Entrevista exclusiva de Laura Pett sobre sua jornada até o cargo de diretora de eventos

Você pode compartilhar uma breve visão geral da sua trajetória profissional que o levou à sua função atual?

Depois de concluir meu curso universitário de Design de Produto, consegui um emprego como Assistente de Marketing, em janeiro de 2017, em uma empresa de jogos terrestres, onde gerenciei o extenso cronograma de exposições globais. Depois de um ano movimentado, fui promovido a Executivo de Marketing. Durante meus 3,5 anos aqui, adquiri experiência na organização de estandes de 10 m² a complexos estandes de 240 m² com dois andares. Com a criatividade bem definida, comecei a me concentrar e aprendi rapidamente o lado comercial e de marketing das coisas. Lidei com vários contratos e gerenciei processos de licitação, inclusive escrevendo os resumos iniciais até a negociação de custos e a concessão do negócio. Depois disso, gerenciei o planejamento, as operações, a logística e a entrega, além de realizar análises pós-evento. Alguns podem dizer que minha paixão por eventos veio do fato de eu ter sido lançado no mercado e experimentado a agitação da ICE London um mês antes de começar.

A Covid colocou uma pedra no sapato quando se tratava de eventos presenciais, e fui demitido em julho de 2020.

Um mês depois, encontrei um emprego como executivo de marketing, dessa vez no setor de defesa. Um desafio novo e empolgante (com muitas abreviações técnicas para aprender, IYKYK), no qual, assim que entrei, assumi a organização, a promoção e a apresentação da série de webinars, projetada para oferecer sessões educacionais e envolventes com tópicos e demonstrações de ponta. Ajustar-se à vida de realizar eventos por trás da tela provou ser uma nova e agradável habilidade com oportunidades de vendas significativas. No entanto, 18 meses depois, quando o mundo começou a se abrir novamente, eu desejava voltar ao setor de jogos em uma função voltada para eventos.

Em dezembro de 2021, retornei ao setor de jogos como gerente de eventos. Utilizando o conhecimento acumulado em gerenciamento de eventos e colaborando com as principais partes interessadas, até o momento, gerenciei estandes de 37 m² de um único andar até gigantescos estandes de dois andares de 650 m². Com cada vez mais responsabilidades, orçamentos precisos (sangue, suor, lágrimas, gim rosa) e crescimento contínuo na geração de leads liderados por eventos, em dezembro de 2023 fui promovido a diretor de eventos globais.


Quais habilidades ou qualidades você acredita serem cruciais para o sucesso em cargos seniores?

Quanto mais eventos você realiza, percebe como o setor é pequeno e bem conectado. É fundamental que você seja capaz de desenvolver e manter relacionamentos próximos. As qualidades a seguir permitirão que você prospere em sua função e avance para cargos seniores.

 

Seja um bom comunicador – É um clichê, mas a comunicação é fundamental, especialmente em eventos.

Para realizar um evento bem-sucedido, você terá que se relacionar com muitas pessoas diferentes, com idiomas diferentes e hierarquias diferentes.

Internamente, você trabalhará entre os departamentos para garantir que as exposições que você entregar funcionem para todos. Você terá de aprender sobre o produto, os mercados-alvo, os clientes potenciais, os clientes e os concorrentes. Tecnicamente, você precisará conhecer os USPs e as inovações que diferenciam o produto. Esteja aberto a aprender, faça perguntas e entre em contato com seus colegas quando você precisar.

Externamente, você estará coordenando diferentes fornecedores e serviços; deve ser uma prioridade criar um círculo repleto de fornecedores confiáveis, com o objetivo de usá-los no futuro. Para desenvolver essas conexões, você precisa dar a energia que deseja receber com educação e transparência.

Fique por dentro de tudo com grupos do WhatsApp, bate-papos em equipe e chamadas regulares.

Seja organizado – Você gerenciará tanto fornecedores externos quanto partes interessadas internas, e todos dependerão de você para reunir tudo. Crie planilhas e linhas do tempo, escreva listas e defina lembretes. Certifique-se de que suas pastas sejam claras e abrangentes.

Seja proativo – Para prosperar em eventos, você precisa ter iniciativa, uma boa atitude, ser capaz de resolver problemas e fazer as coisas. Você pode realmente perceber quando um gerente de eventos se esforça ao máximo (e volta – como eu fiz quando voei para gerenciar um evento no Brasil dois dias depois do meu próprio casamento, que loucura!)

Seja agradável
– Essa dica está relacionada a ser um bom comunicador, mas é importante lembrar que é uma via de mão dupla com os fornecedores, pois eles também precisam querer trabalhar com você. Você precisa entender os diferentes tipos de pessoas e ser capaz de reconhecer o quão formal ou informal você pode ser com elas para manter um ótimo relacionamento. Mostre sua personalidade, pergunte como foi o fim de semana e converse com eles. Seja amigável, acessível e não queime pontes – você nunca sabe quando precisará recorrer a alguém!

 

Você é o especialista em eventos, ou seja, uma fonte de conhecimento, acredite no que pode realizar e certifique-se de formar a melhor equipe ao seu redor para ter sucesso.

 

Como as organizações podem apoiar e promover melhor a diversidade de gênero em cargos de liderança?

 

Equipes diversificadas podem desenvolver ideias mais inovadoras, com acesso a vários pontos de vista, o que leva a uma maior produtividade geral. Há várias maneiras de defendermos a diversidade de gênero, que é fundamental para alcançar uma estratégia de negócios e maior lucratividade.

Para uma mulher em um setor fortemente dominado por homens, é muito evidente que há uma falta de representação feminina em cargos de liderança. É importante capacitarmos as mulheres para que cresçam e desafiem os preconceitos e estereótipos inconscientes.

É fundamental promover a igualdade de oportunidades no local de trabalho. Isso significa implementar procedimentos para evitar a discriminação quando se trata de recrutamento ou promoções. Garanta que a remuneração seja justa, converse sobre desenvolvimento de carreira e adote planos de carreira não lineares.

O horário de trabalho flexível, o trabalho híbrido ou remoto melhorou a qualidade do equilíbrio entre trabalho e vida pessoal dos pais (e dos pais 🐾). Muitas vezes, vemos menos mulheres em cargos de liderança devido a compromissos familiares, portanto, criar uma cultura que valorize esse equilíbrio ajudaria as mulheres a prosperar. Felizmente, trabalho em um ambiente que apoia esse tipo de flexibilidade, promove o descanso e oferece iniciativas de bem-estar.

Para que haja um ambiente diversificado, é importante que as mulheres sejam incentivadas a se envolver e a avançar em suas carreiras. Oferecer treinamento para progressão na carreira e habilidades para a vida pode ser uma forma de aprimorar a qualificação dos funcionários e também prova que vale a pena investir em você.

É interessante notar que aqui na Sportingtech temos a sorte de ter mulheres incríveis em cargos de liderança e uma equipe sênior incrivelmente diversificada em termos de gênero. 40% da Equipe de Liderança Sênior são mulheres, o que é uma declaração poderosa, provando que, se você trabalhar duro, pode chegar ao topo. Em toda a empresa, há diferentes gêneros, raças, religiões e crenças representadas em todos os níveis, felizmente em um ambiente de trabalho respeitoso e solidário.


Que conselho você daria para as pessoas que desejam ocupar cargos de liderança e de alto escalão no setor de eventos?


O setor de eventos é um mundo maravilhoso, repleto de profissionais de marketing, organizadores, criativos, gerentes de projeto, fornecedores, contadores, construtores e muito mais. Para ter sucesso no setor de eventos, você terá que trabalhar em harmonia com todas essas profissões.

Para quem deseja exercer uma função sênior ou de liderança em eventos, eu aconselharia você a trabalhar duro e se envolver. Você absorve tudo como uma esponja e aprende com os erros e com o feedback. Você deve ter o desejo de inovar e melhorar, e uma veia competitiva para sempre dar o melhor de si. Acredite em você, seja gentil e aumente seu círculo.

E, como nota de despedida, deixarei você com duas frases que me ajudaram a chegar onde estou hoje:

  1. No question is a silly question
  2. When You ASSUME, you make an ASS out of U and ME

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Disclaimer

SPORTINGTECH LIMITED

The information contained on the website www.sportingtech.com (the “Service”) is for general information purposes only.

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Privacy Policy

Sportingtech Limited (“Sportingtech” or “we”) owns and operates the website www.sportingtech.com. This Privacy Policy is intended to inform you of the guidelines we have structured regarding the collection, use and disclosure of the personal data and information that we gather from you via the Sportingtech website. Further to this, our Privacy Policy also details the way in which we process, store and protect all user data.

Introduction

Under the guidelines of this Privacy Policy, the “Data Controller” is the company that determines the purpose and processing of personal data.

Sportingtech Limited acts in its capacity of Data Controller in terms of the EU Regulation, thereby determining the purpose and processing of your personal data. For more information on the contact details of the Data Controller, please refer to Section 8.

Please note that in using and/or browsing and/or visiting this website, you hereby agree to be bound by the guidelines of this Privacy Policy.

Information collection

Should you ever need to use our contact form for general enquiries or to schedule a demo, you will be required to provide certain personal details including your name, email address and telephone number. Once you have done so, this data will be processed in order for us to provide you with the support you require, and to maintain accurate records for our database. This will also serve to improve our website and the users’ experience and allows us to potentially enter into a business contract with you in the future.

Information usage

Such information referred to in Section 2 will be used, processed and stored in order for us to:

  • Contact you with regards to any Sportingtech events, products or services you may be interested in.
  • Carry out certain profiling of you and your website activity in order to improve your customer experience, serve you relevant content and send you more targeted marketing and email communication.

In the event of these occurrences, your personal information will be processed for the purposes of offering you products, services, or marketing opportunities that may be of interest to you. Should you wish to opt out of these at any time, you may follow the instructions included in our communication in order to unsubscribe from our mailing list.

Cookie policy

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Information sharing and disclosure

Your personal information, as referred to in Section 2, will not be distributed to any third party outside the Sportingtech group, with the exception of certain circumstances, such as:

Legal compliance

From time to time we may disclose your personal information to law enforcement, the government, or any authorised third parties to the extent that the law requires, in order to a) comply with any legal obligations, b) respond to any claims made against us, or c) respond to any requests regarding criminal investigations, alleged illegal activity, or any activity that may leave Sportingtech, our users, or you open to legal liability.

Under these circumstances, your personal information may be shared in order to protect our business and its legal rights.

Third-party service providers

From time to time we may make use of third-party service providers in order to offer certain website or payment-related services. These service providers may or may not rest within the borders of the European Economic Area (EEA).

Rest assured that these providers will only ever have limited access to your personal and/or financial information, and are contractually bound to safeguard your details, and to only use them for the specific purposes for which they were disclosed, in association with the guidelines of this Privacy Policy.

Should you wish to procure a complete list of the third-party service providers with access to your information, please contact us.

Corporate affiliates

From time to time we may share your information with any member of the Sportingtech group (including our holding company and any subsidiaries) for legal purposes as laid out in this Privacy Policy.

Aggregated data

From time to time it may become necessary for us to aggregate or combine certain user information in an anonymised manner for the purposes of compliance, analysis, marketing, advertising, profiling or similar.

Business transfers

Should Sportingtech ever be involved in business transfers such as a merger, acquisition, sale of assets, bankruptcy, insolvency or similar, our assets, including any connection you may have with such transfers, may be sold, shared or transferred in the interests of the completion of the transaction. In the event of such a transfer occurring, we will notify you prior to your information being shared, and ultimately falling under the guidelines of a different privacy policy.

Information subject rights

Note that under the General Data Protection Regulation, you have the right to access, update, move and delete certain personal information; additionally you also have the right to restrict the processing of your data in certain cases. Any queries you make regarding your data will be reviewed on a case-by-case basis, with the collection and processing of your data, the nature of the data itself, and any relevant legal or operational strictures being taken into account.

In order to exercise your rights in this regard, please contact the Data Controller by sending an email to compliance@sportingtech.com. Note that you may be required to verify your identity before any action can be taken. Also bear in mind that since these rights are a courtesy, and not absolute, we may refuse your request, or only be able to comply with certain parts of it.

Inaccurate or incomplete information

Should you notice any inaccuracies or omissions in your information, you have the right to ask Sportingtech to correct or update it.

Access and portability

Should you wish to access any personal data retained by Sportingtech, you have the right to request that this be sent to you in an easily readable format, or that it be sent to another third party, where possible.

Retention and deletion

Your personal information will be retained for as long as the contract between us exists, and for as long as it is needed for legal obligations. Once it no longer becomes necessary for us to retain your information, it will be deleted, provided there are no legal obligations that require we retain it for longer.

Should it no longer be necessary for us to retain or process your data, you have the right to request that we delete it. Similarly should you withdraw your consent, object to our retention of your data, determine that it has been unlawfully processed or that erasure is legally required, you may request that your information be deleted.

Please note, however, that certain exclusions to deletion do apply, such as in cases of processing being necessary for legal compliance or legal claims, or for exercising the right to freedom of expression and information.

Withdrawal of consent and processing restrictions

In the case of Sportingtech having requested your consent for the processing of your data, and there being no other legal considerations, you may withdraw your consent for processing by either changing your account settings or by sending an email to compliance@sportingtech.com with specific instructions as to which consent you withdraw. Note that this withdrawal of consent will not affect the legalities of any data processing based on your consent, prior to its withdrawal.

Further to this, certain laws may give you the right to limit our processing and management of your information, such as where a) you dispute the accuracy of your information, b) you determine the processing to be illegal, c) your information is no longer needed by Sportingtech, but you need it for the purposes of legal claims, or d) you have objected to the processing of your information (as per the following section) and this objection is pending verification based on whether the legal concerns of the Data Controller override your own.

Processing objections

Should it be in Sportingtech’s legal interests, you have the right to object to the processing of your information. However, please note that we will continue to process your information should there be a legitimate interest to do so, or should we have compelling grounds to do so that do not conflict with your personal rights and freedoms.

If you object to any direct marketing opportunities from Sportingtech, you may opt out of these via your account settings or via the unsubscribe instructions in our communications; you also have the right to object to any demographic profiling with respect to its direct marketing concerns.

Complaints

Please note that should you have any complaints about the Data Controller’s management of data processing activities, you are welcome to contact your respective Data Protection Authority. Please refer to Section 8 for the relevant details.

International information transfer 

For the sake of our global operations, it may from time to time become necessary for us to transfer, store, and process your information within the Sportingtech group, or share it with various third-party service providers outside Europe for the purposes described herein.

Should we ever see fit to transfer your personal information outside of the EEA, rest assured that we will take all necessary steps and precautions to secure your information in accordance with this Privacy Policy. These safety measures may take the form of standard contractual clauses, binding corporate rules or any other methods deemed acceptable in terms of data protection measures required by the EEA.

Should you wish to procure a complete list of the third-party service providers outside the EEA with access to your information, please contact us.

Contact us

Should you have any questions regarding the Sportingtech Privacy Policy, the methods in which we handle and manage your information, or wish to exercise your rights under the Data Protection Laws, please contact our Data Protection Officer at compliance@sportingtech.com. Alternatively, you can use the address details below to contact the Data Controller via post or use our website contact form to send a digital request.

Sportingtech Limited

Address: MK Business Center, 115A, Floor 2, Valley Road, Birkirkara, BKR9022, Malta

Complaints

Please note that should you experience any dissatisfaction with our handling and management of your personal data, you are welcome to file a complaint with your respective Data Protection Authority.

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