Laura Weyler
London,UK
Summary
Accomplished professional with extensive expertise in Marketing strategy, budgeting, and P&L ownership. Proven experience in orchestrating large-scale events and delivering exceptional attendee experiences as well as high touch Executive Programs and experiential events. Demonstrated proficiency in driving impact for the business via the events portfolio. Delivers regular cadence in forecasting, management reporting, and performance management. Committed to driving organisational success through innovative strategies and effective leadership.
Overview
20
20
years of professional experience
Work history
Head of Events, EMEA
ServiceNow
London
2024.02 - Current
- Responsible for EMEA Strategic Events comprising of World Forums, Executive programs, Summits, Tier 1 Third Party events
- Lead EMEA's presence as Knowledge (Global flagship event)
- Sets vision and strategy for EMEA events portfolio and team
- Leads and develops high performing team that plans and executes all high touch and scaled Pan-EMEA events
- Conduit between Global and Field Marketing Stakeholders,, supporting EMEA business priorities
- Measures and reports event performance against OKR's and event objectives. Analyses feedback post-events to drive insights and improving customer experience and performance. Runs QTR and YE reporting cadence
- Core Marketing Leadership Team member
- Streamlined processes and workflows, improving efficiency and productivity through AI tools and deeper collaboration
GLOBAL HEAD OF EVENTS & STRATEGIES
Copper Technologies
London
2022.08 - 2026.08
- Led World Economic Forum Annual Meeting strategic activation
- Responsible for Formula E: sponsorship activation
- Partnership programme T1 event activation strategy owner
- Set and created global event strategy all business units
- Built and implemented first proprietary event portfolio
- Implemented end to end event processes, systems, software, KPI's and metrics
- Established ROI and reporting cadence
- Led a diverse team to drive event success
VICE PRESIDENT, GLOBAL HEAD OF EVENTS & CONFERENCES
Wood Mackenzie (Verisk)
London
2015.09 - 2022.06
- Led global team of 22 comprising of Event marketing, content, operations and sales team for pipeline acceleration and commercial event revenue
- Set vision and strategy for global events portfolio and events team
- Established ROO/ ROI measurement for commercial and indirect revenue events, sectorial and regional reporting (QTR, YE). Evaluates data to form future strategies, new event products and continued business recommendations
- Coached, nurtured and developed global events team. Established career pathways, determining core capabilities and best practice as well as setting lattice, ladder and external function pathways
- Transformed event operations, content and marketing by developing a high performing team. Created a centre of excellence primed to drive comprehensive event marketing campaigns, innovation and flawless execution to generate new leads and deliver direct revenue
- Standardised and enhanced the global events experiene whist building agency and supplier relationships to support regional nuances for our customer needs
- Pivoted and set virtual event strategy during global pandemic, continuing customer engagement and driving business commercial goals by implementing new technology, platform solutions and best practices
- Created and implemented the Energy Summit as well as responsible for strategy and delivery of all C-Suite Flagship events
- Selected for first Cohort for FED Change Leader Programme. Leading change management initiatives for the evolving business, ensuring fluid lines of communication and feedback to the Global Exec
- Appointed Verisk Women's Network Board Member
HEAD OF EVENTS, EMEA EVENTS AND OUTREACH
Moodys
London
2014.06 - 2015.08
- Built EMEA events team focusing on Capital Markets.
- Responsible for team and strategy that delivered events across nine verticals for regional research and product business
- Led and managed team of ten event and outreach managers and specialists
- Integrated new management systems and streamlining processes to promote operational efficiency
- Created new engaging formats for flagship events, introducing standardised reporting across business and post event evaluation to build future programmes
- Enhanced sales incentive programs experience in partnership with marketing team, driving internal competitive campaign and delivering new incentive program
- Produced regular progress reports and strategies for action based on customer insights and emerging trends, presented to senior management for forward business planning and budgeting
- Committee member across all business units
VICE PRESIDENT EVENTS
Barclays Capital
London
2010.07 - 2013.10
- Led series of prestigious sporting events aligned to brand positioning and thought leadership business growth initiatives. Managed EMEA events team of eight.
- Barclays Scottish Open: Relocated annual championship from Loch Lomond to Castle Stuart in 2011 in partnership with PGA and European Tour team, resulting in seamless week-long Scottish Open Golf Tournament, hosting around 1000 clients over week as well as general admission and wider audience logistics
- Barclays Premier League: sponsorship event activation, developed program to engage clients; including Premier League Annual Family Day, football hospitality matches and bespoke client events
- Wimbledon: Led Wimbledon renovation for Barclays suite and ran annual Wimbledon C-Suite engagement campaign plan and event experience over two-year period
- Senior Exec and C-Suite Strategic Conferences
CO-HEAD EVENTS
American Express Business Travel
London
2008.10 - 2010.07
- Co head of events function for Business Travel for EMEA and APAC with team of four and partnering with in house American Express agency for execution.
- Travel Partnership event activation
- Delivered ‘Pacesetters' incentive for 700 employees, encouraging high performance, growth of targets and promote key corporate messaging, employee engagement strategies and travel partnerships
- Ran and owned largest EMEA Trade show owned by AMEX
- Planned and delivered senior exec ‘AAA Platinum' incentive for top performing executives at American Express
ASSISTANT VICE PRESIDENT EVENTS
Lehman Brothers
London
2006.10 - 2008.09
Education
Master of Business Administration - Marketing
Mini MBA Marketing
Remote 2026.04 - 2026.07
Skills
- Business Strategy & Strategic Planning
- Budgeting/ P&L Ownership/ Forecasting
- Event Marketing
- Executive Programs
- Experiential Events
- Brand Amplification
- Campaign Planning
- Management Reporting
- Performance Management
Accomplishments
- Grew commercial events portfolio direct revenue +90%
- Created marketing opp >< $20-30M p.a.
- Generated $3M direct revenue in new event products
- Maintained in-person portfolio constantly at CSS Excellent (+87%)
- Increased speaker diversity by avg. 28 points over 3yrs
- Pivoted in-person to virtual events in two-mth in pandemic, increasing name acquisition by avg. 450%
- Developed strategic and operational processes to support collaboration across all business functions
- Improved workplace experience +10 points for WM during the pandemic
PROFESSIONAL DEVELOPMENT
- Mini MBA Marketing
- Future Engage Deliver Program
- CIM Event Marketing
- Harvard Business Review: Executive Leadership Programme
Affiliations
- Yoga, Running, Movies and Live Music
EXPERTISE
- Executive Programs
- Change Management
- Marketing Strategy & Impact
- Centres of Excellence
- Culture Creator
- Critical thinking
- Setting Governance
- Matrix Collaboration
- Evaluation/ ROI Insights
Timeline
Master of Business Administration - Marketing
Mini MBA Marketing
2026.04 - 2026.07
Head of Events, EMEA
ServiceNow
2024.02 - Current
GLOBAL HEAD OF EVENTS & STRATEGIES
Copper Technologies
2022.08 - 2026.08
VICE PRESIDENT, GLOBAL HEAD OF EVENTS & CONFERENCES
Wood Mackenzie (Verisk)
2015.09 - 2022.06
HEAD OF EVENTS, EMEA EVENTS AND OUTREACH
Moodys
2014.06 - 2015.08
VICE PRESIDENT EVENTS
Barclays Capital
2010.07 - 2013.10
CO-HEAD EVENTS
American Express Business Travel
2008.10 - 2010.07
ASSISTANT VICE PRESIDENT EVENTS
Lehman Brothers
2006.10 - 2008.09