Vacancy -- Head of Business Events
Purpose of Post:
Reporting to the Deputy Director – Tourism Development and Major Events, this is an exciting new role responsible for implementing the Cabinet Secretary for Economy and Infrastructure’s (CSEI) specific ambition to develop a fully integrated ambitious cross-sectorial approach to win targeted business conferences and events to Wales from UK and international associations, corporate and public sector meetings, team-building and incentives.
With extensive MICE (meetings, incentives, conferences, events) market experience, they will take a commercial approach to promoting Wales – focusing on delivering real business - aligned with Wales’s priority business sectors and academic, scientific and medical strengths. They will be required to develop new ways of working that will boost Wales’s profile and performance, and help build the competitiveness and capacity of the Wales business events sector to win more business. With excellent strategic planning and management skills, the postholder will develop and deliver a new sustainable approach, harnessing key partners and stakeholders at every level across the public and private sector, including creating a long-term funding model. The post-holder will be responsible for building Wales’s profile as a business event destination and for translating this into brand-defining initiatives, and sustainable business growth.
- Utilising knowledge of the business events sector, work with multiple internal and external stakeholders to build and manage a new team and approach – developing a long-term financially sustainable model - to promote and win business events to Wales, taking account of the diversity of venue types, sector/academic/medical strengths and organisational structures across Wales;
- Recruit and directly manage a small business events team to deliver a fully integrated approach to attracting conferences, meetings and other business events to Wales. Matrix work with relevant colleagues across Welsh Government;
- Research the market and prospect for events aligned with Wales’s medical, academic, business and cultural industries;
- Work closely with Major Events Unit (MEU) colleagues, and across Economy, Skills and Natural Resources, and with public and private sector in Wales to develop a highly effective bid-handling approach for Wales. Bid for and secure events in liaison with business sectors, conference contacts and venues throughout Wales;
- Contribute to the ongoing delivery of the Wales brand strategy and strategic marketing delivery plans, and create a compelling proposition for Wales as a business events destination. Develop high quality platforms and assets and distribute dynamic content;
- Build demand for Wales by developing and delivering marketing and PR plans and programmes, in close collaboration with Marketing colleagues, including platforms for Wales suppliers – web microsite, social channels, events, trade exhibitions and familiarisation trips;
- Set up appropriate approaches and oversee sales activities targeting U.K. and international associations and corporate, incentive and team-building clients;
- Working with key senior level stakeholders within Wales and beyond , taking account of existing approaches across the public and private sector, create and run a national ambassador programme with Wales’s key industry, academic and medical leaders;
- Provide leadership for the industry in Wales, and in conjunction with Visit Wales’s Development department, support initiatives to ensure the highest quality and appropriate skills and customer service are delivered to meet the needs of this sector. Help to build capacity and provision for this market by working appropriately with internal and external stakeholders;
- Build relationships and lever opportunities for Wales with key UK organisations – VisitBritain Business Events team and the Business Visits and Events Partnership in particular;
- Prepare bids for VisitBritain’s Event Support programme, working with relevant event leads within WG and across the public and private sector;
- With consideration of national delegate spend and evaluation work, work with the WG research team to develop an appropriate benchmark, impact methodology and evaluation process for the team’s work and ensure ongoing research and analysis is put in place to monitor and report the success of the new approach to Cabinet Secretary for Economy and Infrastructure and others;
- Develop and manage relationships across the industry and with key public and private sector stakeholders, within and beyond Wales, building a positive collaborative approach;
- Manage external agencies as appropriate to deliver programmes in support of WG priorities – always ensuring an appropriate balance between in-house and external delivery;
- Work with marketing colleagues to maximise the leisure tourism outputs from business event delegates to Wales - through quality partner/spouse programmes as well as encouraging extenders, and repeat business.
The successful candidate will be part of the ESNR Tourism & Marketing senior team and will have access to a range of development opportunities available to staff throughout Welsh Government.
More pay may be available for an exceptional candidate.
Welsh Language Requirements
The Welsh Government acknowledges the importance of developing and growing its bilingual workforce, and welcomes applications for any post from candidates who demonstrate their capability to work in both English and Welsh.
The following list of language requirements represents an objective assessment by the line manager on behalf of the Welsh Government of the Welsh language skills required to undertake the duties of this particular post.
Competencies / Job Specific Criteria
- Making effective decisions - Analyse and evaluate data from various sources to identify pros and cons and identify risks in order to make well considered decisions.
- Collaborating & partnering - Actively build and maintain a network of colleagues and contacts to achieve progress on objectives and shared interests.
- Achieving commercial outcomes - Understand the commercial drivers that will influence a private or third sector organisation and the levers that can be used in negotiating/influencing contractual arrangements.
- Delivering at pace - Act as a role model in supporting and energising teams to build confidence in their ability to deliver outcomes.
Job Specific Criteria
- Management experience within the business events sector with a demonstrable track record of developing and delivering strategies to attract business events, preferably at a destination level. Excellent understanding of the U.K. and international MICE markets, ideally with a well-developed network of industry contacts;
- The post-holder will have excellent leadership skills, experience of handling complex public and private sector stakeholder relationships and of managing a team (ideally with matrix working experience) to deliver multiple projects;
- Strong project management skills and experience of delivering large-scale projects.
How to apply
All applications for this vacancy should be made online via the Welsh Government's online application system. If you have a disability which would prevent you from applying on-line, please e-mail SharedServiceHelpdesk@wales.gsi.gov.uk to request an application pack in an alternative format, or to request a reasonable adjustment related to a disability in order to submit your application.
To apply, you'll need to have an account on our online application system. Click the 'Apply' button below, and you'll be asked to 'Log in' if you already have an account, or 'Register' if you don't yet have an account. Registration takes just a few minutes to complete. You'll need an e-mail address to be able to register. Once you've registered for an account and logged in, you'll be taken to the online application form, which you'll need to fully complete and submit before the deadline on the closing date.
If you’d like to apply for this vacancy in Welsh, please use the ‘Newid Iaith / Change Language’ link at the top of this page, to take you to the Welsh version of this advert, from which you can apply in Welsh.
For further information regarding the Welsh Government recruitment process, please see the Recruitment Guidance for External Candidates (link).
When evidencing your suitability for the post, it is recommended that you refer to the Civil Service Competency Framework (link)