In this episode, we’re joined by Sophie Norman, Global Director of the Manager Ideas Exchange Series at WTW, and Sally Pinnock, Director of Business Development UK at Terra Events.
Sophie’s role is a fascinating one. Sitting at the intersection of strategy, relationships and delivery, she runs a global conference series for the investment management industry that she describes as running a business within a business. It’s a long way from a traditional events team, and she clearly loves it.
She talks about what drives her: creating platforms where ideas genuinely move, turning passive conference audiences into real dialogue, and designing experiences that don’t just inform people but shift how they think. When it works well, she says, the outcomes reach far beyond the room.
Sophie is also a big advocate for what she calls a squiggle career. The breadth of the events industry means there’s no single path, and that’s something she celebrates.
Her advice for those starting out is generous and practical: be curious about the business behind the event, not just the event itself. Volunteer everywhere. Find your mentors, official and unofficial. And get out from behind your laptop as much as you possibly can.
A really enjoyable conversation with someone who brings a genuinely fresh perspective to this industry.