The Chief Event Officer’s Playbook
The playbook for creating transformational events with far-reaching impact.
For you, your events and your sector.
Dr Catriona Campbell MBE, Partner, EY
This book captures the true alchemy of transformational events.
Tim Weller, Media Entrepreneur, Founder Incisive Media, Non - Executive Chairman
A clear, insightful read for any leader wanting to align events with their business goals.
Shonali Devereux, CEO, Meetings Industry Association
Packed with real, relatable examples and
blends strategy with heart... actionable and authentic, it is a must-read for the modern-day event planner. It’s not just practical, it’s transformational.
Sasha Frieze FRSA FCIM is an award winning event strategy consultant working with associations, media owners, conference and exhibition companies, and corporates
Trusted by...
Supporting associations and Think Tanks, corporates, media owners, trade shows and conferences with event strategy consulting, training and coaching
What do clients say
Sarah Fitzpatrick
Head of Partnerships + Events, BSAVA
Working with Sasha has been both insightful and thought-provoking, offering fresh perspectives that have challenged our thinking. Sasha’s engaging approach fostered a dynamic and collaborative environment, ensuring that the deep-dive sessions delivered robust and actionable outcomes. These sessions were not only energising but also deeply inspirational. Her unparalleled expertise allows her to swiftly analyse situations, identify challenges, and deliver immediate quick wins alongside practical and transformative strategies.
Susanna Kempe
Former Group Marketing Partner, Brunswick, former CEO, EMAP, WGSN and WTG Events
Sasha is the rare mix of creative and commercial brilliance. Her decades in the events business makes her a completely safe pair of hands. Sasha immerses herself in markets and sectors, unfailingly putting together event strategies and programmes packed with inspiring and informative speakers. She knows every detail of what constitutes a successful event, protecting both your brand and your profits.
Lisa Harker
Director, Nuffield Family Justice Observatory
Bringing Sasha on board to advise us at the earliest stages of developing this event was a game-changer. It forced us out of our comfort zone. Sasha encouraged us to think big, pay attention to the audience’s emotional and intellectual journey and focus on creating an experience with long-term impact. We were thrilled with the results… over 100 professionals immediately volunteered to be part of a network to take the work forward and the government has since committed funding to put the network on a more permanent footing.
Holly Edwards
Head of Event, Partnerships and Communities, BMJ
Sasha has supported BMJ in a number of areas, including strategic workshops looking at revenue growth and markets, product reviews involving market, audience and content mapping running team days to review process and efficiency. She has a wealth of experience and knowledge. Her support and advice covers all strategic aspects of event delivery, including content development, marketing, sponsorship, and logistics. Thank you Sasha for your valuable support that will drive real change in our future plans
Simon Press
Senior Portfolio Director, Closer Still Media
Sasha… an absolutely amazing Tech Show London Main Stage this year. Thank you, thank you, thank you!
Katie Cockburn
Senior Director, Policy, Media and Education, CIWM
Thank you for all of your energy, enthusiasm, honesty and the liberal sprinkling of magic you were able to bring to the process of developing our Events Strategy. It was a pleasure to meet and work with you and has been brilliant to see the team rally around these new initiatives. I hope we are able to continue to work together in some capacity in future.
Louise Burke
MD, The ODI
Sasha made an enormous difference to the ODI at a crucial time. We worked with Sasha for four years on both event strategy and development and conceiving and delivering events; she took our flagship event – The ODI Summit – from loss making to both profitable and sitting strategically at the heart of our policy work, business development and full event suite, making a significant impact on our work. She also devised a range of other strategically important events and advised the Executive Leadership team and Board on making events integral to showcasing the work we do. Sasha has a great combination of a strategic and practical approach, and always goes beyond the beyond in delivering projects, as well as being great fun to work with.
Damian Hutt
Executive Director, Association of Association Executives
I’m always blown away with the feedback Sasha gets; the depth and quality of her insights and advice, what a pleasure she is to work with and how that’s been instrumental in improving both event portfolios and flagship annual events.
Sasha is a trusted advisor to many, leveraging her decades of experience into wise, actionable advice that delivers results.
Robert Goldschmidt
Co-Founder, Raymond James Barbican
As we have grown as a business, Sasha has enabled us to deliver arguably the best Summer party in London for each and every year of the decade and a half we have worked together. Her ability to create events that showcase our values is unparalleled. Her drive and attention to detail has ensured that these special events are really appreciated and help reflect our core values to our clients.