Ana Williams

Ana Williams is a B2B marketer, event strategist and founder of The Hook Studio — a consultancy helping brands turn events from cost centres into measurable growth channels. She has held senior leadership roles within event tech and martech SaaS organisations, building and leading marketing functions, helping brands scale internationally, enter new markets, and drive commercial growth. In 2023, she was named one of the Top 30 Most Influential Marketers in B2B SaaS by Finite. Today, as founder of The Hook Studio, Ana works with scale-ups, media companies, and event agency teams to build smarter event programmes — combining event strategy, ROI measurement, AI and the human behaviours that make event investment pay off. She helps marketing and event leaders balance innovation with accountability, ensuring events not only stand out but deliver results that hold up to commercial scrutiny.