The 8th edition of 70% consults with Nicole Smart, project manager at WTM London, and RX Global and her stories, events and leadership.
Have you been in the events industry for years?
Following a four-year university degree in event management, I started my career at RX Global over 15 years ago and have been working with the company ever since.
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?
As a parent of a young family, finding a balance can be difficult, but I managed to establish a routine that works. I mostly try to stick to well-defined work days and times, but during peak periods and lead-up to events, my family has come to understand and adapt to the demands of my role.
I think it’s important to communicate openly with your employer and team, especially if you have competing priorities. You may need to adjust deadlines or working hours while ensuring that you deliver what you need on time. Similarly, it is best to keep your family (and friends) in a loop about your work commitment. Life is never easy, similar to an event. There are always obstacles and curved balls, so I think it’s important to accept flexibility whenever possible.
That said, it’s like the hybrids have been working since Covid, and the industry has evolved significantly, but I feel that Tech is the biggest player who can improve work-life balance. It provided flexibility that wasn’t around 10-15 years ago.
How do you think the events industry is evolving in terms of diversity, equity and inclusion?
It is essential that all attendees and event participants feel welcome, seen and safe at our event. My key project at WTM London is to ensure that this event incorporates DEAI into every area of the show. So we have seen firsthand how the development of a particular facility can truly improve the visitor experience of many customers.
In 2024, we worked closely with RX Inclusion Director Ray Rhodes to review areas for improvement. From there, we have plans to implement many initiatives and improve this further in 2025.
A particularly meaningful moment last year was accompanied by blind travel influencers, centered around events. This allowed us to directly observe the positive impact of our efforts and identify areas where we still have work to do.
The event industry has dramatically improved in terms of inclusiveness. Not only in response to social pressures, but because we know that it reflects our event as richer, innovative, and a wider audience.
What advice would you give to young women looking to join the event industry and succeed?
Events are about bringing people together and creating experiences. If you’re passionate about connecting people, organizing them, and paying attention to detail, the events industry is the right path for you.
It is also important to study while taking into account the business aspects of the event. The fun and creative side is always cool, but it’s essential to know how to negotiate contracts, how to work with the legal and data protection departments, how to manage your budget, and how to show the value of the event to clients and sponsors (which I am constantly working on). A strong business understanding encourages people to hear what you have to say and help you become even more respected in your role.
Finally, we aim to develop a wide range of skill sets. Throughout my career, I have played roles in marketing, PR and meetings. It is invaluable to take the time to learn how different departments operate and work together.
How do you handle set errors and failures?
It’s completely normal for failure to happen, but I try not to let myself define myself or the projects I’m working on. As a generally positive person, it’s good to see your failures and solve the next change and how you can learn from it.
I think RX is very encouraged to come up with bold new ideas and not promoted by failure. Not everything is perfect for the first round, and it doesn’t have to be.
What changes do you think are still needed to create more opportunities for leadership women?
Personally, I think there is a need for greater support for work-life integration, not just in the event, but in all industries. “We expect women to work as if they have no children and raise their children as if they don’t work.”
Flexible work policies and affordable childcare, particularly providing mothers, can play an important role in supporting more women in leadership roles. Over time, cultural changes to assessing outcomes over working hours could further strengthen this progress.
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