My Event World - Dean Wale

Dean Wale, sales development manager for CEVA Showfreight, on following in his cousin's footsteps, working overseas, and dreams of organising events on exotic islands.

My Event World - Dean Wale
My Event World - Dean Wale
I got into the events industry because my cousin (Sharon Robinson) was already working for CEVA (TNT Showfreight at the time) and it seemed an exciting and challenging industry.

I have worked here since 2003, originally starting in an operations role but moving into sales in 2006.

I was attracted to this particular role because it seemed like a fast moving industry and I liked the thought of travelling to places like China, India and the US, all of which I have subsequently done.

Not many people know that I have worked in nearly every role within CEVA Showfreight from sales to operations, credit control to warehouseman. I even have a forklift truck licence so consider myself quite an all-rounder.

My worst experience at an event was when the infamous Icelandic ash cloud struck. We were due to fly to Poland for an event, but our flight was grounded, so six of us jumped into a car and drove 1,000 miles resulting in a journey of over 60 hours.

If there’s one thing I’ve learnt it’s to manage my time effectively.

The best event I’ve been involved in was my first International Broadcasting Convention in Amsterdam. It was my first time working overseas and filled the entire RAI congress centre. It was just brilliant to work on.

If I could do it all over again I would have paid more attention in language classes at school. I’m so envious of anyone who can speak multiple languages, it can really help on site.

The one thing I can’t stand is people taking the easy way out. If you are going to do something (and put your name to it) do it right first time. Anything else is compromising your reputation.

Outside of work I spend my time playing football and golf.

If money were no object I’d like golf lessons from Rory McILroy and I’d invest in a few new players for Birmingham City.

The one thing I can’t do my job without is the internet, but in particular email – it’s just so immediate and really does link the world.

If I could switch places with anyone else in the industry it would be the show director of LIMA, a biannual airshow held on the beautiful island of Langkawi. Enough said.  

If I ruled the event industry I would love to encourage more travelling events and exhibitions to come to the UK. Hopefully the Olympics will showcase the UK’s ability in managing these high profile events.

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