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
Senior Sponsorship Manager (Internal Promotion)
3-5 years in previous roleSkills to master
- Consistently exceeding individual sales targets, mentoring junior team members, taking ownership of complex client accounts, contributing to strategic discussions on package design and pricing.
You're ready to move on when
- You're already seen as a go-to person for strategic advice within your team.
- You've successfully managed 1-2 mentees who have shown clear progression.
- You've proactively identified and proposed new sponsorship opportunities or package improvements.
- You've shown a strong ability to navigate internal politics and get buy-in for your ideas.
- 2
Commercial Strategy Manager (from a related industry)
8-10 years in previous roleSkills to master
- Strong background in commercial strategy, business development, or partnership management in media, publishing, or a B2B SaaS environment. You'd need to quickly get up to speed on the nuances of event sponsorship.
You're ready to move on when
- You have a proven track record of designing and executing commercial strategies that have driven significant revenue growth.
- You've managed complex partnerships and understand the full lifecycle from prospecting to renewal.
- You can demonstrate strong analytical skills and experience in pricing strategy and market analysis.
- You're a fast learner, eager to immerse yourself in the specifics of the events and experiential marketing sector.
- 3
Senior Agency Account Director (Sponsorship focus)
8-10 years in previous roleSkills to master
- Experience managing large brand accounts, developing sponsorship strategies for clients, and understanding the brand's perspective on ROI/ROO. You'd need to shift from advising clients to owning the revenue and strategy internally.
You're ready to move on when
- You've successfully advised major brands on their sponsorship investments and activation strategies.
- You have a deep network of contacts within the brand and agency world.
- You can demonstrate a strong understanding of both the creative and commercial aspects of experiential marketing.
- You're ready to take on direct revenue accountability and lead an internal team.