A Wee Chat with Breda and Angela on International Women’s Day 2025

As the world celebrates International Women’s Day 2025, we sat down for a wee chat with Breda Cruickshank, Head of Exhibition Sales at SEC, and Angela Smith, SEC Head of New Business. We wanted to hear about their experiences as women in the exhibitions industry in Scotland and the UK, their thoughts on the evolving landscape of leadership, and their involvement in the UK chapter of Women in Exhibitions.

Can you both share a bit about your career journeys and how you came to be involved in the exhibitions industry?

Angela:  I studied advertising and PR and thought I’d be the next Samantha from Sex and the City. I saw an ad in the Daily Record for an advertising executive and got the job – my family thought I was a big shot! Turns out, it was more sales than Mad Men. My first task was finding out if people were selling their pets! I worked my way up to national titles, then joined Space and People as they were setting up their events arm. After that, I moved to Clarion Scotland (now QD Events), working my way up to Head of Business Development. When a job came up working with Breda, I jumped at the chance. That was 10 years ago, and I’ve never looked back.

Breda: I took myself to London straight out of school for a few months, worked there for a bit, and then met my Glaswegian husband. After moving up to Scotland and taking on temp roles I landed a short-term admin job at the SEC for the Director of Exhibitions. It was meant to last a few weeks, but I found myself drawn to the sales side of the role and worked my way up to Head of Exhibitions Sales. That was almost 30 years ago, and I’ve never looked back!

What inspired you to get involved with Women in Exhibitions UK, and what roles do you play within the organisation?

Angela: Women in Exhibitions’ UK Chapter is part of a global network, including Italy, North America, and Germany, focusing on local industry challenges. We joined because it’s a fantastic networking opportunity, with great mentoring and training programmes. It also helps raise the profile of exhibitions within the SEC, making the industry more appealing to younger event managers. Ultimately, Breda and I have been on this journey for a while, and we want to bring more people along with us!

Breda: The exhibitions industry is full of women, yet there still remains a bit of a glass ceiling when it comes to higher-level managerial positions. Women in Exhibitions encourages confidence, supporting women to step forward and take on leadership roles. It’s not about excluding men – it’s about working together to create equal opportunities.

What are some of the challenges women face in the exhibitions industry, and how does Women in Exhibitions help?

Angela: Given that 80% of the exhibition workforce is female but only 20% of board positions are filled by women, our mission is clear: we need more women in leadership. Like in many industries, caregiving responsibilities often impact career progression. One big challenge is balancing work with being the primary caregiver as is common regardless of industry. I took a step back in my career when my kids were young, even though my husband and I split responsibilities evenly.

Breda: As evidenced in the stats, women are clearly drawn to the exhibitions industry yet leadership roles are still dominated by men. That shouldn’t be the case. The increasing number of event management degrees helps bring in young talent with realistic expectations of the industry and the necessary balance everyone can bring. Women in Exhibitions aims to focus on membership growth from venues and suppliers and source new partnerships to continue this strong sense of not being afraid to believe in yourself which I believe will drive change over time.

Can you share an example of how the UK Chapter of Women in Exhibitions has made a tangible difference?

Angela: It’s still early days, but one great example is Alison Willis, CEO of Easyfairs, who spoke at the Women in Exhibitions Summit in Milan last year. She shared her journey of being a CEO and a mum, emphasising how it truly takes a village. Her Women in Exhibitions network helped her build connections – proof that having a strong support system makes a difference.

Why is mentoring so important for bridging the gender gap in leadership?

Angela: My mentor is Damion Angus, a Group Managing Director and Chairman of Montogmery, and it’s been invaluable to understand what organisers need from venues to build my confidence in the sector. Ultimately, it builds relationships and opens doors.

In particular, the exhibitions industry can be very London-focused, so mentoring is especially useful for junior staff based outside the capital. One of our goals this year is to get more SEC junior staff members paired with external mentors.

Breda: Scotland can sometimes feel disconnected from London, but it shouldn’t be. A London-based mentor can be invaluable to someone in Scotland, and vice versa. Our Director of Exhibitions, Dan Thurlow, already mentors across the UK and it’s about fostering those connections to benefit everyone.

What advice would you give to women hesitant to seek a mentor?

Angela: Just do it. In a post-COVID world, it’s easier than ever with Teams and Zoom. The Women in Exhibitions Summit last year reignited my passion for the industry – it was genuinely inspiring. As an SEC mentor myself, there’s always a bit of imposter syndrome at first, but once you realise how much experience you have to offer, it clicks. We’re just getting started, and there’s loads more to come!

How does the SEC support women in leadership and gender diversity?

Angela: Our chair, Morag McNeil is a woman, for starters. We have strong policies around maternity, adoption, and menopause. It’s a supportive workplace—not just for women, but for everyone. And I’m not just saying that!

Breda: We have wellness initiatives, from on-site yoga and massage to free lunches and reduced gym memberships. The SEC really acknowledges the high-pressure nature of our industry and invests in workplace happiness.

What steps can the industry take to create more opportunities for women?

Breda: Initiatives like the Exhibition News Under 30 Awards encourages young women to step forward. It’s about creating opportunities and visibility for the next generation.

Angela: Women tend to undersell themselves in their roles. That mindset needs to shift – we need to be more confident in stepping forward and that’s where the mentoring and support networks of Women in Exhibitions is so beneficial – not only for external support but as a blueprint to bring into the SEC and other workplaces.

What role does International Women’s Day play in raising awareness?

Breda: According to the World Economic Forum at the current rate, it’ll take until 2158 to achieve gender equality. That’s unacceptable. With that in mind, the theme this year is “Accelerate Action.” I’m hoping to attend events like the Women’s Networking Day at Glasgow City Chambers and the Science Centre’s STEM-focused day for young girls. These events are crucial for inspiring the next generation and showing them what’s possible.

Angela: IWD reminds us how far we’ve come – and how far we still have to go. It’s a time to reflect, celebrate, and push for change.

What’s your message for young women considering a career in exhibitions?

Angela: It’s an amazing industry – supportive, inspiring, and full of opportunities. No two days are the same, and you can have a long, fulfilling career. Don’t let self-doubt hold you back. Talk to people, build your network, and go for it!

Breda: Go for it! It’s fun, challenging, and rewarding. And remember, women in exhibitions always have each other’s backs. We’re a collaborative bunch, and there’s always someone willing to lend a hand or share advice.

Both the SEC and organisations like Women in Exhibitions are committed to fostering a more inclusive and dynamic industry – one where women are empowered to lead, mentor, and shape the future. Breda and Angela’s passion and dedication are paving the way for the next generation, proving that real change happens when we support, uplift, and advocate for one another. As we celebrate International Women’s Day 2025, let’s continue to accelerate action, break down barriers, and create even more opportunities for women in exhibitions and beyond. Here’s to a future where everyone has the chance to thrive.