LUCA FAVETTA. REGIONAL BUSINESS DIRECTOR EMEA AT PCMA.

ICETEAM
My Story
17.07.2017 07:34

REGIONAL BUSINESS DIRECTOR EMEA AT PCMA IS A SIGNIFICANT ROLE, TELL ME A BIT MORE ABOUT WHAT IT ENCOMPASSES. IN YOUR VIEW, WHAT MAKES A GOOD LEADER?
A good leader has to lead by example, listen and to understand when to delegate. Other qualities that make a good leader are intuition, confidence, commitment and a positive can-do attitude. This is all on top of being able to make decisions and applying the lessons learned from past experiences.

PCMA is a very well-known and respected brand in North America and our new global strategy is focused on developing our proposition outside of our traditional markets.In my role as Regional Business Director EMEA, my first objective is to enhance PCMA’s brand awareness and customer engagement in the region. We are working with a number of organizations that have similar values to PCMA, so that we can strengthen our offerings and continue to elevate the role of the business event professional in Europe.

PCMA’s focus has always been on education. We are proud to deliver high-quality education that focuses on challenging topics in the local market, providing both local and global opportunities for idea exchange and collaboration. 

FROM MY RESEARCH YOU’VE CERTAINLY HAD A VERY BUSY WORK LIFE TO DATE. CAN YOU TELL US HOW YOU STARTED OUT IN EVENTS?
As it frequently happens, I fell into the events industry by pure chance. My background is in “PR” and my first job was as an Assistant to the Director of a new congress center that was opening in Milan (Italy) in the mid-80s.

Whilst I was there I met a PR agency which hired me to manage some sport events for one of their clients for over a year, before being head hunted for a position as Country Event Manager at Hewlett-Packard Italy and since then I have always been involved in meetings and events industry.

In 1996 I moved to the HP European Headquarters in Geneva as EMEA Events Director and until 2003. From 2004 to 2013 I owned Event Strategy and Operations for SAP in EMEA, India and Asia Pacific, before returning to HP where I managed a world-wide road-show (HP World Tour). I decided to leave the corporate world and make the leap to the associations market with PCMA in 2017.

TO GET TO WHERE YOU ARE NOW, WHAT HAS BEEN YOUR BIGGEST CHALLENGE?
I have spent my entire professional career in the corporate environment until very recently. One of the biggest challenges that I faced in the corporate market was navigating change.

Throughout my career I have had first-hand experience of a number of mergers and acquisitions including HP-Compaq, SAP-Ariba/Business Objects. Each of these brought internal change, so adapting and reacting quickly has been one of the qualities that has helped me throughout the years. These skills can also be transferred to the association market and used within my new role. 

IN YOUR VIEW, WHAT MAKES A GOOD LEADER?
A good leader has to lead by example, listen and to understand when to delegate. Other qualities that make a good leader are intuition, confidence, commitment and a positive can-do attitude. This is all on top of being able to make decisions and applying the lessons learned from past experiences. 

WHAT IS THE BEST CAREER ADVICE YOU’VE BEEN OFFERED?
One of my former bosses pushed me hard to move out from the pure logistics and operations related to my professional role, to concentrate on the business aspect of the events we were producing and for that I will always be thankful.

It has helped me to understand the business value of the events and relate each of them to the overall company marketing strategy.

WHAT DO YOU ENJOY MOST?
As this is a completely new role within PCMA I really enjoy having the opportunity to create a development strategy in my region starting from scratch.

HOW DO YOU CONTINUE TO DEVELOP YOURSELF AND YOUR SKILLS?
I’ve been very fortunate to have few great mentors that helped me to grow in my role. I personally think that education is one of the keys for professional growth and we should all invest the right amount of time and energy on this.

This can be challenging, especially in these days where we are all asked to do more with less and where budgets and resources are constantly under pressure. But we don’t have to lose focus on it.

WHAT DO YOU SEE AS THE BIGGEST CHALLENGE FOR THE INDUSTRY AT THE MOMENT?

Managing/mitigating risk in a volatile geo-political environment. This all has a significant impact on delegate, data, financial and brand security.

Compliance curve – and trying to stay ahead and on top of it– This will have an impact not only on revenues but even on venue selection, marketing, sponsor relations, etc.

Understanding & articulating ROI –and addressing perspectives of all stakeholders. This includes host cities, organizers, sponsors, attendees, etc.

All stakeholders want proof of is return using multiple forms of measurement including engagement, revenue and sales, supported by data.

Corporate events are, in my view, one step ahead in respect to association meetings, where detailed measurement processes are not always in place.

ANY WORDS OF WISDOM FOR THOSE WANTING TO GET AHEAD IN THE INDUSTRY?
Persevere, be innovative and don’t fear change!
Always align your events to the overall company strategy and objectives and invest energy and resources on measuring the return on your investment.

 

 

 

 

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