Shrink to Grow: How Hyve Slashed 270 Events to Build a Global Powerhouse

Heather Holst-Knudsen is a distinguished figure and expert in the events, media, marketing and technology sectors. Using her extensive experience, she guides clients in adapting to structural economic and market changes, seizing the chance to innovate and evolve. She specializes in digital and data disruption and opportunity, exploring how these overarching factors can impact revenue growth,customer-centricity, operational efficiency, profit margins, and the overall valuation of companies in both public and private markets. Her journey began at her family business, Thomas Publishing Company, where she honed her skills. She further expanded her expertise by holding positions at early industry giants Miller Freeman, Reed Elsevier, and IDG. Returning to Thomas Publishing, Heather founded and spearheaded Manufacturing Enterprise Communications, an integrated media portfolio connecting buyers and sellers in the manufacturing and technology sectors. Starting in 2015 and spanning the next seven years, she leveraged her expertise as a revenue and business leader in various SaaS businesses, including Feathr, Gleanin, Brella and Edflex. Heather is deeply passionate about digital innovation, data monetization, and AI and how these strategies fuel revenue growth, profitability, and company valuation. To serve and create value for clients in these areas, she launched H2K Labs, dedicated to generating and leveraging value through data for media, business information, events, and adjacent technology and service markets.

Mark Shashoua is the Chief Executive Officer of Hyve Group, one of the world’s leading international exhibitions and events businesses. Since joining Hyve in 2016, Mark has led the company through a period of strategic transformation, sharpening its focus on high-growth, must-attend events that deliver measurable value for customers, partners, and communities.

Prior to Hyve, Mark served as Chief Executive Officer of i2i Events Group and Chief Executive Officer of Expomedia Group, building a reputation as a decisive operator with deep expertise in scaling global event portfolios, driving organic growth, and executing successful acquisitions.

With a career rooted in business services and live experiences, Mark is known for his disciplined leadership approach, global perspective, and commitment to innovation across the exhibitions ecosystem. As CEO of Hyve Group, Mark continues to shape the future of the events industry by redefining how exhibitions connect industries, accelerate growth, and create long-term value.