Tara McGowan

Responsibilities

• Managed all aspects of the Melbourne events program and contributed to national event initiatives.
• Oversaw core cultural sponsorships and relationships in Melbourne.
• Led event management from planning and scoping to execution, setting objectives, measuring ROI, and conducting post-event evaluations.
• Coordinated national webinars aligned with firm objectives and marketing campaigns.
• Identified opportunities for unique and premium client experiences with targeted client selection.
• Utilised CRM and web systems to develop strategic event campaign recommendations.
• Supported Business Development and Marketing teams in leveraging events for client engagement.
• Managed stakeholder relationships and provided high-level on-site event support.
• Handled budget management.
• Coordinated logistics with external suppliers at venues.
• Applied creative thinking to event briefs.
• Assisted with the design and selection of marketing collateral (ensured consistent brand messaging).
• Implemented sustainable practices in event planning to align with corporate responsibility goals.
• Trained and mentored junior staff, fostering a collaborative and innovative team environment.
• Negotiated contracts with vendors and service providers to ensure cost-effective solutions.
• Conducted risk assessments for all events to ensure safety and compliance.

Achievements

• Successfully managed event operations independently in one of the busiest Allens offices, ensuring seamless workflow and high-quality results during peak periods.
• Adeptly learned new systems (Marketo, iManage, Confluence, ON24 and Interaction) in a short timeframe, leading to the successful delivery of events and marketing activities.
• Designed and executed high-impact events that enhanced brand visibility and client engagement such as a Women in renewables workshop and a dual location live stream Climate reporting roundtable .
• Fostered strong relationships with key stakeholders, ensuring consistent collaboration and support.
• Consistently exceeded event objectives and ROI targets, demonstrating strategic and tactical proficiency, including a 20% increase in client engagement metrics.
• Innovated event strategies that incorporated the latest trends.
• Successfully managed signature Melbourne events (NGV cocktail event and Client end of year cocktail event) both over 350 attendees, leading to a significant increase in buyers and influencers, demonstrated by a 15% rise in attendance.

Responsibilities

• Project management entirely for events (including large, high profile, face to face, virtual and hybrid flagship events) - brief to execution, including: AV, speakers, venue, supplier, staff liaison, content and theme development.
• Lead stakeholder centric solutions to enhance client experience through effective management of budgetary and risk constraints.
• Oversee the development and curation of internal and external content for various print and digital platforms.
• Prepare and present program recommendations to senior stakeholders through strategic data analysis.
• Sponsorship management for National Gallery of Victoria and Gallery of NSW.
• Supporting EY's cycling program and sponsorships, through EY's association with Cadel Evans AM and the International Cycling Executives.
• Relationship management (lead partners and decision makers).
• Meeting strict project deadlines.
• Budget/cost management and financial reporting.
• Market research and analysis.
• Defining target audiences for events and creating communications material.
• Writing and proofing content and newsletter copy.
• CRM Management.

Achievements

• Led the ‘first of its kind’ virtual client experience events during COVID.
• Was recognised by the Office Managing Partner and senior stakeholders for delivering unique digital events to a 500 plus audience by pivoting to a new format and seamlessly executing its many complex components.
• Targeted priority account attendance to increase from 60-90% for highly sought-after hospitality experience for 200 clients at the Australian Open. This was achieved through working closely with the Office Managing Partner and enforcing strict criteria around allocation, at the same time ensuring existing stakeholder relationships were maintained.
• Identified and orchestrated a creative solution for client engagement during COVD lockdowns by creating a campaign that gave internal stakeholders the opportunity to connect with their clients to maintain relationships through a suite of digital offerings paired with gift giving options. Extremely well received and utilized across a spread of over 250 partners from NSW and VIC. Instigated the campaign to support local businesses and diverse communities which also aligned with firms’ key objectives.

Responsibilities

• Sponsorship management of Australian Institute of Company Directors, Melbourne City FC and Premiership Club.
• Management of all VIC events, project managing and executing each event entirely from conception to reconciliation (largest event for 300 attendees).
• Setting targeted events calendar.
• Providing strategic advice and applying current trends on events.
• Creating engaging and traffic-driving content for social media.
• Committee Member: BDO Women’s Forum, focused on motivating and inspiring female employees, by providing perspective on challenges faced by women and changing traditional work practices to improve careers and work environments.
• Budget management, planning events around budgets for industry groups and service lines.
• Produce, format and send out client event invitations via Marketo and Act-On.
• Marketing collateral – signing off on the use of the company logo on merchandise, also identifying innovative material to be used at events.
• Design support with InDesign program.
• Competitor analysis and research, using Avention and Dunn and Brad Street.
• CRM management.
• Format and send out external communications, such as Technical Update, Accounting, Retail and Automotive News via online platform (swift digital).
• Produce and send out internal communications, such as the office monthly newsletter, events and sponsorships updates.
• Bid and tender support.
• CV photo shoots, coordinating for managers up to partner level, operating professional camera and ensuring photographs are within corporate visual standards.

Achievements

• Promoted within the marketing department four times (Administrator - 2009, Coordinator – 2010, Executive – 2011 and Senior Executive - 2016).
• Given responsibility to work solely in the Melbourne marketing department (March 2009- 2013) with management based in Sydney.
• Successfully planned signature events to show case the BDO brand (during the integration from PKF ) to key clients/contacts and staff, to reassure that the firm is still the same, and to educate and introduce the new and exciting brand.
• Managed major sponsorship with Melbourne Heart FC in their first year of operation – ensuring all corporate hospitality places are filled, coordinating networking events, providing support for Family Day, signing off on the use of company logo on collateral, main contact on behalf of the company for any Business Development opportunities.
• Committee member responsible for designing the annual Federal Budget Breakfast event (grown from 50 attendees to 300 attendees annually).