INTIX member Hayley Fowler-Rimell is the Director of Strategic Sales and Platform Growth at Protect Group, a leader in refundable bookings and ancillary products. Protect Group helps ticketing platforms, venues, promoters and event organizers reduce buyer hesitation without adding operational complexity. In her job, she focuses on enterprise sales and strategic growth across the business.
It’s a role that is much more than winning new business. She says, “I work with our existing platform partners to identify new opportunities, develop ways to grow and strengthen those relationships, and ensure we differentiate ourselves through our technology, service and overall proposition.”
Fowler-Rimell works across several sectors — including travel; airlines; hospitality; and, in particular, entertainment and sports ticketing — to see where Protect Group’s business can grow. This entails not only developing the firm’s teams, but also making use of technology and artificial intelligence to support Protect Group’s clientele.
“Ultimately,” she states, “my focus is on creating solutions that work for everyone in the ecosystem: helping our partners grow their businesses, making the customer journey simpler and more valuable, and ensuring the end customer gets the right protection and support at the right point in their purchase journey.”
Who Is Hayley and Where Does She . . . Well . . . Hail From?
Fowler-Rimell spent over a decade working in London across event management and medical and pharmaceutical partnerships before making the move to the Worcestershire countryside. There, she worked at Eastnor Castle. One of her first jobs was managing Madonna’s 2011 big-screen historical drama, “W.E.,” as they filmed at the Castle.
She recalls, “One of the more memorable projects involved reenacting cannon-fire using watermelons. This sounds harmless enough until you realize we were doing it next to a local farmer’s sheep! Needless to say, the sheep were not impressed, and I quickly learned just how much watermelon can upset a farmer! I’ll never forget the quote: ‘Hayley! You have given my sheep the right shits!’”
From there, she moved into the sportswear and merchandise industry, where she helped scale a clothing and merchandise manufacturer. “Somewhat randomly,” she adds proudly, “I became involved in developing the cool bags that people now see Deliveroo use to deliver your favorite burger.”
Then came another big leap — into protection and insurance technology. Fowler-Rimell describes this career move as “taking a leap of faith in myself. I’ve always believed that if you can communicate with and understand people from all walks of life, you can navigate almost any industry. Thankfully, it turned out to be a pretty good bet.”
And now she is with Protect Group, working with a service she genuinely believes creates a win-win for everyone. Customers gain confidence when they book, venues generate additional revenue, and customer service teams benefit from having fewer difficult conversations to manage.
She remarks, “One of the best parts of the role is getting to travel the world and meet some of the most interesting and passionate people in live entertainment and ticketing, which is a pretty great place to have ended up!
The Job
Fowler-Rimell notes there are many things she likes about her current position. First and foremost, she loves the travel and meeting new people from many different countries, cultures and business sectors. “Every conversation is different,” she says, “and I really enjoy understanding what drives people; what they’re trying to achieve; and, most importantly, how I can help them reach that goal.”
She continues, “I’m naturally curious, so I love learning how different businesses work and finding the opportunities where we can add genuine value. There’s nothing better than having a conversation that starts with a problem and ends with everyone thinking, ‘Actually, there’s a really good opportunity here!’”
But there are certainly challenges in her line of work, too. And some are quite formidable. Travel factors into the difficulty. “The hardest part is definitely leaving home,” she concedes. “I have three children, three dogs, chickens, ducks and (oh yes) a husband too [chuckling]! Being away from them can be challenging, especially when I travel as much as I do. But I’ve always believed that if you’re going to do something, you need to show up and give it your best in every sense.”
She adds, “It can be hard, but it’s also incredibly rewarding. For me, it’s about trying to be the person I want to be both at home and at work and making sure I give both the commitment and energy they deserve.”
Following Advice/Giving Advice
So, with all of Fowler-Rimell’s accomplishments and positive outlook, was there some advice given to her earlier in her career that's really stuck with her? She was quick to answer: “One piece of advice that has really stayed with me is: it’s not all about the external sell. Focus on the internal build first. Build relationships with the people around you. Understand who they are; what drives them; what motivates them; and, sometimes, what experiences have shaped them into the person they are.”
She went on to state that when there is a team in place that trusts and understands one another, the external side — the selling, growing and delivering — becomes so much easier. For Fowler-Rimell, success is not just about what is achieved externally. She states, “It’s about building the right internal relationships so everyone is pulling in the same direction. When you get that right, the commercial results tend to follow.”
And Fowler-Rimell was very willing to impart some wise counsel to any young woman reading this article who is just starting out in the ticketing/live event business. Chiefly? “Don’t apologize! You have every right to be here. Never be nervous about taking up space, having an opinion or putting yourself forward. Be persistent; be consistent; and, most importantly, be yourself.”
She goes on, “There will be moments when you feel you have to be harder or more assertive than perhaps comes naturally to you. That’s okay. Don’t apologize for being strong, ambitious or determined. And always back other women. We won’t always agree, and we don’t have to. But when we disagree, dig into why, understand each other’s perspective and find a way to support one another and move forward together.”
She went on to declare that the ticketing and live events industry is full of “incredible women.” As a result, it’s more important than ever to make diverse voices heard and to “never feel that you need to shrink yourself to fit in.”
Looking Ahead
As another year draws to a close, it’s only natural for professionals in Fowler-Rimell’s position to be thinking ahead to 2027. She wants those reading this to know that she is quite optimistic about what lies ahead for live events, in particular, reasoning, “I think the human need to experience things, to be there, to feel part of something, is flying high. People want to get out, see something live and create memories, and I think that appetite will only continue to grow into 2027!”
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