WILLOWMajor Events – Senior Event Operations & Managementby Natalie Kainz-Wrba
About
Natalie Kainz-Wrba
Austria-based freelance event expert and project manager with over 10 years of experience across mega-events, hospitality and marketing. I have contributed to a wide range of international projects — from global mega-events and business festivals to stakeholder briefings, training workshops and receptions.
"Turning complex logistical challenges into seamless, participant-centred experiences."
Whether working with delegations, media, volunteers, or other stakeholders, my work has always centred on one thing: the people at the heart of every event.
Behind every process, there is someone depending on it to work — and keeping that in mind shapes how I approach even the smallest details. With a strong foundation in hospitality, I bring a natural service mindset that I translate into structured, reliable stakeholder management, always with a clear focus on creating a smooth and thoughtful experience.
"My work has always centred on one thing: the people at the heart of every event."
Track Record
Selected Global Events & Projects
Throughout my career, I have taken on key interface roles across the full event lifecycle — from pre-event registration and visa services to on-site operations and post-event reporting.
The following is a selection of projects I have contributed to, both in long-term roles and short-term assignments.
- Special Olympics International — Washington D.C., USAMajor Events Consulting Specialist, Delegation Services
- Special Olympics World Games Berlin 2023 — Berlin, GermanySenior Manager, Delegation Services
- EuroSkills 2021 — Graz, AustriaProject Manager, Guest & Member Support
- Special Olympics World Games Abu Dhabi 2019 — Abu Dhabi, UAEDelegation Relationship Manager
- WorldSkills Kazan 2019 — Kazan, RussiaExtended Secretariat & Member Support
- Special Olympics MENA Games 2018 — Abu Dhabi, UAEDelegation Experience & Communications
- Special Olympics World Winter Games 2017 — Schladming, AustriaDelegation Services
- Formula 1 & MotoGP — Red Bull Ring, Spielberg, AustriaMedia Centre & Press Conferences (Event Support)
- Fifteen Seconds Festival — Graz, AustriaCrew Coordination & Volunteer Management
How I Can Support Your Event
Flexible. Project-Based.
People-Centred.
I provide senior-level event operations support on a freelance basis — flexible, reliable, and tailored to your project needs.
Whether you need short-term support during critical phases or long-term involvement across the full event lifecycle, I integrate directly into your team or organising committee and take ownership of defined areas.
Engagement Options
Interim Management
Stepping in at short notice to fill critical gaps and stabilise operations
Peak-Phase Support
Supporting your team during high-pressure phases — from final preparation to live event delivery
Full Project Support
Contributing across the full lifecycle — from initial planning and structure to on-site execution and post-event reporting
How I Work
I embed directly into your existing structures, acting as a reliable partner across departments and interfaces. I ensure alignment between stakeholders while maintaining a clear focus on smooth operations and a strong participant experience.
I am available remotely, with integrated site visits, or fully on-site during key phases.
Core Competencies
The Depth of Experience
Journey Planning · Stakeholder Alignment · Experience Management
Designing & Delivering Participant Journeys
I design and manage end-to-end participant journeys — from pre-event processes through to on-site delivery and post-event follow-up.
My work combines journey planning with strong stakeholder alignment, ensuring that all involved parties — from internal teams to external partners — understand their roles, responsibilities, and timing.
I translate complex requirements into clear structures, including functional operating plans and service level frameworks, creating the foundation for smooth, reliable operations.
The goal is always the same: to create a seamless, well-coordinated experience from the participant's perspective — where everything works together, even in complex environments.
Operational Planning · Functional Operating Plans · Readiness
Structuring Event Operations
In this role, I often act as the glue between workstreams, connecting teams, partners, and operational areas to ensure alignment and clarity across all interfaces. I develop the operational backbone that allows events to run with clarity and consistency. This includes building functional operating plans (FAOPs), defining team structures, and creating detailed run sheets.
I also support readiness through workshops, journey simulations, and alignment exercises — ensuring that plans are not only well designed, but fully understood and executable across all teams.
COMMUNICATION CONCEPTS · INFORMATION FLOW · INTERFACE COORDINATION
Communication & Information Flow
I design communication concepts that guide participants and stakeholders clearly throughout their journey — from digital handbooks and webinars to structured newsletters and on-site support systems.
My approach ensures that information is not only shared, but understood. By combining structure with empathy, I create communication that helps people find their way, reduces friction and strengthens the overall experience.
Post-Event Reporting · Lessons Learned · Operational Insights
Knowledge Transfer & Continuous Improvement
I ensure that the value of an event extends beyond its delivery. Through structured reporting, data-based insights, and clear documentation, I translate operational complexity into practical knowledge.
This creates a strong foundation for future events, enabling teams and organisations to build on experience and continuously improve.
Recommendations
What Others Say
"Natalie worked as part of our Delegations Services team who were responsible for our most important constituent group of the Games - athletes and coaches, 9500 strong representing a record 195 nations. Natalie not only was the relationship manager for 25 nations/delegations attending but also played a critical part in creating innovative vehicles to share ongoing communications… Natalie's attention to detail and constituent service focus helped us deliver an experience that received over a 90% constituent satisfaction rating."
The Name
Why Willow
My name is Natalie Kainz-Wrba. Wrba means willow — and for me, it is more than just a name.
The roots represent structure: careful planning, operational clarity, and the systems that hold an event together. They provide stability, even in complex and high-pressure environments.
The crown represents the experience — a strong service mindset, attention to detail, and the many small moments that shape how people feel throughout an event.
Together, they reflect how I approach my work: connecting structure and experience to create events that run smoothly and feel effortless.
Let's Build Something
Extraordinary
Looking for a senior event operations expert for your next project? I'd love to hear about it.
Based in Graz, Austria — Available Worldwide
Send Enquiry