The Data-Driven Magic Behind EasyFairs' Success with Anne Lafère, Group CEO, Easyfairs

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.

Anne Lafère was appointed Chief Executive Officer of the Easyfairs Group on 1 September 2022. She joined the Easyfairs Group in 1998. Since then, she has worked closely with founder Eric Everard, building significant experience in various domains, including communication and marketing, sales, operations, events and venues management, talent management, technology, and business development. She led the integration of major acquisitions in Europe and became Managing Director of the Belgian entity in 2010. With the restructuring of the Group, Lafère was appointed Group Chief Operating Officer in January 2014. In this role, she developed the Easyfairs ecosystem with a centralized technology backbone, tools, industrialized processes, and training programs for all functions and departments. Alongside process efficiencies and the reduction of operational costs, this approach has allowed Easyfairs to reproduce success across all regions and many vertical markets. Lafère created The Easyfairs Academy, offering all employees opportunities to develop to their full potential through blended learning. She also established the Group’s digital and data intelligence roadmap with the development of strong digital products such as EasyGo. These now account for 10% of Group revenues.