Faye Goldstraw | Account Director

My life in events started when I was a waitress in a cocktail bar, (no pun intended). I  worked for TGI Fridays in Covent Garden and was roped into managing Christmas for the branch, the second busiest in the UK. I loved the work and a few years later, at the age of 22, I packed my bags for the event management BA at Leeds Beckett University.

One of the best in the country – the tutors wrote the manuals – the course included a year-long work placement, as a venue event manager at Stoneleigh Park in Coventry. There I was responsible for the ‘big picture’ side of events that venues are known for; space rental, facilities, electrics and logistical operations. 

What I loved about working venue-side was the helicopter view you gain of the events industry. You touch upon all the shows at the venue but no individual event is your responsibility. At Stoneleigh Park, the focus was very agricultural with equine events and a range of indoor and outdoor exhibitions. I loved it so much, I returned after University on mat-cover. 

From venue to show organiser side, I worked next with an agency in Leamington Spa, Essential Events. They provided show operations for Upper Street Events on a portfolio of events including Country Living, The Gadget Show and Caffe Culture and health and safety support for other show organisers. The opportunity was both exciting and challenging. Straight in at the deep end, I was involved in operations, floor-plans, exhibitor management, venue liaison, stand plan approvals, health and safety … you name it.

One of the biggest challenges was pushing back on contractors that often didn’t meet regs and agencies with impractical ideas(!) Quite often, exhibitors would submit plans but once we checked for compliance, we found some interesting interpretations!

My venue experience was really handy when working with big venues like NEC and Olympia and I applied that POV when approaching as a show organiser. What I loved working show organiser- side was handling my own show, the ultimate responsibility for everything show-level sat on my shoulders, and though I was only mid-twenties, I loved the way the pressure made me develop. In events, you do hit the ground running! 

The show organiser world is quite cyclical so I jumped at the chance to work with GES, managing show registration as an account manager. My key responsibilities focused on looking after show organisers (see a pattern here?!) and their show registrations requirement, a natural tie-in with my experiences to date. I did learn that data processing and analytics was not necessarily my bag. Registrations can be very desk-based on site and I still remember the first time we used the new photo badging system. 🙂 I did love how an efficient, innovative solution can change a whole client experience.

Another thing I discovered when working in registrations is that I like big picture organisation. For my next role, within a boutique agency based in Daventry, I worked as an account/project manager for just one client, Allison Transmission whose main industry is commercial and defence vehicle propulsion. I looked after their twelve to fifteen show programme, managing both client and project. The work was varied, from booking space to event management, from a 36 SQM booth to 300SQM double deck structure at IAA in Hanover. 

These years were my baptism of fire. I understood operations and exhibitions but the next big step in my career was client management, understanding my client’s services and ways of work. It’s not a quick process, I needed to understand their business and their desires, their language and how they work. Outside of work, I deep-dived into their world, looking at what they have done to arm myself with information, then go to site and talk to as many people as I could. 

I’d roll that knowledge into budget management, which in itself is a dark art! My advice to anyone in project management is to keep your eye on the budget, contingency planning is a big deal. Show to show, year to year, last minute requests will happen. What I loved most about project management was standing back the day the show opened from sourcing, and thinking to myself, ‘I did that.’ That sense of success on the first day of a show is still the absolute best.

I spent the next two years with Freeman EMEA in corporate account management. Another hybrid role, my time there was also an education in production. Using their in-house facility, I saw everything being produced in front of me which was useful and helped my understanding of how things were built, and understanding finishes and production methods from scratch. What I loved about my experience in production is that I found I had less reliance on other people when I came to an event from a place of knowledge. Freeman was a big machine and I realised that I also wanted a role with more autonomy. 

I was therefore thrilled to take a role at 2Heads. I was approached by the agency about a senior account manager role which sounded interesting. I felt I had a choice at this point in my career – continue in project management or to focus on the relationship management side of events. 

My first week I was onsite at Farnborough International Airshow.  My first account was Rolls-Royce’s global show program. Since 2018, I have worked on seven years of global show programmes, two Paris Air Shows, two Farnborough International Show, three Dubai Air Shows and two Singapore airshows. (Phew) and helped navigate my clients through covid planning. What I love about my work as account director is that it brings together everything I’ve ever learned; from venues, show-organisers, registrations, contractors, production, project management and client management.

About Faye

Faye is a member of the Client Services team at 2Heads and currently leads on the Rolls-Royce and Deutsche Aircraft accounts, working with a dedicated team to deliver a range of shows and experiences for her clients. Faye thrives on meeting new people and understanding what makes them tick – and what pushes their buttons!