At EVA Alliance, we’re proud to spotlight the women who are not only producing powerful events but reshaping the very strategy behind them. In this interview, we speak with Ruth Ann Felismino, Global Events Officer at CGIAR, whose work bridges continents, communities, and causes. From delivering purpose-driven experiences to championing underrepresented voices, Ruth Ann brings both vision and precision to the world of global event marketing.
Read on for Ann Ruth’s insights and reflections.
1. What’s your role, and what inspires you most about your work in event marketing?
As a Global Events Officer, I oversee the end-to-end planning and execution of international events that connect diverse communities, drive engagement, and amplify brand presence. My role is a dynamic blend of strategy, storytelling, and precision, balancing creativity with operational excellence to deliver experiences that leave lasting impact.
What inspires me most is the power of events to transcend borders and create meaningful human connections. I’m passionate about crafting immersive, purpose-driven experiences that not only align with business goals but also reflect the values and aspirations of the communities we serve. It energizes me to work at the intersection of culture, communication, and logistics, where every decision contributes to a broader narrative of inclusion, innovation, and influence.
Operating in the global events landscape also allows me to champion the visibility of women and underrepresented voices in spaces where decisions are made and celebrated. That mission continues to fuel my commitment to excellence in this ever-evolving field.
2. What challenge are you currently facing that others in EVA might relate to?
One of the biggest challenges I’m currently facing is delivering high-impact global events with increasingly limited resources: shrinking budgets, smaller teams, and tighter timelines, all while expectations continue to grow. The demand for innovation hasn’t slowed down, but the support structures haven’t always kept pace.
It’s a constant balancing act: finding creative ways to elevate the attendee experience and meet strategic goals without compromising on quality or overextending the team. Navigating internal alignment across global stakeholders can also be complex, especially when priorities shift or decision-making is decentralized. It takes persistent communication, agility, and a deep understanding of how to advocate for the value of
events beyond just logistics.
I know I’m not alone in this, and that’s what makes EVA such a powerful community: sharing these common struggles helps us realize we’re part of something bigger, and that we can learn from each other as we push the boundaries of what’s possible in our field.
3. What’s one strategy or tool that has helped you create impactful events lately?
One strategy that has made a real difference for me lately is designing events through a hybrid-first, audience-centric lens, supported by agile planning and real-time feedback loops.
In today’s landscape, where attendees expect flexibility and personalization, I’ve leaned into platforms that allow for dynamic content delivery, localized engagement, and robust analytics. Tools like Slido for interactive sessions and event management software with built-in analytics have helped me better understand what resonates in the moment, and adapt quickly, even mid-event.
But beyond tools, the real shift has been a mindset of co-creation: bringing stakeholders and even attendees into the planning phase early to ensure we’re solving real needs, not just following trends. That collaborative, data-informed approach has helped me design experiences that feel intentional, inclusive, and impactful, no matter the format or region.
4. How do you see the role of women evolving in the events industry?
Women have always been the backbone of the events industry, meticulously managing logistics, fostering relationships, and bringing visions to life. But what’s changing now, and what absolutely must continue changing, is our presence in strategic decision-making and leadership roles.
As a Global Events Officer, I’ve seen firsthand how women drive innovation, empathy-led design, and cross-cultural connection. Our unique ability to navigate complexity with emotional intelligence and creativity is essential – not just in executing events, but in shaping their purpose and impact.
What gives me hope is the growing visibility of women who are not just running events but redefining what events can be – as platforms for advocacy, inclusion, and systemic change. We’re moving from behind the scenes to the strategy table, and that shift needs to be supported with mentorship, equitable opportunities, and a seat at every planning and budget conversation.
The future of our industry is more inclusive, more visionary, and women are leading that transformation.
5. What’s one piece of advice you’d give to other EVAliers around the world?
My advice: Own your seat at the table – and don’t wait for permission to lead.
As women in events, we’re often seen as the doers, the fixers, the behind-the-scenes force. But we are also strategists, storytellers, and visionaries. Don’t underestimate the value of your voice, your intuition, and your lived experience, especially when decisions are being made about audience engagement, brand identity, or impact.
In this fast-paced, high-stakes industry, it’s easy to get caught up in execution. But take the time to step back, ask the bigger questions, and advocate for yourself and your ideas. Whether you’re running a local activation or a global summit, you belong in the rooms where strategy is shaped.
Your perspective matters. And the more we show up fully – confident, collaborative, and unapologetically ourselves – the more we shift this industry for the better.
Ruth Ann’s thoughtful, strategic approach is a powerful reminder of what women in events are capable of when they claim their voice and space. Her insights into agility, co-creation, and inclusive leadership are especially timely, and a source of strength for the EVA community as we continue to navigate a fast-changing industry together.
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