Having the opportunity to discuss the specifics of climbing the corporate ladder and getting impartial career advice from those who have done it can be difficult to obtain. Even though the events industry is a largely female-dominated space, with around 75% of the workforce consisting of those who identify as women, only 20% occupy top-level positions.
The needle is moving, due to amazing initiatives such as Fast Forward 15 amongst others, but it’s important to keep the dialogue open if we want to continue moving in the right direction.
With so many inspirational women leading the way, we decided to get in touch and discover how they got to where they are, what skills they think are necessary to do so, and what advice and insights they would give to those looking to pursue the same.
Here’s what they had to say…
Laura Pett
Job Title: Head of Global Events
Company: Sportingtech
Years in position: >1 in my current role, 3 at Sportingtech and 8 years in events!
Can you share a brief overview of the career journey that led you to your current role?
After completing my Product Design degree, I began my journey in the gaming industry as a Marketing Assistant, swiftly climbing the ranks to become a Marketing Executive. Over 3.5 years, I mastered the creative and business aspects of the field, handling contracts, managing tenders, and orchestrating events globally. Despite facing a redundancy due to the pandemic, I quickly pivoted to a Marketing Executive role in the Defense industry, focusing on virtual events. After 18 months, my passion for gaming events led me back in December 2021 as an Events Manager, overseeing booths of varying sizes. In December 2023, I achieved the role of Head of Global Events, showcasing my expertise in precise budgeting and driving event-led lead generation.
Which skills or qualities do you believe are crucial for success in senior positions?
The more events you do, you realise how small and tightly connected the industry is. It is crucial you are capable of developing and maintaining close relationships. The following qualities will enable you to prosper in your role and advance to senior positions.
Be a good communicator
It’s cliché, but communication is key, especially in events.
In order to deliver a successful event, you will be liaising with lots of different people, different languages and different hierarchies. In order to develop these connections, you need to give the energy you want to receive. Stay on top of things with WhatsApp groups, team chats and regular calls.
Be Organised
You will be managing suppliers and stakeholders
With everyone reliant on you bringing it all together, create spreadsheets and timelines, write lists and set reminders. Ensure your folders are clear and comprehensive.
Be Proactive
To flourish in events, you need to be a go-getter
You need to have a good attitude, be able to solve problems and get stuff done. You can really tell when an Event’s Manager has gone the extra mile.
Be Personable
This one ties in with being a good communicator, but it’s important to remember it is a two-way street with suppliers; they need to want to work with you, too. You need to understand different types of people and be able to recognise how formal or informal you can be with them.
How can organisations better support and promote gender diversity in leadership positions?
Promoting equal opportunities within the workplace is crucial. This means implementing procedures to prevent discrimination when it comes to recruitment or promotions. Ensure pay is fair, have conversations about career development and embrace non-linear career paths.
Flexible working hours, hybrid or remote working have improved the quality of work/life balance for parents (and pawrents ????). We often see fewer women in leadership roles because of family commitments, so creating a culture that values this balance would help women thrive. Luckily, I work in an environment that supports this type of flexibility, promotes taking time off and offers wellbeing initiatives. Here at Sportingtech, we are lucky to have amazing women in leadership roles and an incredibly gender-diverse senior team. 40% of the Senior Leadership Team are women!
What piece of advice would you give to individuals aspiring to pursue senior and leadership positions in the events industry?
I would advise you to work hard and get involved. The events industry is a wonderful world full of marketeers, organisers, creatives, project managers, suppliers, accountants, builders and more. In order to succeed in the events industry, you will have to work in harmony with all these professions. Soak up everything like a sponge and learn from mistakes and feedback. You should have the craving to want to innovate and improve, and a competitive streak to always be and deliver your best. Believe in yourself, be kind and grow your circle.
And for my parting note, I will leave you with two phrases that have helped me get to where I am today:
- No question is a silly question
- When You ASSUME, you make an ASS out of U and ME
Annette Gregg
Job Title: CEO
Company: SITE/Society for Incentive Travel Excellence
Years in position: 1
Can you share a brief overview of the career journey that led you to your current role?
I started my 30-year career in the business events industry working for an association on their convention team. Since then, I’ve explored the industry with jobs as a corporate, association, and agency planner, as well as roles with DMOs, a convention centre, and a DMC. They’ve all been so different and exciting, helping me grow in different ways. I’ve also been a speaker and women’s empowerment advocate for decades, holding three women’s conferences and speaking on workplace equity. I was thrilled to join SITE as CEO in 2022, and I love helping the global community grow and thrive.
Which skills or qualities do you believe are crucial for success in senior positions?
Courage ,balanced with humility, vision, and the ability to get into the weeds when needed, as well as intellectual curiosity and an insatiable need to continue to learn and grow.
How can organisations better support and promote gender diversity in leadership positions?
Have transparent career paths and salary discussions, making the information on what positions earn so women can aspire to a plan. Mentor and sponsorship programs internally and externally. Invest in professional development and adult learning programs. Give women high-profile projects and the ability to present in front of stakeholders.
What piece of advice would you give to individuals aspiring to pursue senior and leadership positions in the events industry?
In your pursuit of advancement, give freely. Find ways to lift others up and share your knowledge and expertise to help others advance too. And find your voice. No one wins by you being quiet and not sharing your opinion. Working hard in a corner waiting to be rewarded doesn’t serve you or your organisation.
Kayla Drake
Job Title: Director of Field Marketing
Company: Apollo
Years in position: >1 year
Can you share a brief overview of the career journey that led you to your current role?
Devoting almost a decade to Field Marketing, my professional journey commenced in Sales at Yelp post-college, enduring the challenges of cold-calling for about a year before realising my passion lay in Marketing. Transitioning to a biotech company, I served as an Associate, managing tasks like website maintenance, social media, and trade shows. It was during my involvement in trade shows that I discovered my fervour for events, leading me to dive into field marketing.
My inaugural role in Events Marketing began at UStream, later acquired by IBM, where I thrived as the Events Marketing Manager, orchestrating hosted events and major trade shows like NAB. This experience became a pivotal moment, solidifying my career trajectory. Moving on to roles at BuildingConnected It, I refined event programs for companies approaching acquisition or going public, including renowned names like IBM, Autodesk, and Udemy. Recently, I embraced a new challenge at Apollo, joining as the Director of Field Marketing in the startup realm. Just seven months into this role, the company secured substantial funding, and amidst rapid expansion, I am now thrilled to build and lead my own team.
Which skills or qualities do you believe are crucial for success in senior positions?
In senior leadership roles, I believe it’s crucial to prioritise asking questions and embracing a mindset of continuous learning. This insight was absent when I initially entered Field Marketing. People often say, “It’s okay to fail,” but my mentor conveyed it more practically: as a newcomer, you’re hired for your pre-role accomplishments, but perfection isn’t expected from the outset. Recognize that growth into the role comes with time and experience. Don’t shy away from asking questions and seeking knowledge, as it’s a fundamental aspect of improvement.
For me, being an individual contributor (IC) for a prolonged period was valuable. The transition to a director role seemed daunting initially, but with a decade of experience, I realised I had the necessary skills. It reinforced the notion that a job becomes truly fulfilling when it involves continuous learning. Be hungry to learn!
How can organisations better support and promote gender diversity in leadership positions?
The first step is raising awareness and acknowledging the current state of diversity within your team. It’s essential to move beyond generic statements about diversity and take an honest inventory. Recognize and address unconscious biases, particularly in behaviours like interrupting women more frequently than men. Individuals can only control their own actions, so cultivating self-awareness is vital to driving change.
In my own events, I actively monitor the gender balance of registrations and attendees, introducing caps if necessary to ensure a more equitable representation. Providing opportunities for women and actively working to include them in decision-making processes are key strategies. Ultimately, it’s about creating awareness and implementing actionable steps to foster an inclusive environment as an industry standard.
What piece of advice would you give to individuals aspiring to pursue senior and leadership positions in the events industry?
Field Marketing offers diverse career paths, allowing professionals to thrive as ICs or transition into management roles. The industry has evolved, with organisations now recognizing and fostering career growth for ICs. If senior leadership is your goal, adaptability is crucial, as each event professional manages their responsibilities differently. Accumulate experience by participating in various events, seek mentorship, and don’t hesitate to approach someone you admire in the industry for advice.
Contrary to the misconception that climbing the corporate ladder guarantees a director role, sometimes opportunities lie in different departments or even other companies. If you aspire to a specific role, apply for it without succumbing to imposter syndrome. Your experience and skills will guide you, and if you land the job, it’s for a reason. Finally, women should not shy away from negotiating their salaries when applying for positions—it’s a vital step in advocating for fair compensation. Always remember, the worst they can say is ‘no’!
Aisling Noonan
Job Title: Senior Events & Demand Generation Manager
Company: Udemy
Years in position: 3
Can you share a brief overview of the career journey that led you to your current role?
I started my career in brand marketing for a prominent consumer brand in Ireland, which fueled my passion for marketing. I later made the move to NYC to further my marketing career and to seek new challenges and experiences. This is where I discovered the big city hustle and where my passion for B2B marketing evolved. I worked closely with our CMO, who was, and still is, an incredible role model. And I learned the ropes in crafting memorable white-glove experiences for senior executives across the globe. During that time, we had to navigate the pivot from in-person to virtual events, and in March 2020, I temporarily returned to Ireland, adapting to the remote work landscape.
In May 2021, I joined Udemy, captivated by their mission of ‘transforming lives through learning.’ The timing aligned perfectly, as skills took centre stage in navigating the challenges posed by the pandemic and hybrid work. I’ve been in my role for almost three years now and have been lucky to work on some amazing projects with the support of an incredible team at Udemy.
Which skills or qualities do you believe are crucial for success in senior positions?
When considering success in senior positions, particularly in marketing, several key skills and qualities stand out. Due to several last-minute changes that might arise, a combination of patience and perseverance is crucial. Strong communication skills are vital, ensuring a seamless exchange of ideas and information with cross-functional partners. A collaborative mindset is also key. I’d also like to mention the often underestimated trait of being ‘easy to work with.’
Additionally, agility plays a crucial role, allowing for adaptability in the dynamic landscape of senior roles, particularly in marketing. Lastly, I believe that kindness is one of the most powerful qualities; treating colleagues, clients, and team members with empathy and respect fosters a positive work environment, enhances collaboration, and can contribute to sustained success.
How can organisations better support and promote gender diversity in leadership positions?
There are several initiatives that an organisation can have in place to promote gender diversity in leadership positions, such as mentorship programs, ERGs and building inclusive cultures. I think having diverse voices in company newsletters, webinars, and internal all-hands meetings and communications to showcase a variety of perspectives within the organisation is important, along with the appropriate leadership development programs and training that provide aspiring leaders with the skills and support needed to advance.
What piece of advice would you give to individuals aspiring to pursue senior and leadership positions in the events industry?
When pursuing senior and leadership roles in the events industry, my key piece of advice is to actively seek a community and connect with inspiring individuals. During my time in NYC, I discovered the power of networking—everyone was open to a coffee chat or a virtual conversation to share insights. Don’t hesitate to reach out to someone on LinkedIn. Be genuinely curious, and ensure you’re well-prepared when you meet them to respect their time. Building meaningful connections not only expands your knowledge base but also opens doors to invaluable opportunities.
Bethany Murphy
Job Title: Head of Events
Company: 6sense
Years in position: 2 years
Can you share a brief overview of the career journey that led you to your current role?
I went to college at the University of Michigan and had all intentions of going to law school when I graduated. Junior year, my best friend came to me and told me that she found the perfect career for me – an event planner. I said, “No, I’m going to be a lawyer!” She then connected me with a family friend who owned an event planning business, and I ended up interning onsite for her at a few events. I fell in love with the industry, and fast-forward 20 years, I couldn’t imagine doing anything else!
Which skills or qualities do you believe are crucial for success in senior positions?
Success in senior positions, regardless of gender, often requires a combination of skills and attributes. In the context of women in senior positions, leveraging specific qualities can be particularly important; I’m going to focus on three skills that are near and dear to me:
1. Effective Communication:
Be clear and concise in both verbal and written communications.
2. Negotiation:
The ability to negotiate (think event contracts!) and advocate for oneself and the organization is important for career advancement.
3. Respect and Confidence:
Believe in yourself. This is essential to being successful in any field that you pursue. And, work tirelessly within your organization to build a reputation for competence and integrity as this will go a long way to ensuring you are successful.
How can organisations better support and promote gender diversity in leadership positions?
In my opinion, this all starts at the top. Having leadership’s commitment to fostering an inclusive workspace and gender diversity at all levels of the organization is extremely important. I am lucky here at 6sense to have strong women on our leadership team, as well as Employee Resource Groups (ERGs) that are focused on gender diversity.
What piece of advice would you give to individuals aspiring to pursue senior and leadership positions in the events industry?
First and most important – follow your heart!
I would be a lawyer today if I didn’t stop and think about what I really wanted to do with my career.
Secondly – network!
This is a relationship industry, so work hard to cultivate a strong professional network. Events are very competitive, and networking is essential to being successful.
And this last one is near and dear to me – be committed to continuous learning. Join associations, obtain certifications like the CMP (Certified Meeting Professionals), attend events, and stay up-to-date on industry trends. A commitment to continuous learning will ensure that you are always relevant within this amazing industry.
Nelli Zhamagortsyan
Job Title: Head of Events
Company: Digitain
Years in position: 1.5
Can you share a brief overview of the career journey that led you to your current role?
Embarking on my journey in the events industry in 2015 as an international trade show and conference coordinator, I’ve worked in several companies, organising conferences, exhibitions, workshops, networking events, and celebrations on a global scale. In 2019, I joined Digitain, where my amazing journey really started. Starting as an event coordinator, I climbed the corporate ladder and eventually became the event team leader. Since January 2023, I’ve been honoured to serve as the Head of Events, overseeing and steering the course of international events for five esteemed companies within the Digitain Group. This dynamic role not only reflects my professional growth but also underscores the incredible experiences and connections forged along the way.
Which skills or qualities do you believe are crucial for success in senior positions?
In my conviction, achieving success in a senior position requires a mix of different skills and qualities. I emphasise several crucial points indispensable for effective leadership. Firstly, an unwavering expertise in the field is essential, serving as the foundation for informed decision-making. Equally vital are proficient communication and networking skills, essential for fostering collaboration and building lasting relationships. Leadership, marked by the ability to foster the professional growth of one’s team and carry on responsibilities, stands as a cornerstone of effective management.
Additionally, being able to handle stressful situations calmly, especially in the fast-paced world of event industry professionals, shows resilience and grace. Finally, possessing a keen sense of urgency and the capacity to make swift decisions when the need arises represents a leader’s agility and responsiveness in the face of challenges.
How can organisations better support and promote gender diversity in leadership positions?
Promoting gender inclusivity should be a fundamental element in every company’s strategy for true success. This involves actively encouraging women’s advancement through initiatives such as mentorship programs and career development and promoting them to leadership positions. Ensuring pay equity is imperative, requiring regular assessments and remediation of any existing gaps. Celebrating successful women and showcasing their achievements fosters inspiration and sets positive examples for future generations. Cultivating a culture where women feel empowered to voice their perspectives and engage in decision-making processes is crucial.
The changing landscape is seeing an increasing number of influential women challenging traditional norms, demonstrating that leadership positions are not exclusive and that women are powerful and capable of being promoted into such roles.
What piece of advice would you give to individuals aspiring to pursue senior and leadership positions in the events industry?
Embarking on the path to senior and leadership roles in the event industry is undoubtedly thrilling, but it demands practical strategies to navigate the inevitable challenges. Hard work and dedication are non-negotiable, but it’s equally important to cultivate specific skills. Embrace effective time management to cope with tight deadlines, delegate tasks to ease the workload, and develop resilience in the face of stress. Seek mentorship to gain insights from seasoned professionals and actively expand your professional network through industry events and online platforms.
Remember, success in the event industry isn’t just about passion; it’s about refining practical skills, building a robust network, and staying adaptable in a dynamic landscape. And, as Frida Kahlo once said, “Only one mountain can know the core of another mountain.” Happy International Women’s Day!