Alba Serrano
London
Summary
Experienced, results driven Music Events & Project Manager with a strong background in brand activation ideation, pitching, and partner acquisition. Skilled in prospecting, networking, stakeholder and account management, and public relations. Proven track record in end-to-end operational project management, team leadership, and coordination of complex projects. Adept at time and budget management across multiple teams. Extensive experience in administration including asset and studio management, budgeting, scheduling, artist and talent acquisition. Proficient in internal communications across production teams and suppliers as well as digital asset management. Competent in contract negotiation, financial management, market analysis, networking expertise, revenue growth strategies, and cross-functional leadership.
Overview
12
12
years of professional experience
2
2
years of post-secondary education
Work History
Director of Partnerships
Brick Lane Jazz Festival | Currently
01.2023 - Current
- Outreach and partnership account management with Yamaha, ICA,and more
- Budget and timeline creation and monitoring across all activations
- Ideation and pitching collaborative festival specific concepts to brands and artists
- Contracting and monitoring of asset delivery and contract compliance
- End-to-end delivery from concept to fulfilment of all digital and live campaigns
Projects Manager I Consultant
Future_Sound
01.2022 - 08.2023
- Ideation for brand activations in the music and sports sectors inc. pitch presenting
- Project Management of partnerships with clients including The Pavillion Club, Dubai7s, The Lifestyle Agency, Metropolitan Mayfair, and Hacienda Xamena Ibiza
- Budget and timeline creation and monitoring across a range of activations
- Talent and event management across a range of off-site locations
- Freelance team hiring, briefing and management across a range of events
Development Events Manager
The National Theatre
11.2021 - 05.2022
- Account management and execution of live and digital events and conferences for partners including American Express, Bank of America, Audible, Sky Arts, British Land, Meyer Sound, Charles Stanley, Citi Group, Delta, as well as individual Patrons
- Managed and coordinated all aspects of events, ensuring seamless execution
- Management of timeline and budgets across a range of diverse activations
- Managing local and international stakeholder relationships working with partnership account managers to sensitively cater to their cultural specificities via experiences
- Coordinating 3rd party suppliers for a wide variety of creative services, briefing and managing invoice and payroll in tandem with theatre’s accounts department
- Event Manager for the 2022 Up Next Gala - with a budget of £500,000 and an accomplished £40 million fundraising target. Responsible for donors’ and winners’ experiences alike, throughout end-to-end fulfilment of auctioned item delivery, including Dinner with Cate Blanchett, and Golfing with Damian Lewis.
- Logistical delivery of on-site, off-site and virtual experiences for a wide range of general audiences, from families to 3rd party partner clients, and patrons
Event Manager
The Pacha Group
Mykonos, Greece
05.2020 - 10.2021
- Operational and logistic management of daily music events
- Artist liaison and audience experience manager
- Booking travel, accommodation and services for touring artists
- Account manager for partners Inc. Netjets, Condé Nast and Kodak
- Creating detailed KPI performance review of all activities
- Strategised attendee engagement activities to heighten event experience
- Facilitated crisis management, maintaining calm in high-pressure situations
- Oversaw guest registration process ensuring a warm welcome for all attendees
- Conducted venue inspections for optimal space utilisation
- Implemented promotional strategies, increasing event visibility
- Streamlined communication protocols for clear and efficient exchanges
Account Manager
String&Tins
01.2018 - 08.2020
- Communicating briefs with in-house creative team
- Account Management for Audi, Honda, Virgin Mobile, Just Eat, BBH, and more
- Budget allocation tracking and engineer hours monitoring per project
- Coordinating workflow across engineers, studios, and projects
- Asset management across platforms and sharing devices
- Licensing VOs, library music, and freelancer compositions
- Front of house maintenance and client experience
- Achieved client satisfaction by managing key accounts effectively
- Led team meetings for efficient communication and project updates
- Coordinated with finance department to manage account finances efficiently
- Conducted market research to stay abreast of industry trends
Event Director
The Old Truman Brewery
04.2014 - 12.2020
- Co-founder of Juju’s Bar & Stage - running both private and public programs
- Co-founder of 91 Living Room, an independent grassroots jazz venue
- Managing startup budgets of £500,000 turning profits in the first year
- Branding all events and curating community through influencer marketing
- Sponsorships Director with Havana Club Rum, Crystal Head Vodka, Jack Daniels
- Partnerships Director with groups inc. Nobu Hotel, Town Hall Hotel, The Hoxton
- The Truman Brewery Members’ Communications Coordinator
- Support Manager for D&AD Festival
- Event Director in collaboration with Free Range Art Fair, Balance, Photo London
- Fostered strategic partnerships for business growth through exclusive networking events
- Strengthened client trust, consistently delivered on promises whilst maintaining high service standards during customised private functions
- Improved attendee satisfaction with meticulous planning and attention to detail in all aspects of event organisation
Assistant Producer
Live From Abbey Road Studios, Channel 4
09.2012 - 01.2013
- Managing partnership with VolksWagen Beetle
- Booking crew, and coordinating shoot schedules
- Researching artists and preparing interviews
- Artist liaison and management
- Streamlined production process by coordinating efficiently between various departments
- Ensured timely completion of projects by managing the production schedule meticulously
- Coordinated with directors for efficient execution of filming
- Prepared necessary equipment for shoots, ensuring no delays or technical glitches
- Monitored daily progress against schedule, keeping project on track
Education
Master of Business Administration - Creative Business for Entrepreneurs and Executives
National Film & Television School
UK 01.2018 - 01.2020
Skills
- Ideation, Pitching and Partner Acquisition
- Project management
- Digital marketing understanding
- Fundraising techniques
- Prospecting and networking
- Stakeholder management and public relationships
- End-to-end operational project management
- Team leadership and coordination of multiple, simultaneous, complex projects
- Time and budget management as Project Manager across multiple teams
- Administration including asset and studio management, budgeting and scheduling
- Artist and talent acquisition, relations and management
- Internal communications across production teams and suppliers
- Digital asset management
- Contract negotiation
- Financial management
- Market analysis
- Networking expertise
- Revenue growth strategies
- Cross-Functional leadership
Accomplishments
2017 European Commission
Cultural Connections Bursary
2016 Equity Charitable TrustEmerging Director Award - 1st place
2016 Sky Arts Award SchemeCreative Producer - Runner Up
2007 Guildhall School of MusicSinger of the Year
Languages
French
Fluent
Spanish
Native
Timeline
Director of Partnerships
Brick Lane Jazz Festival | Currently
01.2023 - Current
Projects Manager I Consultant
Future_Sound
01.2022 - 08.2023
Development Events Manager
The National Theatre
11.2021 - 05.2022
Event Manager
The Pacha Group
05.2020 - 10.2021
Account Manager
String&Tins
01.2018 - 08.2020
Master of Business Administration - Creative Business for Entrepreneurs and Executives
National Film & Television School
01.2018 - 01.2020
Event Director
The Old Truman Brewery
04.2014 - 12.2020
Assistant Producer
Live From Abbey Road Studios, Channel 4
09.2012 - 01.2013
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