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Events and hospitality strategy for organisations facing structural change.

NewtonSquared helps hotel groups, event agencies and corporate event leaders sharpen commercial models, build stronger partnerships and turn event activity into measurable strategic value.

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The Challenge

Over the last few years, everything around events has shifted, from buyer expectations and decision‑making, to channels, margins and internal politics.

Most organisations are still running event programmes built for a different era:

  • Events are seen as a cost centre but should be a strategic lever.

  • Commercial models and agency relationships haven’t caught up with reality.

  • Internal stakeholders are misaligned on why they’re doing events at all.

That’s where I come in.

How I Help

I work with senior leaders who are responsible for events, but also accountable for revenue, relationships and brand.

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Hotels

Together, we:

  • Clarify what events are really for in your organisation (revenue, influence, community, and how you’ll measure it).

  • Fix commercial models and partner structures so everyone can do their best work.

  • Design leaner, more focused event portfolios that support your strategy instead of fighting it.

Sometimes that’s a specific project, or it’s a longer‑term advisory relationship as you reshape your programme.

Event Agencies
Corporate Event Strategy

Who I Work With

Hotels

You’re balancing rooms, meetings, sales targets and brand standards while group business keeps changing shape.

I help align your event strategy, commercial approach and sales teams so your meetings and events base works harder for the whole property.

Event Agencies

You’re stuck between client expectations, squeezed fees and a rapidly evolving supplier landscape.

I help you rethink your proposition, pricing and ways of working so you can protect margins and deepen client relationships.

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Corporate Event Leaders

You’re expected to deliver impact with flat budgets, fragmented stakeholders and no clear narrative on why events matter.

I help you define an event strategy that your C‑suite can get behind, and a plan to deliver it.

Why Work With Me

25 years working across event agencies, hotels, and hospitality tech.

I've been the buyer, the vendor, and the advisor.

A man with short hair and a beard holding a microphone and smiling, dressed in a dark plaid blazer, a light purple dress shirt, and a sweater. He is wearing a watch on his left wrist.

Worked with hotel groups including Marriott, IHG, Four Seasons + Event Agencies managing £70M - £250M in annual spend + Corporate clients across pharma, finance, and automotive.

Collection of company logos including Grass Roots, Barclays, Marriott International, Four Seasons, EVCOM, Deloitte, IHG Hotels & Resorts, Conde Nast Johansens, and Hilton.

Now I help leaders navigate the changes coming to this industry.

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