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Marketing jobs brief - events manager
From exhibitions and conferences to product launches and weddings, an Event Manager will plan and publicise the occasion to bring the right people to the right place, at the right time.
The event's success rests on the shoulders of the Event Manager. Every detail, including planning, budget and setting up a publicity campaign, right through to creating the all important 'wow factor' is left in your capable hands.
An Events manager can work in an events company or as part of an organization or association. It is a varied role with three main areas - marketing, operations and sales. Some may choose just one field, but it's possible to work in all three.
People working in specialist areas will have other responsibilities. For example, Exhibition Organisers have to market and sell exhibition space/stands; Conference Organisers have to liaise with speakers, book accommodation and transport; and Wedding Planners have to organise photographers and flowers.
Hours/Environment
Although 9 to 5 is the standard workday, long hours are likely for an Events Manager, but it's all in the name of a great event.
Leading up to the important day, whether it's an exhibition, a wedding or any other occasion, work can involve a 10 to 12 hour day to meet deadlines. A weekend and evening may also be necessary too every now and again.
Getting about is part of the job, with a large amount of travel within the UK and sometimes even abroad. This can mean overnight stays away from home.
Skills and interests
To be a good Event Manager, you need to:
- have excellent time management and organisational skills
- be enthusiastic, self-motivated and outgoing
- be able to establish productive relationships with people at all levels
- have good communication and presentation skills
- be able to gather and interpret information for business research
- be commercially aware and customer-focused
- have a positive and adaptable approach to problem solving
- be innovative and creative to distinguish your event from the competition
- have knowledge of sales, marketing or copywriting
- have an understanding of budgeting and financial management
- be able to work as part of a team
- possess an eye for detail
Entry
Qualifications are not a must to get into Events Management, but strong competition makes them a helpful asset in helping you get the job. Most employers will be looking for a high level of academic achievement or experience in a similar industry.
Although you don't need to have a degree, entrants are typically graduates.
People with a degree in events management, business administration, marketing, leisure and tourism management or languages are likely to be preferred.
Entry to a degree course requires five GCSEs (A-C)/S grades (1-3) with two A levels/three H grades or equivalent qualifications. Entry to BTEC HNC/HND courses usually requires one or two A levels/H grades or equivalent.
For details of qualification equivalents see:
- Qualifications and Curriculum Authority (England, Wales and Northern Ireland)
- Scottish Qualifications Authority
An Access to Higher Education qualification may also be accepted for entry to certain courses. If experienced in a related field, you may be able to gain recognition of skills through Accredited Prior Learning (APL). Please check with colleges or universities for exact entry requirements.
Personal qualities are important so if you can make yourself shine, employers are likely to take notice. Work experience in an administrative or organisational role will help you in building on these skills. Typical starting points also include an assistant position in sales and marketing or in a commercial setting.
Showing a real interest in being involved with events management will boost your chances of getting noticed. Taking part in voluntary event work and organising occasions and activities in your personal or social life will give you valuable experience and a strong list of contacts.
Training
Depending on the size of the company, training tends to consist of short courses in customer care, sales and marketing, finance and IT, and takes part both in-house and externally. Some companies may offer graduate training schemes or NVQs (CGLI) in Events level 2, 3 and 4 as on-the-job training. Contact the Events Sector Industry Training Organisation (ESITO) for more details.
Further training can be taken by Event Managers to increase their skills and can be received from various organisations, including:
- Chartered Institute of Marketing (CIM) - Certificate, Advanced Certificate and Postgraduate Diploma in Marketing
- The Association of Exhibition Organisers (AEO) - Exhibition marketing, maximising sponsorship, and (IOSH) Health and Safety
- Association of British Professional Conference Organisers (ABPCO) - HNC in Conference and Event Management
- Association for Conferences and Events (ACE) - Meetings planning and organisation
- Society of Event Organisers (SEO) - Certificate in Conference Organisation or Exhibition Management.
Professional development courses are also available in management issues and organisational skills. These courses include packaging and promotion of events, public relations, project management, crowd control and multimedia production techniques. See professional organisations for further details.
The events industry is tied to a huge number of sectors including the hospitality, leisure, travel and tourism industries.
Training opportunities are available in related sectors and you may be need to take part for certain events roles. Contact Springboard, the national organisation for promoting careers in this sector, for further information.
Foundation and Advanced Modern Apprenticeships (MAPPs) may be available for people aged 16-24.
For details see: MAPPs (England); Skillseekers MAPPs (Scotland); National Traineeships MAPPs (Wales); and MAPPs (Northern Ireland).
Opportunities
Every project is different and can offer new opportunities, meeting new people and showing everyone what you can achieve.
It's important to show you're capable of managing a variety of occasions, bringing in new business and creating successful events that meet client needs.
Demonstrating practical skills and holding a proven track record can lead to moving on to a more senior position, depending on the company's size and structure. It may be possible to move between organisations or into outsourcing firms or venues.
Promotion can come from taking on extra responsibilities or specialising. If in an assistant post, you could move on to managing a small team or developing skills in a specific type of event. As you take on more responsibility, you will start to manage more complex events with bigger budgets.
Self-employment or freelance consultancy work is possible for those who have experience and an established network of contacts in the industry.
Annual income
A Junior Events Organiser is likely to earn between £13,500 to £16,000 a year, whilst Events Managers could earn between £30,000 and £40,000.
Salaries vary a lot between employers and in the private sector pay is typically higher. As with many roles, performance-related pay and commission can increase earnings.
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