The job of Event Strategist is so new, there are too few job descriptions available which can be used as a template when hiring one.
So how does one develop a job description for such a relatively new job that barely exists?
Every job description, even if you’ve hired for the job before, begins with a job analysis.
A job analysis is the process of studying a job to determine which activities and responsibilities it includes, its relative importance to other jobs, the qualifications necessary for performance of the job and the conditions under which the work is performed.
It involves collecting information on characteristics that differentiate jobs, like:
- Knowledge, skills and abilities (KSAs) needed
- Work activities and behaviors
- Interactions with others (internal and external)
- Performance standards
- Financial budgeting and impact
- Machines and equipment used
- Working conditions
- Supervision provided and received
A job analysis is typically conducting by a human resource professional or related professional using a variety of methods like direct observation, interviews with incumbents or other qualified individuals, and highly structured questionnaires.
Because of the limited number of employed event strategist, these methods were not available. Therefore, this job description was developed using job analysis information of closely related jobs and input from industry subject matter experts.
Job analysis information was obtained from O*Net, the Occupational Information Network, a comprehensive database containing information on over 1,000 standardized and occupation-specific descriptors covering the entire U.S. economy. It is sponsored by the U.S. Department of Labor’s Employment and Training Administration.
The closely related jobs reviewed from O*Net were:
- Meeting, Convention, and Event Planners
- Business Intelligence Analysts
In addition, actual job descriptions from closely related jobs were used for comparison. Those job descriptions came from a number of online job sites like CareerBuilder, Glassdoor, Indeed, LinkedIn, and Monster.
Those closely related jobs reviewed from job sites were:
- Director/Manager of Corporate Strategy
- Business Strategist
- Event Planner
- (Strategic) Event Manager
- Event Specialist
Together, these job analyses and job descriptions provided foundational information with which to begin our event strategist job description.
We also sought the input of several industry subject matter experts with hiring experience to review our preliminary job description and contribute additional information, in particular, information regarding emerging competencies (knowledge, skills, and abilities) that will be beneficial to event strategists and their employers or clients.
Finally, we reviewed the Meeting and Business Event Competency Standards (MBECS), a comprehensive description of the competencies (knowledge, skills, and abilities) required of industry professionals. The Certified Meeting Professional (CMP), the industry’s most common and widely recognized designation, is based on the MBECS competency model. Our event strategist job description uses the MBECS as a competency baseline or starting point and point of differentiation.
The MBECS competencies are:
- Strategic Planning
- Project Management
- Risk Management
- Financial Management
- Administration
- Human Resources
- Stakeholder Management
- Meeting or Event Design
- Site Management
- Marketing
- Professionalism
- Communication
While event strategists should be competent in these competency areas, we identified a number of additional competencies that would be beneficial to event strategists and their employers or clients. See “What is an Event Strategist? Part I (Competency Model)”
Sample job description
Job Title: Event Strategist
Department: Events (or the department responsible for producing the majority of internal/external events)
[Note: In addition to working for an internal events department, an event strategist may be employed by an exhibition company, a production company, a general service contractor or other event services company.]
Reports to: Vice President of Events or Senior Management, depending on the organizational structure
Job Summary: The Event Strategist will oversee the formulation and implementation of event strategy for all internal and external events. They will align event strategy with the organization’s business strategy. The Event Strategist will ensure each event realizes its full business potential as defined by senior management.
Supervisory Responsibilities: Depending on the organizational structure, may include the following:
- None
- Recruits, interviews, hires, and trains new event staff
- Oversees the daily workflow of the events department
- Provides constructive and timely performance evaluations
- Handles discipline and termination of employees in accordance with company policy
Duties/Responsibilities: Depending on the organizational structure, may include the following:
- Determine event goals and objectives in consultation with senior management
- Formulate and implement strategies and tactics (event plans) that ensure goals and objectives are met
- Allocate internal/external resources (human/financial ) for maximum benefit
- Assess and evaluate existing event strategies and plans to identify opportunities for performance improvement (event effectiveness)
- Identify event growth opportunities (revenue, sponsorship, products, services, etc.)
- Manage relationships with key event stakeholders, strategic partners and suppliers
- Research market and industry trends that will impact event performance
- Conduct participant needs analysis to ensure event relevance, value
- Identify and evaluate event performance (individual and organizational participant performance; individual and team performance; sponsorship ROI; supplier performance, etc.)
- Excellent verbal and written communication skills
- Extremely organized with great attention to detail
- Excellent management skills with the ability to lead, facilitate, motivate, and organize
- Other duties as required
Required Skills/Abilities:
- Analytics (or solid understanding of collection, analysis, and interpretation or data; ability to manage business analysts)
- Change Management
- Content and Learning Strategy
- Creativity
- Critical Thinking
- Experience Design/Meeting Design
- Needs Analysis
- Problem Solving
Education and Experience: Minimum: Bachelor’s degree in business or related field; Master’s preferred. Five or more years of business or industry experience. Certified Meeting Professional (CMP) or related industry designation preferred but not required.
Physical Requirements: Prolonged periods sitting at a desk and working on a computer. Must be able to lift up to 15 pounds at times.
Hiring an event strategist
Most events of any substance already employ event planners, who immediately save their employers time and money.
The question event owners should be asking themselves is, “Do I also need to hire an event strategist?”
The answer: “Only if you want to realize the full business potential of your event.”
Because of the newness of the role, there’s a lack of individual with the necessary qualifications and experience available to hire. In the short term, you may have to partner with a consultant, multiple consultants or a consulting firm that has most, if not all of the desired competencies.
Eventually, as the industry shifts toward producing more effective events, not just more efficient ones, and academic institutions add the new competencies to their curriculums, there will be more individuals available who can help you realize the full business impact of your event.
Summary: This sample job description identifies the duties and responsibilities for an event strategist. Currently, not many industry professionals meet these qualifications but hopefully, industry leaders will begin to hire these types of individuals to help realize the full business impact of their event.
