As International Women’s Day approaches on 8 March, we turn the spotlight on the women shaping the events industry.
Helena Fitzgerald, senior sales and marketing manager at The National Gallery; Shonali Devereaux, CEO of the mia; Katie Niland, commercial director at The Belfry Hotel & Resort; Natalie Wyatt, managing director of the Liverpool City Region Local Visitor Economy Partnership; Margaret Reeves, managing director at RefTech; Evie Holdcroft, creative director of Sandpit Creations; Joanne Barratt, managing director at Venues Collection; and Faye Dyer, CEO of ACC Liverpool Group, share their insights on overcoming challenges, embracing authenticity, and stepping into leadership.
We often hear that the events industry is female, yet many young women in the sector don’t feel heard or seen. How can women speak up in a room full of men?
Men assert themselves and are seen as confident; women assert themselves and are seen as bossy, pushy, or greedy—this needs to change.
Katie Niland, commercial director at The Belfry, says: “Whilst there is still an imbalance of female representation within senior leadership teams, this will just continue. It starts with ensuring there is fair representation of senior females in the business. This question shouldn’t even be on the table in 2025, yet here we are.”
Faye Dyer, CEO at ACC Liverpool Group says: “Women should feel empowered to bring challenges to the table in a manner that encourages reflection and growth at both an individual and organisation level. It’s not about confrontation, but about encouraging genuine dialogue that leads to real change in removing gender inequalities.”
A common challenge for women is being the only female voice in a room full of men. You share an idea, and it’s ignored—until a male colleague repeats it, and suddenly, it’s a ‘brilliant idea.’
Shonali Devereaux, CEO at the mia says: “Defend your ideas tenaciously—not aggressively, but assertively. You don’t have to change how you communicate; you just need to highlight injustices when they happen.”
Margaret Reeves, managing director at RefTech, adds: “Speak up and keep speaking up. Contribute to discussions, offer good suggestions, and don’t be afraid to repeat yourself if necessary. Sometimes, the reality is that men are more naturally heard in male-dominated environments, so persistence is key.”
Helena Fitzgerald, senior sales and marketing manager at The National Gallery echoes this: “If they are not hearing you, show them. Keep being authentically you and strong in your opinion and voice.”
Evie Holdcroft, creative director at Sandpit Creations, says: “What if you are an introverted woman? The advice to ‘just speak louder’ can be anxiety-inducing to the point of making it impossible to put into practice. Instead, can we flip the question to look at how we, as employers, can create working environments where women naturally feel comfortable speaking up?”
Navigating difficult conversations—whether it’s asking for a pay rise, a promotion, or recognition—can be particularly challenging for women in male-dominated environments. Here, industry leaders share their experiences and advice on how to approach these conversations with impact.
Niland adds: “The women in my team have never had any issues understanding their value. However, over the last six months, I’ve had to convince two women new to my team that they should consider a promotion, despite their demonstrable skills, proven track record, and years in the business. I’ve never had to have such a conversation with the male members of my team.”
Reeves says: “Early in my career (before I joined RefTech), the answer was simple: you didn’t. It was very much a ‘put up and shut up’ culture, and the gender pay gap was glaringly obvious. Things have improved, and at RefTech, nearly half our staff are women, and my entire management team is female. If you’re asking for something—whether it’s a raise, a promotion, or a new opportunity—do your research and go in prepared. Build relationships, understand your value, and ask directly.”
Holdcroft says: “I personally experienced this in a role I held for many years, where I accidentally discovered that a male colleague—equal in rank and hired in the same week as me—was being paid more. When I confronted the company directors, they acknowledged it but had no reasonable justification. They set me targets to achieve within the next six months, promising a pay increase. When I completed my targets early and went back to them, they made more excuses not to raise my pay.”
Despite progress, barriers remain for women striving for leadership roles and being recognised as equally assertive as their male counterparts. So, what still needs to change?
Devereaux adds: “One of the most important skills to develop is learning how to express yourself in a way that makes people listen. Public speaking techniques—pausing, tone shifts, and engagement—are all tools you can use. You don’t need to change who you are—just learn how to use your voice in the most powerful way possible.”
Reeves says: “The most important thing is making sure women have a voice and use it. Assertiveness isn’t about shouting the loudest; it’s about being heard when it matters. Even as an MD, I know I still have things to learn because leadership isn’t about having all the answers—it’s about always being willing to grow.”
Natalie Wyatt, managing director of the Liverpool City Region Local Visitor Economy Partnership, says: “Women play down their worth, even though many of us have greater caring responsibilities outside of the workplace and likely work more hours than we’re paid for—because we care on all fronts.”
Joanne Barratt managing director at Venues Collection says: “We need to keep raising the profile of women and celebrating their achievements. Visibility matters—if younger women see more female leaders, they’ll believe it’s possible for them too.”
Concluding on this, the women offer their advice to industry peers and reflect on the female figures who have inspired them. After all, no woman stands alone; we are strengthened by those who have raised us, supported us, and paved the way for our success.
Fitzgerald says: “My inspiration is the portrait in the National Gallery, Self Portrait as Saint Catherine of Alexandria. It is incredibly powerful. The saint is portrayed as resilient, having endured torture—as indeed the artist herself did during the trial following her rape at the age of 17 by the painter Agostino Tassi.”
Niland says: “When choosing a place of work, look at how many women hold ownership and senior leadership roles. This will give you a sense of their culture and leadership equality .”I am proud to say that my senior leadership team is 77% women
Devereaux says: “Resilience isn’t just refilling your well; it’s being the expert in the room. Build networks so that when you hit a ceiling, you can either push for growth within your company or find it elsewhere.”
Reeves says: “The best way to learn is to dive in and seek guidance when needed. A good mentor can challenge and champion you in unexpected ways. For me, that was my mother—a hard-working woman who led with professionalism and grace, never suffering fools.”
Dyer concludes: “If you’re able to influence change, you should challenge the status quo. Look for opportunities to improve processes and ensure that the mechanisms in place are truly fair and transparent. In the past, it hasn’t always been a level playing field, but I’m proud to be part of building an organisation that is flexible enough to provide equal opportunities, regardless of personal circumstances or responsibilities outside of work.”
