UK

United Kingdom · Events and experiential marketing · Lead (8-12 years)

Experiential Marketing Lead / Event Producer

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  • Experience bandLead (8-12 years)
  • Direct reports3-8 reports
  • Reports toExperiential Marketing Manager
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Lead Event Manager · Senior Events Programme Lead · Head of Flagship 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

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

The units you would start with

Visualisation Qualifi Level 5 Diploma in AI
Big Data Analytics and Visualisation Pearson BTEC Level 5 Higher National Diploma in Computing for England
Data visualisation NCFE Level 3 Technical Occupational Entry for the Data Technician (Diploma)

The future skills this job leans on

Data Fluency turning numbers into a decision
Your Plan Illustration

Built for Experiential Marketing Lead / Event Producer

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

  1. Visualisation Qualifi Ltd · covers 3 of 5 standards Level 5
  2. Big Data Analytics and Visualisation Pearson Education Ltd · covers 1 of 5 standards Level 5
  3. Data visualisation NCFE · covers 3 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 an Experiential Marketing Lead / Event Producer?

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

  • Hybrid Event Design & Production
  • Advanced Data Storytelling & Visualisation
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 Experiential Marketing Lead / Event Producer plan as you set up, starting with the free Growth Mindset module. No card.

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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

You lead complex experiential marketing programmes, turning a marketing objective into a live event. You manage the strategy and the detail, making sure every part of the event works together.

4What you'd actually use

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

Cvent / Bizzabo (Event Management Platform) Advanced

Configuring complex, multi-track registration paths, managing speaker and sponsor portals, building custom event websites, and overseeing data governance for all event data. You'll be the go-to expert for the platform's advanced features.

Asana / Monday.com (Project Management) Strategic

Building and optimising complex project plans for flagship events, creating automations and dependencies across multiple workstreams, managing team workloads, and reporting on project velocity and risks to your manager. You'll define how the team uses it.

Salesforce / HubSpot (CRM & Lead Management) Advanced

Creating and managing event campaigns, building custom reports/dashboards to track event ROI and lead progression, and training sales teams on effective lead follow-up processes. You'll work with RevOps to ensure data integrity.

Excel / Google Sheets (Budgeting & Analysis) Advanced

Building complex budget models with pivot tables, advanced formulas (VLOOKUP, XLOOKUP, INDEX/MATCH), and conditional formatting to track variance, forecast spend, and conduct detailed post-event financial analysis. You'll be creating the master templates.

Swoogo / Splash (Event Microsite & Registration) Advanced

Designing and building new, highly customised event pages from scratch, implementing custom branding, and integrating complex ticketing and payment processing solutions for our most important events.

Slack / MS Teams (Real-Time Communication) Advanced

Establishing communication protocols for large event teams, managing user groups, setting up integrations/bots for event notifications, and ensuring efficient, real-time communication during high-pressure live events.

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 Programme Strategy & Scope Proposes minor adjustments to existing event components, always with Manager approval. Proposes new event components or small-scale events, with Manager review and approval. Defines the strategic objectives and scope for Tier 2 events, with Manager consultation. Makes recommendations for Tier 1 events.
Budget Allocation & Spend Tracks individual line items, escalates any variance to Manager. Manages budget for smaller events (up to £20K), escalates variances above 5% to Manager. Manages budgets for Tier 2 events (up to £100K), makes recommendations for budget optimisations. Requires Manager approval for variances >10%.
Vendor Selection & Contract Negotiation Sources quotes from pre-approved vendor lists, no negotiation authority. Selects vendors from a shortlist, can negotiate minor terms for smaller contracts (up to £10K), with Manager approval. Sources, vets, and negotiates contracts for Tier 2 event vendors (up to £50K), with Manager review of final terms.
Team Management & Development No direct reports. Focuses on personal learning and task execution. Informally guides new joiners, shares knowledge. Mentors 0-2 junior team members, provides task-specific guidance and feedback.

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-Sourced Pipeline & Revenue Influence
The total value of sales pipeline generated directly from your managed events, and the revenue influenced by those events.
Target · Generate £1M+ in new pipeline per flagship event; influence £5M+ in closed-won revenue annually.

After the annual user conference, we saw £1.2M in new opportunities created in Salesforce, and deals where attendees were present closed 20% faster than average.

Attendee Net Promoter Score (NPS)
How likely attendees are to recommend our events to others, a key indicator of experience quality and satisfaction.
Target · Achieve an average NPS of +50 across all flagship events.

Our Q2 Industry Summit hit an NPS of +55, with 70% promoters and only 15% detractors, showing attendees really valued the content and networking.

Budget Adherence & Optimisation
Managing complex event budgets to within acceptable variance, and actively finding ways to reduce cost per lead or increase ROI.
Target · Maintain budget variance within +/- 5% for all major events; identify and implement cost savings of 10% YoY without sacrificing quality.

Managed the Q4 Developer Conference budget to 3% under projection, primarily by renegotiating AV contracts and optimising catering spend, saving £25K.

Lead Conversion Rate (Event to MQL to SQL)
The percentage of event attendees who convert into Marketing Qualified Leads (MQLs) and then Sales Qualified Leads (SQLs).
Target · Achieve a 15% MQL conversion rate and a 5% SQL conversion rate from event attendees.

From our recent trade show, 18% of scanned leads became MQLs, and 6% of those progressed to SQLs within 60 days, exceeding our targets.

Strategic Programme Management
Your ability to lead complex event programmes, anticipating risks, making sound strategic decisions, and keeping everyone aligned.
  • You're proactively consulted on event strategy and major decisions. You consistently deliver detailed, well-thought-out project plans. Cross-functional teams trust your judgment and follow your lead. You can articulate the 'why' behind every major event decision.
Team Leadership & Development
How effectively you guide and develop your direct reports, fostering a high-performing and collaborative team environment.
  • Your team members feel supported, challenged, and are growing in their roles. You provide clear direction and constructive feedback. Your team consistently meets their individual objectives. They come to you for advice, not just instructions.
Vendor & Partner Relationship Management
Building strong, collaborative relationships with key vendors and partners that result in better service, value, and problem-solving.
  • Vendors consistently go the extra mile for us. You secure favourable terms and pricing. Issues are resolved quickly and amicably. You're seen as a fair but firm negotiator. You're able to onboard new strategic partners smoothly.
Crisis Management & Adaptability
Your ability to remain calm, think clearly, and lead the team through unexpected challenges and changes during live events.
  • When a major issue arises (e.g., AV failure, speaker no-show), you're the first to step in, calmly assess, and direct solutions. You communicate effectively during high-stress situations without causing panic. You can pivot plans quickly when needed, without losing sight of the overall objective.

7Would you like it

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

What people enjoy
Seeing Large-Scale Projects Come to Life

You get a real buzz from taking an idea from a whiteboard sketch to a fully realised, bustling event with hundreds or thousands of attendees. The energy of a live event, knowing you orchestrated it all, is what gets you up in the morning.

Spending months planning our annual user conference, then walking onto the show floor on opening day and seeing everything you've designed—from the stage setup to the interactive zones—humming with activity.

Solving Complex Problems Under Pressure

You thrive on the challenge of unexpected issues and tight deadlines. When a crisis hits, you're not overwhelmed; you're energised by the need to find a quick, effective solution. You enjoy the mental chess of event logistics.

A key vendor drops out a week before a major event, and you're already on the phone with three alternatives, renegotiating terms, and updating the ROS before anyone else even starts to panic.

Leading and Developing a Team

You enjoy guiding junior team members, delegating effectively, and watching them grow. You find satisfaction in building a cohesive unit that can tackle any event challenge together.

Mentoring a new Coordinator through their first big project, helping them navigate vendor issues, and seeing them confidently present their post-event report to the wider team.

What frustrates people
  • The 'Quick Add': A senior stakeholder asking to add a 'quick' 15-minute session to a fully packed agenda 48 hours before the event, completely oblivious to the cascading impact on the Run of Show, catering orders, and staffing plans.
  • The Sales Black Hole: Working tirelessly to capture and qualify hundreds of leads on-site, only to see them sit untouched in Salesforce for weeks because the sales team is 'too busy' or 'didn't understand the event context.'
  • Budget by a Thousand Cuts: Having your carefully planned 'wow moment' experience whittled down by Finance until it's a shadow of the original concept, yet the expectations for results remain exactly the same.
  • Vendor Amnesia: The vendor who swore they could handle specific AV requirements in the contract but shows up on-site with the wrong equipment and no memory of the conversation, leaving you to fix it.
  • The Physical Grind: The brutal reality of 18-hour days on your feet during the event, fuelled by stale coffee and adrenaline, which is completely invisible to those not on-site or who think it's 'just a party.'
  • Chasing Invoices: Spending the week after an event, when you're most exhausted, having to hound 15 different vendors for their final invoices to close out the budget and reconcile everything.
What this role does not give you
  • A predictable, routine work schedule—expect the unexpected, especially during event season.
  • A quiet, solitary work environment—you'll be collaborating constantly, often in noisy, busy settings.
  • The luxury of always seeing every idea come to full fruition—sometimes budget or logistics mean compromises.
  • A role where you can avoid confrontation or difficult conversations—you'll need to push back on stakeholders and negotiate with vendors.

8Who you work with

This role directly impacts our brand's market presence, lead generation, and sales pipeline for our most strategic accounts. You'll be accountable for delivering high-ROI experiential programmes that drive significant business growth and enhance our reputation in the market. Get it right, and you're a hero. Get it wrong, and it's a very public and expensive mistake.

Inside the business
  • Experiential Marketing Manager (for strategic alignment and approvals)
  • Sales Leadership (for lead quality, follow-up, and pipeline influence)
  • Product Marketing (for content, demos, and messaging at events)
  • Brand & Creative Teams (for event look, feel, and brand consistency)
  • Finance (for budget approvals, reconciliation, and ROI reporting)
  • Legal (for contract reviews and compliance)
Outside the business
  • Strategic Venue Partners (for major event spaces)
  • Key Production Agencies (for AV, staging, fabrication)
  • Tier 1 Vendors (e.g., catering, staffing, registration tech)
  • Senior Clients/Attendees (for feedback and experience quality)
  • Industry Associations (for best practices and partnerships)

9What you need before you start

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

  • Proven experience (8+ years) leading the planning and execution of large-scale, complex events (e.g., conferences with 500+ attendees, multi-day trade shows, major brand activations).
  • Demonstrable experience managing significant event budgets (minimum £100K per event) and delivering projects on time and within financial parameters.
  • Prior experience managing and mentoring junior team members, with a track record of fostering their growth and development.
  • Advanced proficiency with at least one major Event Management Platform (Cvent, Bizzabo, etc.) and a Project Management tool (Asana, Monday.com).
  • A solid understanding of lead generation strategies and how events contribute to the sales pipeline, with experience using CRM systems (Salesforce, HubSpot).
  • Exceptional communication skills, both written and verbal, with the ability to influence senior stakeholders and negotiate effectively with external partners.
  • A portfolio or case studies demonstrating successful event execution and measurable business impact.

10What to practise next

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

CRM & Marketing Automation Integration

The holy grail for events is seamless data flow from registration to sales follow-up and nurture. You'll need to understand how our event platforms talk to Salesforce/HubSpot and our marketing automation tools (e.g., Marketo, Pardot) to ensure accurate lead scoring, attribution, and personalised attendee journeys.

API Integrations & Webhooks · Lead Scoring & Attribution Models · Personalised Nurture Streams · Data Governance & Hygiene

  • This month: Meet with our Marketing Operations and Sales Operations teams to understand current lead flow processes and pain points.
  • Next quarter: Deep dive into the integration capabilities of Cvent/Bizzabo with Salesforce/HubSpot. What's possible? What's not?
  • Month 3-6: Propose and pilot an enhanced lead nurture automation for one of your smaller events, tracking its effectiveness.
  • Month 6-12: Work with RevOps to refine our event attribution model, ensuring events get proper credit for pipeline and revenue.

Quick win: Ensure every event registration form has clear consent for marketing communications and data sharing, making future automation much easier.

AI-Powered Event Management Tools

AI is increasingly being embedded directly into event management platforms, offering smarter recommendations for content, personalised attendee experiences, and more efficient operational workflows. You'll need to know how to use these features strategically.

AI for Content Curation · Personalised Agenda Builders · Predictive Analytics for Attendance · AI for On-site Support

  • This month: Research the AI capabilities of our current event management platform (Cvent/Bizzabo) and any competitors.
  • Next quarter: Identify one area in your next flagship event where AI could enhance the attendee experience or streamline operations.
  • Month 3-6: Pilot an AI-powered feature (e.g., personalised agenda builder) for a segment of your attendees, measuring its impact.
  • Month 6-12: Evaluate new AI tools specifically designed for event professionals and present a business case for adoption.

Quick win: Start using AI to draft your initial event briefs or marketing copy within your current tools, getting comfortable with the outputs.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences (e.g., Event Tech Live, IMEX) to stay ahead of trends, network, and learn about new technologies.
  • Subscribe to leading event industry publications and newsletters to keep abreast of best practices and emerging challenges.
  • Actively participate in professional associations like ILEA or MPI, often taking on leadership roles within committees.
  • Seek out opportunities to mentor junior event professionals, solidifying your own knowledge and leadership skills.
  • Undertake courses in advanced data analytics or visualisation to enhance your ROI reporting capabilities.

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.

Hybrid Event Design & Production

The pandemic accelerated the shift to hybrid models, and they're not going away. Attendees now expect seamless experiences whether they join in-person or virtually. Mastering this blend is critical for reach and engagement.

  • Synchronous vs. Asynchronous Content
  • Virtual Engagement Tools
  • Dual Production Logistics
  • Networking Parity

Advanced Data Storytelling & Visualisation

Simply providing numbers isn't enough anymore. Senior leadership wants to understand the 'story' behind the data – why an event performed the way it did, what the key takeaways are, and what we should do next. Compelling visuals make that story stick.

  • Narrative Structure for Data
  • Dashboard Design Principles
  • Audience-Specific Visuals
  • Effective Infographic Creation

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Run of Show (ROS) Development & Management
  • Strategic Budget Management & Reconciliation
  • Advanced Vendor Sourcing & Contract Negotiation
  • Brand Activation & Attendee Journey Mapping
  • Post-Event Reporting & ROI Analysis
  • Lead Capture & CRM Integration Strategy

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

    From Senior Experiential Marketing Specialist (L3)

    3-5 years as a Senior Specialist

    Skills to master

    • You'd have already mastered owning Tier 2 events end-to-end. Now, you need to prove you can manage multiple complex workstreams, lead a small team, and present strategic recommendations to senior leadership. Budget management for £100K+ events is critical.

    You're ready to move on when

    • Consistently delivered Tier 2 events with high attendee satisfaction and measurable impact.
    • Informally mentored junior colleagues and demonstrated strong leadership potential.
    • Successfully managed event budgets above £100K with minimal oversight.
    • Proactively identified and mitigated significant risks in past event programmes.
  2. 2

    From Event Producer / Senior Event Manager (Agency Side)

    8-12 years in an agency, with 3-5 years at a senior level.

    Skills to master

    • You'll bring excellent production skills. The shift is often about moving from client-service to internal ownership, focusing on long-term business impact rather than just project delivery. Understanding our internal sales and marketing funnels is key.

    You're ready to move on when

    • Managed large-scale events for multiple clients, often with complex logistics and budgets.
    • Demonstrated strong vendor relationships and negotiation skills.
    • Ability to translate client (now internal stakeholder) objectives into actionable event plans.
    • Experience managing project teams, even if not direct reports.
  3. 3

    From Marketing Manager (with strong event focus)

    8-12 years in marketing, with 5+ years directly managing event programmes.

    Skills to master

    • You'll understand the marketing funnel, but you'll need to deepen your expertise in the nitty-gritty of event production, logistics, and on-site execution for large-scale programmes. Budget reconciliation and vendor management will be more intense.

    You're ready to move on when

    • Successfully managed marketing campaigns that included significant event components.
    • Strong understanding of lead generation and pipeline influence from marketing activities.
    • Experience managing small event budgets and demonstrating ROI.
    • Ability to collaborate cross-functionally with sales and product teams.

15Where this role leads

The long view: This work can lead to senior experiential marketing leadership, a global events role, or a specialist brand experience position.

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 Experiential Marketing Lead / Event Producer 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 Visualisation, worked against Experiential Marketing Lead / Event Producer.

Visualisation Level 5

Applied to your work in Experiential Marketing Lead / Event Producer

The objective of this unit is to enable learners to understand the importance of data visualisation in business intelligence and to carry out data preparation for visualisation. Learners will be able to use different visual representations for decision-making and present visualisations using appropriate visualisation tools.

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
Experiential Marketing Lead / Event Producer
  • Run of Show (ROS) Development & Management
  • Strategic Budget Management & Reconciliation
  • Advanced Vendor Sourcing & Contract Negotiation
  • Brand Activation & Attendee Journey Mapping
  • Post-Event Reporting & ROI Analysis
  • Lead Capture & CRM Integration Strategy
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

Experiential Marketing Lead / Event Producer is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Experiential Marketing Manager (L5)

    3-5 years in the Lead role

    This is a significant step up, moving from leading individual flagship events to owning the entire portfolio of events. You'll manage a larger team (including other Leads/Specialists) and be accountable for the overall event strategy and master budget.

    • Portfolio Budget Management Owning a multi-million-pound master budget across all events.
    • Vendor Ecosystem Strategy Defining our long-term relationships with key production partners.
    • Global Event Strategy Potentially overseeing international event programmes.
    • Advanced ROI Modelling Developing sophisticated models to forecast and measure event impact.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, leading flagship events means you're juggling a million things. The admin, the drafting, the endless research—it all eats into your time. But what if you could offload some of that grunt work to an intelligent assistant? Our AI Productivity Hub is designed to do just that, giving you back precious hours to focus on strategy, creativity, and those critical on-site decisions.

For an Experiential Marketing Lead, AI isn't about replacing your strategic brain; it's about making you incredibly efficient. Think of it as having a tireless intern who can draft, analyse, and research at lightning speed, allowing you to elevate your impact and focus on the 'wow' moments that truly matter.

Automated Communication Workflows

Use AI to draft and personalise pre-event 'know before you go' emails, post-session surveys, and multi-touch post-event nurture sequences based on attendee behaviour (e.g., sessions attended or booth visits). Imagine sending out tailored follow-ups to thousands of attendees in minutes, not hours.

Post-Event Sentiment Analysis

Feed open-ended survey responses, social media mentions, and even transcribed feedback into an AI tool. It can instantly categorise feedback, identify key themes (e.g., 'long registration lines,' 'loved the keynote speaker'), and quantify sentiment without you having to manually read through thousands of comments. This gives you actionable insights much faster.

Venue & Vendor Discovery

Use an AI assistant to research and create a comparative shortlist of venues or vendors based on complex criteria. For example, 'Find venues in Manchester for 500 people with 5 breakout rooms, available in Q3, within a £75K F&B minimum, and good accessibility.' It'll sift through hundreds of options and present you with a concise, qualified list.

First-Draft Generation & Content Outlines

Need an initial project brief for a new event? A speaker invitation email? Or even an outline for a complex Run of Show (ROS) document? AI can generate a solid first draft in minutes, saving you hours of staring at a blank page. You then just refine and add your expert touch.

Common questions

Common questions

How do you become an Experiential Marketing Lead / Event Producer?

Common routes in include From Senior Experiential Marketing Specialist (3-5 years as a Senior Specialist), From Event Producer / Senior Event Manager (Agency Side) (8-12 years in an agency, with 3-5 years at a senior level.) and From Marketing Manager (with strong event focus) (8-12 years in marketing, with 5+ years directly managing event programmes.). Times vary with prior experience.

Where can an Experiential Marketing Lead / Event Producer progress to?

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

What new skills matter most for an Experiential Marketing Lead / Event Producer?

Increasingly, Hybrid Event Design & Production and Advanced Data Storytelling & Visualisation. These are the skills our record of this role lists as growing.

Free tools

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Three free tools, no account needed. Each one ends with a role, a level and a way in.

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17Where 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 built as an experiential marketing lead transfer well. You could move into broader marketing leadership, specialise in large-scale conference production for other industries such as tech or healthcare, or move into consulting on event strategy and experience design. Managing complex projects, leading teams and delivering measurable results are valued across many sectors.

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 Growth Mindset 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.