At Elevate Global, we’re committed to celebrating the women shaping the future of our industry. As part of our ElevateHER initiative, we’ve launched the Women in Events series to highlight their stories and impact.
This month, we’re spotlighting Selina Donald, Director of Sustainability and Founder of The Bulb, whose career path is marked by bold decisions, purpose-led thinking, and a commitment to driving sustainability across global events.
Her Journey into Events
Selina’s route into the events world was far from traditional. Originally set on joining the creative and media sectors, she pursued a weekend taster course at Brighton University during her A-Levels. Surrounded by students who already had connections at major broadcasters like the BBC, she felt out of place – prompting her to choose what she thought was a more “secure” path and study law.
Seven years later, after completing her legal training, Selina realised the profession wasn’t for her. She left her course, travelled the world for a year, and moved to London with no job and very little money. While temping, she received a call about interviewing for a role at Wembley Stadium – an opportunity that turned out to be working on England’s bid for the FIFA World Cup 2018. It was the break that changed everything.
After two years on the bid, she joined the team behind the London 2012 Olympic and Paralympic Opening and Closing Ceremonies. Leading the sustainability working group sparked a new realisation: she could combine her passion for the environment with her professional work. Following the Games, Selina joined ITV and began developing The Bulb as a side venture, laying the foundations for what would become her purpose-driven career.
Challenges That Shaped Her Journey
Launching The Bulb required Selina to take significant risks, including leaving a secure, well-paid role at ITV without clients or a safety net. Competing in a crowded marketplace meant often feeling like David against Goliath.
At the time, sustainability was only beginning to surface in event conversations. Much of Selina’s early work involved explaining the fundamentals: what sustainable events look like and why they matter.
Today, the challenge is different. The question is no longer why sustainability is essential, but how to turn values and commitments into real change. Teams face budget pressures, tight timelines, and the natural resistance that comes with shifting away from business as usual. What keeps Selina going is seeing sustainability increasingly built into planning, briefings, and delivery – and knowing that her work is helping organisations move from good intentions to measurable action.
Achievements and Moments That Stand Out
Across The Bulb’s ten-year journey, Selina has led projects that have shaped communities and major global events.
One standout moment was producing #March4Women, a gender equality celebration that brought 11,000 people together on International Women’s Day. The energy, passion, and collective call for climate justice made it a defining milestone.
More recently, Selina and her team have led sustainability strategies for major events including the Glasgow 2026 Commonwealth Games and the Invictus Games 2027. Watching her team grow, challenge each other, and push clients toward braver, more sustainable decisions has been one of her proudest achievements.
What Inspires Her Today
Selina is driven by one core mission: to be bold.
She’s determined to make sustainability exciting, showing not just the environmental impact, but the economic and social opportunities it creates. With the pace of the climate crisis, she believes action can’t wait – and the events industry has a critical role to play in turning intention into measurable impact. Seeing sustainability increasingly embedded into planning, briefings, and delivery is what keeps her motivated every day.
Her Advice for Women Starting Out in Events
Selina’s journey shows the power of trusting your instincts. After leaving law, she stepped into the world of major events and went on to build The Bulb, helping organisations turn sustainability ambition into action.
Reflecting on her career, Selina shares her advice for women starting out:
“Know your worth, know your mind, and don’t be afraid to speak up. Early in my career, I walked into a room as a Senior Leader and was asked by a room full of men if I would take the minutes. Moments like that remind you why your ideas and leadership matter. Never apologise for your ambition.”
She also emphasises the importance of community:
“Support others and seek support. Be a mentor and advocate for women and young people entering the industry, and surround yourself with role models who challenge and guide you. I’ve been fortunate to learn from brilliant mentors, including Fay Sharpe, Sara Donaldson, the team at Trivandi, and my own team.”
For Selina, sustainability, creativity, and impact are all about pushing boundaries. Her final message is simple:
“Step into opportunities with confidence, challenge the status quo, and help build a culture where ambition and innovation thrive.”
✨ Do you know a woman shaping the events industry? Nominate her, or yourself, for our Women in Events feature here and help us celebrate the incredible stories driving change.
