2 Minutes with Sarah Mayo

Sarah Mayo, marketing director EMEA, Freeman and FreemanXP talks about her new role, playing golf with Westlife and the skills needed in our industry.

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How did you get into the events industry?


After studying Business and French at university my first permanent job was marketing assistant for a US golf club manufacturer – Callaway Golf. Before I knew it, I was travelling the length and breadth of the UK, organising special events and product launches, with famous golf professionals, such as Seve Ballesteros in tow.


Favourite thing about events?


Events by their very nature are live and everything about that means it’s highly dynamic, exciting and slightly unpredictable. It takes a rare combination of skills to deliver a seamless event that people will remember and talk about – for the right reasons!


What do you think you can bring to the new role?


I bring over 15 years of experience working for some of the world’s leading brands, and most exciting events and campaigns. Coming from a predominantly client-side background gives me the ability to think through the mind of our clients, so that we can anticipate their needs and challenges.


What have you done in the first month in the job?


The first month has been about getting under the skin of the Freeman brand and culture. It’s a unique family and employee-owned organisation with close to 90 years’ of heritage, so there’s a lot to learn.


What’s on your desk?


We hot-desk so no personal belongings, but it’s a colourful array of pens and pads, and cubes and test tubes which we use to talk to clients about our TrendLab.


How do you intend to face the challenges in the industry?


Pragmatically and with passion.


Biggest frustration?


Rudeness and negativity.


Crowning moment?


Other than playing golf with Westlife? Helping TRO win the most awards in its history in 2015 - including a Cannes Lions, IMC Grand Prix and a Clio Sport award.


Best piece of advice?


Enjoy what you do and that joy will rub off on everything you do and everyone around you.


Funniest work moment?


I endlessly find myself in funny situations - some are more embarrassing than others. Ask me in person.


Dream job?


Sounds clichéd but I’m pretty happy doing what I do. I get to travel with work, go to interesting places, meet interesting people and experience different things every day.


Who is the individual you most admire?


My grandmother. 73 years ago she followed her heart and crossed the Atlantic on her own in the midst of the Battle of the Atlantic to marry my grandfather who she met four years before in Halifax, Canada. She was an independent, strong and remarkable woman.


At EN HQ, we take our coffee very seriously - how do you take your coffee?


A skinny latte please.

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