In this special edition of her 70% online series, Kristyna O’Connell spotlights three of the best.
In an industry where women make up around 70% of the global workforce, stories of leadership, resilience, and advocacy are plentiful, yet still too often under-represented. I spoke to three women blazing a leadership trail in the global events space.
Purpose-led beginnings
Nicole Smart, project manager, WTM London – RX Global
For Nicole Smart, the journey began at RX Global over 15 years ago after earning a degree in events management. She has remained at the event organiser ever since, growing through the ranks and shaping major events from marketing and PR through to programming and production. Her trajectory offers a clear view ofthe business and creative sides of event-making.
Selina Donald, sustainability director at The Bulb (part of Trivandi Group)
Selina Donald’s story began with high stakes: working on England’s bid to host the FIFA World Cup in 2008. The campaign didn’t win, but it opened doors to high-profile global projects, from the London and Rio Olympics to international showcases across the Middle East and Asia-Pacific.
Charlotte Melia, co-founder and CEO of global creative agency D&F Creative
Charlotte Melia entered the industry at 19 as a performer with a corporate drumming company. By 22, she was managing children’s events and, in 2013, co-founded D&F Creative, a creative agency now working across the UK, Middle East and USA.
Balancing ambition with reality
All three women speak openly about the challenges ofsustaining personal and professional balance in an industry known for its intensity.
Smart, a parent ofyoung children, champions routine, communication and flexibility. “Life, like events, is never straightforward,” she reflects. “There are always curveballs, so embracing flexibility is key.”
Donald echoes the sentiment. “I thrive offfast-paced projects,” she says, “but I’ve not always been good at switching off.”
The acquisition ofher company by Trivandi prompted a welcome cultural shift, one that prioritises wellness through initiatives like monthly wellness allowances and extra health days. “It’s helped me recognise how important it is to look after myself,” she adds.
Melia, meanwhile, balances global leadership with being a single mother to a teenage son with severe autism and complex needs. “It hasn’t been easy, but I have an amazing support network and a deep sense of purpose that carries me through,” she says. “I travel a lot for work, which gives me moments of reflection and sleep on planes.”
All three agree the industry is slowly shifting towards healthier boundaries but acknowledge there’s still work to be done.
Pushing for real inclusion
While progress has been made in the areas ofdiversity, equity, accessibility and inclusion (DEAI), the women agree there’s far more to do.
Smart has taken a hands-on approach to embedding DEAI at WTM London.
In 2024, she worked closely with RX’s head ofinclusion to audit and improve accessibility including walking the show floor alongside a blind travel influencer, a moment she describes as both humbling and illuminating. “It’s not just societal pressure, inclusivity makes our events richer and more innovative,” she says.
Donald believes progress is still too slow and is a firm believer in conducting DEI audits across all organisations and urges companies to review their hiring and promotion practices. “Leadership is still too male and too white,” she states.
At D&F Creative, Melia ensures DEI is more than a buzzword. “Our motto is ‘Everyone has the right to party,’ and we mean it,” she says. From neuroinclusion to access needs, her team prioritises design that works for everyone. “Simple, thoughtful changes like quiet rooms, British Sign Language interpreters
or Makaton (a popular UK language program that uses signs, symbols, and speech to help people with learning or communication difficulties) symbols can make events radically more accessible.”
Leadership, resilience and the lessons learned
Setbacks, all three agree, are part of the journey.
“I try not to let failure define me,” says Smart. “It’s important to review what went wrong and improve.
RX encourages bold ideas, not everything will be perfect the first time, and that’s OK.”
Donald adds a dose ofperspective: “Nobody died. Someone, somewhere, always has it worse.” For her, accountability is key: “Owning your mistakes is one of the strongest character traits you can have.”
Melia emphasises calm, clarity and problem-solving. “Most problems have a solution, you just have to keep looking,” she says. “I lean on my business partner, and I actively seek advice from peers who’ve walked the path before me. Resilience is everything.”
Advice for the next generation
Their guidance for emerging talent is practical, passionate and personal.
Smart urges young women to learn the business side ofevents. “Understand contracts, data protection, logistics, the whole machine. It makes you more respected in your role.” She also advocates gaining experience across departments to develop a well- rounded perspective.
Donald stresses relationship- building: “People buy people. Say yes to opportunities – within reason and nurture your network. That’s your biggest asset.”
Melia offers this: “Be a sponge. Show up, ask questions, read everything. And most importantly work hard. The events industry rewards graft, grit and genuine passion.”
Reimagining leadership
All three women call for structural changes that enable more women to reach and remain in leadership.
Smart highlights the double burden women often face: “We’re still expected to work like we don’t have children and parent like we don’t have jobs. We need cultural shifts, flexible policies, affordable childcare, and a focus on outcomes over hours.”
Donald agrees: “We lose too much talent because the industry isn’t accessible to women who wear multiple hats. Those who stay often burn out.” Her call to action? “Support caregivers. Create accessible career paths. Only then will we retain and elevate the best talent.”
Melia is equally emphatic: “Until there’s true equity in childcare and domestic responsibilities, women will continue to carry invisible weight. We also need to build ambition and confidence in young women, especially those without access to role models. And the big one: equal pay. Always.”
In Nicole, Selina and Charlotte, we see three distinct leadership styles united by shared values, resilience, inclusion, honesty and compassion. Their voices are part ofa growing movement that’s not just changing the face of events but reshaping the systems beneath it.
