Each week, we will focus on a StandOut individual who has been extraordinary within the events industry. This week it is Helder Paulino, head of optimisation at London Marathon Events.

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

I entered the events industry two years ago when I joined London Marathon Events and Athletic Ventures as head of procurement. My background before that was in fashion, retail, property management, and FMCG – sectors where commercial acumen, supplier strategy, and operational efficiency are essential. That experience gave me a strong foundation to bring a fresh perspective to procurement in the events world.

Over time, my role expanded, and I was promoted to head of optimisation while continuing to oversee the procurement function. It’s been an exciting transition – from managing complex supply chains and contracts to now shaping how we deliver major sporting events with maximum impact and efficiency.

What I’ve really enjoyed is being at the intersection of strategy and delivery. Whether it’s negotiating supplier partnerships, improving operational workflows, or finding smarter ways to enhance participant experience, every event brings a new challenge. The pace, purpose, and visible outcome of events make it incredibly fulfilling work.

What is it about your job that you love doing?

What I love most about my job is the ability to make things better – smarter, more efficient, more impactful. Working in major events, you see the direct result of your decisions in real time, from how a supplier delivers to how a participant experiences race day. There’s something incredibly rewarding about solving complex problems behind the scenes and knowing it all contributes to moments that matter for thousands of people.

I also enjoy the variety. No two days, events, or challenges are the same. One day I might be deep in contract strategy, the next refining an operational process or collaborating with partners to unlock innovation. It’s fast, dynamic, and deeply human at its core. That balance of commercial thinking and purpose-driven work is what keeps me inspired.

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

The standout moment in my career so far has been being invited – alongside my role at London Marathon Events – to take on the position of head of procurement for Athletic Ventures. It was a huge step and a real vote of confidence in my ability to deliver at the highest level of sport.

Through this role, I’ve had the opportunity to help shape and deliver some of the UK’s most prestigious athletics events, including the London Diamond League and the upcoming European Championships of Athletics in Birmingham in 2026. Being trusted to lead procurement for events of that scale and profile has been both a professional milestone and a personal honour. It’s an incredibly exciting time to be part of the sport, and I’m proud to play a role in bringing world-class events to life.

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

My biggest achievement has been reshaping the procurement function at London Marathon Events. When I joined, I saw an opportunity to not only strengthen the commercial side but also to embed procurement more strategically across the organisation. By optimising cross-functional collaboration with other departments and stakeholders, we’ve created a far more integrated and efficient approach – one that has delivered tangible cost savings, reduced risk, and helped elevate the overall delivery of our events.

As for what I would have done differently – early on, I underestimated how important it is to bring people on the journey when driving change. In my eagerness to improve processes, I focused heavily on outcomes, when in hindsight, investing more time up front in stakeholder alignment would have accelerated buy-in and made some transitions smoother. It’s a lesson I’ve taken with me, and it’s fundamentally shaped how I lead now.

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

Be bold, be brave, and be ambitious. This industry rewards those who lean in and aren’t afraid to take ownership. Events are fast-moving and unpredictable, so don’t wait to be told what to do – step up, ask questions, and stay curious.

Equally, do it all with integrity and a smile on your face. Your attitude can shape the culture around you, especially in high-pressure moments. Build relationships, create positive impact, and always remember that behind every event are people – participants, teams, communities – whose experiences you help shape. That’s a privilege, and one worth showing up for every day.

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?

My main career goal is simple: to keep improving, both personally and professionally, and to add meaningful value to the organisations I’m part of. I’m driven by the desire to keep learning, evolving, and helping deliver events that raise the bar.

I genuinely believe that London Marathon sits at the pinnacle of the sport events industry in terms of impact, legacy, and scale, and I feel incredibly proud to contribute to it. That said, as someone who’s also passionate about tennis and football, working on global events like the FIFA World Cup or Wimbledon would be a professional dream. Those events represent the very peak of live sport, and being part of delivering something on that scale would be the ultimate challenge, and reward.

Who would you nominate for #EventProfOfTheWeek?

Working closely with all the teams at London Marathon Events, it’s genuinely difficult to single out just one person. The success of the London Marathon is the result of an incredible group of professionals who work tirelessly—often behind the scenes—to deliver a world-class event to the highest standards. So my nomination goes to all of them—the unsung heroes who make it happen year after year.

And, on a more personal note, I’d also like to nominate my wife and daughters. They’ve mastered the art of patience and support, especially when they have to deal with my event-mode moods. Without them, I couldn’t do what I do.

Nominate your #EventProf of the week or sponsor an #EventProf and align your brand with the best in the industry by emailing marketing@standoutmagazine.co.uk