Women make up 77% of the global events workforce, yet hold only 16% of leadership roles. The imbalance is well known, but the women driving this industry forward are still too often overlooked.
The 70% is a weekly series dedicated to changing that. Each instalment profiles a woman whose work, insight, and ambition shape the events sector – from emerging talent to established leaders. Through their stories, we explore the pathways, challenges, and perspectives defining what leadership looks like today.
This week, we meet Vicky Gardner, co-founder and director of Zia Bia Events Consultancy.
How many years have you been in the events industry?
I’ve been in the events industry for over 21 years and it’s gone so quickly! I spent the first 10 years of my career working in hotels, from a Trainee Management position up to Front of House Manager. This gave me invaluable operational knowledge of hotels and venues, particularly in conference and banqueting operations. That hands‑on experience really shaped my understanding of how events come together logistically on the ground.
When I started looking for what was next, I wasn’t even aware of the agency side of the industry, and it wasn’t until July 2005 that I moved into my first role and discovered a whole new approach to events. I have genuinely never looked back – I love the passion and excitement of the industry and that two days are never the same!
How do you balance professional growth with personal commitments and do you think the industry is evolving in terms of work life balance?
The industry has changed enormously over the last 21 years and it’s still constantly evolving. Personally, I’m still working on finding the right balance, but in the last five years or so, I’ve really learned the importance of looking after myself. I’ve realised that when I’m the best version of me, I’m better for everyone around me in all aspects of life.
Paying attention to things like sleep, balance of my time and regular movement has had a huge impact on my wellbeing and creativity. I have my best ideas when I am working out, swimming or talking a long walk! I’m a real believer in the value of taking breaks and encouraging movement within teams, so that everyone benefits. That said, there will always be moments in this industry where it’s full throttle, that’s just the nature of events, but wellbeing has to be part of the conversation if we want people to thrive long term.
How do you see the events industry evolving in terms of diversity, equity and inclusion?
Awareness. Over the past five or six years in particular, there has been a huge increase in conversation around DEI, not just within agencies, but across our clients, venues and partners too. That growing awareness is positive, but it’s only the starting point.
As event professionals, we are in a strong position to lead these conversations with our clients and help drive meaningful change, rather than simply responding to it. Investment in proper DEI training is essential if we want to create better, more inclusive environments for everyone involved and this one of the focuses at ZiaBia this year. Sustainability and social responsibility initiatives such as the Greengage EcoSmart certification and our B Corp status play an important role in shaping our team in a more thoughtful and progressive nature.
What advice would you give to young women looking to enter and succeed in the events industry?
The best way to learn in this industry is through hands‑on experience. I’d encourage anyone starting out to take every opportunity that comes their way while they’re learning, even if you don’t yet feel fully ready. I’ve always taken that approach myself, sometimes stepping into situations without knowing exactly how I was going to deliver and figuring it out as I went along. You learn so much by doing and there are people around you to support and learn from.
It’s also important not to settle. If you want to push yourself and progress, there are so many people in this industry who are willing to give their time, mentorship and advice. Seek them out, ask questions, keep learning and keep backing yourself to move forward.
How do you handle set backs and failures?
When I experience setbacks or failures, my first instinct is to listen, absorb what’s happened and focus on finding a solution rather than dwelling on the problem. One of my key learnings early in my career was when I went to a manager with a problem and no solution – I learnt very quickly to come up with options to solve any further problems that may have come up!
I make a point of talking things through with people who can help, whether that’s colleagues, peers or mentors and I believe open and honest conversations are essential in those moments. Everyone will face setbacks at some point in their career; it’s how you respond, learn and move forward that really counts.
What changes do you think are still needed to create more opportunities for women in leadership?
There is still work to do to create more opportunities for women in leadership, starting with genuinely spotting and nurturing talent. Too often, women’s achievements are overlooked or taken for granted, and it shouldn’t be so hard to be recognised as individuals for what we bring to the table.
Support is crucial. We need to challenge some of the narratives and cultures that still exist, where confidence and authority are questioned, and where women are conditioned to apologise, downplay success or carry responsibility quietly. Women consistently step up, accept responsibility and deliver, but that isn’t always matched with visibility or progression.
Creating meaningful opportunities means actively opening doors, offering sponsorship as well as mentorship and encouraging self‑belief. When women are supported to trust their voice and their value, leadership becomes not just more accessible, but stronger and more representative overall.