Selected founder experience · Business transformation
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International HR tech events portfolio
Delivering rapid revenue, audience and sponsorship growth across an international HR tech events portfolio.
- Sector
- HR tech
- Reach
- EMEA and North America
- Lead
- Konstantinos Zachoudanis
- Focus
- Commercial growth, audience development and operational transformation
Our roleSenior marketing and commercial leadership
This case study reflects work led in a previous senior marketing role.
The challenge
Building the foundations for international growth
The international HR tech events business was entering its next stage of growth and required stronger commercial infrastructure to support its ambitions across EMEA and North America. The remit involved connecting audience acquisition, sponsorship marketing, brand, creative and delegate sales while strengthening the team, data, systems and processes underpinning delivery, and supporting a phased transition from a freemium model towards fully paid delegate acquisition.
The approach
Creating the operating model for commercial growth
As a member of the EMEA and North American leadership team, the role combined P&L accountability with responsibility for audience acquisition, sponsorship marketing, brand, creative and delegate sales. A 14-person marketing and delegate-sales team was built, supported by defined responsibilities, planning cycles, service-level agreements and performance measures.
A unified data taxonomy, new segmentation rules and a single customer view created the foundation for more targeted audience development, with data-acquisition campaigns increasing the prospect database by 200%. A phased commercial strategy supported the transition towards fully paid delegate acquisition through new ticket types, packages and price-break cycles, and paid-delegate sales increased by 60% year on year.
Company-wide AI adoption was led alongside the creation of the organisation's first AI-first marketing team. Specialist external partners were introduced across paid media, data acquisition and selected channels; targeted acquisition activity delivered 110% campaign ROI, reduced acquisition costs by 20% and contributed to year-on-year attendance growth ranging from 30% to 250% across the portfolio.
The results
Revenue, sponsorship and audience growth
0%
Year-on-year revenue growth
0%
Above the overall revenue target
£0M
Qualified sponsorship pipeline generated
0%
Year-on-year increase in paid-delegate sales
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