Events marketing combines the excitement of live events with the strategic thinking of marketing. This specialist role has become increasingly important as businesses look to create memorable experiences for their customers and stakeholders.
What is Events Marketing?
Events marketing involves planning, promoting, and running events as part of a company's marketing strategy. These professionals blend creative thinking with practical organisation to deliver successful events that meet business objectives.
Many businesses employ events marketing specialists within their marketing teams, while others work with dedicated events agencies. The role can involve managing a wide range of events, each serving different marketing purposes.
Types of Events You Might Work On
Product launches might range from intimate media previews to large-scale public unveilings with hundreds of attendees. Think new smartphone reveals; they can be invite-only press events, or massive presentations open to the public.
Corporate conferences can span multiple days with keynote speakers, breakout sessions, and networking opportunities. Trade shows require careful planning of exhibition spaces, product demonstrations, and lead generation activities.
Other common events include customer workshops and training sessions, where marketing teams showcase new features or products to existing clients. Annual general meetings need both formal presentations and engaging content for shareholders. Awards ceremonies celebrate industry achievements while building brand presence. Some events marketing professionals also handle internal company events, from sales kick-offs to team-building activities, all designed to strengthen company culture and communication.
Virtual events have added another dimension to the role, with professionals now managing webinars, online product demonstrations, and hybrid events that combine in-person and digital elements. These often require different skills, from managing streaming platforms to engaging remote audiences effectively.
Daily Life in Events Marketing
A typical day involves numerous activities that keep the role dynamic and engaging. Events marketing professionals spend time in planning meetings with stakeholders, visiting venues and negotiating with suppliers.
They create event marketing materials and manage registrations while coordinating with various teams. After events, they analyse data to measure success and identify improvements for future events.
The work pattern in events marketing varies depending on event schedules. During event periods, long hours and weekend work might be required, balanced by quieter planning periods.
Salary and Benefits
Events marketing salaries in the UK vary based on experience and location. Entry-level positions typically start at £23,000-£26,000. Events marketing managers can earn £35,000-£55,000, while senior managers may earn £50,000-£70,000+.
The benefits package for these roles usually includes several attractive elements. Many professionals receive performance bonuses and private healthcare. Flexible working options are becoming more common, and many roles offer travel opportunities as part of the job.
Skills and Qualifications
Successful events marketing professionals need to combine marketing expertise with practical events skills. From a marketing perspective, professionals should understand core marketing principles and digital marketing capabilities. They need strong brand awareness and content creation abilities. The events side requires excellent project management skills, budget management experience, and the ability to negotiate with suppliers and assess risks.
Personal attributes play a crucial role in success. Strong organisational abilities help manage multiple events simultaneously. Problem-solving skills are essential for handling unexpected situations. Clear communication helps work effectively with stakeholders, while time management ensures events run smoothly and deadlines are met.
While a marketing degree can be helpful, many employers value practical experience and proven capability over formal qualifications.
Events Marketing Career Paths and Progression
The career path in events marketing offers clear progression opportunities. Most professionals begin as events marketing assistants or coordinators, where they support event planning and execution, handle logistics and administration, manage guest lists and registrations, and track budgets and reporting.
Moving up to an events marketing manager role brings greater responsibility for creating event strategies aligned with marketing goals. At this level, professionals manage event budgets, lead teams, and measure event success and ROI.
Those who progress to senior events marketing manager or head of events positions take on strategic leadership of entire event programmes. They manage large-scale event portfolios, oversee multiple teams, and build relationships with key stakeholders across the business.
Industry Outlook
The events marketing sector shows strong growth potential. Businesses increasingly recognise the value of face-to-face interactions, while virtual and hybrid events have opened new opportunities. Check out our article on which sectors are hiring the most marketing professionals for more information.
The industry continues to evolve with several notable trends shaping its future. Digital and physical events are becoming more integrated, and there's a growing focus on sustainable event practices. Data analytics plays an increasingly important role in event measurement, while experiential marketing continues to grow in popularity.
Starting Your Career
Beginning a career in events marketing requires a combination of experience, skills, and networking. Gaining relevant experience can come through marketing internships, volunteer event roles, university society events, or work experience placements. Professional development should include marketing qualifications, events management courses, digital marketing certificates, and project management training where possible.
Networking proves invaluable in this field. Making connections through industry events, professional associations, LinkedIn, and marketing forums can open doors to new opportunities and provide valuable industry insights.
While not strictly necessary, a degree in marketing or a related field can help you take your first steps in the industry.
Is Events Marketing Right for You?
Events marketing particularly suits individuals who thrive on being busy and appreciate variety in their work. The role demands excellent attention to detail and the ability to work well with different people while managing multiple priorities effectively.
While the role can be demanding, with tight deadlines and last-minute changes, it offers great satisfaction in seeing events come to life and deliver results. The combination of creative planning and practical execution makes each day different and engaging.
Ready to Plan Your Next Move?
If you're interested in exploring opportunities in events marketing, our team at Select Recruitment Specialists can help. We work with leading companies across the UK seeking events marketing talent at all levels. For a confidential discussion about your career options, please get in touch with our specialist marketing recruitment team.