Angela Afieghe shares her journey from tech to entrepreneurship, launching EventBooth to simplify event planning and empower inclusive, digital-first communities.
Angela Afieghe is not your average entrepreneur. She’s a storyteller, a strategist, a changemaker and the dynamic force behind EventBooth, Ireland’s fast-growing event management platform redefining how people plan, promote, and experience events.
A Nigerian-born, Ireland-based businesswoman, Angela brings a unique blend of resilience, creativity, and purpose to everything she touches.
“EventBooth has been proudly self-funded from inception, a decision that has afforded us full control and strategic flexibility in our early growth”
With a background in technology, event management and an MBA under her belt, her career path took shape across multiple sectors; including IT project management, healthcare, corporate communications, and public relations before converging into a singular mission: to help businesses turn their events into strategic assets for growth and visibility.
Afieghe also serves as director of PR and Brand Strategy for Africa Centre Ireland, where she spearheads initiatives like the Talent Gateway Project; a series connecting employers to underrepresented communities through skills-building events and recruitment fairs
She is also the driving force behind the EventPro Connect Conference 2025, taking place on 4 October in Dublin. Themed Powering Possibilities, this landmark gathering will bring together event professionals, PR experts, and business leaders to spark conversations, connections, and collaboration.
Tell us about your background, what journey did you take to arrive at where you are?
“Always put yourself in your customer’s shoes. Understanding your customers’ perspectives and challenges is crucial; it shapes the experience you provide”
My journey has been shaped by a rich blend of professional experiences. With a foundation in engineering and project management, I transitioned into entrepreneurship driven by a deep passion for events, strategic communication, and community engagement. After years in corporate roles and active leadership in volunteer organisations, I identified a significant gap in the events industry, one I naturally gravitated toward and navigated with ease. This insight, combined with the completion of my MBA, led to the founding of EventBooth.
Before the pandemic, I found joy in planning and delivering high-end destination events. When the world shifted, I adapted by organising a series of virtual events completely free. This reinforced my passion for event management and digital innovation. These experiences laid the foundation for EventBooth’s official launch in 2023, where I brought together my love for people, events, and technology in a single, user-focused platform. In 2024, I further advanced my expertise by completing a Diploma in Event Management at UCD Professional Academy, graduating with distinction.
Why are you doing what you are doing? What need are you meeting? What’s your USP?
I founded EventBooth in response to a clear and recurring gap in the event management space; many existing solutions were either overly complex or prohibitively expensive for everyday users. While planning destination events, I frequently encountered challenges sourcing reliable vendors abroad. Often, I had to rely on platforms like Instagram, placing blind trust in suppliers without any credible verification; an approach that introduced unnecessary risk and uncertainty.
“I pride myself on my ability to build genuine, lasting relationships and translate customer needs into intuitive digital solutions”
These frustrations led to the creation of the EventBooth Planners Hub; a dedicated community where event professionals and trusted vendors can connect with confidence. More than just a listing or ticketing platform, EventBooth streamlines the entire event planning process through an intuitive interface, seamless ticketing, and built-in networking features tailored to the needs of modern planners.
This year, we are launching the EventPro Connect Conference, our flagship in-person event designed to bring this digital community to life; offering a space where PR professionals, Event professionals and business owners can connect, collaborate, and explore new trends shaping the industry.
It’s happening on 4 October at Hilton Dublin Airport. What truly sets EventBooth apart is our unwavering commitment to exceptional customer service. We pride ourselves on delivering a highly personalized experience where every user whether an organiser, vendor, or attendee feels seen, supported, and genuinely valued.
How did you fund and start the business and what are your growth plans?
EventBooth has been proudly self-funded from inception, a decision that has afforded us full control and strategic flexibility in our early growth. While accessing external funding has presented its challenges, this independence has enabled us to stay agile, innovative, and closely aligned with our vision.
As we look to the future, we are focused on scaling our digital infrastructure, deepening our footprint across the Irish market, and exploring opportunities for international expansion. We are open to strategic partnerships and investment collaborations that align with our mission and can help accelerate our growth and impact.
What are your key skills and qualities that set you apart?
My strengths include strategic thinking, resilience, attention to detail, and exceptional customer service skills. I pride myself on my ability to build genuine, lasting relationships and translate customer needs into intuitive digital solutions.
What (or whom) has helped you most along the way? Who was your greatest mentor/inspiration?
Toastmasters has played a pivotal role in shaping my leadership and communication abilities, providing a strong foundation for personal and professional growth. I’ve drawn inspiration from remarkable figures like Oprah Winfrey, whose resilience, powerful voice, and dedication to making a meaningful impact continue to motivate me.
“Adaptability, clarity of vision, and strong relationships can mean the difference between success and failure”
Throughout my journey, I’ve been fortunate to have mentors who have challenged me to think bigger and pursue growth with confidence. One such mentor is Elizabeth Jordan, whom I met through Toastmasters. Her guidance, particularly in the areas of leadership, communication, and perseverance, has profoundly influenced my mindset and approach to business.
What was the greatest piece of business advice you ever received?
Always put yourself in your customer’s shoes. Understanding your customers’ perspectives and challenges is crucial; it shapes the experience you provide and ensures your solutions genuinely meet their needs.
What circumstances/qualities/events can mark the difference between success or failure in life or business?
Adaptability, clarity of vision, and strong relationships can mean the difference between success and failure. Also critical is emotional intelligence. Knowing how to communicate effectively and empathetically in every situation.
What was the most challenging aspect of either starting or growing the business?
In the early stages of the business, one of the most significant challenges I faced was managing multiple roles simultaneously, overseeing operations, finance, marketing, and client relations while maintaining a clear strategic vision. Wearing so many hats demanded exceptional discipline, time management, and resilience.
Over time, I came to understand the importance of delegation and gradually learned to entrust key responsibilities to others who could support the growth and execution of the vision I had for the business.
How did you navigate your business through the pandemic and what lessons did you learn?
During the pandemic, I was pursuing my MBA, continued writing my book and organised various virtual events. The key lesson was adaptability; embracing digital solutions quickly and finding innovative ways to maintain engagement and connection despite physical distance.
How has digital transformation been a factor in your scaling journey and do you believe Irish firms are utilising digital technologies sufficiently?
Digital transformation has been foundational for EventBooth. Embracing digital tools allowed us to rapidly scale our user base, streamline processes, and enhance our customer experience.
“Trust yourself, embrace learning opportunities, and never underestimate the value of building meaningful relationships”
While many Irish firms have embraced digital technologies, there remains significant room for improvement, especially among SMEs that could greatly benefit from increased digital adoption.
If you were to do it all over again, what would you do differently?
I would place greater emphasis on building my professional network and personal brand earlier in my entrepreneurial journey. Establishing a strong digital presence from day one significantly accelerates visibility and growth.
Who inspires you in business today?
Sara Blakely, former owner of Spanx inspires me tremendously. Her entrepreneurial spirit, authenticity, and commitment to empowering others resonate deeply with my values.
What advice/guidance do you give new hires and how do you nurture talent in your organisation?
I have an open door policy and always encourage curiosity, initiative, and empathy in new hires. Talent nurturing involves creating a supportive, open environment with continuous professional development, clear feedback, and opportunities to lead.
What business books do you read or would recommend?
- Start with Why by Simon Sinek
- Atomic Habits by James Clear
- Dare to Lead by Brené Brown
These books provide valuable insights into purpose-driven leadership, effective habit formation, and authentic communication.
What technologies/tools do you use personally to keep you on track?
I rely heavily on tools like Trello, Microsoft Suites, Google Workspace, Canva, and Hootsuite for productivity, project management, and digital marketing.
What social media platforms do you prefer and why?
LinkedIn is my preferred platform due to its professional networking capabilities and opportunities for thought leadership. Facebook follows closely, particularly useful for community building and broader audience engagement.
What are your thoughts on where technology overall is heading and how it will apply to business generally and your business particularly?
Technology is moving towards greater personalisation, automation, and data-driven decision-making. For EventBooth, this means more intelligent event management tools, automated processes, and sophisticated customer analytics, allowing us to deliver even more personalized customer experiences.
Finally, if you had advice for your 21-year-old self ; knowing what you know now, what would it be?
Trust yourself, embrace learning opportunities, and never underestimate the value of building meaningful relationships. Your journey is unique, be bold, remain authentic, and don’t fear failure.
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