Each week we will focus on a StandOut individual who has been extraordinary within the events industry. This week it is Emily Waind, project manager at Seen Presents

How did you get into the events industry? Where has your career taken you and what roles have you enjoyed?

Lots of people say, “I always wanted to do events from a young age”, but I would be lying if I said this was the case for me too. I wanted to be a doctor, but when I didn’t get a place at medical school, I pivoted to studying biological sciences. I was also really into music, so I started helping organise events with some friends. Before I knew it, I was running these bi-weekly, across multiple nights, and even co-organising a small festival. I enjoyed it so much that I swapped out one of my modules for events management. The rest was history, as they say.

What is it about your job that you love doing?

Taking a marketing problem, figuring out how to solve it, designing an event to address it, and then bringing that vision to life. Events have a unique power to create emotional connections, and witnessing those moments first-hand is incredibly rewarding. This emotional impact feels deeper than other forms of marketing like TV ads or billboards. I also love going on-site and experiencing the team camaraderie. There’s nothing more satisfying than seeing all our hard work come together as a successful event.

What’s been the stand-out moment of your career so far?

I’m still early in my career, but the first event you deliver as the lead is extremely memorable. Mine was the “Be a Cat Café” activation for the cat food brand Felix, where guests literally pretended to be cats. It featured a giant cat flap and lots of quirky touches…

Additionally, I got to go to Cannes Lions for the first time this year as Seen Presents are responsible for producing the iconic Netflix rooftop. This year’s activation was an incredibly immersive multi-area setup showcasing some of their biggest upcoming titles—this year included Squid Game, Emily in Paris, The Gentlemen, Bridgerton, Stranger Things, and Senna. Along with producing the event, it was inspiring to see how other brands showed up at Cannes.

What’s been your biggest achievement? Equally, what have you done that you can now look back on and cringe?

It’s hard to pinpoint a single achievement as every event brings me a huge sense of accomplishment. However, landing my role as a project manager at Seen Presents has to be up there. The team are amazing to work with, and it has given me the opportunity to work on so many cool projects. Right now, I’m writing this from a hotel next to the San Francisco 49ers Stadium, where we’ve designed a Tailgate experience for DIRECTV – complete with a 30-foot giant inflatable of George Kittle’s head on the roof!

As for cringe-worthy moments, there are plenty to choose from, especially early in my career. One that stands out was a project for adidas during the launch of its new store at Battersea Power Station, called the adidas Empower Station. The pop-up experience celebrated the power of sport with fitness sessions, panel talks, and meet-and-greets with renowned athletes. I had created the schedule and briefing docs, so naturally, I was tasked with briefing the talent – Max Whitlock, Jazmin Sawyers, Lauren Rowles, and the Brownlee brothers. A section of my briefing ended up on Jazmin’s Instagram story, and it’s safe to say there was an excessive use of hand gestures…

What key pieces of advice would you give to someone starting in events?

Ask questions. The events industry can be complex, with many moving parts, so don’t be afraid to seek clarity from colleagues, vendors, or clients. Asking questions helps you grasp the finer details, anticipate challenges, and avoid overlooking key elements. You’ll never know if you’re doing a task correctly if you don’t ask how it should be done in the first place.

What career goals do you have and where do you see yourself heading? For example, is there an event that you would love to work on but haven’t?

I love producing events abroad in new markets. It brings new challenges and the opportunity to immerse myself in different cultures. An event that works in London might not necessarily resonate in America, so it’s crucial to adapt events to fit the local audience. I love understanding these cultural differences and crafting experiences that are successful in those specific markets. Ultimately, I’d love to spend time living and working abroad – wherever that may be. I’d also love to get more into the strategy of events to further understand what we do to find that red thread!

On a more specific note, I’ve always loved sport, so working with brands that create experiences at sporting events is a dream. I’m a huge F1 fan so, producing a fan zone experience for this would be very high up on my list.

If you would like to nominate someone for #EventProf of the week, please email marketing@standoutmagazine.co.uk.