With overall responsibility for an event (or series of events), this role involves managing a team of staff and developing a productive working relationships with colleagues and stakeholders. You may be involved in a wide range of events, or you could specialise in one area.
As senior manager, you have the overriding say in every aspect of planning and running events on behalf of a client or your own organisation (such as product launches, parties, awards ceremonies etc.) and may work for an event management company, exhibition or conference venue, or as a freelance organiser. Some organisations sub-contract certain tasks, although big event organisers will undertake the majority of the work themselves, dividing the tasks amongst specialist teams.
The work is generally split into three areas, and it is possible to work in any or all of the following:
1) Marketing - researching the level of interest in a specific event, and finding suitable venues and dates to hold it. You then negotiate and develop a critical path for an event.
2) Sales - selling stand space to exhibitors by telephone or face-to-face and arranging sponsorship. During an exhibition, sales staff may contact all the exhibitors to try to sell space for future events.
3) Operations - co-ordinating all the practical aspects, from planning timetables and booking venues to supervising contractors such as exhibition designers, stand suppliers, audio-visual production companies and caterers. During the event, operations staff work closely with venue staff, dealing with enquiries from exhibitors, speakers, sponsors and visitors/delegates. It is essential that you organise insurance and security for the event, and ensure compliance with legal, regulatory, ethical and social requirements, as well as ensuring that the venue is cleared safely. After an event, the senior manager has overall responsibility for analyzing guest and client satisfaction and producing an evaluation report on the success of the event.