quotes from pre-approved vendor list, follows procurement guidelines. Selects vendors for specific event components (e.g., catering, A/V) within budget, negotiates basic terms. Selects and negotiates contracts for major event components (e.g., venue, main production partner) up to £100K, with manager approval.
Team Hiring & Performance Management No direct reports, provides informal feedback to peers. No direct reports, may informally mentor new joiners. Mentors 1-2 junior team members, provides input on their performance reviews.
Event Programme Strategy & Design Executes specific tasks within a defined event plan. Designs and delivers specific event components (e.g., a breakout session, a small activation) within established guidelines. Leads the design and execution of a small event end-to-end or a major workstream of a flagship event, making technical design decisions.

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 Influence & Sourced Revenue
The total sales pipeline value and actual closed-won revenue directly attributed to the events and activations within your portfolio.
Target · Source or influence £10M+ in sales pipeline annually; achieve a 5-8x ROI on event spend.

If your portfolio costs £1M, we'd expect to see at least £5M in influenced pipeline and £1M in closed-won revenue directly linked to those events. We're looking for that conversion rate to be healthy.

Cost Per Acquisition (CPA) from Events
The average cost to acquire a new customer or qualified lead through your managed event portfolio.
Target · Reduce CPA by 15% year-over-year through optimisation and smarter spending.

If last year's CPA was £200, we'd want to see it drop to £170 or lower for the same quality of lead, showing we're getting more bang for our buck.

Brand Sentiment & Perception Lift
Measurable improvement in how attendees perceive our brand (e.g., innovation, trustworthiness, customer-centricity) post-event.
Target · Achieve a statistically significant (+10 point) lift in key brand attributes via post-event surveys.

Post-event surveys show a 12-point increase in 'innovative' attribute scores amongst attendees compared to our baseline, directly linking to the new product launch experience you designed.

Budget Adherence (Portfolio Level)
Managing the overall spend for your entire portfolio of events against approved budgets.
Target · Maintain overall portfolio spend within +/- 5% variance of the approved budget.

If your annual portfolio budget is £2M, you're expected to finish the year between £1.9M and £2.1M, with clear explanations for any deviations.

Team Performance & Development
The effectiveness and growth of your direct reports, measured by their project delivery, skill development, and engagement.
Target · Achieve 90%+ on-time delivery for team projects; ensure 100% of team members complete at least one professional development goal annually.

Your team consistently hits project milestones, and you've successfully mentored a Junior Producer (L2) into a Senior Producer (L3) role within 18 months, showing clear growth.

Strategic Alignment & Cross-functional Partnership
How well your event strategy supports broader marketing and sales objectives, and the quality of your relationships with internal partners.
  • You're regularly consulted by Marketing and Sales leadership on their quarterly plans. Your team's projects are seen as integral, not isolated. Feedback from other department heads consistently highlights your collaborative approach and ability to get everyone on the same page.
Innovation in Experience Design
The ability to bring fresh, creative ideas to our events, pushing the boundaries of what's possible within budget and brand guidelines.
  • Your team consistently proposes and tests new activation formats or technologies. Post-event feedback frequently mentions unique or memorable elements. You're seen as the go-to person for 'what's next' in experiential marketing, not just 'what's worked before'.
Vendor Partnership Strength
The quality and reliability of relationships with our key event vendors and suppliers.
  • Vendors consistently deliver high-quality work, often going above and beyond. You're able to negotiate favourable terms due to strong relationships. You're seen as a fair but firm partner, and vendors genuinely want to work with us again.
Risk Mitigation & Crisis Management
Your ability to anticipate potential problems and effectively manage unexpected issues during live events, minimising disruption.
  • Major event crises are rare under your watch, and when they do occur, they're handled calmly and efficiently with minimal impact on attendees. Post-mortems consistently show robust contingency planning and quick, effective decision-making.

8Would you like it

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

What people enjoy
Leading and Developing a Team

You get a real buzz from mentoring your direct reports, seeing them grow, and empowering them to take ownership. You'll spend time in 1:1s, coaching them through challenges, and celebrating their successes. Honestly, seeing your team thrive is a huge part of your job satisfaction.

One of your junior producers successfully manages their first small event end-to-end, and you feel immense pride in their achievement, knowing you helped get them there.

Driving Strategic Impact & Business Outcomes

You're not just executing; you're constantly thinking about the 'why' behind each event and how it contributes to the bigger picture. You'll be analysing ROI reports, looking for ways to optimise spend, and presenting the business value of your portfolio to leadership. You want your work to genuinely move the needle.

You present a quarterly report showing how your event portfolio directly influenced £3M in sales pipeline, and you've got clear ideas on how to increase that next quarter.

Solving Complex Organisational Challenges

You enjoy untangling tricky problems that involve multiple teams or competing priorities. Whether it's getting Sales and Marketing to agree on lead qualification criteria for events or finding a creative solution to a tight budget, you're energised by bringing order to chaos and finding solutions that work for everyone.

You successfully negotiate a new lead handover process between your events team and the sales development reps, reducing friction and improving follow-up rates.

What frustrates people
  • The constant battle to prove event ROI to finance, especially when the sales cycle is long and attribution is messy.
  • Managing stakeholder expectations when they have unrealistic demands or last-minute 'great ideas' that are logistically impossible.
  • Dealing with vendor issues—the ones who promise the moon and deliver a generic swan two hours before doors open.
  • Budget whiplash: having a solid plan, only for it to be cut significantly, forcing painful compromises.
  • The endless stream of small, scope-creeping requests from other departments that, in aggregate, threaten to derail your entire critical path.
What this role does not give you
  • A predictable, 9-to-5 routine – event schedules are rarely standard.
  • Complete autonomy without needing to justify spend or strategy to leadership.
  • A role where you can avoid difficult conversations or push-back from senior stakeholders.
  • A quiet, solitary work environment; you'll be constantly interacting with people.

9Who you work with

You'll directly influence our brand's market perception, customer loyalty, and sales pipeline generation through high-quality, impactful experiential marketing. Your decisions on budget allocation and programme design will have a direct impact on our P&L and overall marketing effectiveness. Frankly, you're building the physical and digital touchpoints that define how people feel about us.

Inside the business
  • Marketing Leadership (Brand, Product Marketing)
  • Sales Directors and Regional Leads
  • Product Management Teams
  • Finance and Procurement
  • Legal and Compliance
Outside the business
  • Key Event Vendors (A/V, Production, Catering)
  • Venue Management Teams
  • Strategic Sponsors and Partners
  • Creative Agencies and Freelancers

10What you need before you start

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

  • Proven experience (at least 5-8 years) leading complex event projects or workstreams, ideally within a corporate or agency setting, with a track record of successful delivery.
  • Demonstrable experience managing budgets of at least £500K for individual events or programmes, with a clear understanding of financial reporting and cost control.
  • Experience directly managing and developing at least 2-3 junior team members, including performance reviews and career coaching.
  • Strong understanding of event marketing principles, including audience segmentation, messaging, and post-event lead nurturing.
  • A solid grasp of the entire event lifecycle, from strategic planning and creative concepting to flawless execution and post-event analysis.

11What to practise next

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

Advanced Data Visualisation & Storytelling

With more data available, the ability to distil complex event performance into clear, compelling visual narratives for executive audiences becomes paramount. It's about turning numbers into a story that drives action.

Executive Dashboard Design · Narrative-Driven Reporting · Interactive Visualisations

  • This month: Take an online course on advanced data visualisation principles (e.g., Edward Tufte's work or a Tableau certification).
  • Next quarter: Redesign one of your quarterly event performance reports using enhanced visualisation techniques, focusing on clarity and impact.
  • Within 6 months: Experiment with an interactive dashboard tool (e.g., Tableau Public) to present a key event metric to your team.
  • Within 9 months: Present a portfolio-level ROI report to senior leadership, leveraging compelling data visualisations to tell the story.

Quick win: Start by simplifying one existing chart or graph in your next presentation. Can you make it tell its story in 5 seconds or less?

12Staying current once you are in

What people here do to keep up
  • Attending industry conferences and trade shows (e.g., IMEX, Event Tech Live, Experiential Marketing Summit) to stay current with trends and network.
  • Participating in leadership development programmes or courses focused on people management and strategic influence.
  • Engaging with relevant professional associations (e.g., ILEA, MPI) for networking, mentorship, and continued learning.
  • Taking online courses or workshops on advanced data analytics, AI applications in marketing, or sustainable event practices.

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.

Prompt Engineering & LLM Integration (for Team Productivity)

Competitors are already using AI to draft event briefs, generate creative concepts, and analyse feedback in a fraction of the time it used to take. As a manager, your role shifts from doing to guiding your team to use these tools effectively and responsibly, ensuring quality and ethical considerations.

  • Strategic Prompt Design
  • AI Output Validation & Refinement
  • Ethical AI Use in Events
  • Integrating AI into Workflows

Sustainable Event Design & Measurement

Attendees, stakeholders, and regulators are increasingly demanding more environmentally and socially responsible events. We need managers who can not only design sustainable experiences but also measure their impact, demonstrating our commitment to corporate responsibility.

  • Circular Economy Principles in Events
  • Carbon Footprint Calculation & Offsetting
  • Social Impact & Inclusivity
  • Sustainable Procurement & Vendor Vetting

14What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Experiential Journey Mapping
  • Sponsorship Activation & Integration
  • Event ROI & Attribution Modeling
  • Logistics & Supply Chain Management (Strategic Oversight)
  • Brand Storytelling in Physical/Digital Spaces
  • Risk Management & Contingency Planning (Portfolio Level)

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

    From Senior Experience Producer (L3)

    3-5 years as a Senior Producer

    Skills to master

    • Moving from owning a single workstream or small event to managing multiple programmes and a team. You'll need to develop strong people management, strategic planning, and portfolio budget oversight skills.

    You're ready to move on when

    • Consistently delivering complex events or workstreams flawlessly and proactively identifying improvements.
    • Demonstrating informal leadership by mentoring junior team members and taking initiative on team-wide process improvements.
    • Successfully managing budgets of £250K+ and presenting financial reports with confidence.
    • Proactively identifying and mitigating risks across multiple projects.
  2. 2

    From Lead Experiential Strategist (L4)

    2-4 years as a Lead Strategist

    Skills to master

    • Transitioning from designing the 'why' and 'how' to actually leading the team that executes it. This means adding direct people management, P&L accountability, and vendor relationship management at a portfolio level.

    You're ready to move on when

    • Successfully architecting the strategy and measurement framework for major events or campaigns.
    • Demonstrating strong influence with senior stakeholders and cross-functional teams.
    • Proposing and getting buy-in for innovative experiential concepts that align with business goals.
    • Showing a keen interest in team development and operational efficiency.
  3. 3

    From Agency Account Director (Events/Experiential)

    3-5 years at Account Director level

    Skills to master

    • Shifting from managing client relationships and agency teams to managing an internal team and owning the brand's direct event strategy and P&L. This means a deeper dive into internal stakeholder management and corporate finance.

    You're ready to move on when

    • Proven track record of managing multi-million pound client event portfolios and large agency teams.
    • Strong client relationship management skills, which translate well to internal stakeholder management.
    • Demonstrable ability to develop and execute event strategies that meet client business objectives.
    • Experience with complex budget management and reporting for multiple projects.

16How people get here · where they go next

Came from
Senior Experience Producer (L3)
3-5 years
You mastered the art of delivering complex events flawlessly, while mentoring junior team members and managing substantial budgets.
You are here
Brand Activation and Experiences Manager
Principal/Manager (12-16 years)
A Brand Activation and Experiences Manager plans and delivers events and activations that bring a brand to life for its audience.
Goes to
Director, Global Experiential Marketing (L6)
3-5 years
This role involves shaping the company's entire global event strategy, overseeing multiple managers and setting the standards for brand activations.

The long view: This role can lead to wider marketing leadership, such as VP of Global Brand Experiences or Chief Marketing Officer.

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 and Experiences 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 and Experiences Manager.

Marketing Communications Level 3

Applied to your work in Brand Activation and Experiences 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 discussed aligning your event strategies with the brand's long-term goals. How did your recent user conference reflect this alignment?

You It went well; I focused on creating memorable interactions that matched our brand values.

The Navigator Great! Let's build on that by identifying how you can integrate more sustainable practices into your next major event, aligning with our corporate responsibility goals.

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 confidently lead your team in creating innovative, sustainable experiences that resonate deeply with attendees and stakeholders alike.

See Your Progress Grow Illustration
Brand Activation and Experiences Manager
  • Experiential Journey Mapping
  • Sponsorship Activation & Integration
  • Event ROI & Attribution Modeling
  • Logistics & Supply Chain Management (Strategic Oversight)
  • Brand Storytelling in Physical/Digital Spaces
  • Risk Management & Contingency Planning (Portfolio Level)
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 and Experiences Manager is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director, Global Experiential Marketing (L6)

    3-5 years in the Manager role

    This is a significant step up, moving from managing a portfolio to shaping the entire company's global event and experience strategy. You'll oversee multiple managers and their teams.

    • Global budget and P&L management for the entire experiential marketing function (£2M-£10M+).
    • Defining global standards and governance for all brand activations.
    • Evaluating and selecting enterprise-level technology solutions for the entire department.
    • Leading M&A integration for events and experiential marketing functions.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, managing a portfolio of events and a team means you're always short on time. What if you could reclaim hours every week, not by working harder, but by working smarter? Our AI Productivity Hub is designed to do just that, giving you and your team the edge.

For a Brand Activation and Experiences Manager, AI isn't about replacing your strategic brain; it's about offloading the tedious, repetitive tasks that eat into your day. Think about it: less time drafting emails, more time refining experiences. Less time sifting through feedback, more time acting on insights. It's about empowering you to focus on what truly matters: leading your team and creating unforgettable moments.

Automated Comms Personalisation

Imagine your team drafting hyper-personalised pre-event emails based on attendee registration data (job title, industry, selected sessions) and post-event follow-ups that reference specific sessions they actually attended. You'll review and approve, but the heavy lifting of tailoring thousands of messages is done by AI, ensuring every attendee feels seen and valued.

Sentiment Analysis Accelerator

Instead of manually sifting through thousands of open-ended survey responses or social media mentions after a big event, feed them into an AI tool. It'll instantly categorise feedback, identify key themes (e.g., 'long registration lines,' 'loved the keynote speaker'), and quantify sentiment. This means you get actionable insights in minutes, not days, allowing you to quickly adapt for future events.

Venue & Vendor Discovery Assistant

Cut down on the hours your team spends researching venues or vendors. An AI-powered assistant can create a shortlist based on complex, natural language queries like 'Find me a venue in Manchester for 800 people in Q4, with 10 breakout rooms, a 4.5+ star rating, and within a 30-minute train journey of Piccadilly Station.' You'll review the top options, but the initial legwork is significantly reduced.

First-Draft Factory for Event Docs

Your team can generate initial drafts of tedious but necessary documents in seconds. Prompts like 'Create a comprehensive run-of-show for a two-day, three-track hybrid conference' or 'Write an RFP for a full-service event production agency for a 5,000-person festival' produce a structured, detailed starting point. This frees up your team to refine and strategise, rather than starting from a blank page every time.

Common questions

Common questions

How do you become a Brand Activation and Experiences Manager?

Common routes in include From Senior Experience Producer (3-5 years as a Senior Producer), From Lead Experiential Strategist (2-4 years as a Lead Strategist) and From Agency Account Director (Events/Experiential) (3-5 years at Account Director level). Times vary with prior experience.

Where can a Brand Activation and Experiences Manager progress to?

This role can lead on to Director, Global Experiential Marketing (3-5 years in the Manager role), depending on the skills you build.

What new skills matter most for a Brand Activation and Experiences Manager?

Increasingly, Prompt Engineering & LLM Integration (for Team Productivity) and Sustainable Event Design & Measurement. 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 5

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 involved, strategic planning, budget management, people leadership and building brand narratives, apply across sectors. This can lead to broader marketing leadership, general management, or agency leadership within events or experiential work.

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.