As event companies start to offer paid consultancy services, their ideal hire is no longer a logistics specialist, but a generalist with a hybrid commercial skillset. Photo Credit: iStock/aurielaki
With a job specification that lists such as financial insight, data analysis and business operations experience, a role in events might not be the first one that comes to mind.
The reality is however that today’s event planners need all the above and more.
The typical logistics-centric skillset – covering venue bookings, transport schedules and accommodation – is merely the “entry-level foundation of an event role”, according to Natalie Crampton, founder of Dubai-based agency TEC.
The differentiator today is the ability to think beyond logistics and understand why an event exists and what it is trying to achieve. Crampton says the agency is being engaged more strategically on the destination and venue side, to the point of being akin to a consultancy service.
Consultancy as a paid service
“We are now often approached by hotels, venues and even architects for advice,” she says. “This has become a paid consultancy service for us, where we provide guidance on how to design venues that genuinely work for event planners, while also being adaptable, sustainable and future-proofed.”
“The challenge is that the role has expanded without becoming simple. Event professionals must now balance strategic thinking with operational precision.”
Atika Rosli, managing director, Beyond Events
Atika Rosli, managing director at Beyond Events, says the agency is often brought in early to consult on areas such as cost optimisation and experience architecture, especially across more complex Asian destinations such as Southeast Asia, South Korea, Japan and China.
“The challenge is that the role has expanded without becoming simpler,” she says. “Event professionals must now balance strategic thinking with operational precision.”
“You’re expected to be commercially sharp, creatively bold, and logistically flawless, often all at once.”
Pro-change mindset
Meanwhile, another area where TEC’s Crampton says the agency plays a strategic role is in challenging legacy thinking.
“Many clients run the same event year after year simply because that is how it has always been done,” she explains. “Being external to their organisation allows us to step back and look at the event objectively. In some cases, that means recommending significant change.
“We recently advised a client hosting an 800-person event with multiple audience types that the format no longer worked. Instead, we recommended breaking it into several smaller, sector-specific events, which ultimately delivered far more impact.”
“Being external to [clients'] organisation allows us to step back and look at the event objectively. In some cases, that means recommending significant change.”
Natalie Crampton, founder, TEC
New event job specs
Rosli describes the skills that today’s event planner needs as ‘a hybrid skill set’.
“Strong business and financial insights are essential, as is the ability to negotiate, analyse data, and advise clients with confidence”, she said.
“Sustainability literacy is no longer optional; it’s part of responsible planning,” she adds.
Soft skills remain important in an industry where cross-cultural interactions are the norm.
Strategic thinking, adaptability, cultural intelligence, and clear communication are among the soft skills employers are looking out for.
“When you’re managing stakeholders across multiple Asian markets, understanding the local context is just as critical as execution,” Rosli points out.
With such high expectations being placed on planners, expect to see job titles that reflect how the industry is maturing. Rosli says ‘event strategist’, ‘experience designer’ and ‘client solutions director’ are increasingly being applied.
“These roles signal a shift away from purely operational event management towards a consultancy-led model, where value is measured not just by delivery, but by insight and impact,” she says.