UK

United Kingdom · Events and experiential marketing · Director/VP (16-20 years)

Director of Global Events & Experiential Marketing

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  • Experience bandDirector/VP (16-20 years)
  • Direct reports5-8 reports
  • Reports toChief Marketing Officer (CMO)
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as VP, Global Events Strategy · Head of Experiential Marketing (Global) · Director, Enterprise Events · Global Events 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

City & Guilds Level 3 NVQ Diploma in Business and Administration City & Guilds Limited · Level 3 · covers 1 of 5 standards
City & Guilds Level 3 NVQ Certificate in Business and Administration City & Guilds Limited · Level 3 · covers 1 of 5 standards
City & Guilds Level 2 NVQ Certificate in Business and Administration City & Guilds Limited · Level 2 · covers 1 of 5 standards
Pearson BTEC Level 3 National Extended Diploma in Sport and Outdoor Activities Pearson Education Ltd · Level 3 · covers 1 of 5 standards
Pearson BTEC Level 3 National Extended Diploma in Sports Coaching and Development Pearson Education Ltd · Level 3 · covers 1 of 5 standards

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

The units you would start with

Co-ordinate an event City & Guilds Level 3 NVQ Diploma in Business and Administration
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
Your Plan Illustration

Built for Director of Global Events & Experiential Marketing

2 units that map to this job, from the qualifications that cover it.

  1. Co-ordinate an event City & Guilds Limited · covers 1 of 5 standards Level 3
  2. Marketing Communications Pearson Education Ltd · covers 1 of 5 standards Level 3
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Director of Global Events & Experiential Marketing?

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

The new skills this role is being asked for

  • AI-Driven Predictive Event Modelling
  • ESG (Environmental, Social, Governance) Event Strategy
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 Director of Global Events & Experiential Marketing 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.

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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

A Director of Global Events and Experiential Marketing plans and oversees a company's full range of events worldwide, from small gatherings to large conferences.

4What you'd actually use

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

Cvent (Enterprise Strategy & Governance) Strategic

Leading the evaluation and selection of enterprise-wide event tech platforms, overseeing global data governance, negotiating multi-year contracts with Cvent or its competitors, and ensuring the platform aligns with our strategic objectives. You're not using it day-to-day, but you're dictating how it's used.

Salesforce (Revenue Impact & Attribution) Strategic

Defining the end-to-end lead flow from event capture to sales pipeline, using executive dashboards to report on event-influenced revenue to the board, and working with RevOps to ensure accurate, enterprise-wide campaign attribution. You're setting the strategy for how events integrate with our CRM.

Asana / Monday.com (Global Portfolio Management) Strategic

Managing the entire global event portfolio within the platform, standardising processes across all regional teams, using workload views for capacity planning across dozens of projects, and ensuring consistent project management methodologies. You're the architect of how work gets done.

Tableau / Power BI (Event Analytics Architecture) Strategic

Architecting the overall event analytics strategy, presenting high-level insights to the executive team, and using data to justify multi-million-pound event investments and strategic shifts. You're defining what data matters and how we'll measure success.

Marketo / HubSpot (Marketing Automation Integration) Strategic

Overseeing the deep integration between our marketing automation platforms and the entire event tech stack to create a seamless, personalised customer journey from pre-event nurturing to post-event follow-up at a global scale. You're ensuring the tech works together strategically.

Anaplan / Workday Adaptive Planning (Global Events P&L) Strategic

Owning and managing the entire global events P&L within the corporate planning platform, conducting complex scenario planning for different market conditions, and rigorously defending budget requests to the CFO and board. This is where you prove the financial value of events.

Slack / MS Teams (Global Communication & Crisis Management) Strategic

Establishing global communication protocols for the entire department, championing tool usage for seamless global collaboration, and leading real-time communication during enterprise-level event crises. You're defining how the team communicates and collaborates at scale.

5What 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
Global Event Strategy & Portfolio Investment N/A N/A N/A
Annual Global Events Budget Allocation (within approved limits) N/A N/A N/A
Major Global Vendor/Agency Selection & Contract Negotiation N/A N/A N/A
Global Team Structure & Key Hires (Director Reports) N/A N/A N/A
Crisis Management during Live Global Events N/A N/A N/A

6How 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.

Event-Influenced Revenue & Pipeline
The total revenue and sales pipeline directly attributed to or significantly influenced by our global events programme.
Target · Achieve £2M-£10M+ in event-sourced pipeline and £5M-£25M+ in event-influenced revenue annually.

If our Q2 events generated £3M in new pipeline and helped close £1.2M in deals, you'd be tracking that against targets, explaining the 'why' behind the numbers to the CMO.

Global Event Portfolio ROI
The return on investment across our entire global events portfolio, factoring in direct revenue, pipeline acceleration, and brand value.
Target · Maintain a portfolio ROI of at least 4:1, aiming for 6:1+ on flagship events.

Presenting to the CFO that our £5M global event spend delivered £25M in influenced revenue, showing a 5:1 ROI, and explaining how we plan to optimise for 6:1 next year.

Brand Sentiment & Awareness Growth
The year-over-year increase in positive brand sentiment, awareness, and perception among target audiences, as measured by third-party tools.
Target · Drive a 15%+ year-over-year growth in key brand sentiment and awareness metrics directly linked to experiential initiatives.

Working with the brand team to show how our new experiential activations at industry events led to a 20% increase in positive social mentions and a 10% lift in brand recall among surveyed attendees.

Global Event Attendance & Engagement Growth
The growth rate of qualified attendees across the global event portfolio and their measurable engagement during and after events.
Target · Achieve 10-20% year-over-year growth in qualified event attendees and a 75%+ average engagement score (e.g., session attendance, content downloads, booth visits).

Overseeing the global team to ensure our regional user conferences are consistently hitting or exceeding attendance targets, and that post-event surveys show high satisfaction and intent to engage further.

C-Suite & Board Confidence
The level of trust and confidence that the executive team and board have in the global events strategy and its execution.
  • Regularly invited to C-Suite strategic planning sessions
  • event strategy is seen as a core pillar of the business plan
  • positive feedback on board presentations
  • proactively consulted on major market entry or product launch events. Frankly, they trust your judgment and your numbers.
Strategic Partner & Sponsor Satisfaction
The satisfaction and retention rate of our key strategic partners and event sponsors, indicating strong, mutually beneficial relationships.
  • High renewal rates (80%+) for major sponsors
  • positive feedback from partners on value delivered
  • partners actively seeking to expand their involvement in future events
  • unsolicited testimonials from key partners. They're not just paying
  • they're getting real value.
Innovation & Market Leadership
Our ability to innovate in event formats, experiential design, and technology, positioning us as a leader in how we engage audiences.
  • Industry awards or recognition for event innovation
  • competitors attempting to replicate our event formats
  • positive press coverage highlighting our unique experiential approaches
  • successful piloting and scaling of new event technologies or engagement models. We're setting trends, not following them.
Global Team Development & Retention
The growth, development, and retention of the global events team, ensuring we have top talent and a strong succession plan.
  • Team retention rate above 90%
  • clear career paths and development plans in place for direct reports
  • positive feedback in employee engagement surveys
  • successful internal promotions
  • a reputation for being a great place to work in the events industry.

7Would you like it

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

What people enjoy
Shaping Enterprise Strategy

You'll spend a good chunk of your week in strategic planning meetings with the C-Suite, discussing market entry, product launches, and how events can drive these initiatives. You're not just executing; you're defining the direction.

Leading the discussion on how our global user conference can be repositioned to support a major new product category launch over the next three years, including budget and resource allocation.

Driving Large-Scale Transformation

You'll be constantly looking for ways to innovate our event formats, integrate new technologies, and streamline global processes. This means challenging the status quo and leading significant change initiatives across the department.

Implementing a new global event tech stack that standardises data collection and reporting across all regions, requiring buy-in and training for dozens of team members.

Building High-Performing Global Teams

A significant part of your role involves coaching your direct reports, setting clear expectations for their teams, and fostering a culture of excellence, collaboration, and continuous improvement across different geographies.

Developing a leadership development programme for your senior managers, ensuring they're equipped to handle complex global projects and grow into future director-level roles.

What frustrates people
  • The 'HiPPO' effect: when a senior leader's subjective opinion overrides months of data-backed strategy, leading to last-minute, costly changes.
  • The sales-marketing chasm: spending millions on events to generate leads, only to see poor follow-up from sales, making ROI harder to prove.
  • Budget battles: constantly having to justify and defend significant event investments against other company priorities, even when the data is clear.
  • Vendor roulette: a critical global vendor failing spectacularly during a live event, creating a massive headache and reputational risk.
  • The physical and mental grind: the intense pressure and long hours during peak event seasons, coupled with significant global travel, can be exhausting.
What this role does not give you
  • A quiet, predictable work environment with minimal travel.
  • The opportunity to be hands-on with every single event detail (you'll be delegating that).
  • A role where you can avoid executive-level presentations and tough financial scrutiny.
  • An environment free from high-stakes decision-making and the occasional crisis.

8Who you work with

This role directly shapes our business strategy and market position. You'll be accountable for a significant portion of our marketing spend and the resulting pipeline and revenue generated through events. Your decisions influence brand perception, customer acquisition, and retention on a global scale. Frankly, you're building a key pillar of our growth engine.

Inside the business
  • Chief Marketing Officer (CMO)
  • Chief Sales Officer (CSO)
  • Chief Product Officer (CPO)
  • Chief Financial Officer (CFO)
  • Regional Sales and Marketing VPs
  • Legal & Compliance teams
  • HR and Talent Acquisition
Outside the business
  • Key Strategic Partners & Sponsors
  • Major Event Agencies (AV, Production, Creative)
  • Venue & Hospitality Executives
  • Industry Associations & Thought Leaders
  • Investors and Board Members (via presentations)

9What you need before you start

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

  • A proven track record of 16-20 years in events, experiential marketing, or a related field, with at least 8-10 years in a senior leadership role overseeing a significant global portfolio.
  • Demonstrable experience managing a multi-million-pound P&L (£2M-£10M+) and consistently delivering strong ROI for event investments.
  • Extensive experience leading, mentoring, and developing large teams (25+ individuals, including managers) across multiple geographies.
  • A strong history of presenting to and influencing C-Suite executives and Board members on strategic initiatives and financial performance.
  • Deep understanding of the full event lifecycle, from strategic planning and experiential design to complex global logistics and post-event analytics.
  • Proven ability to navigate complex stakeholder environments and build consensus among diverse internal and external partners.

10What to practise next

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

Integrated Event Tech Ecosystem Architecture

Fragmented event tech stacks lead to siloed data, inefficient workflows, and a poor customer experience. The future demands a seamlessly integrated ecosystem that connects registration, engagement, CRM, marketing automation, and analytics platforms to create a unified view of the customer journey.

API Integration Strategies · Data Lakes & Warehousing for Event Data · Single Customer View (SCV) through Events · Security & Privacy in Integrated Systems

  • This quarter: Conduct a comprehensive audit of our current global event tech stack, identifying all platforms, integrations, and data flows.
  • Next 6 months: Develop a strategic blueprint for our ideal integrated event tech ecosystem, outlining platform consolidation or new investments.
  • Next 12 months: Lead the RFP process for new enterprise-level event technology solutions, focusing on integration capabilities and scalability.
  • Ongoing: Collaborate closely with IT, RevOps, and Marketing Ops to ensure event tech aligns with broader enterprise architecture.

Quick win: Map out the data flow from one of our major event platforms into Salesforce and Marketo. Identify any manual steps or data gaps—that's your first integration opportunity.

Hybrid & Virtual Event Platform Strategy

While live events are back, hybrid and virtual formats are here to stay, offering expanded reach and new engagement models. As Director, you need to define our long-term strategy for these formats, selecting the right platforms, and ensuring they deliver measurable value and integrate seamlessly with our physical events.

Audience Segmentation for Hybrid Experiences · Monetisation Models for Digital Events · Interactive & Immersive Digital Experiences · Analytics & Reporting for Hybrid Events

  • This quarter: Review our past hybrid/virtual event performance, identifying what worked and what didn't from a strategic perspective.
  • Next 6 months: Develop a clear strategic framework for when and how we'll deploy hybrid or virtual events, including platform selection criteria.
  • Next 12 months: Lead the selection and implementation of a next-generation hybrid event platform that aligns with our strategic vision.
  • Ongoing: Attend industry webinars and consult with experts on the evolving landscape of digital and hybrid event technologies.

Quick win: Identify one existing physical event and brainstorm 3-5 ways we could add a compelling virtual component to expand its reach and impact without significantly increasing costs.

11Staying current once you are in

What people here do to keep up
  • Participation in executive leadership programmes (e.g., from top business schools) focused on strategy, finance, and organisational change.
  • Active involvement in industry associations like PCMA, MPI, or Event Marketing Institute, ideally in a leadership capacity.
  • Regular attendance at executive-level marketing and business conferences to stay abreast of broader industry trends.
  • Mentoring other senior professionals within the marketing or events field.
  • Undertaking courses or workshops on advanced financial modelling, P&L management, and investment analysis.

12The 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 Predictive Event Modelling

Moving beyond historical data, AI will allow us to predict attendee behaviour, lead quality, and even potential market shifts with far greater accuracy. Competitors who master this will gain a significant strategic advantage in resource allocation and event design.

  • Machine Learning for Audience Segmentation
  • Predictive ROI Algorithms
  • Real-time Sentiment Analysis
  • Generative AI for Experiential Concepting

ESG (Environmental, Social, Governance) Event Strategy

Customers, investors, and regulators increasingly demand that companies demonstrate strong ESG commitments. Our global events, with their significant resource consumption and social impact, are under scrutiny. Integrating ESG isn't just 'nice to have'; it's becoming a critical aspect of brand reputation and compliance.

  • Sustainable Event Design Principles
  • Social Impact & Inclusivity
  • Ethical Supply Chain Management
  • ESG Reporting & Measurement

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Experiential Design & Journey Mapping (Strategic Oversight)
  • Event ROI & Attribution Modelling (Enterprise Level)
  • Sponsorship & Partnership Strategy (Global Scale)
  • Global Logistics & Supply Chain Management (Strategic Vendor Management)
  • Audience Acquisition & Growth Strategy (Multi-Year)

14The 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

    Head of Experiential Marketing (Level 5)

    3-5 years

    Skills to master

    • Mastering full P&L ownership for a major event portfolio, building and leading a large functional team, and consistently hitting functional KPIs. You'd be proving your ability to run a significant part of the business.

    You're ready to move on when

    • Consistently exceeding event ROI and pipeline targets for a large portfolio.
    • Successfully built and retained a high-performing team of 10-25 individuals.
    • Demonstrated ability to influence senior stakeholders and secure resources for major initiatives.
    • Proven track record of innovation in event formats and measurable impact on brand/revenue.
  2. 2

    VP of Marketing (with strong events focus)

    4-6 years

    Skills to master

    • Broadening your scope beyond just events to encompass other marketing disciplines (digital, content, brand), while still having events as a core strength. This means understanding the full marketing mix and how events fit in.

    You're ready to move on when

    • Demonstrated ability to integrate events strategy seamlessly into a broader marketing strategy.
    • Strong understanding of full-funnel marketing metrics and how events contribute to each stage.
    • Proven leadership across diverse marketing teams, not just events.
    • Successful management of multi-channel marketing campaigns with significant budget responsibility.
  3. 3

    Senior Director, Global Sales Enablement

    3-5 years

    Skills to master

    • Deepening your understanding of the sales process and how events directly enable sales teams. This involves developing training, tools, and content that empower sales reps to convert event-generated leads effectively.

    You're ready to move on when

    • Exceptional collaboration with sales leadership to drive event-sourced pipeline.
    • Proven ability to create sales-ready content and tools from event experiences.
    • Strong understanding of sales methodologies and CRM systems.
    • Demonstrated impact on sales productivity and conversion rates through event-related initiatives.

15Where this role leads

The long view: This role can lead to Chief Marketing Officer, Chief Revenue Officer, or a senior leadership role running a global event agency.

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 Director of Global Events & Experiential Marketing 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 Co-ordinate an event, worked against Director of Global Events & Experiential Marketing.

Co-ordinate an event Level 3

Applied to your work in Director of Global Events & Experiential Marketing

This unit aims to provide learners with the knowledge and skills required to effectively co-ordinate an event, ensuring all aspects are managed in line with the event brief and objectives. Learners will understand the role of an event co-ordinator and the range of activities involved, from initial planning to post-event evaluation, enabling them to successfully manage and deliver events.

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.

See Your Progress Grow Illustration
Director of Global Events & Experiential Marketing
  • Experiential Design & Journey Mapping (Strategic Oversight)
  • Event ROI & Attribution Modelling (Enterprise Level)
  • Sponsorship & Partnership Strategy (Global Scale)
  • Global Logistics & Supply Chain Management (Strategic Vendor Management)
  • Audience Acquisition & Growth Strategy (Multi-Year)
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.

16The 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

Director of Global Events & Experiential Marketing is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. VP, Global Experiential Marketing

    3-5 years

    From Director to VP (Level 6 to Level 7 equivalent, or a higher scope within Level 6)

    • Market-shaping event innovation (defining new industry standards for experiential marketing).
    • Global brand architecture through experiences (ensuring consistent, impactful brand representation worldwide).
    • Advanced regulatory and compliance oversight for global operations.
    • Developing and nurturing executive-level strategic partnerships.

  2. Chief Marketing Officer (CMO)

    5-8 years

    From Director to C-Suite (Level 6 to Level 7)

    • Holistic marketing tech stack ownership and integration.
    • Advanced customer lifecycle management strategies.
    • Global market research and competitive intelligence.
    • Crisis communications and reputation management at an enterprise level.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, at the Director level, your time is precious. You should be shaping our future, not drowning in operational details. That's where AI comes in. We're not just talking about minor tweaks; we're talking about fundamentally changing how you and your global team work.

Imagine having an AI assistant that handles the heavy lifting of data analysis, strategic scenario planning, and even drafting those crucial board reports. This isn't science fiction; it's what our leading events professionals are already using to free up their bandwidth for truly strategic thinking. We'll show you how to use AI to amplify your impact, not replace it.

Strategic Scenario Planning & Forecasting

Use AI to model the potential impact of different global event strategies, budget allocations, or market shifts. Get instant projections on pipeline, revenue, and brand lift for various scenarios, allowing you to make data-backed decisions faster and with greater confidence. This moves you from reactive to predictive.

Global Risk & Compliance Monitoring

Feed AI models with global regulatory updates, geopolitical news, and venue-specific compliance requirements. Get proactive alerts on potential risks to upcoming international events, helping you and your legal team stay ahead of complex global challenges and ensure brand safety.

Executive Report & Narrative Generation

Leverage AI to generate first drafts of complex board presentations, quarterly performance reviews, or strategic proposals. Input your key data points and objectives, and let AI structure the narrative, summarise insights, and even suggest compelling visuals. You'll spend less time drafting and more time refining the strategic message.

Team Capacity & Resource Optimisation

Use AI-powered tools to analyse global team workloads, project dependencies, and resource availability across your entire portfolio. Identify potential bottlenecks, optimise staffing for peak periods, and ensure your teams are deployed effectively, leading to better outcomes and reduced burnout.

Common questions

Common questions

How do you become a Director of Global Events & Experiential Marketing?

Common routes in include Head of Experiential Marketing (3-5 years), VP of Marketing (with strong events focus) (4-6 years) and Senior Director, Global Sales Enablement (3-5 years). Times vary with prior experience.

Where can a Director of Global Events & Experiential Marketing progress to?

This role can lead on to VP, Global Experiential Marketing (3-5 years) and Chief Marketing Officer (CMO) (5-8 years), depending on the skills you build.

What new skills matter most for a Director of Global Events & Experiential Marketing?

Increasingly, AI-Driven Predictive Event Modelling and ESG (Environmental, Social, Governance) Event Strategy. 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

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17Where to go from here

Other roles at Level 7

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

Skills in strategic planning, budget management, team leadership, and large-scale project execution apply across industries. This can lead to senior marketing or operational leadership roles in technology, retail, entertainment, or non-profit organisations that depend on large-scale engagement.

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.