Business Showcase: Zoe Field – The Bierkeller


Zoe is the Business Development Manager for the Bierkeller Entertainment complex in the Centre of Cardiff. They are a venue made up of 3 unique bars and it is her job to continually develop and grow the business through networking, advertising and hosting events.



How Did you get into the events business?

My background is in sales, events and marketing. After graduating with a degree in Broadcast Media — I really wanted to be a TV presenter! — I got a job as the marketing assistant for the student union and there formed my passion for events.

What was your first job?

My first job was working as a waitress at a tea rooms in Torquay.

What is your favourite part of the job?

My favourite part of my role is meeting new people and being able to be creative with my event ideas.

What are you working on right now?

I am currently working on my 3rd Bierkeller Business expo with my partners Helen Davies and Caroline De Lange from Indaba corporate events. I met them at another business show and we instantly clicked, we decided to do our own, and this September will be our 3rd.

What was your scariest day on the job?

My first day working for the Bierkeller which wasn’t open – yet let alone even finished being built! I got tasked with the role of planning and executing 3 launch parties for 1000 people, a challenge I not only accepted but exceeded at.

What accomplishment are you most proud of?

The Bierkeller Business expos – a crazy idea I had whilst in the gym one night! I love seeing them come to life and have the great feedback we’ve had is amazing.

What do you see yourself doing in 10 years? What’s the dream?

In the future I still want to be working in the events industry. I also love to travel and want to have a few more country’s ticked off my bucket list.

Aside from events, what would be your ideal job?

Anything that involves travelling the world!

What did you want to be when you were younger?

I wanted to be a TV presenter which is ironic now as I hate public speaking.

What is your favourite thing about Cardiff?

The diversity or people and businesses. It’s a small city with a big city feel, there’s always something going on and you can’t beat it on a rugby day! I love how proud people are to being welsh. After 14 years of living here I count myself as an honorary Welshwoman.

What are some of your greatest challenges with your job?

Trying to come up with new ideas all the time can be a challenge. Also being just one person doing the roles of a whole sales team.

What is one piece of advice would you give to other young people starting out? 

Take risks and speak out about your ideas and don’t ever think your not good enough!


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