Sophie Ahmed has 20+ years of experience in media and events; including exhibitions, conferences, awards and training across multiple industry sectors. She has launched and led successful global industry-leading events, gaining her experience on leading brands within leading global event companies, holding senior positions at Informa, Reed Exhibitions, Cannes Lions and Money 20/20. Most recently Sophie launched and was the CEO of The Virtual Events Institute (VEI), bringing together the global events industry to learn, connect and upskill in virtual and hybrid events. During her time as CEO of VEI, Sophie wrote the certification training program which has upskilled 2500 + event professionals globally and she was at the heart of the global events industry working with both event planners and event tech companies, creating content to serve the evolving needs of the industry. Sophie joined Hubilo in March 2021 as SVP Market Strategy.