We have moved far from the mindset of seeing Personal Assistants and Executive Assistants as gatekeepers of access to their executive. Today’s EA is a strategic role, a far cry from a gatekeeper, rather a valued member of the management team, contributing to growth of their company…By Sophie Knight, MD, VenueScanner for Business …
Traditionally, PAs and EAs were viewed as gatekeepers – managing diaries, handling logistics, and keeping executives on track. They were the unsung heroes of corporate life, the people who could turn a brief diary request into a client dinner, a team social, or a global offsite.ย
But in 2025, this perception is outdated and the role has massively changed. Thatโs because todayโs assistants are strategic enablers who shape experiences, influence decisions. EAs are part of the drive for growth, and nowhere is this shift more visible than in the business events they manage.
EA role has evolved from logistics to strategic outcomes
Take the example of organising a company offsite. The task is about more than just booking a venue and ordering catering. Itโs about understanding the executive teamโs goals, aligning the agenda with business priorities, and creating an environment that fosters connection and collaboration. The modern PA or EA does all of this, and more. They are not just delivering logistics, they are shaping outcomes that can affect team performance, client relationships, and even revenue.
At VenueScanner for Business, we see assistants using technology to make smarter, faster decisions. Theyโre using it to shortlist venues, compare costs, and assess attendee experience. Theyโre looking for spaces that are accessible, on-brand, and sustainable. By doing so, they are taking ownership of decisions that previously would have been left to external planners or executives, turning administrative tasks into strategic opportunities.
Executive Assistants drive stakeholder engagement
Another area where PAs and EAs are redefining their role is stakeholder management. Events are no longer standalone experiences – they are opportunities to strengthen relationships, motivate teams, and drive measurable business outcomes. The assistants I work with balance multiple priorities, work with us to negotiate with venues and vendors, and ensure every detail aligns with the organisationโs objectives. Their work requires operational precision and strategic insight. A single choice – a venue with better networking spaces, a catering option that impresses clients, or a layout that encourages collaboration – can have far-reaching consequences.
Confidence and influence go hand in hand. The assistants who thrive are those who position events as business cases rather than just logistics. A team social is framed as a retention tool, a client dinner as a revenue driver, and a conference as a brand-building opportunity. When stakeholders see a direct connection between an event and company priorities, the conversation shifts from cost to impact. This is where PAs and EAs move from support roles into growth-driving partners.
Event budgeting with authority
Budgeting is another area where assistants are stepping up as strategic partners. Event costs continue to rise, yet many are still handed a vague number and expected to โmake it work.โ Itโs a familiar frustration, and one that often leads to difficult conversations later on.
The best assistants are changing that narrative. They come prepared with data, outlining what a lean, mid-range, and premium version of an event could look like. This approach does more than manage expectations; it gives stakeholders choice, demonstrates commercial awareness, and positions the PA or EA as someone who understands the bigger picture. When budgets are presented this way, the discussion becomes less about โhow muchโ and more about โwhat impact are we creating?โ
Managing pushback and change
Even with a strong business case and a clear budget, pushback is inevitable. Senior leaders are busy, priorities shift, and opinions can change mid-process. The assistants who handle this best approach it with calm confidence and structure. They agree milestones upfront – from budget sign-off dates to venue confirmations – and keep a simple record of changes along the way.
This kind of transparency turns what could be a stressful situation into a collaborative one. It keeps everyone aligned and builds trust in the process. Over time, itโs exactly this steady, proactive communication that elevates an assistant from organiser to trusted strategic partner.
Elevating influence and impact
These changes reflect a broader trend: companies are recognising that talent exists at every level. PAs and EAs bring empathy, foresight, project management skills, and strategic thinking. When empowered to take ownership of business events, they deliver value far beyond the administrative and they are shaping experiences that strengthen culture, accelerate deals, and enhance brand reputation.
And so the modern PA and EA has transcended the traditional administrative role. They are no longer just gatekeepers, they are growth drivers. From curating venues to designing experiences, from presenting budgets to advising on business outcomes, they are influencing decisions that ripple across organisations.
Companies that recognise this are not just supporting their assistants, they are investing in the strategic success of their business and the events they run.
