Description

I don’t just plan events—I design strategies that drive business impact. With over 20 years of experience, I specialise in leveraging events as a strategic tool to enhance brand positioning, generate leads, and support business growth. My expertise lies in aligning events with company goals, optimising CAPEX/OPEX, and measuring ROI to ensure tangible success.

💡 Strategic Approach: Events today are more than just experiences—they are powerful business assets that can transform industries, shape brand narratives, and deliver measurable outcomes. I focus on:

🔹 Developing Multi-Year Event Strategies that align with business goals and market trends.

🔹 Optimizing Budgeting & Financial Planning (CAPEX/OPEX) to maximize event ROI.

🔹 Designing Event Programs & Formats that drive engagement, lead generation, and retention.

🔹 Leading High-Performing Teams & Stakeholders to execute large-scale events efficiently.

🔹 Analyzing Industry & Competitor Trends to innovate and elevate event experiences.

I lead with energy and optimism, fostering collaborative and motivated teams who do the job creatively and efficiently. My colleagues often describe me as dynamic, generous, and innovative—qualities I bring to keep teams aligned and projects moving smoothly.

🔍 My passion? Elevating events from logistics-driven executions to high-impact business strategies that transform the audience's experience. Whether it’s a corporate event, trade show, VIP gathering or large-scale experience, I bring a mix of vision, leadership, and data-driven decision-making to deliver success.

📩 Let’s connect if you’re looking for an Event Strategist who drives results through innovation, efficiency, and strategic event planning.

Languages

Spanish
Basic
French
Native or bilingual
English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

YML Consulting
Senior Event Project Manager (Freelancer)
January 2012 - Today (14 years and 5 months)
London, England, United Kingdom
Clients include Phrenos, Insurance Europe, Philips IGTD, GaiaX, OpenForum Europe, Cecoforma, Mediscript, Design Business Association, and Drug Information Association.
• Appointed to develop a strategic plan to market mature or new events, seeking clear positioning, differentiation, and continuous innovation to generate revenue streams and delegates' satisfaction.
• Led strategy, planning, and execution for corporate conferences, symposia, workshops, trade fairs, and awards (30-1,200 delegates, 50+ exhibitors).
• Directed end-to-end event production, from concept to execution, securing high-profile speakers, sponsors, and partnerships to maximise event impact and revenue.
• Managed event budgets from € 620K to € 2M, ensuring cost control and agency profitability.
• Negotiated and managed vendor contracts, venues, freelancers and supplier deliverables.
• Successfully delivered 40+ high-impact events annually, driving brand presence and market positioning.
• Designed and launched marketing campaigns, social media activations, and digital engagement strategies.
• Executed high-impact EC/DGs events that enhanced EU visibility and delegate engagement, consistently achieving 12-15% ROI.
Recent Achievement:
• As UNICEF's Account Manager ( Sept 2024), won the bid, took the brief, pitched the concept and successfully designed and delivered a 3-day workshop, including storytelling and gamification, sprint-run the production of all the material and coms for 30 African Country Reps. Obtained 98% delegates' satisfaction and Giga Team 10/10 NPS. Realised a ROI of 40.2%.
• At Cecoforma, appointed as Team Lead/SPOC to deliver the bi-annual hybrid European Cluster Conference, Sept 2022, in Prague. Manage a budget of € 620k for 500+ delegates, 35 speakers and 30 exhibitors. Led a consortium of 3 contractors, a team of 4 PM and 20 suppliers across Europe.
European Medicines Agency (EMA)
Team Leader - Conference Organiser
September 2006 - December 2011 (5 years and 3 months)
London, UK
European Medicines Agency (EMA) is a public body responsible for the scientific evaluation and administration of medicines. The Meetings & Conference is a professional service department that organises more than 400 meetings per year for 20,000 delegates.
• Joined the organisation with primary responsibility for leading all events pertaining to the Enlargement Programme, producing the annual conference, quarterly workshops and monthly training for 30 to 500 delegates in London and Europe.
• Reported to Head of Meeting and Conference; leading, inducing and appraising a team of 2 Event Coordinators, 1 Finance Assistant and 1 Intern, and assessing team's performances.
• Led all events related to the Enlargement Programme, managing conferences for 200-500 delegates with a €900K annual budget, achieving satisfaction ratings of 97%.
• Developed SOPs to ensure consistent event quality and compliance with EU protocols.
• Designed marketing strategies that increased attendance by 25% year-on-year and generated €160K in excess revenue.
• Implemented cross-platform marketing initiatives: activated the LinkedIn group; launched the micro-website with webcast and slide kits; designed the first online registration form, secured up to 5 national press interviews and public appearances for National News TV broadcast.
• Contributed towards a 100% successful external audit by developing evaluation forms.
Federation of European Cancer Societies (FECS /
Logistics Coordinator
April 2005 - August 2006 (1 year and 4 months)
Brussels, Belgium
FECS is a PCO that produced, on behalf of its 6 European oncology members, large-scale conferences with 7 parallel sessions, in Europe.
• Coordinated logistics for conferences attended by 800 to 12,000 delegates 700 international speakers, 100+ exhibitors, with budgets up to €8.5M.
• Curated elite experiences such as VIP dinners for selected speakers: 200 at the Senat (Paris), 300 at Opera de Nice (Nice), Monet Exhibition (Grand Palais).
• Successfully launched the first 2-day Patient Programme for 300 patients and 60 speakers.
• Managed and controlled budgets of up to € 8.5 m., delivered multiple events securing a ROI of 9%-21 %, and secured average delegates satisfaction rating of 87%-92%.
• Negotiated new services and secured an additional 3-5% fee from all supplier sales.
• Spearheaded the creation of a new exhibitor package which generated €1.2m revenue.
• Developed a new sponsorship promotion, securing €900k revenue and 40% in pre-sales.