With over a decade of experience in experiential strategy, Siri Brudevold, Senior Manager of Creative Experiences at PwC UK, brings both analytical depth and creative vision to every event she leads. From spreadsheets to sensory experiences, Siri transforms abstract planning into powerful in-person moments that forge connection and leave lasting impact. In this EVA spotlight, she opens up about applying behavioral science to event strategy, advocating for more strategic stakeholder alignment, and why curiosity is her constant compass.
- What’s your role, and what inspires you most about your work in event marketing?
I am a Creative Experiences Senior Manager at a large international consulting firm, with over a decade of experience in experiential and event strategy building. I find the ability to transform bold ideas into memorable, high-impact experiences inspires me the most.
There’s something so unique to events. You work for months in the abstract – on spreadsheets, slide decks, etc. – and get the ultimate gratification of seeing it all come to life as something tangible and immersive. As the world becomes increasingly digital, the ability to create real, physical moments of connection for our attendees is our superpower.
2. What challenge are you currently facing that others in EVA might relate to?
Balancing big ideas with shrinking budgets and timelines is a constant challenge. As demand grows for personalized, innovative, sustainable experiences, we’re often asked to deliver more with less. At the root of it, there’s an educational gap. Stakeholders often only see the polished result, not the complexity or effort behind the curtain. On our side, while we are expert problem-solvers, we need to move further along in strategic prioritisation and stakeholder alignment to help us have those high-level conversations, manage expectations and work to prevent the all-too-common burnout of our events teams, a direct result of these pinched timelines and budgets.
3. What’s one strategy or tool that has helped you create impactful events lately?
Two words: behavioural science. When we apply behavioural science insights (like social proof, choice architecture, and others) to our strategies, we are able to create and market experiences that intuitively guide attendee engagement. It’s not just about what looks good, but what works based on how people actually behave. I’ll caveat this: behavioural science works best at a macro scale. So take those insights and pair them with your own data and audience feedback. When we match up our creative decision making with peer-reviewed research, we can meaningfully engineer impact and heighten the attendee experience.
4. How do you see the role of women evolving in the events industry?
Oh, this is a hard question. I can’t really pinpoint a single path or role. Women in our industry are incredibly talented and incredibly diverse. I am excited that I continue to see women growing and thriving in all areas: from AV experts to senior strategists. Women are carving out new spaces, breaking stereotypes, and redefining what leadership looks like. That diversity of skill and perspective is exactly what will continue to shape our industry and influence adjacent ones in transformative ways.
5. What’s one piece of advice you’d give to other EVAliers around the world?
Lead with curiosity, always. It’s not enough to think outside the box – look outside the box. What’s happening in the advertising industry? How is my performance marketing team meeting their goals? Don’t underestimate the value of cross-functional relationships and ask them the ‘dumb’ questions. Our industry rewards innovation and team work, when you combine both, you redefine what’s possible.
Siri’s perspective is a refreshing call to think bigger, dig deeper, and work smarter. Her passion for bridging creativity with evidence-based strategy – and her honesty about the challenges we face as an industry – offers a powerful reminder: innovation is not just about fresh ideas, but about advocating for the resources and recognition our work deserves. As women continue shaping the future of events, voices like Siri’s push the conversation forward: with curiosity, clarity, and bold imagination.
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