Harriet Selfe on breaking into events, team culture and strong tea

Harriet Selfe has a simple belief: great work and great culture aren't separate things, they fuel each other. As Audience's Head of Performance & Culture, she's the person making sure that's true in practice. We sat down with her to talk about what that looks like day to day, what it really takes to thrive in events, and the small things that make the biggest difference.

I started out in museums and galleries (I wanted to be a curator) but after dipping my toe into some art events, I thought, 'I quite like this.'

I've always been interested in how people communicate ideas and emotions beyond words, whether that’s through music, visuals, environments, shared experiences. So when I discovered brand experience, it felt like everything clicked into place. It combined creativity, storytelling and human connection in a way that felt genuinely exciting.

I started out in museums and galleries (I wanted to be a curator) but after dipping my toe into some art events, I thought, 'I quite like this.'

I've always been interested in how people communicate ideas and emotions beyond words, whether that’s through music, visuals, environments, shared experiences. So when I discovered brand experience, it felt like everything clicked into place. It combined creativity, storytelling and human connection in a way that felt genuinely exciting.

Great work and great culture aren't separate things, they fuel each other. High performance comes from people feeling trusted, supported and motivated. In practice, that means clear communication, accountability, celebrating wins, giving honest feedback and creating an environment where people want to do their best work…together.

The moments when the team pulls together during high-pressure periods and supports each other while still delivering great work. This spring has been a really good example, it’s been an exceptionally busy few months alongside a lot of change behind the scenes, and everyone completely embraced it. Those moments are when you really see the strength of the culture.

The pace makes it easy to focus purely on delivery, so the challenge is keeping culture something you actively invest in rather than assume it will just happen on its own. Usually it's the small things that matter most, checking in with people, celebrating progress, making space for feedback. It's not about getting it perfect; it's about everyone making the effort, especially when things are busy.

There are so many different routes (and very squiggly careers) within this industry, so I’d say embrace that. Say yes to opportunities, stay curious and keep learning, you never really know where one experience might lead. Attitude and adaptability take you a long way in this industry. Being proactive, reliable and willing to get stuck in will always stand out.

The industry is brilliant at demonstrating the power of a network. Events bring people together incredibly quickly - professionally and personally. Some of the strongest friendships and support systems I've built have come from working here. There's a real sense of everyone working towards something together.

Where there's still work to do: women remain under-represented in the most senior leadership positions across much of the industry. Women make up 77% of this industry, and whilst there are strong voices at the top, they aren't always equally represented in rooms where the decision-making happens with only 51.4% at senior leadership level (Live Recruitment Salary and Diversity Report). The conversation, however, is much more open now, there's more focus on mentorship, flexible working, wellbeing and clearer pathways into senior leadership, and that's a real positive. But there's still some work to do to close the gap between representation and influence.

I don't think I really have a survival kit as such, although if we run out of tea, there's definitely a problem.

What I do have are a few tactics. One is speaking up when things start to feel heavy. I think a lot of us are conditioned to come up with solutions rather than problems, but during really busy periods it's easy to lose perspective. Sometimes just saying something out loud to a trusted colleague is enough to bring a bit of clarity.

I'm also a big believer in carving out moments to decompress, both with and without the team. A quick drink after work or even a lunchtime walk around the block with a colleague can make a huge difference. And Friday nights with my family after a busy week are non-negotiable for me.

I always make sure there's a plan for after the busy period too, not necessarily as a reward, but as a reminder that the pace won't last forever and there'll be time to pause and recharge. For me, that usually means getting out into nature - ideally a quick camping trip, weather permitting!

Autonomy. Trusting people to work in a way that suits them - whether that’s flexible hours, focus time, or balancing life outside work - can have a huge impact on team culture. When people feel trusted and supported, they’re usually happier, more motivated, and do better work.