The State of Women in Event Marketing: Progress, Challenges, and the Path Forward

The event marketing industry has long been a showcase of innovation, creativity, and resilience—and at the core of it all are the women who power these experiences. Yet, despite their critical roles in shaping strategies and delivering exceptional results, women in event marketing continue to face significant challenges that demand industry-wide attention.

The 2024 Career Progression & Satisfaction Report, produced by Event Marketer in partnership with Sparks, shines a spotlight on these challenges while celebrating the progress made and the potential for meaningful change.

A Majority Without Equity

Women represent the majority of event marketing professionals, leading creative strategy, managing teams, and forging key partnerships. Yet, their voices often diminish as you move up the organizational chart. Only 26% of women report to female leaders, and even fewer have female representation at the C-suite level. This aligns with broader trends but is particularly glaring in an industry where women’s contributions drive so much of the creative and logistical success.

Even more disheartening is the persistent gap in pay equity. Over half (53%) of women surveyed feel under-compensated for their roles, a statistic that hasn’t shifted meaningfully in over a decade. Compensation disparities are compounded by the prevalence of “invisible work”—tasks like team management, culture-building, and advocacy for the value of live events—which often go unrecognized and unrewarded.

Progress at the Crossroads

The report offers promising insights, too. Work-life balance has improved significantly since the first survey was conducted in 2008, thanks to increased flexibility and more robust benefits. Women with caregiving responsibilities, who make up 54% of respondents, now report greater satisfaction with their ability to balance professional and personal obligations. However, many fear that post-pandemic shifts back to in-office work could erode these gains.

Additionally, the inclusion of four generations of professionals in today’s workplace is introducing fresh ideas and new dynamics. Younger generations are driving conversations around diversity, equity, and inclusion while bringing fresh expectations for workplace culture and career mobility. This generational blend has the potential to create an environment of mutual learning and shared growth—if organizations can harness it effectively.

Barriers to Advancement

One of the most significant roadblocks women face in event marketing is the lack of clear career paths. A third of respondents report limited opportunities for advancement within their organizations. This stagnation is often attributed to small team structures, external hiring practices, or organizational inertia. Women’s progress up the ranks remains uneven, with middle management—a critical stepping stone—often overlooked in terms of development and support.

Insights from Industry Women

As part of this initiative, Event Marketer hosted a roundtable discussion with several leading women in the event marketing industry. Their perspectives provide additional depth to the report’s findings and highlight opportunities for growth and change. Below are some key insights:

The Participants

• Trisha Dean, Head of Global Executive Events and CXO Engagement, Google Cloud, Google

• Ana Goettsch, Head of Marketing, Primal Kitchen

• Kim Haney, Director-Experiential Marketing, Pernod Ricard USA

• Melinda V. Johnson, Brand Director, Henkel Corporation

• Kendall McElliott, Director-Global Events, Microsoft

• Liz Money, SVP-Brand & Creative, BÉIS

• Leah Stark, Experiential Senior Manager, Target

• Naeema Thompson, SVP-Sponsorships & Partnerships Management, Citi

• Carly Zipp, Global Director-Brand Marketing, Amazon Ads

Generational Collaboration

The presence of four generations in the workplace is seen as a strength that fosters innovation and mutual learning.

• Leah Stark (Target): “The many different generations we have available at our fingertips to tap into really makes this a fun and unique time to work.”

• Melinda V. Johnson (Henkel): “As leaders, we have to be humble enough to know that we don’t know it all or have it all. I, for one, love the younger thinking that Gen Zs and Alphas are bringing.”

Work-Life Balance

Flexibility remains a critical factor for job satisfaction, especially as remote work continues to evolve post-pandemic.

• Carly Zipp (Amazon Ads): “The pandemic blew everything up. It’s created this breakdown of the barrier between personal and professional, encouraging people to bring their whole selves to work.”

• Liz Money (BÉIS): “There’s something about a female’s perspective and how it resonates from an emotional and inclusive sense. We’re skilled at tuning into the subtle cues and understanding what guests truly want.”

Leadership and Representation

The lack of female representation in senior roles continues to be a concern.

• Trisha Dean (Google Cloud): “Women bring an empathy and emotional intelligence that create more engaging and inclusive experiences. Yet, we’re often stuck without clear paths to leadership.”

• Kendall McElliott (Microsoft): “There is not a lot of opportunity for advancement, especially in senior-level roles, because people in this industry generally love what they do and tend to stay.”

Unique Perspectives

Women bring a unique ability to balance strategic vision with detailed planning, fostering memorable and inclusive experiences.

• Kim Haney (Pernod Ricard USA): “There’s an empathy and sensitivity, but there’s something about a woman that brings a calm to a situation and can get us to a problem solved quickly.”

• Naeema Thompson (Citi): “Intrinsic empathy allows us to relate to people and extend grace to others, informed by our own unique experiences.”

A Call to Action

The findings make it clear: the state of women in event marketing is a story of incredible potential hindered by systemic challenges. To address these issues, industry leaders must:

• Prioritize Pay Equity: Conduct regular audits to ensure fair compensation and transparency.

• Recognize Invisible Work: Develop mechanisms to quantify and reward contributions beyond traditional metrics.

• Expand Leadership Pipelines: Invest in mentorship, training, and clear advancement pathways to elevate women into leadership roles.

• Foster Flexibility: Commit to maintaining and expanding flexible work options, even as post-pandemic norms evolve.

At Sparks, we believe in the power of progress—and the women in event marketing are driving it. The 2024 Career Progression & Satisfaction Report is a call to action for every organization in our industry to double down on its efforts to support, recognize, and advance the women who make this industry thrive.

Download the Full Report Here.

Let’s not just talk about progress—let’s create it.