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

Manager, Event Innovation

Here is the whole job, in plain words. What it is, 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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As a Manager, Event Innovation, a good place to start on Ethical AI & Immersive Experience Design is Planning Automation Across a Department, a free Future Fluency module at Level 5. You'd practise working out what in your department's work could be automated, what should not be, and what to recommend.

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Experience bandPrincipal/Manager (12-16 years)
Direct reports5-10 reports
Reports toDirector of Event Innovation & Strategy
UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Head of Experiential Strategy · Senior Event Formats Lead · Innovation Lead - Events

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

ISM Level 5 Diploma in Sales (RQF) Institute of Sales Management · Level 5 · covers 1 of 8 standards

Cambridge OCR Level 3 Cambridge Technical Certificate in Performing Arts Cambridge OCR · Level 3 · covers 1 of 8 standards

Cambridge OCR Level 3 Cambridge Technical Extended Diploma in Performing Arts Cambridge OCR · Level 3 · covers 1 of 8 standards

Cambridge OCR Level 3 Cambridge Technical Diploma in Performing Arts Cambridge OCR · Level 3 · covers 1 of 8 standards

City & Guilds Level 3 NVQ Diploma in Business and Administration City & Guilds Limited · Level 3 · covers 1 of 8 standards

City & Guilds Level 3 NVQ Certificate in Business and Administration City & Guilds Limited · Level 3 · covers 1 of 8 standards

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

The units you would start with

Develop working relationships with stakeholders ISM Level 5 Diploma in Sales (RQF)

Community arts project Cambridge OCR Level 3 Cambridge Technical Certificate in Performing Arts

Community arts project Cambridge OCR Level 3 Cambridge Technical Diploma in Performing Arts

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

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

Sustainability Fluency building care for people and planet into the work

Frontier Fluency the next wave, beyond mainstream AI

Your Plan Illustration

Built for Manager, Event Innovation

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

Develop working relationships with stakeholders Institute of Sales Management · covers 1 of 8 standards Level 5
Community arts project Cambridge OCR · covers 1 of 8 standards Level 3
Community arts project Cambridge OCR · covers 1 of 8 standards Level 3
Co-ordinate an event City & Guilds Limited · covers 1 of 8 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 Manager, Event Innovation?

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

Ethical AI & Immersive Experience Design
Circular Event Design & Sustainability Leadership

Why each one is rising

The future skills this job leans on

AI Fluencyworking with AI as a thinking partner
Data Fluencyturning numbers into a decision
AI Governance Fluencyusing AI responsibly
Sustainability Fluencybuilding care for people and planet into the work
Frontier Fluencythe next wave, beyond mainstream AI

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 Manager, Event Innovation 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 Manager, Event Innovation researches new event formats and technologies, then pilots them to improve live experiences.

4What you'd actually use

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

Cvent, Bizzabo, Splash (Event Mgt. Platforms) Strategic

Leading platform selection/RFP processes, negotiating enterprise contracts, defining data governance standards, and ensuring our platforms support our innovation roadmap.

Hopin, Swapcard, ON24 (Virtual/Hybrid Platforms) Strategic

Evaluating platform capabilities against long-term business goals, architecting the hybrid event tech ecosystem, and guiding the team on optimal 'phygital' setups.

Miro, Mural, FigJam (Ideation & Collaboration) Strategic

Integrating these tools into the core creative and strategic planning process for the entire department, designing custom templates for complex journey mapping and service blueprints, and facilitating high-level brainstorming.

TouchDesigner, Unity/Unreal Engine (conceptual), BrightSign, Poken (RFID/NFC) (Experiential Tech) Architect

Identifying emerging experiential technologies, building compelling business cases for experimental tech investment, and managing a portfolio of tech partners to bring cutting-edge activations to life.

Tableau, Power BI, Google Analytics (Data & Analytics) Strategic

Defining the overarching measurement framework for all events, using data to model ROI, influencing C-suite investment decisions, and presenting high-level insights on innovation impact.

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

Managing the entire portfolio of event innovation projects, optimising departmental processes for R&D and pilot rollouts, and reporting on program status to leadership.

Anaplan, Workday Adaptive Planning (Executive Planning) Advanced

Building and defending annual event innovation portfolio budgets, modelling P&L for major tentpole event innovations, and presenting complex financial scenarios to executive leadership.

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 choice	Coming in	Where you are now	The step above
Budget Allocation for Innovation Pilots	Escalate all budget requests to supervisor.	Propose small budget allocations (up to £10K) for routine tasks; escalate anything larger.	Approve project budgets up to £50K, consult Director on anything larger than £100K.
New Technology/Platform Adoption	Research and recommend tools; supervisor makes final decision.	Evaluate and propose new tools for specific projects; manager approves.	Select and implement new technologies for workstreams; consult Director on significant platform changes.
Team Hiring & Organisational Design	No hiring authority.	Participate in interviews; provide feedback on candidates.	Lead interviews for junior roles; make recommendations to manager.
Strategic Direction of Innovation Pipeline	Contribute ideas to brainstorming sessions.	Propose innovative concepts for specific event components.	Design and lead the implementation of new experiential workstreams for major events.

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 Portfolio ROI

The overall return on investment across the innovation-driven events and activations you oversee.

Target · Achieve a minimum of 3:1 ROI for piloted event formats within 12 months of launch.

If a new 'phygital' activation costs £200K, we'd expect to see at least £600K in attributable pipeline or direct revenue within a year.

Sponsorship Revenue Growth from New Models

The percentage increase in sponsorship revenue specifically from new, innovative activation models your team designs and implements.

Target · Grow sponsorship revenue by 15% annually through innovative activation architecture.

If last year's sponsorship revenue from traditional placements was £1M, your new, integrated activations should add at least £150K on top of that baseline.

Brand Innovation Perception Lift

The improvement in how attendees and the market perceive our brand's innovativeness, as measured by post-event surveys.

Target · Demonstrate a 10-point lift in 'brand innovation' perception scores in post-event surveys for key events.

If our brand's innovation score was 60% before your initiatives, we'd expect it to hit 70% or higher after the new formats are introduced.

New Format Adoption Rate

The percentage of our overall event portfolio that incorporates new technologies or experiential formats developed by your team.

Target · Ensure at least 20% of major events incorporate a new, piloted innovation within 18 months.

Out of 10 tentpole events, at least two should feature a significant, team-led innovation like a bespoke AR experience or a unique 'phygital' networking zone.

Innovation Pipeline Health

The robustness and strategic alignment of the pipeline of new event concepts and technologies under development.

Regularly presents a well-defined pipeline of 5-7 concepts, with clear stages from R&D to pilot. Concepts are clearly linked to strategic business objectives. Executive leadership actively seeks updates on the pipeline.

Team Development & Mentorship

The growth and effectiveness of your direct reports, ensuring they're developing their skills and contributing effectively.

Direct reports consistently meet or exceed performance expectations. High team retention rates. Positive feedback in 360-degree reviews regarding coaching and support. Your team members are seen as thought leaders in their specific areas.

Cross-functional Influence & Collaboration

Your ability to get other teams (Sales, Marketing, Product, Finance) on board with innovative, sometimes risky, event concepts.

Proactively consulted by other departments on event strategy. Successfully secures budget and resources for experimental projects. Positive feedback from peers on collaborative efforts. Innovation concepts are integrated into broader marketing campaigns.

Thought Leadership & External Presence

Your contribution to the industry conversation around event innovation and experiential marketing.

Invited to speak at industry conferences or contribute to publications. Seen as an internal expert on emerging trends. Brings back actionable insights from external research and events.

7Would you like it

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

What people enjoy

Shaping the Future of Experiential Marketing

You'll spend your days researching new tech, brainstorming wild concepts, and prototyping ideas that haven't been tried before. This means constantly learning and experimenting.

Leading a workshop to define what our 'metaverse event strategy' looks like for the next three years, then seeing a pilot version come to life.

Building and Mentoring a High-Performing Team

A significant part of your role is developing your direct reports, guiding them through complex projects, and helping them grow their own innovation muscle. You'll be coaching, reviewing work, and unsticking them regularly.

Helping a Senior Producer refine their pitch for a risky new activation, then celebrating their success when it gets approved.

Driving Tangible Business Impact Through Creativity

You'll be constantly connecting your creative visions to measurable business outcomes, proving the ROI of innovation to senior leadership. This means a lot of strategic thinking and presenting.

Presenting a post-event report showing how a new interactive experience directly led to a 20% increase in qualified leads for the sales team.

What frustrates people

The classic 'CEO saw this cool thing at Davos' request that ignores our strategy, audience, and budget, but still has to be shoehorned in somehow.
Fighting with Procurement over your preferred, innovative A/V vendor because a competitor was 3% cheaper on paper, despite having a terrible reputation for reliability.
Sales promising a sponsor a 'fully custom holographic activation' during a negotiation without ever consulting the events team on feasibility or cost – leaving you to pick up the pieces.
Spending weeks on a data-driven proposal for a new event format, only to have it rejected in favour of 'what we did last year' because it feels safer to leadership, even if it's less effective.
The soul-crushing moment the Wi-Fi goes down at a critical point, rendering your entire multi-million pound, tech-forward experience useless.
Trying to explain the intangible ROI of 'brand affinity' and 'memorable moments' to a finance director who only sees events as a cost centre, not a strategic investment.
Being the last to know about a major product launch or re-brand, forcing a last-minute, chaotic overhaul of the entire event experience plan.

What this role does not give you

A predictable, 'set it and forget it' work environment.
Guaranteed immediate approval for every innovative idea you propose.
Freedom from internal politics or budget constraints.
A role where you can avoid presenting and defending your strategic choices to senior leadership.

8Who you work with

You'll directly shape the future of our customer and partner engagement through events. Your work will influence our brand's reputation for innovation, drive lead generation, and ultimately contribute to our top-line revenue and market share. Get it right, and we're seen as pioneers; get it wrong, and we're just another company hosting events.

Inside the business

SVP of Marketing
Executive peers (Sales, Product, Brand Marketing)
Finance leadership
Legal and Compliance teams
IT and Security teams

Outside the business

Key technology vendors and partners
Creative agencies
Industry bodies and associations
Strategic event suppliers

9What you need before you start

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

Extensive experience (10+ years) leading complex event projects or experiential marketing campaigns from concept to completion, with a significant focus on innovation and technology.
Proven ability to manage and develop a team of event professionals, fostering a culture of creativity and high performance.
Demonstrable track record of securing buy-in and budget for innovative initiatives from senior leadership.
Strong commercial acumen, including experience managing budgets of at least £500K and demonstrating clear ROI for marketing activities.
Deep understanding of the event technology landscape and a genuine curiosity for emerging trends.
Excellent communication and presentation skills, capable of inspiring internal teams and external partners.

10What to practise next

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

Advanced Data Ecosystem Architecture for Events

As we collect more data from diverse sources (registration, app usage, experiential tech, social media), the ability to design a unified data architecture that allows for real-time insights, personalised experiences, and robust ROI measurement will be critical. This moves beyond just building dashboards.

Data lakes vs. data warehouses for event data · API integration strategies for disparate event pla · Real-time data streaming for live event personalis · Data governance and security across the event tech · Predictive analytics for attendee behaviour and re

This quarter: Map out our current event data flow and identify key integration gaps.
Next month: Research best practices for data architecture in complex marketing ecosystems.
Month 3: Work with IT to prototype a unified data dashboard pulling from 3+ event sources.
Month 4: Present a proposal for a more integrated event data strategy to leadership.

Quick win: Identify one key data source that isn't currently integrated and figure out how to pull its data into your main analytics platform, even if it's a manual export to start.

Web3 & Decentralised Experience Prototyping

While still nascent, Web3 technologies (blockchain, NFTs, metaverse platforms) offer new paradigms for attendee ownership, verifiable credentials, and truly decentralised event experiences. Understanding how to prototype and experiment with these will be key to future innovation.

Blockchain fundamentals for event ticketing and ac · NFTs for digital collectibles, loyalty, and verifi · Decentralised Autonomous Organisations (DAOs) for · Interoperability between metaverse platforms and p · Digital identity and self-sovereign identity in ev

This quarter: Explore a few leading Web3 event platforms or communities.
Next month: Experiment with creating a simple NFT for event access or a digital collectible.
Month 3: Brainstorm 3-5 potential use cases for Web3 in our event portfolio.
Month 4: Develop a small-scale prototype (e.g., a token-gated content experience) for an internal event.

Quick win: Set up a crypto wallet and buy a small amount of a common cryptocurrency. It's about getting hands-on and understanding the basics.

11Staying current once you are in

What people here do to keep up

Regularly attend industry conferences (e.g., Event Tech Live, SXSW, IMEX) to stay abreast of emerging trends and technologies.
Actively participate in professional networks and associations, building relationships with peers and thought leaders in event innovation.
Dedicate time to personal R&D – experimenting with new consumer tech, visiting immersive art installations, or exploring virtual worlds to spark new ideas.
Seek out leadership coaching or executive development programmes to refine your team management and strategic influence skills.
Contribute to industry publications or speak at events, positioning yourself and the company as leaders in event innovation.

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.

Ethical AI & Immersive Experience Design

As AI becomes more integrated into personalised event experiences (e.g., AI-driven networking, custom content delivery) and immersive tech (AR/VR) becomes mainstream, understanding the ethical implications and designing for responsible use is paramount. Audiences are increasingly wary of data misuse and biased algorithms, and regulators are catching up.

Algorithmic bias detection and mitigation in perso
Data privacy in immersive environments (e.g., eye-
Transparent AI interaction design (explaining how
Digital wellbeing and preventing 'experience fatig
Accessibility considerations for AI-driven and imm

Circular Event Design & Sustainability Leadership

Attendees, sponsors, and corporate mandates are all pushing for more sustainable events. Simply 'reducing waste' isn't enough; the future is about circular design – where everything from materials to energy use is considered for its entire lifecycle. You'll need to lead this transformation, not just delegate it.

Lifecycle assessment for event materials and produ
Renewable energy integration for event sites and a
Waste-to-resource strategies (e.g., composting, up
Carbon footprint measurement and offsetting strate
Supply chain ethics and sustainable vendor selecti

13What you’ll use

What you’ll use

Skills this role draws on

Technical

Experience Design (XD) & Attendee Journey Mapping
ROI & Attribution Modeling for Events
Agile Event Production Methodologies
"Phygital" Integration Strategy
Sponsorship Activation Architecture

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
From Senior Experiential Producer (L3)
3-5 years as an L3
Skills to master
- Moving from owning individual projects to managing a portfolio of projects and developing junior team members. Mastering strategic influence, not just project execution. Demonstrating a clear understanding of event P&L and commercial impact.
You're ready to move on when
- Successfully led 3+ large-scale, innovative experiential projects from concept to completion, exceeding expectations.
- Consistently mentored 1-2 junior team members, helping them grow their skills and autonomy.
- Proactively identified and proposed new event formats or technologies that were subsequently adopted.
- Demonstrated strong vendor management and negotiation skills for complex activations.
- Presented project outcomes and strategic recommendations to senior leadership with confidence and clarity.
2
From Lead Event Strategist (L4)
2-4 years as an L4
Skills to master
- Shifting from architecting individual event journeys to defining the overarching innovation strategy for the entire event portfolio. Taking on direct people management responsibilities and developing a team. Owning a larger P&L and making strategic investment decisions.
You're ready to move on when
- Architected the end-to-end attendee journey for multiple tentpole events, integrating diverse activations into a cohesive narrative.
- Defined content strategies that significantly boosted engagement and attendee satisfaction.
- Successfully influenced cross-functional teams (e.g., Product, Sales) to align on event objectives and delivery.
- Demonstrated a strong grasp of data analytics to measure event impact and inform strategic decisions.
- Showed initiative in identifying and proposing future-focused event concepts beyond immediate project needs.
3
From External Innovation/Experience Design Consultant
Variable, depending on prior consulting experience and project scope (e.g., 8-12 years total experience)
Skills to master
- Adapting to an in-house corporate environment, including internal politics and long-term organisational building. Developing direct people management skills if coming from a purely project-based consulting role. Translating broad industry insights into specific, actionable innovation roadmaps for our company.
You're ready to move on when
- Led significant experience design or innovation projects for multiple blue-chip clients.
- Demonstrated ability to build and present compelling business cases for strategic change.
- Proven track record of driving measurable impact through innovative solutions.
- Strong understanding of the events and experiential marketing landscape.
- Showed an ability to build strong client relationships and manage expectations effectively.

15Where this role leads

The long view: This work can lead to broader marketing leadership roles, or into product innovation roles that apply the same design thinking to physical or digital products.

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 Manager, Event Innovation is actually changing.

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 Develop working relationships with stakeholders, worked against Manager, Event Innovation.

Develop working relationships with stakeholders Level 5

Applied to your work in Manager, Event Innovation

The objective of this unit is to develop learners' understanding of the importance of effective working relationships with stakeholders, including different stakeholder groups and their needs. Learners will be able to determine the scope for collaboration, develop productive relationships through clear communication, and evaluate the effectiveness of stakeholder engagement.

How the thinking builds

1 Remember
2 Understand
3 Apply
4 Analyse
5 Evaluate
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

Manager, Event Innovation

Experience Design (XD) & Attendee Journey Mapping
ROI & Attribution Modeling for Events
Agile Event Production Methodologies
"Phygital" Integration Strategy
Sponsorship Activation Architecture

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

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

Director of Event Innovation & Strategy (L6)
3-5 years in the Manager, Event Innovation role

This is a significant step up, moving from managing a function to shaping the strategy and P&L for the entire company's event portfolio (multi-year transformation).
- Developing and owning the company's overarching event measurement framework.
- Driving large-scale business unit transformation through event strategy.
- Leading strategic partnerships and vendor relationships at an executive level.
- Deep understanding of global market dynamics and regulatory landscapes impacting events.

Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, you're always looking for an edge, a way to do more with less, especially when it comes to pushing creative boundaries. AI isn't just a buzzword; it's a practical tool that can free you up from the mundane, letting you focus on the truly groundbreaking stuff.

As an Event Innovation Manager, you're juggling big ideas, team leadership, and strategic planning. AI can be your secret weapon, helping you accelerate research, refine concepts, and even streamline the administrative burden that comes with innovation. Think of it as a highly efficient (and tireless) assistant for your creative and strategic brain.

Personalised Itinerary Generation

Use AI to analyse attendee registration data – their role, industry, stated interests – and automatically generate a recommended, personalised 'run of show' for each individual. This means suggesting relevant sessions, exhibitors, and networking connections, saving your team countless hours of manual segmentation and communication work per event.

Sentiment Analysis & Insight Synthesis

Feed all your post-event survey open-text responses and public social media chatter into an AI model. It'll instantly identify key themes, sentiment drivers (both good and bad), and actionable insights. This replaces hours of manual reading and categorisation, letting you get to the 'so what?' much faster.

Creative Concept & Vendor Discovery

Use generative AI as your ultimate brainstorming partner. Prompt it with 'Suggest 10 innovative 'phygital' concepts for a pharmaceutical product launch' or 'List the top 5 emerging vendors in holographic projection technology.' This turbocharges your initial R&D and ideation phase, giving you a head start on groundbreaking ideas.

Proposal & Business Case Drafting

Create a detailed prompt with your event concept, target audience, goals, and key metrics. Have AI generate a robust first draft of a sponsorship proposal or an internal budget request. This helps you overcome that dreaded 'blank page' syndrome for critical documents, allowing you to focus on refining the strategic arguments.

Common questions

How do you become a Manager, Event Innovation?

Common routes in include From Senior Experiential Producer (3-5 years as an L3), From Lead Event Strategist (2-4 years as an L4) and From External Innovation/Experience Design Consultant (Variable, depending on prior consulting experience and project scope (e.g., 8-12 years total experience)). Times vary with prior experience.

Where can a Manager, Event Innovation progress to?

This role can lead on to Director of Event Innovation & Strategy (3-5 years in the Manager, Event Innovation role), depending on the skills you build.

What new skills matter most for a Manager, Event Innovation?

Increasingly, Ethical AI & Immersive Experience Design and Circular Event Design & Sustainability Leadership. These are the skills our record of this role lists as growing.

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.

Manager, Event Innovation

Where should we send it?

Two short quizzes about you

Will AI change your work as a Manager, Event Innovation?

What's rising in its place

Ethical AI & Immersive Experience Design

Circular Event Design & Sustainability Leadership

Skills this role draws on

Technical

How you actually get there, here

From Senior Experiential Producer (L3)

From Lead Event Strategist (L4)

From External Innovation/Experience Design Consultant

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

Roles this leads to

One to one, on the work you already do

Everything else the record holds

The career path, and where it branches

Director of Event Innovation & Strategy (L6)

Where AI is starting to help

Personalised Itinerary Generation

Sentiment Analysis & Insight Synthesis

Creative Concept & Vendor Discovery

Proposal & Business Case Drafting

Common questions

Want a read on where you stand?