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⚡ FUEL THE FUTURE: Events Lead
📍 Location: Tea Building, Shoreditch, London (5 days pw in-office when not travelling for events)
💼 Role Type: Permanent / Full-Time
🚀 Start Date: ASAP
📈 Reports to: Head of Marketing
🤝 Works With: Founders, Marketing, Brand, Sales, Trade & International Teams, Agencies & Venues
🇬🇧 Employment Eligibility: Must have full right to work in the UK
🍵 About PerfectTed
PerfectTed is the UK's fastest-growing retail brand and one of the biggest matcha brands in the world, building a category-defining consumer business with a clear ambition to become a unicorn.
Founded in 2021, we've grown from a kitchen-table startup into a business stocked in over 30,000 stores across 50+ countries, and were recently named the Fastest-Growing Founder-Led Business in the UK (FEBE Growth 100, 2025).
Our mission is to spread positive energy and make matcha accessible globally, redefining what energy should feel like: no crashes, no junk, just matcha's clean caffeine to fuel your best self.
Events and sampling sit at the heart of how we grow. Most people have heard of matcha, but far fewer have actually tried it. Trial, not persuasion, is what turns curious consumers into lifelong fans.
Our audience is sceptical of traditional advertising, so a can in someone's hand at the right place and the right moment is one of the most powerful and trusted tools we have to build brand awareness and drive purchase.
Every activation, from festival pop-ups and trade shows to gym takeovers and brand tours, is a chance to turn scepticism into loyalty and create moments people talk about, film and share.
That's why we're investing seriously in building a world-class international events and sampling function, led by someone who can turn it into one of our biggest engines for growth.
At PerfectTed, we believe in PRICE
✨ Progress – We embrace growth, learning, and continuous improvement
🔥 Resilience – Challenges don't stop us; they push us to be better
⚡ Intensity – We move fast and execute with passion and purpose
🏆 Consistency – Greatness comes from showing up every day
💡 Entrepreneurialism – We take ownership, think outside the box, and find solutions
📌 Role Overview
PerfectTed is looking for an Events Lead to take strategic and operational ownership of our global events and sampling programme.
This is a senior leadership role. You'll set the international events strategy across consumer and trade channels and build and lead a team of full-time employees, brand ambassadors and freelancers to deliver it.
Our activations span everything from street sampling and consumer festivals to trade shows and category events. You'll need to be a strategic leader, an expert project manager and, when it counts, a hands-on member of the events crew, bringing the same energy and standards to every format.
Key Responsibilities
🌍 Global Events & Sampling Strategy
- Set the strategic direction for how PerfectTed shows up at events worldwide
- Define and own the international events and sampling strategy, aligned to brand and commercial goals across consumer and trade channels
- Decide where and how PerfectTed invests in trial and brand experience, from festivals and pop-ups to trade shows and retailer activations
- Partner with the Head of Marketing to align events activity with the wider brand and growth strategy
- Continuously improve how we define and measure a successful PerfectTed activation
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🎪 Consumer & Trade Events
- Own a global calendar spanning street sampling, consumer festivals, trade shows, category events and major brand activations
- Own end-to-end event delivery, from initial concept and planning through to logistics, budgets, on-site execution and post-event evaluation
- Bring the same rigour and attention to detail whether it's a two-person street sampling activation or a multi-day international trade show
- Travel internationally to deliver key events and activations
- Be available for evening and weekend events when the calendar requires it, with appropriate compensation for additional hours and time away
👥 Build & Lead the Events Team
- Recruit, manage and develop a high-performing events team across multiple markets
- Lead a combination of full-time employees, brand ambassadors and freelance events staff
- Establish clear standards, training and briefing processes so PerfectTed is represented consistently wherever we show up
- Build the systems and infrastructure required to deliver activations at increasing scale
- Be willing to work events yourself when needed. A great Events Lead can set the strategy, brief the team and step onto the stand when it counts
🤝 Partnerships & Commercial Relationships
- Build and manage relationships with venues, festival organisers, agencies, trade bodies and other external partners internationally
- Own budgets across events, sampling, staffing and freelance suppliers
- Negotiate rates and commercial agreements with vendors and partners
- Work closely with Sales to identify opportunities where event and trade relationships can translate into new commercial opportunities
📊 Measurement, Insights & AI
- Move beyond sampling volume alone, measuring trial, conversion, UGC, earned media value and wider commercial impact
- Build clear reporting frameworks that demonstrate what events are delivering for the business
- Feed insights and learnings from every activation back into the wider marketing and commercial strategy
- Use AI and automation as standard practice across event planning, logistics, reporting and analysis
- Continuously identify ways AI can help the events function operate faster, smarter and at greater scale
- Report performance clearly to the Head of Marketing and use data to determine where we invest next
Requirements
✅ Must-Haves
- 5+ years' experience in events, experiential or activation roles, with experience operating at Lead, Head of or Senior Manager level
- Proven track record delivering international events programmes across both consumer and trade channels
- Experience building, managing and developing teams, including full-time employees, brand ambassadors and freelance event staff
- A genuine "helicopter leader", able to set strategy and see the bigger picture while remaining hands-on enough to run an event yourself when needed
- Strong budget management and commercial negotiation skills across venues, agencies, suppliers and external partners
- AI-first mentality (non-negotiable) – AI is embedded into how you work. You actively use AI and automation tools across event planning, logistics, project management, reporting and analysis, and you're constantly looking for smarter ways to increase the team's output and efficiency
- Happy to work evenings and weekends and travel internationally as the calendar demands, with appropriate compensation for additional hours and time away
- Excellent stakeholder management skills and confidence working with founders, senior leaders, commercial teams and international partners
- A genuine passion for events in every format. You're just as energised by a street sampling activation as you are managing a major trade show or large-scale consumer event
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💡 Nice-to-Haves
- Experience within matcha, tea, coffee or the wider food & beverage category
- An existing network of international events, trade show or venue partners
- Experience measuring sampling and experiential impact, including conversion, UGC and earned media value
- Experience working within a high-growth or founder-led consumer brand
💚 The Ideal Candidate Is
- A strategic thinker who is equally comfortable getting stuck into execution
- An exceptional project manager who can keep dozens of moving parts under control
- Calm under pressure and unfazed when plans inevitably change
- Commercially minded and understands that great events need to deliver measurable business impact
- A confident leader who knows how to motivate permanent teams, ambassadors and freelancers
- Obsessed with creating brilliant consumer experiences
- Naturally proactive, resourceful and solutions-focused
- Energised by travel, events and being where the action is rather than expecting a traditional 9-to-5
- Excited by the opportunity to build an international events function rather than simply inherit one
💚 What We Offer
- Competitive salary + EMI options scheme
- Private healthcare
- Travel and out-of-hours compensation for weekend, evening and international event work
- Unlimited matcha 💚
- A stunning Shoreditch office at the Tea Building, shared with inspiring, high-performing people
- The opportunity to build and lead one of the biggest growth engines within one of the world's fastest-growing matcha brands
- Genuine ownership over what PerfectTed's global events and sampling function becomes
TLDR
PerfectTed is looking for an Events Lead to own our international consumer and trade events and sampling programme end to end. You'll set the strategy, build and lead a team of full-time staff, brand ambassadors and freelancers, and be just as comfortable setting the direction as you are on-site running an activation. This is a senior, hands-on leadership role for someone who is an exceptional project manager, genuinely obsessed with events and ready to use AI to build a smarter, more scalable global events function. 🍵⚡
HOW TO APPLY
Ready to join PerfectTed? Please complete our application form below and we'll be in touch if we'd like to progress your application.
Apply for the Events Lead role here 🍵⚡
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