Ana brings a unique perspective at the intersection of event strategy, AI, and startup innovation.
Through her work with The Hook Studio, she engages directly with early-stage founders, investors, and event technology leaders—understanding how AI is transforming everything from attendee experience to data, personalisation, and ROI measurement.
As a judge, she focuses on identifying solutions that don’t just introduce new technology, but genuinely enhance connection, drive measurable outcomes, and redefine the role of events as a growth channel.
Ana Williams FCIM is a B2B marketer turned event strategist and Founder of The Hook Studio, a consultancy helping companies turn events into measurable growth channels.
With 20 years in marketing—spanning SaaS, martech, and event tech—she has led international growth for high-scale tech companies and now advises startups and scaleups on their marketing overall and on how to design high-impact, audience-led event strategies.
Alongside her consultancy work, Ana works closely with Pathfounders, a media company for the tech startup ecosystem, where she collaborates with founders, investors, and operators across AI and emerging technologies—giving her a front-row view into some of the sharpest and most innovative ideas coming out to market right now.