When you’ve been part of a business for more than three decades, it’s impossible not to leave your mark.
For Helen Elam, Sparq has been more than a workplace. Helen’s journey from receptionist to Joint Managing Director is one built on determination, hard work and a willingness to throw herself into every opportunity that came her way.
We caught up with Helen to hear how it all began, what keeps her motivated and why she still believes the people at Sparq are its greatest strength.
“I lied about my age to get the job.”
Helen laughs as she remembers how her career started.
Back then, Sparq was Saville Audio Visual, and Helen was looking for a new opportunity after feeling she’d reached a dead end in her previous role.
“I walked into the job centre and saw an advert for a receptionist at Saville Audio Visual. It said you had to be 21 and… I wasn’t! I applied anyway, managed to get through the first two interviews without mentioning my age and then they offered me the job.”
It turned out to be one of the best decisions she ever made.
Never standing still
Helen didn’t stay on reception for long. When a sales role became available, she was determined to get it.
“My manager said, ‘You’ll need to learn to drive first.’ I went home, told my dad I needed driving lessons, did a 12-week crash course, passed first time and went straight back to him and said ‘I’ve passed. Can I have the job now?”
That determination became a defining feature of Helen’s career. She thrived in sales, even winning a competition that earned her a weekend in Monte Carlo.
Looking back, she says it gave her confidence she hadn’t always had.
“I left school with very few qualifications because people didn’t really understand dyslexia or ADHD back then. They just thought I was naughty or stupid.”
One teacher even told her she’d never amount to anything.
“I remember thinking, ‘I’m going to prove you wrong.”
Helen remembers leaving school at 16 after burning her tie, convinced traditional education wasn’t where she’d succeed. It only fuelled her determination to prove people wrong.
Learning every part of the business
After around ten years in sales, Helen moved into managing the Manchester office, which led to her taking responsibility for the hire division, a department where very few women worked at the time.
Rather than simply managing the team, she wanted to understand every part of the job.
“I wanted to know how to EQ a microphone, set up a PA system and deliver equipment. I wanted to understand exactly what my team did because I never wanted to ask someone to do something I wouldn’t be willing to do myself.”
That hands-on approach still defines Helen’s leadership today.
As Sparq’s events became larger and more creative, Helen found herself drawn to developing concepts and transforming client briefs into memorable experiences.
“I realised what I loved wasn’t just delivering events. It was listening to a client’s vision, creating something completely different and then watching their reaction when they walked into the room.”
One client was so overwhelmed they burst into tears of joy.
“That’s better than anything. Knowing you’ve created something that moves someone like that is incredibly rewarding.”
Why Sparq has always felt like home
Although Helen left the business twice to broaden her experience, returning always felt like the right decision.
“I always felt part of the family.”
Working elsewhere introduced Helen to different ways of working, but it also reinforced what made Sparq special.
One memory has stayed with her throughout her career.
After securing what was, at the time, the biggest sale in the company’s history, Michael Saville, owner of Saville Audio Visual, was waiting for her when she returned to the office.
“He was just sat there waiting to congratulate me and tell me how proud he was.”
There were no grand celebrations.
“I think we celebrated with a cup of tea,” Helen laughs. “Today it would probably be a glass of wine, but back then it was a brew.”
For Helen, it wasn’t about the sale itself.
“It was about feeling believed in.”
It’s a feeling Helen has carried with her throughout her own leadership career. That experience shaped the kind of leader she wanted to become.
“I still don’t think there are many companies where the owner would sit down with you like that. That’s why I always try to check in with people. I know how much those moments matter.”
Helen also believes careers shouldn’t stand still.
“I never want any of my team to leave, but their opportunities today are so different. They might get the chance to work on global events, and I’d be the first person to say ‘You’d be a fool not to take that job.’ I want people to progress, because that’s good for them and it’s good for our industry. And if they ever wanted to come back, my door would always be open.”
Leading by example
Being appointed Joint Managing Director remains one of Helen’s proudest moments.
“I never imagined I’d become Joint Managing Director. It made all the sacrifices and hard work feel worthwhile. It shows women in the events industry that we can get to a position where we’re supervisors, directors and running big departments.”
For Helen, leadership isn’t about sitting behind a desk.
She still believes in being visible, checking in with the team and understanding the challenges they’re facing every day.
“I like to know how everyone’s doing. Whether it’s checking in with the warehouse team or talking to our technicians, I want people to know we’re in the business with them, not looking down on it.”
Her ambition is to build the next generation of leaders at Sparq.
“I want the next directors to come from within Sparq because they’ve grown with the business.”
More than just a workplace
Ask Helen what makes Sparq different and the answer comes instantly.
“Our people.”
“The events industry isn’t a nine-to-five job. The hours can be long, but everyone looks after each other. We laugh together, support each other and celebrate together.”
It’s that culture, she believes, that’s helped Sparq continue to grow while keeping its family feel.
Inspired by the team around her
Despite spending more than three decades working across almost every area of the business, there’s still one role Helen would love to experience.
“I’ve probably done a version of most jobs here over the years,” she laughs. “But if I could swap with anyone for a week, I’d choose Jonny, our Creative Designer.”
“I love sitting in client meetings with Jonny. We’ll bounce ideas off each other, but then he’ll come up with something completely out of the box and I’ll just think ‘Bloody hell, he’s sh*t hot.”
For Helen, it’s another reminder that Sparq’s greatest strength has always been it’s people.
Beyond the events
Outside work, Helen enjoys spending time with her grandchildren, walking her dog, Bella, and cooking.
Walking, in particular, gives her time to reset and think creatively.
“Walking Bella is where I do some of my best thinking. It’s when I start thinking about themes, ideas and how we can make the next event even better.”
Looking to the future
After more than three decades in the industry, Helen remains just as passionate about events as she was on her first day.
“I’d encourage anyone thinking about a career in events to give it a go. It’s hard work and it’s definitely not nine-to-five, but the rewards are incredible.”
“When I started, events were very different. Today we’re creating complete experiences from the very first invitation through to the moment guests leave. I want to see that creativity keep growing, and I want to help the next generation push those boundaries even further.”
From walking into a job centre looking for her first opportunity to helping lead Sparq into its next chapter, Helen’s story proves that determination, curiosity and caring about people can take you further than you ever imaged.
More than 35 years on, she’s still learning, still inspiring those around her and still proving that great leadership starts with believing in people.
