Today, we’re catching up with Juliet, our Head of Event Planning.

To start, you’ve been with The Brewery for many years. Can you tell us a bit about your journey – what first brought you to the company and how your role has evolved?

My route into events wasn’t exactly in a straight line, which I think is quite common in this industry. I studied Classical Studies at the University of Manchester, so events probably wouldn’t have been the obvious career choice. Around that time, I worked at The Pineapple in Kentish Town, an old pub and a bit of a local institution, so you could say I’ve always had a fondness for historic places. The turning point was probably my gap year. I spent time travelling around Central America and South East Asia, and somewhere between all the flights, itineraries, and last-minute changes, I realised I was actually very good at organising things. That’s what got me thinking seriously about a career in events.

After travelling, I did work experience in political events during the 2010 election period. It was fast-paced and I met so many people; I knew then I’d found my calling. From there, I started looking into postgraduate courses and came across the Event Academy. I found my way to The Brewery soon after, when a recruiter mentioned a role to me. I remember thinking, “Oh, I know them!” – but as it turned out, I was actually thinking of another brewery – maybe you can guess which one. Not long after that, I joined as an Event Sales Executive in 2010. Back then, the role covered both sales and planning, and I was the only one looking after the smaller events. As we got busier, the team gradually grew to four.

From there, I moved up to a senior role working on larger events, then to Head of Event Planning, and took a break for maternity leave during Covid. Before 2021, I was still selling and planning while also leading on planning processes and supporting the team with guidance where needed. When I came back in 2021, we separated the sales and planning roles, and that was when I fully focused on leading the planning team.

What does your role as Head of Event Planning involve, and what does that look like day to day?

A big part of my role is overseeing the planning team and making sure we’re always one step ahead. I keep a close eye on contracts, event orders, the diary and the operational details of upcoming events. When you’ve got back-to-back events and tight turnarounds, planning ahead is everything, so a lot of my focus is on spotting potential issues early and making sure we’re fully prepared before event day arrives. To help us do that, all departments come together for fortnightly meetings to look at what’s coming up over the next few weeks. Those meetings are so important because they keep everyone aligned and allow us to flag anything that needs attention early.

Another aspect of my job is working closely with our Event Coordinator to build a trusted network of external suppliers. We really can be a one-stop shop and help our clients with everything they need – from furniture and entertainment to design elements and everything in between.

There’s a creative side to my role too. I work with the team to create our themes for Christmas and have recently taken over the logistics and install of The Retreat, our summer courtyard space. I’m also involved in menu development and tastings, which is all part of making sure our offering stays fresh. Last year, for example, we put a real focus on our non-alcoholic drinks selection to make sure it reflected what clients and guests are increasingly looking for.

Alongside that, there are always other projects bubbling away, whether that’s refining processes, putting corrective actions in place where needed, or looking at how we can work even better as a team. More recently, I’ve been working with the wider OVG group as an Impact Manager, driving the work we’re doing around sustainability.

What core principles guide your leadership style, and how do you keep your team motivated in such a fast-paced environment?

I’m a big believer in giving people the space to do their work, while making sure they know I’m right here if they need support. Because I’ve done these roles myself, I understand the pressure. I try to be approachable – mistakes will happen occasionally, and I want my team to feel they can come to me so we can fix it together. Training and development matter as well, and I want my team to be confident in what they’re doing, build on their strengths and keep growing.

Motivation-wise, I think it’s important to celebrate the wins. That might be through Planner of the Quarter, team breakfasts, or just buying someone lunch after a demanding week. I’m conscious that everyone has different strengths and their own way of working, and making sure there’s space for both that and a healthy work-life balance is essential.

What’s been your most memorable moment at The Brewery so far?

From a venue perspective, helping to plan Usain Bolt’s pre-retirement press conference hosted by PUMA back in 2017 was a massive high point. There have been so many others over the years too – like the Old Vic gala dinners. I loved those because of the sheer level of detail that went into the styling and the dramatic transformation of the space. And, they always had some recognisable faces in the room. Then, of course, there are the events I can’t talk about!

Christmas at The Brewery has an incredible atmosphere, and Electric Flamingo in 2024 and The Midnight Carnival in 2025 will always hold a special place in my heart. They were the first two themes I worked on creatively, so it felt especially rewarding to see them come together. I’m really looking forward to seeing this year’s theme, Enchantment Under the Ocean, come to life as well.

On a personal note, I absolutely loved being a guest at our Halloween party in 2016. It’s so rare for me to experience things from the other side, and it was one of those events people still talk about all these years later.

How would you describe the culture here?

Honestly, it feels like a second family. So many of us have been here for a long time, and because we know each other so well, we’re able to have open, productive conversations and move things forward quickly. We’re a team that cares about standards, process, and getting things right – but we definitely know how to have fun along the way.

It’s also a very supportive environment, especially when it comes to raising a family. The company was incredibly flexible when I had my children, and that makes such a difference when you’re balancing a career and home life.

With our award wins at the end of last year, in your opinion, what is the secret to maintaining such a high standard of service year after year?

It really comes down to our people. Having a long-standing and experienced team means there’s very little we haven’t seen – or handled – before. We take a proactive approach; we’re always looking back at what worked well, while also looking ahead at where we can refine our processes and make things even better. We’re constantly learning and evolving, and because we work so closely across departments, it helps us deliver a consistently high level of service.

Looking ahead, what do you think is the biggest trend coming to event planning?

AI is obviously a big one. We’re looking at how we can use it to streamline our processes so the team can spend less time on admin and focus their expertise elsewhere.

I also think the health and wellbeing trend is only going to keep growing. Clients and guests are thinking more carefully about what they’re eating and drinking, and expectations are changing. We’ve already developed our non-alcoholic drinks list and are looking at how we can keep our offering in step with these shifts.

What advice would you give to someone starting out in events today?

Don’t be afraid to put yourself out of your comfort zone. This industry really rewards people who get stuck in and are willing to learn, so ask questions, volunteer for things and be present. There’s so much you pick up just from being around events and watching how other people work.

And write lists! My to-do list has saved me from forgetting things on many occasions, and it definitely helps put my mind at rest. It sounds simple, but getting things out of your head and onto paper really helps when you’re managing a hundred details at once.

Finally, your job requires meticulous planning and thinking ahead. Are you just as organised at home, or do you prefer to switch off?

Oh, I’m exactly the same! I’ll admit, I’m not a fan of last-minute changes to the plan. Let’s call it a strong appreciation for structure – once you’re a planner, you’re always a planner. That said, I do love switching off and just being with my family.

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