In our eighth edition of the 70%, we speak to Nicole Smart, project manager, WTM London – RX Global and her story in events and into leadership.
How many years have you been in the events industry?
Following a four-year university degree in Events Management, I started my career with RX Global over 15 years ago and have been with the company ever since.
How do you balance professional growth with personal commitments, and do you think the industry is evolving in terms of work-life balance?
As a parent of a young family, finding balance can be challenging, but I’ve managed to establish a routine that works well for us. I try to stick to clearly defined workdays and hours for the most part, though during peak periods and the lead-up to events, my family has come to understand and adapt to the demands of my role.
I think it’s important to have open communication with your employer and your team, especially when there are competing priorities. It might be that I need to adjust deadlines or working hours whilst still ensuring I deliver what’s needed on time. Similarly, it’s best to keep your family (and friends) in the loop about your work commitments so they understand when you’re under pressure or at times, unavailable. Life, similar to events, is never straight forward. There are always obstacles and curve balls, so I think it’s important to embrace flexibility where possible.
That said, the industry has evolved significantly, with the likes of hybrid working since covid, although I feel that tech is the biggest player that has allowed me to have an improved work-life balance. Offering me the flexibility that was not around 10-15 years ago.
How do you see the events industry evolving in terms of diversity, equity, and inclusion?
It is imperative that all our attendees and event participants feel welcome, seen, and safe at our events. An important project of mine on WTM London is ensuring the event is incorporating DEAI in all areas of the show so I’ve seen first-hand how developing certain facilities can really improve the visitor experience for many of our customers.
In 2024, we worked closely with RX head of inclusion, Ray Rhodes, to review any areas for improvement. From there, we were able to implement many of the initiatives and plan to further improve on this for 2025.
A particularly meaningful moment last year was accompanying a blind travel influencer around the event —an experience that allowed me to directly observe the positive impact of our efforts, as well as pinpoint areas where we still have work to do.
The events industry has improved dramatically when it comes to inclusivity. Not just as a response to societal pressure, but because we know it makes our events richer, more innovative, and reflective of a broader audience.
What advice would you give to young women looking to enter and succeed in the events industry?
Events are all about bringing people together and creating experiences. If you have a passion for connecting people, organising, and paying attention to detail, then the events industry is the right path for you.
It’s also important to consider and learn the business side of events. The fun, creative side is always cool —but how to negotiate contracts, work with your legal and data protection departments, how to manage budgets, and how to demonstrate the value of your events to clients and sponsors (something I’m continually working on) is imperative. Strong business understanding will encourage people to listen to what you have to say and help you become even more respected in your role.
Finally, aim to develop a broad skill set. Throughout my career, I’ve held roles within marketing, PR, and conference, and I’m grateful for the well-rounded understanding this has given me. Taking the time to learn how different departments operate and collaborate is incredibly valuable.
How do you handle setbacks and failures?
It’s totally normal to have failures, but I try not to let them define me or the project I’m working on. As a generally positive person, it’s good to review the failure and work out what you would change next time and how you can learn from it.
At RX, I’d say we’re very much encouraged to come up with bold new ideas, and not to be put-off by failure. Not everything will be perfect first time round, and it doesn’t have to be.
What changes do you think are still needed to create more opportunities for women in leadership?
Personally, I believe greater support for work-life integration is needed—not just within events, but across all industries. The well-known saying, “We expect women to work as if they don’t have children, and raise children as if they don’t work,” still rings true and highlights a widespread imbalance that needs to be addressed.
Providing flexible work policies and affordable childcare—especially for mothers—can play a key role in supporting more women into leadership roles. Over time, a cultural shift toward valuing outcomes over hours worked could further reinforce this progress.
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