Georgia Keenleyside (Shield - 2018) has built a thriving career in the fast-paced world of events and hospitality, combining creativity, organisation and a passion for teamwork. Now London Operations Manager at The Etiquette Group, a premium hospitality staffing agency, she plays a key role in delivering some of the UK’s most prestigious events.

Georgia’s interest in events began during her time at Hurst, where she was involved in drama productions and school musicals. Being part of creative teams working towards a shared vision sparked an enthusiasm that later developed into a clear career ambition. She went on to study Events Management at Oxford Brookes University, where she was able to channel that creativity into a practical pathway.

The Etiquette Group supplies experienced, professional hospitality staff to high-profile events and venues across the UK. In her role as London Operations Manager, Georgia oversees all aspects of the company’s London operations. This includes managing teams on the ground, coordinating logistics, and building strong relationships with both new and existing clients. 

Among the many occasions she has worked on, Georgia finds multi-day summer events particularly rewarding. Royal Ascot, test matches at Lord’s and The Oval, and the Chelsea Flower Show are firm favourites. The extended build-up, the opportunity to work with the same teams across several days, and the shared energy on site create a unique atmosphere  - made even better, she admits, when the sun is shining! Delivering hospitality at major events such as the Silverstone Formula One and Henley Royal Regatta involves months of preparation. Georgia works closely with clients to confirm staffing numbers and role requirements before recruiting and allocating teams accordingly. 

Georgia’s journey with The Etiquette Group has been something of a full-circle experience. She initially joined the company as one of its first waitresses, working at The Oval Cricket Ground during the first summer events resumed after Covid-19. After returning to university for her final year, she began supporting the company’s growth alongside her studies, working closely with founder Will O’Brien. By the time she graduated, the business had expanded significantly, and Georgia joined full-time as the company’s first ever full-time employee and its first woman in a management role. This remains one of her proudest achievements. Today, The Etiquette Group has a full-time internal team of 13, offices in London, Bath and Glasgow, and a diverse portfolio of venues and catering clients.

For students hoping to pursue a career in events and hospitality, Georgia’s advice is simple: say yes to as many opportunities as possible. Hands-on experience, she believes, is the best way to learn and understand the industry, and support is always available along the way. It is a fast-paced and exciting sector, and one where no two days are ever the same.