Victoria Archbold was appointed Director of Events and Sponsorship at Hearst Live in June 2015. She oversees the events division of Hearst Magazines UK and is responsible for creating 360 multi-platform campaigns for trade and consumer events and developing commercial partnerships and sponsorship activity that drives revenue and customer retention. Victoria has increased attendance figures and revenue by 100%.
Victoria has managed an array of diverse events for brands including Harper’s Bazaar, ELLE, Cosmopolitan, Good Housekeeping, Country Living and Esquire These include Women of the Year Awards for Harper’s Bazaar, Cosmopolitan and Red, Cosmopolitan’s #Fash Fest, Red Smart Women Week, Bazaar at Work, Country Living Shows and OnTrend at Westfield Shopping Centre. More recently Hearst Live also acquired BeFit and SalonQP from Telegraph Media Group.
Previously, Victoria was Head of Events and Sponsorship for Cosmopolitan, Company, Prima, Red and Zest at Hearst Magazines UK and before that Group Events and Sponsorship Manager at The National Magazine Company, which is now owned by Hearst. Before joining the magazine industry as an events expert, Victoria was Event Marketing Manager at Cardiff County Council where amongst other things she managed the integration of Wembly events into the city.
"As events become a more popular part of the marketing mix and brands with little or no experience start to consider it as a possible part of their plans it is important that event professionals showcase their good work as inspiration and proof that the best quality work is producing valuable ROI. From this year’s entrants I’d like to see a clear strategic approach that links clearly back to overall strategy. Attention paid not only to the event but also its subsequent amplification and thereby maximising its results. These results should be set against clear KPIs with independent and / or genuine measurement."