Q&A with Sara Moseley: Leading the Way in Experiential Marketing for Women’s History Month
At Right On Pointe, outstanding leadership is about more than strategy—it’s about vision, resilience, and lifting others along the way. As we celebrate Women’s History Month, we sat down with our CEO, Sara Moseley, to discuss her journey as a leader in the marketing and events industry, the challenges and triumphs she’s faced as a female entrepreneur, and the importance of empowering the next generation.
With a career built on innovation and a deep passion for crafting unforgettable brand experiences, Sara has not only shaped Right On Pointe’s success but has also become a role model for women navigating the marketing and event space. In this Q&A, she shares insights on leadership, mentorship, and what it means to be a strong female presence in a dynamic industry.
Sara’s Journey & Leadership
Q: Please share a bit about your journey in the event and marketing industry. What inspired you to start Right On Pointe?
A: I knew from a very early age that I wanted to build something of my own. After years in the corporate world, working across events, campaigns, and marketing operations, I saw an opportunity to support internal marketing teams better. I knew the experience I had could bring real value, helping teams open up their bandwidth and focus on what mattered most.
That’s what led me to start Right On Pointe. I wanted to create a team that could integrate seamlessly with our clients, working cross-functionally and acting as an extension of their point of contact.
Everyone at Right On Pointe is focused on one mission - to help our clients reach their event marketing goals. We start every new engagement by asking the client’s goals and objectives for the event. Once we capture that, we strategically work with the client to ensure all efforts executed support the client in reaching those goals.
At Right On Pointe, our success is measured by our clients reaching their goals.
Q: What challenges did you face building a business in the event marketing space, and how did you overcome them?
A: When I started the company, I went from a bustling office of 250 colleagues and back-to-back meetings from 8 to 5, followed by a flood of emails to respond to after 5:00 p.m. to a quiet home office with an empty calendar and just a few emails coming through my inbox each day. No clients were waiting....no team members were asking for my advice or recommendations. I built Right On Pointe from the ground up, wearing every hat imaginable.
One of the biggest challenges I encountered was developing a robust template infrastructure and implementing an effective pricing strategy. And then, down the road, another challenge was learning when to bring in others. I wasn’t ready for a full-time hire, but I also couldn’t do it alone. Scaling smartly and finding the right people at the right time made all the difference. Those early, long nights laid the foundation for a company that runs efficiently, delivers excellent work, and continues to grow.
Q: How would you describe your leadership style, and how has it evolved over the years?
A: I’d describe my leadership style as rooted in trust, empowerment, and growth. I’m not a micromanager. I give people the space to do what they’re great at while stepping in with guidance and support when needed.
Over time, my style has evolved. I handled everything myself in the early days, so learning to delegate and trust others was a big shift. Now, I focus more on understanding my team’s goals, helping them grow, and connecting them with the right opportunities.
I keep an open-door policy and lead in a way that makes people feel heard and valued. Everyone brings something unique, and I try to play to those strengths. At the end of the day, it all comes back to trust.
Q: In what ways do you think women bring unique strengths to event marketing and experiential branding?
A: Women bring a powerful mix of creativity, attention to detail, and a drive to exceed expectations in event marketing. They don’t just execute plans—they anticipate needs, think ahead, and create truly immersive experiences.
Their ability to go beyond the basics and deliver exceptional results sets them apart. From bringing a client’s vision to life to crafting unforgettable moments, women continue to lead the way in this industry.
Being a Female Role Model in Business
Q: What does being a role model for women in business mean to you?
A: Being a role model for women in business isn’t about having all the answers. It’s about proving that you can build a successful career while creating the life you want. Balance takes effort, but it is possible.
Confidence is key. Strong leaders know when to take charge and when to listen. It’s not about being the loudest voice but making thoughtful contributions that drive progress.
Most importantly, leadership is about inspiring others to be part of something bigger and empowering them throughout the journey. I strive to mentor, support, and open doors for women because when one of us succeeds, we all do.
Q: Who is a female mentor or role model that has influenced your career, and what lessons did you learn from her?
A: One of the most influential female mentors in my career is Kim Eaton, now the Operating Managing Director at Vista. We first worked together at RedPrairie, where she was the President of Retail Productivity Solutions. We later reconnected after I started Right On Pointe when she was at NCR and then Aptean.
I recall having a conversation with her during my time at RedPrairie when my sons were still very young. I was navigating the challenges of balancing a full-time career while also striving to remain actively involved in their lives. Her sons were older and involved in sports, and I asked her how she managed the balance between working full-time and raising two boys. She shared that it was never easy, but she made it work by setting priorities and being intentional with her time. She emphasized the importance of being present in the moment—whether at work or with her sons—and not feeling guilty about dedicating time to either.
I looked up to her not just because she was one of the few female executives in a male-dominated company but because of how she led. She was confident and strong but also empathetic and approachable. She really listened and genuinely cared. That combination of strength and compassion has stuck with me. It shaped how I lead today and gave me a real example of what it looks like to succeed in business while staying grounded in who you are.
Q: What advice would you give to women aspiring to leadership roles in the events and marketing industry?
A: My biggest advice is to embrace challenges as opportunities to learn and grow. Mistakes will happen. What matters is how you adapt, stay solution-focused, and keep moving forward.
Strong leaders know how to balance experience with fresh perspectives. Your background and insights are incredibly valuable, but so are the ideas coming from newer voices in the room. Knowing when to speak up and when to listen is a powerful skill.
Leadership is not about having a title. It is about stepping up, thinking strategically, and making smart, proactive decisions. Take initiative, trust your instincts, and create space for others to shine. The best leaders are the ones who empower the people around them.
Women in the Event & Marketing Industry
Q: The events industry can be fast-paced and high-pressure. How do you approach work-life balance, and what advice would you give other women striving for success?
A: Over the years, women have taken on a larger role in experiential marketing, not just managing and producing events but also leading teams and shaping strategy. It’s exciting to see more women involved in defining event goals, building plans, and driving execution from start to finish.
Women bring a strong mix of strategic thinking and attention to detail, which helps create meaningful and inclusive experiences. It goes beyond logistics and into creating authentic connections.
Looking ahead, the focus should be on expanding leadership opportunities. There is incredible talent in this industry, and we need to keep building pathways for more women to step into senior roles and make their mark.
Women’s History Month & Legacy
Q: Women’s History Month is a time to celebrate progress and recognize contributions. What does this month mean to you personally and professionally?
A: Women's History Month is a time to celebrate resilience, vision, and leadership. For me, it’s about balancing ambition and family—staying present in each moment while striving to build a successful career. It’s also a time to lead by example, empowering your team, and inspiring the next generation of women to take on leadership roles. As we honor the women who paved the way, let’s continue to break barriers, support one another, and create a legacy of strength and leadership for future generations.
Sara’s journey is a testament to the power of determination, creativity, and strong leadership. As she continues to push boundaries in experiential marketing, she remains committed to fostering an inclusive and empowering workplace where women can thrive.
This Women’s History Month, we celebrate the women who have paved the way, those who continue to lead, and the future trailblazers of our industry. To all the women in marketing, events, and beyond—keep striving, innovating, and supporting one another.
Who are the female leaders that inspire you? Let’s continue the conversation in the comments!
