Meet Team Sleek: Sam Gabriel, Project Director
Behind every seamless Sleek experience is a team of people quietly making the magic happen. In this Q+A, we sit down with our Project Director, Sam, to talk about what it really takes to bring complex events to life, from guiding teams and managing budgets to balancing creativity whilst remaining calm under pressure.
With more than 28 years in hospitality and events, she brings a wealth of experience, a steady hand, and a unique way of seeing the role. From why she describes themselves as the “head duck” of the pond to what excites her most about Sleek’s next chapter, this conversation offers an honest look at leadership, longevity in the industry, and the realities of a career in event production.
Sam Gabriel, Project Director at Sleek
What does your job as Project Director entail?
I like to think of myself as a magician, because my job is to make magic happen from an idea. Sometimes that means pulling off a miracle in a very short time. Another way I like to describe it is as the “head duck” of the pond. I make sure all the ducklings - our people, project teams, timelines, and budgets - are swimming in the same direction and not flapping into chaos. I keep things calm on the surface while making sure everything underneath is running smoothly so every event is delivered seamlessly.
What does a typical day or week look like for you?
My weeks are usually full of meetings, whether with clients or teams. I coach and mentor my team, keep projects on track, and balance lots of numbers alongside people time. If you imagine a busy pond, meetings ripple across the water and emails splash in constantly. I’m constantly gliding between creative ideas and logistical realities - one minute I’m talking budgets, the next I’m diving into design details.
What are your main responsibilities and what do you enjoy most?
My main responsibility is to keep projects on time, on budget, and on brief. But the part I enjoy most is seeing the project come to life. I love watching team members stretch themselves and shine and then seeing them realise they’re capable of more than they thought. That moment is always a highlight for me.
How did you get into events?
I started in hospitality, studying hotel management and catering, and have been in the industry for over 28 years. I began in hotels, working in reception and front office management, before moving into banqueting. Eventually, I shifted into events and meetings, moving from the venue side to the client side. I was headhunted to lead an agency’s events division, freelanced, and eventually started my own agency.
What led you to Sleek and what was your first impression of the company?
Joining Sleek felt like a great opportunity. The company was beginning its shift from a more logistical agency to a creative agency, and I saw the chance to be part of that new vision. I liked that my opinion would matter, that I could drive change, and that I could mentor people along the way. Having run my own agency, I understood how a business operates and felt I could add real value.
When you look at a new project brief, what is the first thing you think about?
It depends on the client. My first question is always about their key priorities. Some clients want to make a creative impact, others are focused on strategic outcomes. Understanding their priorities helps guide where we invest our time and budgets.
Are there any particular types of events or challenges that get you excited?
I love tricky, complex challenges. Events are like puzzles – I enjoy figuring out how all the pieces fit together, putting the right team and resources in place, and seeing the whole picture come to life. The unknown elements are part of the fun.
What’s the best piece of advice you’ve received during your career?
Don’t settle. Push yourself, stay curious, and always question. I was also taught early on that if someone says they want to leave, wish them well and let them go - if they mean to stay, they’ll come back.
What advice would you give to someone starting out in events?
It’s a lifestyle, not a job. If you’re looking for routine, this isn’t for you. You need to love the process and the journey more than the outcome. Events are 90% planning and 10% implementation, so you have to enjoy the intricacies, the challenges, and the adrenaline. Every day is different, and if you love that high, this career is for you.
What are you most looking forward to this year with Sleek?
Sleek is on an exciting journey, changing the way the industry thinks about events. Change brings opportunity, and I love being part of that. I’m excited to see where we go, the team that grows with us, and the ways people will be stretched and develop along the way. It’s a privilege to manage and mentor this team, and I look forward to seeing them thrive.
From navigating complexity to nurturing talent, this Q+A gives a glimpse into the leadership and experience that sit at the heart of Sleek’s delivery. It’s a reminder that great events are built on trust, curiosity, and people who care deeply about both the process and the team around them.
As Sleek continues to evolve and push the boundaries of what events can be, it’s leaders like this who help keep everything moving in the right direction, calmly on the surface and brilliantly in motion underneath.
Want to create experiences that are thoughtfully led and flawlessly delivered, or interested in joining a team where you’re trusted to grow and thrive?
Get in touch with us to see how Sleek can bring your ideas to life.
If you want to hear more from Sleek, make sure you subscribe to our newsletter and follow our Instagram and LinkedIn.