UK

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

Senior Manager, Virtual & Hybrid Events

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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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports5-10 reports
  • Reports toDirector of Digital Experiences
  • UK framework levelUsually someone running a function, or a director

Also advertised as Head of Digital Events · Principal Virtual Events Lead · Director of Event Experiences (Digital)

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 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 Senior Manager, Virtual & Hybrid Events?

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 Event Personalisation & Optimisation
  • Sustainability in Digital & Hybrid Events
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 Senior Manager, Virtual & Hybrid Events plan as you set up, starting with the free Automation Fluency module. No card.

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3What this role really is

This role plans and leads virtual and hybrid events, setting the digital and hybrid event strategy and deciding how it is delivered.

4What you'd actually use

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

ON24 / Cvent / Hopin (or similar enterprise virtual event platforms) Strategic/Architect

Leading platform selection and RFP processes, managing API integrations with CRM/Marketing Automation, defining the enterprise strategy for virtual experiences, and overseeing platform adoption across the team.

HubSpot / Marketo (or similar enterprise marketing automation platforms) Strategic/Architect

Designing the lead lifecycle for events, integrating platform data for lead scoring and nurturing, and architecting the overall event marketing automation strategy to maximise MQL generation and conversion.

Asana / Monday.com (or similar portfolio project management tools) Strategic/Architect

Managing a portfolio of event projects, standardising processes across the entire events function, and integrating PM tools with financial and resource planning systems to ensure efficient resource allocation.

Salesforce (SFDC) Strategic/Architect

Designing the end-to-end data flow from event platforms to CRM, defining campaign hierarchy and attribution models, and working with RevOps to ensure accurate reporting on event pipeline and revenue influence.

Slack / MS Teams (or similar enterprise collaboration suites) Strategic/Architect

Defining the communication governance for the entire events function, selecting tools, and establishing protocols for cross-functional collaboration during live events and strategic planning.

Canva / Figma (or similar design collaboration tools) Advanced

Collaborating with creative directors to evolve the visual identity for digital experiences, managing a library of brand assets in Figma, and ensuring all event assets adhere to evolving brand guidelines.

Google Analytics / Adobe Analytics Strategic/Architect

Integrating GA data with other platforms to map the full attendee journey, from first ad click to post-event survey completion, and using these insights to inform strategic event optimisation.

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
Event Strategy & Roadmap Follows pre-defined event plans; escalates any proposed changes. Suggests improvements to existing event strategies; seeks approval for minor adjustments. Proposes and designs new event strategies for specific workstreams; consults with manager on overall alignment.
Budget Allocation & Spend Tracks individual event expenses against allocated budget; flags overspends. Manages a specific event budget (e.g., £10K-£50K); seeks approval for any significant variances. Manages workstream budgets (e.g., £50K-£250K); makes recommendations for resource shifts within that budget.
Team Hiring & Development No hiring authority; participates in interview panels as a peer. Provides input on candidate fit; mentors new joiners informally. Interviews and recommends candidates for junior roles; formally mentors 1-2 team members.
Vendor & Platform Selection Uses existing tools; reports platform issues. Researches alternative tools for specific tasks; makes recommendations for minor tool upgrades. Leads evaluation of new features for existing platforms; suggests new niche tools for specific event types.

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.

Sales Pipeline Sourced from Events
The total value of new sales opportunities directly attributed to leads generated or influenced by virtual and hybrid events under your management.
Target · Source >£2M in sales pipeline annually, growing by 15% year-on-year.

In Q2, your team's events generated 250 Marketing Qualified Leads (MQLs) that converted into £750K of sales pipeline, putting us on track for the annual target.

Cost Per Lead (CPL) from Digital Events
The total cost of running virtual and hybrid events divided by the number of qualified leads generated. We want to be efficient with our budget.
Target · Reduce CPL from digital events by 15% year-over-year, aiming for <£75 per MQL.

Last year's CPL was £90; this year, through platform optimisation and smarter promotion, you've brought it down to £72, saving us money per lead.

Event Contribution to Marketing Qualified Leads (MQLs)
The percentage of all MQLs generated across the marketing department that can be directly traced back to your virtual and hybrid event activities.
Target · Improve event contribution to MQLs by 20% year-over-year, aiming for 30% of total MQLs.

If the marketing team generated 1,000 MQLs last month, 300 of those came from your event programmes, a significant jump from 250 the previous year.

Overall Portfolio ROI
The return on investment for the entire virtual and hybrid events budget, calculated by comparing pipeline generated against total spend.
Target · Achieve a minimum of 3:1 ROI for the total events portfolio.

For every £100,000 spent on virtual events, you've helped generate £300,000 in sales pipeline, demonstrating clear financial value.

Strategic Influence & Thought Leadership
Being seen as the go-to expert for virtual and hybrid event strategy, both internally and externally. Your input is sought for major marketing decisions.
  • Regularly invited to present event strategy to senior leadership
  • actively contributing to broader marketing planning sessions
  • receiving positive feedback from external partners on strategic direction
  • team members consistently coming to you for advice on complex problems.
Team Development & Retention
Building a high-performing, motivated team that feels supported, grows professionally, and sticks around. This means effective coaching and clear career paths.
  • Low voluntary team turnover
  • positive feedback in 360-degree reviews about your leadership style
  • successful internal promotions from your team
  • team members consistently hitting their individual performance targets and showing professional growth.
Process Standardisation & Efficiency
You'll be building and refining the playbooks for how we run all virtual and hybrid events, making sure we're consistent, efficient, and always improving.
  • Development and adoption of clear, documented event playbooks
  • measurable reductions in event setup time or error rates across the team
  • positive feedback from internal stakeholders about the clarity and predictability of event processes
  • successful implementation of new tools that streamline workflows.
Innovation & Market Responsiveness
Keeping us ahead of the curve by identifying and implementing new technologies, formats, and engagement strategies that keep our events fresh and impactful.
  • Successful pilot programmes for new event tech or formats
  • regular proposals for innovative event concepts
  • positive feedback from attendees and stakeholders about the 'freshness' and 'modernity' of our events
  • clear evidence of learning from competitor activities and adapting our approach.

7Would you like it

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

What people enjoy
Building and Shaping a Vision

You'll spend a good chunk of your week thinking about what's next for our events, researching new platforms, and designing innovative formats. You'll be drawing up roadmaps and presenting your ideas to leadership, getting their buy-in to make your vision a reality.

Leading the selection and implementation of a new hybrid event platform that completely transforms our attendee experience for major conferences.

Developing and Empowering a Team

A lot of your time will go into coaching your direct reports, helping them unstick tricky problems, and giving them the tools and autonomy to excel. You'll celebrate their successes and help them learn from their mistakes, acting as their advocate and mentor.

Seeing a Virtual Events Coordinator you mentored successfully lead their first major multi-session virtual summit, hitting all targets.

Driving Tangible Business Impact

You'll be constantly looking at the numbers – pipeline, MQLs, ROI – and figuring out how to optimise our event strategy to hit those targets. You'll get a real buzz from seeing your team's work directly contribute to the company's growth.

Presenting quarterly to the leadership team, showing how your event portfolio directly contributed £1.5M to the sales pipeline.

What frustrates people
  • Dealing with internal politics and slow decision-making that delays strategic initiatives.
  • Budget constraints that limit the scope of ambitious, innovative event ideas.
  • The constant pressure to prove ROI for every single event, even the brand-building ones.
  • Managing a team through burnout during peak event seasons, balancing their wellbeing with delivery targets.
  • Legacy tech systems that don't play nicely with new, cutting-edge event platforms, creating integration headaches.
What this role does not give you
  • A purely hands-on, individual contributor role where you're personally setting up every webinar.
  • A predictable, 'set it and forget it' environment; the events landscape changes constantly.
  • Unlimited budget for every experimental idea you have.
  • A role where you won't have to deal with difficult conversations or manage underperforming team members.

8Who you work with

You'll be directly responsible for shaping how we engage with thousands of potential customers and partners online. Your decisions will influence our marketing spend, lead generation quality, brand reputation, and the overall efficiency of our events function. Get it right, and you'll be a significant driver of business growth and market presence. Get it wrong, and we'll be throwing money at events that don't land, missing out on crucial pipeline.

Inside the business
  • Director of Digital Experiences
  • Marketing Leadership (Head of Demand Gen, Brand Director)
  • Sales Leadership (Head of Sales, Regional Sales Directors)
  • Product Marketing Managers
  • IT & Infrastructure Team
  • Finance Business Partners
Outside the business
  • Virtual Event Platform Vendors (e.g., ON24, Cvent, Hopin)
  • Creative & Production Agencies
  • Keynote Speakers & Talent Agents
  • Industry Partners & Associations

9What you need before you start

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

  • Proven experience leading and managing a team of event professionals (at least 3-5 years of direct people management).
  • Demonstrable track record of owning and delivering against significant event budgets (e.g., £250K+ annually).
  • Extensive experience (10+ years) in virtual and/or hybrid event production and strategy, ideally in a B2B environment.
  • A strong portfolio showcasing successful event programmes that delivered measurable business results (pipeline, revenue, MQLs).
  • Deep familiarity with enterprise-level virtual event platforms and marketing automation systems (e.g., ON24, Cvent, HubSpot, Marketo).

10What to practise next

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

Advanced API Integration & Data Orchestration

Our event tech stack is becoming more complex, and getting different platforms to 'talk' to each other seamlessly is critical for a unified attendee journey and accurate data. You'll need to understand how to architect these integrations, even if your team does the hands-on work. This means a single source of truth for all event data.

RESTful API Principles · Data Schema Mapping · Integration Middleware (e.g., Zapier, Workato) · Real-time Data Sync vs. Batch Processing

  • This month: Review the API documentation for our primary event platform and CRM.
  • Month 2: Map out the current data flow between our key event systems, identifying any manual gaps.
  • Month 3: Work with IT to scope out a project for a new, automated data integration for a critical event workflow.
  • Month 4: Lead a workshop for your team on the importance of data hygiene and integrated systems.

Quick win: Identify one small, manual data transfer process between two systems and investigate if a simple Zapier automation can replace it. Immediate time saving for your team.

Immersive & Metaverse Event Design Principles

While still nascent, the metaverse and more immersive virtual environments are on the horizon. As a leader, you need to understand the potential and limitations of these technologies to strategically evaluate if and when they become relevant for our brand. This isn't science fiction; it's the next frontier of experiential marketing.

Spatial Computing & Virtual Worlds · Gamification in Immersive Environments · Web3 & Blockchain for Events · Hardware & Software Requirements

  • This month: Attend a few industry webinars or virtual conferences focused on the metaverse and immersive experiences.
  • Month 2: Experiment with a simple metaverse platform (e.g., Decentraland, Spatial.io) to understand the user experience.
  • Month 3: Develop a 'future trends' report for leadership, outlining the potential impact of immersive tech on our events.
  • Month 4: Identify a small, low-risk pilot project to test an immersive element within an existing hybrid event.

Quick win: Watch some YouTube videos on 'metaverse events' or 'virtual reality conferences' to get a feel for what's out there. It's a quick way to broaden your perspective.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry conferences and webinars focused on virtual, hybrid, and immersive event technologies (e.g., Event Tech Live, Digital Event Summit).
  • Subscribing to and actively engaging with leading industry publications and thought leaders (e.g., EventMB, Skift Meetings, PCMA Convene).
  • Participating in peer-to-peer leadership forums or mentorship programmes to hone your management and strategic skills.
  • Taking online courses or workshops on advanced data analytics, marketing automation strategy, or AI applications in marketing.
  • Networking with other senior event leaders to share insights and best practices.

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 Event Personalisation & Optimisation

Attendees are demanding hyper-personalised experiences, and AI is the only scalable way to deliver it. From dynamic content recommendations to AI-powered networking, those who master this will create far more engaging and effective events. Competitors are already experimenting, and we can't afford to be left behind.

  • Predictive Attendee Journey Mapping
  • Dynamic Content Delivery
  • AI-Powered Networking
  • Real-time Engagement Optimisation

Sustainability in Digital & Hybrid Events

Our customers and internal stakeholders are increasingly demanding environmentally conscious practices. While virtual events have a lower carbon footprint than physical ones, there are still significant considerations around data centre energy use, digital waste, and ethical sourcing for hybrid components. We need to lead on this, not just react.

  • Digital Carbon Footprint Measurement
  • Sustainable Hybrid Event Sourcing
  • Ethical Data Management
  • Green Event Certifications

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Enterprise Run of Show (ROS) Architecture
  • Strategic Speaker & Talent Management
  • Advanced Audience Engagement Strategy
  • Comprehensive Contingency Planning & Risk Management
  • Post-Event ROI Analysis & Optimisation
  • Digital Asset & Content Lifecycle Management

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

    Lead Virtual Events Producer / Manager (L4)

    3-5 years at L4

    Skills to master

    • Mastering programme management, leading complex multi-session events, managing a small team of producers/coordinators, and demonstrating strong stakeholder management with senior leaders. You'd be proving you can run a significant part of the show.

    You're ready to move on when

    • Successfully managed a portfolio of 10+ virtual events annually, consistently hitting targets.
    • Received excellent feedback on your leadership and mentoring of junior team members.
    • Demonstrated ability to influence strategic decisions at the programme level.
    • Managed budgets of at least £250K with strong financial oversight.
  2. 2

    Senior Events Manager (from a large agency or in-house team)

    Roughly 10-15 years overall events experience, with 3-5 years at a senior management level.

    Skills to master

    • Bringing a broad understanding of event types (physical, virtual, hybrid), strong client/stakeholder management at an executive level, and a proven ability to build and lead high-performing teams. You'd be adapting your skills to our specific product and market.

    You're ready to move on when

    • Managed a team of 5+ event professionals.
    • Owned the strategic direction for key client accounts or internal event portfolios.
    • Demonstrated strong commercial acumen and budget management for large-scale events.
    • Proven ability to adapt to new technologies and event formats quickly.
  3. 3

    Head of Marketing Operations (with strong event specialisation)

    Roughly 10-15 years overall marketing experience, with 3-5 years in an operations leadership role.

    Skills to master

    • Bringing expertise in marketing tech stack integration, data analytics, process optimisation, and a deep understanding of the marketing funnel. The 'events' piece would be your specialisation within that ops background.

    You're ready to move on when

    • Successfully integrated multiple marketing platforms (CRM, MA, Event Tech).
    • Demonstrated ability to drive efficiency and process improvement across marketing functions.
    • Strong analytical skills, translating data into actionable strategic insights.
    • Proven ability to manage cross-functional projects and influence diverse teams.

15Where this role leads

The long view: This work can lead into senior event strategy roles, or into wider marketing leadership such as a Chief Marketing Officer or Chief Revenue 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 Senior Manager, Virtual & Hybrid Events is actually changing.

Where it leads

Roles this leads to

Also named as a next step, with no page in the catalogue yet:

  • Head of Marketing Operations & Technology

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.

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
Senior Manager, Virtual & Hybrid Events
  • Enterprise Run of Show (ROS) Architecture
  • Strategic Speaker & Talent Management
  • Advanced Audience Engagement Strategy
  • Comprehensive Contingency Planning & Risk Management
  • Post-Event ROI Analysis & Optimisation
  • Digital Asset & Content Lifecycle Management
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

Senior Manager, Virtual & Hybrid Events is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Digital Experiences (L6)

    3-5 years in the Senior Manager role

    This is a significant step up, moving from managing a portfolio to shaping an entire business unit's digital event ecosystem. You'll own a larger P&L and integrate digital events with broader marketing and sales initiatives.

    • M&A Due Diligence & Integration for Event Tech
    • Global Market Expansion Strategy for Digital Experiences
    • Advanced Vendor Ecosystem Management (strategic partnerships)
    • Defining Cross-Functional Digital Engagement Frameworks

  2. Head of Marketing Operations & Technology

    3-5 years in the Senior Manager role

    This pathway takes you broader across the entire marketing tech stack and operations, not just events. You'd be responsible for the efficiency and effectiveness of all marketing tools and processes.

    • CRM & Marketing Automation System Ownership
    • Advanced Marketing Analytics & Attribution Modelling
    • Vendor Management for all MarTech Solutions
    • Leading a diverse team of Marketing Operations Specialists
Working with AI on the job

Working with AI

Where AI is starting to help

As a Senior Manager, your time is precious. You're juggling strategy, team leadership, and P&L. Imagine if you could offload some of the heavy lifting, not just for yourself, but for your entire team. That's where AI comes in. It's not about replacing human creativity; it's about amplifying it, giving you more time to focus on what truly matters: building incredible experiences and driving business growth.

We're not just dabbling with AI; we're integrating it into our daily workflows to make our Events_Experiential_Marketing team smarter, faster, and more impactful. For a Senior Manager, AI means less time on tedious tasks and more time on strategic thinking, team development, and innovation. Here's a glimpse of how AI can transform your role and your team's output:

Strategic Event Portfolio Analysis

Feed AI tools with all your post-event data – attendance, engagement, survey results, sales pipeline attribution. AI can then identify patterns, predict future event success factors, and highlight optimisation opportunities across your entire portfolio, giving you insights in minutes that used to take days of manual crunching. This means better strategic decisions, faster.

Automated Team Workflow Design

Use AI to help design and refine your team's event playbooks and standard operating procedures. Describe a process, and AI can suggest optimal steps, identify potential bottlenecks, and even draft training materials. It's like having a process consultant on demand, ensuring your team's workflows are always 'best-in-class' (without us using that phrase, of course!).

Enhanced Vendor & Partner Negotiation

Leverage AI to quickly research vendor capabilities, compare pricing models, and even draft negotiation points based on market benchmarks. For key platform selections, AI can help analyse complex proposals, highlighting pros and cons, allowing you to enter negotiations with a stronger, data-backed position. No more guessing if you're getting a good deal.

Innovation & Trend Spotting

Set up AI agents to continuously monitor industry news, competitor activities, and emerging event technologies. Get curated summaries of key trends, potential platform disruptions, and innovative event formats directly to your inbox. This frees you up to focus on strategic implementation, knowing you're always informed about what's next.

Common questions

Common questions

How do you become a Senior Manager, Virtual & Hybrid Events?

Common routes in include Lead Virtual Events Producer / Manager (3-5 years at L4), Senior Events Manager (from a large agency or in-house team) (Roughly 10-15 years overall events experience, with 3-5 years at a senior management level.) and Head of Marketing Operations (with strong event specialisation) (Roughly 10-15 years overall marketing experience, with 3-5 years in an operations leadership role.). Times vary with prior experience.

Where can a Senior Manager, Virtual & Hybrid Events progress to?

This role can lead on to Director of Digital Experiences (3-5 years in the Senior Manager role) and Head of Marketing Operations & Technology (3-5 years in the Senior Manager role), depending on the skills you build.

What new skills matter most for a Senior Manager, Virtual & Hybrid Events?

Increasingly, AI-Driven Event Personalisation & Optimisation and Sustainability in Digital & Hybrid Events. These are the skills our record of this role lists as growing.

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17Where to go from here

Other roles at Level 6

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

 More jobs in events and experiential marketing

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

The skills built here, strategic leadership, budget management, team development and event technology, apply across industries such as tech, finance and healthcare. They can also lead into agency leadership, consulting, or running an independent experiential marketing business.

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

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