The 70%: Yasmine Perez

In our seventh edition of the 70%, we speak to Yasmine Perez, global project and production director at Seen Presents.

How many years have you been in the events industry?

I’ve been in the events game for over 16 years, but really, I’ve been planning parties since my teen years – it’s always been my thing. Funnily enough, I didn’t realise it could be a career until I went to university. I was doing childhood studies, more out of necessity after A-levels, just trying to figure it all out like most people do.

How do you balance professional growth with personal commitments, and do you think the industry is evolving in terms of work-life balance?

Balancing professional growth with personal life is still a work in progress for me. Events isn’t a 9 to 5 – it’s all hours, all energy, and often all-consuming. There have been times where personal commitments have definitely taken a backseat, and I’m still learning how to set better boundaries. That said, I’ve become more intentional about protecting my time, and I’m lucky that Seen Presents consciously embeds flexible working policies and early finishes to try and support the team where possible. The industry is slowly catching up in terms of work-life balance, but there’s still a very long way to go.

How do you see the events industry evolving in terms of diversity, equity, and inclusion?

There’s certainly more awareness and dialogue around diversity, equity, and inclusion in the events industry now than ever before, but real change takes action, not just spoken about in panel talks and or used as hashtags. Representation across all levels, from planning and leadership to suppliers, still needs work. I’m hopeful though, as more voices are speaking up, and there’s a growing push to be intentional with inclusion, not just performative. It’s an ongoing journey, and we all have a role to play.

Personally, being part of Seen Presents, which proudly champions female empowerment with a 90% female leadership team, I’ve felt more included and supported as a woman in this industry than ever before. It shows what’s possible when inclusion is built into the fabric of a company, not just talked about. There’s still a long way to go, but I hope more agencies take meaningful steps in the same direction.

What advice would you give to young women looking to enter and succeed in the events industry?

Don’t let rejection knock you down, it’s part of the journey. Dust yourself off and find another way in. I started out during a recession, when opportunities were scarce, so I took on roles like cleaning, bar work, and artist liaison. Those experiences gave me a deeper understanding of the industry from all angles.

Don’t be afraid to ask questions and reach out for support, nobody gets there alone, and people are often more willing to help than you think.

I always tell my younger sisters: If you can’t do exactly what you’re passionate about right away, find something connected to it. Every step counts.

How do you handle setbacks and failures? 

Setbacks and failures are part of the game, especially in an industry as fast-paced and ever-changing as events.

Through my years of experience, I’ve learned things don’t always go to plan, so sometimes I just roll with the punches. For me, it’s about stepping back, taking a breath, reassessing the situation and leaning on the people I trust for guidance. Having mentors and colleagues to coach you through the tough moments really helps give that bigger-picture perspective. It’s a constant learning process, but that’s what keeps it exciting.

What changes do you think are still needed to create more opportunities for women in leadership? 

When women make up 70% of our industry, yet just 20% hold leadership roles, we need to find a way to create more opportunities for women at the top. I believe the key to empowering women is to give them the space to be themselves – allowing them to freely talk, think, and explore what they truly want.

When women can openly share suggestions and ideas with supportive peers, it creates an environment where they can grow, lean into their voice, and truly embrace their own path. It’s also about creating structures that supports this growth, whether through mentorship, flexible work policies, or making sure women’s voices are heard and valued in decision-making. Representation matters, and when women see other women leading successfully, it inspires them to believe they can do the same.

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