Head of Marketing
ZSL Commercial
Events Manager
London Zoo Events
Co-Coordinator
Whipsnade Zoo
Events CoCoordinator
ZSL JOB DESCRIPTION
Job Title:
ZSL Commercial Events Manager
DEPARTMENT:
Marketing
DIVISION:
Commercial and Communication
RESPONSIBLE TO:
Head Of Marketing
APPROVED BY:
JOB HOLDER(S):
HEAD OF DEPARTMENT OR DIRECTOR:
Rich Storton
Job Description Reference Number:
Grade Allocated:
BACKGROUND
Events provide ZSL with the best opportunity to engage with visitors, members, fellows
and donors and to reach new audiences. They are a fundamental part of communicating
ZSL’s mission and also of reaching ZSL Commercial targets. Commercial events have
developed at ZSL London and Whipsnade Zoo’s to include a number of high profile
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profitable flag pole events which deliver over £1M commercial revenue to ZSL in turn
feeding into our important Conservation work.
ZSL is well-placed to run unique, tailored events, in having a range of venues at its
London and Whipsnade Zoos, and events/catering capacity on both sites. Events range
from large scale (c10,000) to smaller more regular events. The events calendar includes
targeted events that cater to a wide range of audiences. Commercial events are defined
as having a commercial impact and benefit to ZSL as well as generating incremental or
additional visitors to the Zoo’s which drive profitability from admissions at both sites.
Commercial events sit alongside and complement our development events as well as
the standard packaged events delivered by third parties on site.
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PURPOSE
ZSL seeks an Events Manager to deliver a programme of high-quality events at both
London and Whipsnade Zoo’s which might include:
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Evening Events at Both Zoos (where the zoo opens for a number of nights in the
summer period)
Launches of campaigns or new Exhibits including Photography Prize
Seasonal Events e.g. Easter, Halloween, Christmas etc.
Family and child-friendly events
Cinema screenings
Third-Party Partnership Events
Events working with IP’s
Behind the scenes visits
Talks by ZSL curators and key staff such as animal keepers
Animal Awareness or fundraising events such as Elephantastic
An example of the events calendar for 2014 is as follows (Silent Cinema, ZAPP, Zoo
Lates, Little Creatures, Boo at The Zoo, Meet Santa, Peppa Pig, Deadly 60 weekend
and activity trail, Big Night Out, Elephantastic)
The ability to launch new successful events is imperative for this role to enable ZSL to
cater for new and existing audiences.
It will need flexibility in working where some elements of roles and responsibilities may
be subject to change. Management of time is critical and excellent project management
skills required. The role will require evening and weekend work as part of a standard
events delivery contract. Some allowance for this will be made with LIEU time although
the post holder should accept this is part of the role.
The post holder will need exceptional interpersonal skills to be able to implement a
number of new and existing events every year ensuring buy-in from all levels of ZSL. It is
imperative that the post holder is sensitive to Animal Welfare issues and is able to be
compliant to the events guidelines agreed by all.
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REQUIRED EXPERIENCE
Outline of the Job
To manage the delivery of a programme of Events at ZSL London and Whipsnade Zoo
which reflect and support the objectives and long term strategy of ZSL in building our
relationships with all of our Supporters including Visitors, Friends, Fellows, Patrons and
Donors. Also, to lead the overall ZSL Events planning and delivery process.
EVENT DEVELOPMENT AND MANAGEMENT
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To devise and deliver a programme of small and large scale commercial events
utilising London Zoo and Whipsnade Zoo to engage ZSL’s key audiences and to
implement events
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To develop Business Cases and work within events guidelines to create new and
existing events and to seek engagement and sign off from all departments
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To generate Targeted revenue to ZSL through consumer events each year at
both Zoo’s with a focus on Admission revenue, Secondary Spend and
partnerships.
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To agree objectives for each event and to report back on the success and
delivery against set targets.
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To undertake Visitor Satisfaction research at each event and track and report
results against set targets.
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To lead Events Committee Meetings and to co-ordinate across all events
departments
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To ensure events guidelines and best practice policies are in place and agreed to
in relation to Animal Welfare Guidelines, Events Safety Plans and Guideline and
Brand fit and appropriateness.
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To work with external parties to negotiate contracts, commercial terms of delivery
and to ensure all third parties are compliant with the agreed terms and conditions
of conduct and guidelines as outlined above.
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To work with External Parties (including IP’s) to negotiate the best terms of
delivery for ZSL
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To have regular update meetings with all key stakeholders in ZSL to review
events and gather feedback – with a specific focus on Animal Teams.
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To work closely with Marketing to develop audience positioning, brand strategy
and creative development for each event and to ensure key information is made
available for the development of business cases and marketing plan
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To present when need to Directors and senior teams at ZSL
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To have in place adequate contingency planning so that management of issues
is effectively dealt with .
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To work with HR to ensure management of seasonal staff and promotional staff
support is managed correctly and within agreed budget limits.
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To work with the Membership team to find ways of engaging Members in our
commercial events and to make sure we support and engage this important part
of the events audience.
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To work with the Development and Sponsorship Team to agree what events, or
elements of events can be used to leverage key corporate sponsorship.
A. KNOWLEDGE AND EXPERIENCE
1. Vocational and Technical skills
 Highly organised with excellent project management skills
 Graduate or equivalent
 Understanding of not for profit sector
 Excellent computer and database skills.
2. Experience
 Five years experience of managing and delivering events ideally in the leisure
sector
 Experience of budget management
 Experience in creating new profitable events
 Proven track record in delivering profitable events
 Direct management of staff
 Be able to demonstrate a high level of planning, prioritising and control, and
ability to establish a systematic course of action to achieve objectives
effectively and efficiently. Appreciates the need to monitor and control
outputs.
3. Interpersonal skills
 Excellent interpersonal, communication and influencing skills and a high level
of credibility are a must for this role.
B. RESPONSIBILITY
1. Human resource management
 Direct line management of two Events Co-Ordinators and co-ordinating other
staff associated with each event
 Manage a number of Volunteers and Interns to assist in the planning and
delivery of events
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2. Physical resource management
 This role will have responsibility for the co-ordination and production of
events.
 The role will have to produce and manage budgets for events.
3. Communication
 Strong communication skills are required.
 Able to communicate effectively with senior management and staff at every
level
4. Liaison
 Liaison with suppliers and with colleagues across ZSL who organise events
 Research and work with contractors for events as necessary
C. MENTAL DEMANDS
1. Judgement and Decision Making
 This role will involve a raft of people in events and he/she will use judgement
about who to involve in the process and at what stage.
 The post holder will be juggling a number of priorities and will be making
decisions with regard to deadlines.
2. Original Thought and Problem Solving
 The role requires imaginative thinking in creating new events to support the
marketing, membership and Commercial functions of ZSL.
3. Concentration
 Project planning for events will require concentration, in addition to the actual
delivery of events.
 Excellent numerical and analytic skills are required ensuring the ability to analyse
data and commercially evaluate activity.
D. WORKING CONDITIONS
Normal office conditions apply.
Regular out of hours and weekends will be required by the postholder
Driving licence essential
The post will be based at London Zoo, although some time will be spent at
Whipsnade Zoo as required to deliver a comparable programme of events at each
site.
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