Over the course of the CN 30underThirty programme, Conference News will be speaking to members of the programme about their professional journey and the causes they’re championing to shape a more inclusive, forward-thinking industry.
This week, meet Jemma Smith, event manager at Bray Leino Events. Smith has progressed from graduate to event manager and this year has been a intrigual part of the UK Pavillion at Expo 2025 in Osaka. In this interview Smith discusses her biggest challenges, the topics she is passionate about and the advice she would give her younger self.
What is the first career highlight that comes to mind?
BETT Asia was the first event I supported from start to finish, right through to live delivery. It was my first project after graduating and my first at Bray Leino Events, so it really marked the beginning of my journey in the industry. Being part of an international event of that scale so early on gave me insight into live events and laid the foundations for everything that’s followed.
Since then, I’ve had the pleasure of working with brilliant teams on some remarkable projects including the UK Pavilion at Expo 2025 in Osaka – an event on an extraordinary scale, with millions of visitors and hundreds of countries taking part. Being involved in Expo is a real privilege but BETT Asia will always be the first.
What is the biggest challenge you have overcome?
One of the biggest challenges I’ve overcome was stepping into the role of event manager earlier this year and diving straight into a project on the UK Pavilion at Expo 2025 in Japan, where I am now, on site. This has been a real step up, not just in terms of responsibility, but in learning a new country and culture. And a World Expo is completely different from the events I’d been used to.
Like the time difference, for instance, between Japan and our team in the UK. There’s a limited window when everyone’s online and available. Home feels very far away, and it’s all taken some adjustment, but thanks to the brilliant teamwork and support within Bray Leino Events, I’m loving it.
What have you learned about yourself since entering the events world?
Over the last three years at Bray Leino Events, I’ve learned about how to deliver great events and about myself. I’m capable of more than I ever imagined. I’ve grown in confidence, resilience, and belief in my own ability. It’s come from being surrounded by people who support me and show me what’s possible, even when I can’t see it myself. They’ve given me the space and encouragement to step up.
So, while I’ve learned that I can handle a lot and rise to a challenge, I’ve also learned the value of working with people who bring out your best. That’s been one of the most rewarding parts of the journey so far.
If you could give your younger self one piece of advice when starting out in events, what would it be?
If I could give my younger self one piece of advice, it would be this. Take every opportunity, because each one is a chance to learn, grow, and discover what you’re truly capable of.
I’d also tell myself to never be afraid to ask questions. There’s no such thing as asking too many when you’re starting out – it shows you’re engaged and eager to learn.
But above all, I’d remind myself to always believe in yourself. Confidence isn’t something you have from day one, it’s something you build over time, by trusting your instincts and backing yourself and finding supportive people to work with, especially when things get challenging.
What is an issue or topic within the industry that you think is important and want to champion? Can you explain a bit about it?
One topic I think is incredibly important and one I’m proud to champion is social value. At its heart, it’s about the positive impact we can create beyond the event itself, and how our work can benefit the wider community.
At Bray Leino Events, I’m part of our Social Value Committee. Whether that’s supporting local businesses, partnering with charities, or getting involved in initiatives that give back, it’s about being intentional with the influence we have.
In the events world, it’s easy to stay focused on delivery and delegate experience but I believe we have a real responsibility to think beyond that. Events can be powerful platforms for change, and I’m passionate about making sure we use that power to do good, especially in the place we call home.
Why is this particular issue or topic important to you?
This topic is important to me because I really believe in the power of giving back. Not everyone gets the same opportunities in life, and if we’re able to use our platform at Bray Leino Events to make even a small difference, I think we have a responsibility to do so.
We have partnered with an amazing local charity, Caring in Bristol to help support their efforts in tacking homelessness. It’s something you see everywhere, and it’s a reminder that while we work in a fast-paced, exciting industry, there’s always space to pause and look at how we can support those who need it most.
What do you plan to do to continue to champion this topic?
As part of the Social Value team at Bray Leino Events, I joined the team for the Bristol Cares 20k Steps Challenge, walking across the city with purpose (and a well-earned ice cream stop), ending the day at Caring in Bristol’s Celebration of Support event, a great reminder of the power of community.
This August, the team is taking on the Bath Two Tunnels race to raise further funds and while I’m sad not to be joining them (I’ll be out in Osaka supporting the UK Pavilion and its upcoming programme of events), but I’ll be cheering them on from afar. We’re also rolling out volunteer days across Bray Leino Events supporting the charity’s Bristol Goods Food Clubs, which I am looking forward to helping with.
It’s all part of our ongoing commitment to give back to Bristol and to support a charity making real, lasting change.
What can the industry itself do to better champion this topic?
I think the events industry has a real opportunity and responsibility to use its platforms and connections to shine a light on issues that need attention, like homelessness.
We’re in a unique position to reach people, spark conversations, and bring communities together and that can be a powerful force for good. If every events company made space to support a cause or charity close to home, the collective impact could be huge.
It doesn’t have to be complicated, it’s about being intentional. Whether it’s fundraising, volunteering, or simply using our voice to raise awareness, we all have something to offer. And as an industry built on connection, we’re perfectly placed to make a real difference.
The CN 30underThirty is a 12-month programme that recognises and supports young talent from the conference and meetings industry. Find out more about the CN 30 under 30 class of 2025 here.