Successful events are more than just logistics; they are a reflection of the team behind them, driving engagement, fostering connections, and delivering measurable impact.
To explore what it takes to build and lead high-performing event teams, we spoke with Tavar James, Head of Event Marketing at BetterUp, who has led over 200 transformative events for companies like Marriott, The Ritz Carlton, Equitable, Riskified and BetterUp, where his efforts contributed to a 40% increase in customer engagement and a 30% growth in sales pipeline.
With a rich background spanning hospitality, finance, and tech, Tavar offers a deep dive into the art of building and leading event teams that not only execute but excel. From recruiting mission-aligned talent to fostering creativity within strategic frameworks, Tavar’s insights reveal the keys to crafting events that resonate and deliver results.
Harnessing Positive Energy as the Foundation of a Strong Team
Tavar James emphasizes that the foundation of a high-performing event team lies in the energy and attitude that each team member brings. He recalls how, in his roles at companies like Marriott and The Ritz Carlton, first impressions were crucial in building trust and fostering strong relationships.
"I can feel someone's energy within ten seconds of speaking to them. It's not to say I know you in ten seconds, but it's an aura... How you present yourself to me is how you present yourself to the team, to our stakeholders, to our executives." - Tavar James
Tavar’s approach to recruitment is deeply rooted in assessing the aura and energy of potential hires, which he believes are key indicators of how they will interact with stakeholders, executives, and peers. For example, when leading global events at BetterUp, Tavar ensured that his team’s positive energy was reflected in every interaction, from internal meetings to large-scale events, creating a cohesive and motivated team culture that drives success.
Steps to successfully create a strong team:
During recruitment, prioritize candidates who demonstrate positive energy and a welcoming attitude.
Foster a culture of positivity within the team by encouraging open communication and regular feedback.
Lead by example, consistently exhibiting the energy and attitude you want to see in your team.
Fostering Growth and Development Within Teams
Tavar employs a personalized approach to talent development, starting with a unique exercise where he asks team members to write down how they work, what they need from him as a leader, and their career aspirations. This method stems from his experience managing global teams at companies like Equitable and Riskified, where understanding each team member’s goals was crucial to aligning them with the company’s mission. For instance, at BetterUp, Tavar has used this approach to identify and nurture talent, leading to the successful execution of over 200 high-impact events. By tailoring development opportunities to each individual’s aspirations, Tavar fosters a culture of continuous growth, ensuring that his team remains engaged and aligned with the broader objectives of the organization.
Action Steps to foster team growth and development:
Implement personalized check-ins with team members to understand their work preferences and career goals.
Create individual development plans that align with both personal aspirations and company goals.
Offer tailored opportunities, such as training or project leadership, to support team members’ growth.
Adopt a Holistic Approach to Building and Leading High-Performing Event Teams
Tavar’s success in managing global event teams, such as those at Riskified and BetterUp, is built on transparency and clear communication. He recalls how he implemented a system where each team member’s responsibilities were clearly defined, allowing them to see exactly what was needed to progress within the organization. This clarity was especially important when managing teams across different time zones and cultural contexts. At BetterUp, for example, Tavar’s approach has been instrumental in coordinating events that serve over 380 global enterprises, including giants like Google and NASA. By aligning individual roles with organizational goals, Tavar ensures that his team members are not only aware of their responsibilities but are also motivated to achieve their full potential within a supportive and transparent environment.
Important steps to keep in mind are:
Clearly define roles and responsibilities for each team member to ensure transparency and accountability.
Foster regular communication across the team to align individual efforts with overall organizational goals.
Implement systems that accommodate cultural and time zone differences, facilitating smooth global collaboration.
Balance your Team’s Creativity with your Business’s Strategy
Tavar encourages his team to view failure as a vital part of the learning process. He shares how, during his time at Marriott and later at BetterUp, he gave his team the autonomy to experiment and even fail, believing that this approach led to greater innovation and resilience. For example, Tavar recalls an event at Riskified where a new strategy didn’t go as planned, but the lessons learned from that failure were invaluable in refining their approach for future events.
"People's performance is sometimes just working your ass off to get to a win even if it doesn't turn into a win... It may turn into, okay, you know what, it didn't work, but you worked at it, you learned something along the way." - Tavar James
Tavar’s leadership philosophy, which includes creating space for trial and error, has empowered his teams to take initiative and continuously improve, ultimately driving more effective and impactful event strategies.
Here are some actionable steps to balance creativity and strategy within your team:
Encourage team members to take calculated risks and experiment with new ideas.
Normalize failure by discussing what went wrong and what can be learned from it.
Use post-event debriefs to analyze outcomes and identify areas for improvement in future projects.
Building and leading high-performing event teams requires a strategic approach to recruitment, development, and management. Tavar James’ diverse experience across industries highlights the importance of fostering the right energy, personalized growth, clear communication, and embracing failure as a learning tool. As Tavar says,
"Events are more than just putting people in a room. It's about creating an experience that resonates, builds connections, and drives real outcomes."
His insights remind us that the success of an event is a direct reflection of the team behind it—motivated, aligned, and empowered to innovate.
For event leaders, applying Tavar’s strategies can be the key to not just achieving but exceeding your goals. The foundation of success lies in the energy you cultivate, the growth you support, and the resilience you foster within your team.
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