For most event producers, the end goal is prestige: celebrity galas, royal recognition or big-name sponsorships. But for Liliana Sanelli, none of that matters unless it creates real change.
As the founder of Perfect Events Group, Liliana has delivered over 2,500 events and helped raise more than $50 million for charities - but her story isn’t about numbers. It’s about people, purpose, and persistence.
We cover:
- The Kitchen Table Beginning
- Building Impact Before Scale
- Why Relationships Are Her Superpower
- The Night Fed Square Almost Broke Her
- Her Royal Compliment (And Near-Collapse)
- Evolving Beyond the Event Brief
- What She's Building Next
- Final Thoughts
The Kitchen Table Beginning
When Liliana launched Perfect Events Group nearly two decades ago, it was just her, a laptop, and a mission: use events to drive lasting change.
She had already helped launch Shave for a Cure with the Leukaemia Foundation and worked with multiple not-for-profits, but she wanted more creative control and a deeper connection to impact.
“I closed out my job in the final week of June and launched the first week of July with three contracts. That was my cue to go for it. I started at the kitchen table, not really knowing what lay ahead or what I would produce.”
That purpose has stayed at the heart of her business ever since.
Building Impact Before Scale
Her early clients - like the Choir of Hard Knocks and the Spinal Tap Foundation - weren’t headline acts, but they had soul. Liliana showed them that events could become long-term campaigns, not just one-off moments.
From day one, she asked better questions: What happens after this event? Who follows up? What legacy are we creating?
“You can’t just sit back and wait for opportunities to come to you. After one event, you need to ask: what’s next? How do we keep building the relationship instead of leaving people hanging?”
That long-term thinking set her apart - and kept clients coming back.
Why Relationships Are Her Superpower
More than 90% of Perfect Event Group’s business comes from referrals. That’s no accident.
“I am the biggest networker and the biggest connector.”
Liliana isn’t just a producer - she’s a connector. Whether it’s introducing sponsors to a startup or helping a women’s shelter find corporate partners, her impact stretches far beyond the room she’s hired to fill.
The Night Fed Square Almost Broke Her
Not every event ends in applause.
During the Matildas’ World Cup semi-final, Liliana’s team was managing the live site at Federation Square. Tens of thousands showed up. Fences collapsed. Flares were thrown.
“Unfortunately, the night that the Matildas were in the semi-finals, I think it just got really out of hand… Probably one of the scariest nights of my life, to be honest.” She recalled.
Despite meticulous planning, chaos can overwhelm even the most experienced operators. It was a reminder that event producers carry a high responsibility, and being behind-the-scenes often means without recognition. That moment reshaped her approach to risk, mental health, and what it means to lead through pressure.
Her Royal Compliment (and Near-Collapse)
In 2023, Liliana produced a global torch relay spanning four countries - a campaign three years in the making.
Just days before launch, she suffered a twisted bowel and a collapsed lung. Doctors warned her not to fly.
She flew anyway.
“I got on the plane, which I probably shouldn’t have.”
The campaign went off flawlessly - and ended with personal praise from King Charles, who called her “a genius”. But behind the success was grit, sacrifice, and a lesson in knowing your limits.
Evolving Beyond The Event Brief
Liliana doesn’t just organise logistics. She shapes strategy.
Today, she works directly with CEOs, founders, and boards to align events with business outcomes - whether that’s brand positioning, revenue, or stakeholder engagement.
“So an event is a tactic… Events give you data you usually don’t get.”
Her shift from producer to advisor has allowed her to be more selective, more impactful, and more aligned with her personal values.
What She’s Building Next
Now in her third decade of business, Liliana is changing lanes.
She’s developing her own event IP, launching new brands like The Empower Fund, and building events she fully owns and controls - creatively, commercially, and culturally.
“After 2023, I think I was at complete burnout… The next iteration of Perfect Events is very much me owning events, not doing too much for anyone else… I want to do it for me.”
That shift is also driving her to mentor emerging event professionals and advocate for a more sustainable, emotionally intelligent events industry.
Final Thoughts
Liliana Sanelli’s journey is about more than milestones. It’s about what happens when you lead with conviction, survive the chaos, and keep showing up.
Her story is a masterclass in resilience, impact and building something that lasts - not just in the moment, but long after the applause fades.
Listen to the full episode with Liliana Sanelli on Spotify, Apple Podcasts, YouTube, or the StudioHawk website.
