Women make up about 70% of the global event workforce, but their stories, leadership and influence are often underestimated.
70% is a weekly series celebrating women who shape the event industry. From rising stars to veteran leaders, each profile sheds light on the career journeys, challenges and perspectives of women working in every corner of the sector.
In the fourth edition, we talk to Anna Krenkova, Director of Client Services at Bray Leino Events.
In her 13 years in the business, she grew up and became one of the UK’s leading event institutions. Later in her life she found the event industry and quickly fell in love with work, travel, deadlines, and people.
With a family background that led her to DE&I as an issue, today she is Elevate Mentor and Champion Bray Leino Events’ “We Care” initiative, an organization and partner who shares her passion for lifting people up and joining the industry she loves.
How do you balance the growth of professionals with personal commitment? Also, do you think the industry is evolving in terms of work-life balance?
The growth of the flexible and hybrid functions makes it easier for the industry to grow. We are excellent at getting people to design their jobs around the personal aspects of life. We see more employers giving back time for what is important.
But board members, mothers, wives, super social friends – how do you balance everything?
(Who actually responds to the message?) I will do my best. I think life outside of work is extremely important. As soon as people start to feel like they’re giving more than they’re back, it’s when they start to feel bitter and responsive (this is the same with regard to relationships and friendships).
It’s all a barrier. Be strict and turn off the phone. Whether you’re at work or with your family, be there – be there in that moment.
How do you think the events industry is evolving in terms of diversity, equity and inclusion?
De&I issues attack near home for me. I was a refugee child and grew up in a accommodation for asylum seekers. But I was still lucky in a similar situation than many kids. I loved my parents, encouraged me, got scholarships, finished my higher education… the rest is history.
That’s why I’m passionate about our responsibility to mess up people and lift them up. I’m defending the agency’s De&I ‘We Care’ initiative that aims to do that, and there are many organizations trying to do the same, like the Elevate Mentoring program that is proud to be part of this year.
What advice would you give to young women looking to join the event industry and succeed?
It’s never too late to fall in love with this industry. I didn’t discover anything until I was in my early 30s. I worked within the public sector and in the engineering sector for the European Union. Then I started working as a project manager at events. I learned a lot about different sectors, traveled the world, met some of the most beautiful, fun, and hardworking people you’ll ever encounter.
I’m always okay with not knowing what you want to do in life. Think about what you don’t want to do and keep moving until you find something you love.
How do you handle set errors and failures?
Not good! I played a lot of sports and am a competitive individual. I like to win. But you can’t win every time, and that’s something I had to agree to.
Losses occur, tricky conversations, difficult challenges. I had to learn not to take them personally. Have I tried my best, will I try my best? That’s how I recently streamlined it, took lessons and make sure it’s better next time.
I’m still getting a massive buzz from victory – new businesses, client growth, even positive feedback…it keeps me moving.
What changes do you think are still needed to create more opportunities for leadership women?
Flexibility is important and this is where we made progress. Before Covid, we were in the office from 9pm to 6pm every day or went to in-person meetings. Today we are hybrid, embrace flexibility, and meetings are far away. As a mother of two young children, these changes allow me to do my job.
I want to see more older women acting as leaders for young women. If we can hold onto them, there is much to learn from them.
Finally, I want to see more men to step up and lean back at home. Work part-time and stay home when a child gets sick and demands flexible movements. Employers can provide better fathering and shared parental leave, so it doesn’t always fall into women. When we become equal at home, we become equal at work. Thank you to my husband for allowing me to be exactly that.
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