Sara Lilley

Sara Lilley is Strategy & Marketing Director at gther, an author and former agency leader with experience across experiential, events and brand communications. Having spent much of her career agency-side, including leading global marketing at experiential agency 2Heads, Sara has worked with brands, event teams and technology partners across conferences, exhibitions and major international brand experiences. Today at gther, she brings that experience into the event technology space, helping shape how technology responds to the real needs of organisers, agencies and audiences. Alongside her industry career, Sara is an award-recognised fiction writer, giving her a particular interest in stories, what we learn from them, and how sharing the less-than-perfect ones can help us get better. As moderator of Event Tech Confessions, Sara will encourage the panel to move beyond polished case studies and future-gazing to uncover the mistakes, lessons and real experiences behind better event tec