Commercial Events Director

Commercial Events Director, BBC Gardeners’ World Live and Fairs (up to £45,000)

10 month fixed term contract (3 days a week)

Immediate is home to some of the biggest and most loved consumer brands in the UK, including Radio Times, Good Food and BBC Gardeners World magazine. Our trusted, quality content reaches millions of people a month across digital, print, video, podcasts, apps and live events.

We’re the destination for people looking to get more from the things they love. We’re here to inspire, fuel, encourage and educate.

Whether it’s the big things, or the little things; from reaching fitness goals to savouring good food, cultivating outdoor spaces, or enjoying the latest TV sensation – we help bring our audiences joy!

Immediate Live is the UK’s leading consumer events company. From craft and gardening to dance, food and contemporary art, Immediate Live creates events and experiences that connect and inspire highly engaged communities both digitally and live. Premium, passion-led events run across the UK and Ireland, attracting over 650,000 visitors annually.

About the role

As Commercial Events Director, you will manage the P&L for 3 events and lead a team of 4 direct reports plus a wider team of 9 permanents and 2 freelancers across sales, sponsorship, marketing, content and operations. You will oversee the BBC Gardeners’ World Live event plus the BBC Gardeners’ World Fairs (Spring & Autumn), ensuring they meet business contributions through effective budget management.

Your role involves growing the show's contribution by identifying new content opportunities, organic growth, and brand extensions. You will manage and develop the sales, sponsorship, content and marketing teams, working closely with freelance horticultural support and operations to create and implement the event strategies.

Additionally, you will collaborate with the wider Gardeners’ World brands and central teams to align content with brand initiatives, bringing Good Food to life at events and reaching wider audiences to maximise revenues.

You’ll love this role if you;

• Are passionate about events
• Enjoy leading and mentoring a diverse team
• Are a strategic thinker with a results-driven mindset
• Are creative and enjoy coming up with new ideas through the implementation
• thrive in a fast-paced, dynamic environment

As a Commercial Events Director you will;

• Oversee the financial performance of each event, managing the overall show budgets including operations, marketing and talent, ensuring profitability and cost control, and that each event achieves the targeted gross contribution
• In collaboration with the Portfolio Director, deliver a budget and KPIs for each show which will be presented to the wider business 10 months out from the show
• Work with the Portfolio Director to ensure budgets are approved, tracked and monitored, raising any potential revenue issues
• Lead the planning and execution of each event, ensuring all aspects are delivered to a high standard. Coordinate with internal and external stakeholders to ensure seamless event delivery
• Track and evaluate the effectiveness of event activities, sponsorships, and marketing campaigns. Provide recommendations for improvement and ensure continuous enhancement of the event
• Build and maintain strong relationships with key stakeholders, including sponsors, partners, exhibitors, and attendees
• Work closely with the wider Gardeners’ World brand team including Mag, Podcast, .com the Programme team and strategy leads, to ensure that event content is aligned to wider brand initiatives and opportunities to reach data across the wider brand to maximise opportunities for ticket sales
• Build relationships with industry stakeholders, including key companies of influence, media owners, and associations. Explore potential marketing opportunities, event partnerships, new revenue streams, and cost savings from these relationships
• Monitor key competition and identify their strengths and weaknesses versus the show. Attend relevant exhibitions and festivals and networking events
• Ensure that carbon emission tracking is completed in a timely manner for each event, looking for opportunities to decrease the carbon footprint
• Packington planning alongside the Hort Event Manager and Portfolio Director

• Manage and mentor a diverse team, including sales, marketing, sponsorship, and content teams, whilst working closely with a team of operational free-lancers. Provide guidance, support, and professional development opportunities to team members, working closely with direct reports and the wider team to help them achieve both personal and business objectives
• Work closely with the Portfolio Marketing Manager and central Brand Marketing Director and Digital Director to ensure a solid strategy and marketing plan is put in place to hit targets, including visitor numbers and revenue, as well as delivering the right type of visitor. Sign off on the marketing plan with the Portfolio Marketing Manager. Sign off on the creative campaign and monitor collateral on an ongoing basis
• With the Sales Manager, create a sales strategy and plan for each event, including proposals for any enhancements to the show to improve the client experience
• Work with the Horticultural Event Manager and to ensure there is a clear content strategy for the shows, ensuring horticultural integrity and aligning to the hort budgets.
• Lead on recruitment process for any new hires, and be part of the process for more junior roles

• Work with Sponsorship Manager and Sales Manager to develop and implement strategies to achieve sponsorship revenue targets
• Identify potential sponsors, create compelling sponsorship packages, actively to pitch to new and existing clients and negotiate agreements to maximise revenue
• Lead on account management of key clients, focusing on long term relationships with key partners and looking for new opportunities to generate revenue and renew contracts
• Deliver a contribution of £150k to the sponsorship targets across the 3 shows working with retained clients or new business

Requirements

• Proven experience in a senior role within the events industry, ideally working across consumer events
• Strong team management experience, including managing cross-functional teams across marketing and sales
• Sales experience, including closing larger deals and working with key clients/ partners is essential
• Strong financial acumen and experience with P&L management
• Excellent negotiation and relationship-building skills
• Strong organisational and project management skills
• Ability to work independently and as part of a team
• Demonstrate the ability to think strategically

Benefits

• A relaxed working environment with regular socials including a summer festival
• Supportive well-being initiatives and benefits, talks & workshops, and Mental Health First aiders & Champions
• 25 days holiday plus a day for your birthday. Our offices will be closed between Christmas and New Year’s which are in addition to your annual entitlement
• Tailored training and development through both our inhouse learning platform and LinkedIn Learning
• A progressive and transparent culture focused on your development
• Flexible / hybrid working
• Cycle to work scheme
• Enhanced Family Policies including paternity, adoption and surrogacy leave. We also provide a pregnancy loss, fertility, and carers policy
• Competitive pension plans and Life Assurance
• A newly renovated modern office with lots of collaborative spaces

At Immediate, we pride ourselves on our open, inclusive, collaborative, and dynamic culture that empowers our people to thrive and give their best. We care deeply about our people, our local communities and the impact we have on the environment. Our active Diversity & Inclusion network, comprehensive well-being programs, and clear sustainability strategies reflect this commitment.

People are at the heart of our business and creating a diverse and inclusive working environment is important to us. Immediate is an equal opportunities employer. We’ll never treat anyone less favourably because of their sex, gender reassignment, pregnancy and maternity, marital/civil partnerships, sexual orientation, race, nationality, ethnic origin, age, religion or belief or disability. We’re also committed to supporting applications from those who are returning to work following a career break, maternity leave or caring responsibilities.

Immediate is a place you can grow, be supported, and make a difference.