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 speak to Tinique Hay, founder of Hay Events.
How many years have you been in the events industry?
I’ve been in the events industry for over ten years. During this time, I’ve had the privilege of managing events ranging from intimate VIP gatherings to large-scale conferences with thousands of attendees, which has given me a deep understanding of both the strategic and operational sides of event management.
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 and personal life is always a challenge, especially in events where the hours can be unpredictable. For me, it comes down to being intentional with my time and having a trusted team I can delegate to. I also block out time for personal priorities to ensure I’m present outside of work. I do see the industry evolving: more companies are recognising the importance of wellbeing, flexible schedules, and supportive work cultures. This shift is creating more sustainable careers in events for both men and women.
How do you see the events industry evolving in terms of diversity, equity and inclusion?
The industry is becoming more conscious of the need for diversity, equity, and inclusion, but there’s still work to be done. I see more organisations actively including diverse voices in leadership, programming, and supplier selection, which is fantastic. For events to be truly impactful, they must reflect the communities they serve. DEI initiatives aren’t just ethical; they drive creativity, innovation, and stronger connections with audiences.
What advice would you give to young women looking to enter and succeed in the events industry?
My advice first, embrace every opportunity to learn, whether it’s offering to volunteer at an agency like Hay Events to get hands-on practical experience working on a small project or assisting on a large-scale event. Second, build strong relationships—networking and mentorship are invaluable. And finally, trust your instincts and take bold steps; the industry rewards those who are proactive and resilient.
How do you handle set backs and failures?
“Setbacks are inevitable, and I view them as opportunities to learn. When something doesn’t go as planned, I take time to reflect on what happened, identify lessons, and implement improvements for the future. Maintaining perspective, staying solution-focused, and leaning on my team for support helps me turn challenges into growth moments. Most importantly for me is trusting in God, who gives me strength and the wisdom to keep moving forward despite challenges.”
What changes do you think are still needed to create more opportunities for women in leadership?
To create more opportunities for women, I think mentorship and sponsorship are key. Women need to see other women in leadership and have support to grow into those roles. Organisations should also put systems in place that actively develop talent through training and stretch assignments. On top of that, flexible working needs to be normalised so women aren’t held back in their careers, which helps retain talent and prepares more women to step into leadership positions.
