Written on 6th August 2014

10 Minutes with Sam Robson – Group Events Director

Sam Robson has been entrenched in the events business for more than two decades, and has loved every minute. In 2012 The Appointment Group (TAG) acquired The Ultimate Event Company where she had spent 15 years. Sam is now Global Events Director, responsible for growing the company’s events portfolio and delivering all events organised across TAG’s global offices.

What is your role at The Appointment group (TAG)?

I’m the Global Events Director at The Appointment Group (TAG). I am responsible for managing our UK based events team. I also work closely with the events staff in our US and Australian offices to ensure the levels of service are consistent and our worldwide event delivery is of the highest quality.

What aspect of your role do you enjoy the most?

My role is hugely varied and includes writing proposals, pitching for new business, managing events as well as overseeing the activity of the team in our London office. I’ve met some fantastic clients over the last 20 years and delivering the perfect event to exceed their expectations always gives me great pleasure!

What does your typical work day consist of?

When I’m in London, I always walk my dog in the mornings before work which gives me time to think about the day ahead. Each day is different but contract negotiations with clients and venues, site visits, budget preparation and reconciliation, brainstorming on new ideas for proposals and event planning meetings are all regular components – as well as several cups of coffee and hopefully some cakes sent to us by one of our favourite hotels or airlines.

What do you think makes TAG different or unique from other Travel & Event Management Companies?

The benefits of excellent hotel and airline relationships give us a really strong events offering. In addition, the experienced, knowledgeable and creative staff coupled with dedication and amazing service levels makes TAG stand apart from other agencies.

What has been your best memory so far whilst working for TAG?

Watching months of planning come to fruition at a gala dinner at the Hofburg Palace in Vienna with the most amazing entertainment described by the client as “the best event ever.”

What would be your perfect holiday/vacation?

It’s a toss-up between anywhere in the British countryside when the sun is shining or a safari and adventure holiday in Africa. I grew up in Uganda and spent my gap year in southern Africa so I’m always keen to return.

What is your favourite city and hotel in the world?

I’ve worked a great deal in Berlin and it’s a great event city. I also love Dubrovnik but my favourite hotels are those I feel at home in such as The Goodwood Hotel, Lucknam Park or the Four Seasons Hotel Hampshire.

What is the one thing you cannot live without?

My dog Monkey (but don’t tell my husband!) sport and the occasional Gin & Tonic… sorry that’s three.


Contact Sam and the Global Events team here


Get a fast track response for your enquiry

Please complete the following to get a call back from one of our travel experts.