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 Avonlee Granville-Roberts, Head of Client Services, Operations & Delivery at Elevate Global. She leads the US team, managing all aspects of event execution to ensure every event meets the highest standards.
Her Journey into Events
Avonlee’s journey into events began long before her first official role. Growing up in South Africa, her grandfather owned a print media company, and from an early age she was immersed in an environment filled with production schedules, creative problem-solving, and the buzz of delivery deadlines.
By the time she formally entered the events industry in 2010, it felt instinctive. Live events offered the perfect combination of creativity, fast-paced energy, and purpose – a space where no two days are the same and adaptability is everything.
Challenges That Shaped Her Journey
Like many in the industry, Avonlee has faced her share of challenges, and then some. Events demand constant coordination, tight timelines, and the ability to respond quickly when plans unravel.
Alongside this, Avonlee navigated her career as a single mother living abroad, without a local family support network. The pressure was high, and failure wasn’t an option.
“These experiences taught me to always prepare for the worst, stay solution-focused, and act quickly when things fall apart,” she explains. “They toughened me, sharpened me, and built resilience in a way nothing else could.”
Standout Moments and Career Highlights
Working on large-scale, globally recognised events has been a defining part of Avonlee’s career. Projects such as Formula 1, SailGP, and upcoming FIFA World Cup activations stand out as particularly meaningful.
“These productions push you to another level,” she says. “The pressure is intense, the planning is detailed, but when everything comes together and you see the experience through the eyes of the crowd, it’s unforgettable.”
Those moments, when preparation, teamwork, and execution align, are what continue to fuel her passion for events.
What Drives Her Today
Avonlee’s biggest inspiration is her daughter.
“Everything I do is to show her what’s possible when you work hard, trust your instincts, have faith, and refuse to back down,” she shares.
Beyond that, she’s motivated by the power of live experiences, the way events connect people, spark emotion, and create lasting memories. She also credits the Elevate team as a key source of motivation, highlighting the trust, collaboration, and commitment that underpin successful delivery.
Her Advice for Women Starting Out in Events
Avonlee’s advice to women entering the industry is grounded in experience:
Believe in your voice. The industry can be loud and fast-moving, but your perspective matters.
Be prepared, always. Things will go wrong; staying calm and solution-focused will set you apart.
Build genuine relationships. Authentic connections matter more than transactional ones.
Don’t be afraid to take up space. Especially as women, and as mothers, it’s easy to underestimate your strength.
“The balance, the pressure, the hustle – we navigate it every day,” she says. “Trust your gut, block out the noise, and remember: you are more capable than you know.”
✨ 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.
