Power 50 Publication - Flipbook - Page 18
Page 18
Sam Robson
Claudia Stephenson
Sam Trevenna
Group Events Director,
TAG (The Appointment Group)
Managing Director EMEA, INVNT
Co-Founder & COO,
Goose Live Events
Arranging for clients to play football at
Manchester United’s Old Trafford stadium
was a highlight. We delivered a series of
global sales incentives for a club sponsor,
which culminated in a winners’ trip to the
city and 140 worldwide winners playing for
their ‘country’ in the Theatre of Dreams.
Claudia’s career began in the live event
space as an account manager with
Exhibitgroup / Giltspur, leading client
relationships for a global telecommunications client. She was offered a business
development role with Freeman, where
she spent 15 years including moving from
Dallas to London in 2011 to open and build
Freeman's first international operation. “In
2020, as mass gatherings were cancelled
around the world, I opted to take some
downtime for the first time in my life. Being
able to support my two young boys with
home schooling whilst spending quality
time with the family was invaluable. When
I first met Scott Cullather and Kristina
McCoobery - co-founders of brand
storytelling agency, INVNT, and global
interdisciplinary umbrella enterprise
[INVNT GROUP] - I knew their visionary
leadership would result in significant (and
disruptive) growth at a time when
agencies were struggling to survive. And I
knew I wanted to be a part of the growth
for INVNT EMEA.”
Proudest professional achievement:
Most memorable moment:
After a short spell in sports and marketing,
Sam fell into the events industry via a
university friend who had started her own
company, The Ultimate Event Company,
and wanted a business partner. Unfortunately, when trying to grow the company
and become part of a bigger portfolio,
their “dream investors” fell into administration. “Picking ourselves up, we bought the
company back and in 2012, having paid
off the mountain of debt, we looked to The
Appointment Group (TAG) as our next
home. I can hardly believe it’s been ten
years since the acquisition. Today, I head
up the company’s global event team.”
Most memorable moment:
Seeing the growth, progression and
success of our staff is what makes me
happy. Our UK event director Gemma
Collinge came with me from The Ultimate
Event Company as an event manager,
and having had three kids along the way,
now leads on one of our major accounts.
Jon Pyne was a student placement with
me at The Ultimate Event Company in
2009 and has now worked his way up to
being our APAC Event Director. And
Bethany Chamberlain started her TAG
career as an event assistant in London
and is now living in LA as US event director.
Inspiring the next generation:
It’s vital to teach business, budgeting,
financial management and commercial
decision making, as well as event skills, as
part of all training and qualifications, to
give women confidence to move from
delivery to management.
“Our industry is female
dominated but I feel women are still
under-represented in event
company ownership and top
management.”
Starting the UK chapter of a women's
mentorship group that supported
women's development, irrespective of
their role in the business. Our chapter
supported the UK Dress-for-Success
charity and hosted thought-leadership
sessions for female employees.
Biggest challenge:
It comes with age and experience, but
having the confidence to speak up, use
my voice and share invaluable perspectives with others.
Inspiring the next generation:
Mentoring is a great way to support, and I
do seek out talent that has potential and
willingness to grow and learn. I also feel it's
our duty as leaders in the industry, to
support underrepresented groups.
Whether female, multicultural, or from less
advantaged backgrounds – there is so
much more we can do. INVNT are proud to
champion and provide support for
organisations that align to these missions,
and I'm pleased to share that we are
supporting the Brixton Finishing Academy
with this cause in 2022.
Sam started her career as an office junior
back in 1993 for a small agency called
Project MultiMedia. “I never in my wildest
dreams thought I would end up becoming
a co-founder and director of an international event agency - and still loving it 29
years later. My baptism of fire was
organising the Thresher Christmas
Conference at the ICC in Birmingham, a
one-day conference for 1,800 people. We
ran this event for 10 years and it was
where I learnt all my logistics, planning
and production skills. In 2004, when we
established Goose Live Events Ltd, we put
clients and teamwork at the heart of our
business and that is still our focus to this
day.”
Most memorable moment:
Taking my seat at the table at the first
micebook Agency Leaders Retreat. It was
the first time I had put myself out there
and I'm so pleased I did.
At the time I didn't know anyone else
personally, but it has led to some lovely
industry connections which continue to
grow.
Biggest challenge:
My mum passed away around the time
that Project was also sold to new owners.
So, it was a huge time of change both
personally and professionally, but it led to
new opportunities and eventually the
chance to establish Goose. Juggling
family life with an event business is,
without doubt, a huge challenge. But I
hope I have shown my peers and team
that it's possible to do it. It's not easy but
it's worth it.
Person who most inspires me:
I was inspired by Caroline Windsor from
Meeting Point - she was one of the first
women I saw juggling her business with a
family. I also had the chance to meet
Vanessa Cotton in the 90's, an incredible
woman who left a wonderful mark on the
events world.
