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.
In this week’s edition, we speak to Erika Morton Allen, managing director at The Park Sydney.
How many years have you been in the events industry?
I’ve been in the industry for 21 years and it’s flown by. My journey began while I was at university, working as promotional staff.
I quickly discovered a genuine passion for the energy and creativity of events, which led me to pursue a career on the other side, managing and organising activations, promotions, and events. From there, my path in the industry evolved and I haven’t looked back since.
How do you balance professional growth with personal commitments and do you think the industry in terms of work life balance?
There have certainly been times where I’ve struggled to maintain work life balance. However, at The Park, we have a saying: work should never be the most important thing in your life, that space is reserved for family and friends. For me, exercise, time with my husband and maintaining strong social connections are essential to my wellbeing. I make a conscious effort to integrate these into my week to help maintain balance and perspective.
I do believe the industry has made real progress when it comes to work life balance. Early in my career, there was no such thing as time off in lieu for weekend activations, no flexibility, and certainly no hybrid working. And if you happened to be working on a pitch, the expectation was long nights, often followed by early mornings at your desk as if nothing had happened.
Thankfully, those expectations have shifted and there’s now a stronger cultural focus on sustainability, flexibility, and protecting employee wellbeing. The industry has realised that in order to do our best work, we need time away from the work.
How do you see the events industry evolving in terms of diversity, equity and inclusion?
There’s some really positive momentum around DEI in Australia’s events industry, which is great to see. A few key things are driving that shift.
Community expectations and changing demographics are a big one. Australia is incredibly multicultural and there’s growing awareness around Indigenous rights, as well as more visibility for LGBTQ+ and disability communities. Events that don’t reflect that diversity or make people feel welcome, risk losing relevance. You’re seeing more accessible venues being chosen, speaker line ups that reflect diversity, hybrid or multi format setups, and marketing that’s designed to be inclusive.
We’re also seeing some strong industry led initiatives. In production, media and marketing, more organisations are committing to inclusion in real, practical ways. One great example is the Inclusively Made initiative, which brings together different agencies and brands to turn inclusion goals into tangible actions. Collaboration is definitely the way to go if we want to see real change happen.
There’s still more work to be done, of course, across the whole sector. Representation for certain groups remains stubbornly low, but I’m hopeful that things are improving for the better.
What advice would you give to young women looking to enter and succeed in the events industry?
Be prepared for not only the glam but the hard work too
Events can look glamorous from the outside – the parties, the launches, the travel, the celebs. But behind every smooth running event is months and months of logistical work, stakeholder wrangling, risk mitigation, and problem solving under pressure.
Find mentors
Look for women ahead of you in the field and reach out with thoughtful questions. Later, offer support to women coming up behind you. Events can be a competitive space, but it’s also one where collaboration lifts everyone.
Keep upskilling especially in tech and DEI
Tech is transforming events (hybrid, AR/VR, data capture), and so is the demand for inclusive, accessible, culturally-aware design. You don’t have to be an expert in everything but be aware of how the industry is evolving.
Be yourself
Lead from your own values, not from what others expect of you. Know your strengths and don’t feel like you have to pretend to be someone else to get ahead. Build your career on being authentic, not just fitting in. Let your work show your unique style, your voice, and your perspective. It’s about being authentic in a smart way, one that feels real, keeps you credible, and makes you feel empowered.
How do you handle setbacks and failures?
I remind myself not to take things personally and maintain perspective – we’re not saving lives. I also recognise that growth comes through difficult conversations and occasional failures.
These moments are essential for learning, both personally and professionally. I make it a priority to share those lessons with my team, so they can benefit from my experiences and avoid repeating the same mistakes.
What changes do you think are still needed to create more opportunities for women in leadership?
Creating more opportunities for women in leadership isn’t just about opening doors, it’s about changing the conditions inside the room.
While progress has been made, several systemic barriers still need to be addressed. Leadership is still too often equated with dominance, charisma and self-promotion – traits more often rewarded in men.
Why are we still dominated by middle aged white men as CEO and MDs of advertising agencies? Senior leaders (especially men) must champion systemic change and demonstrate inclusive leadership. We need more vocal and active allies.