POSSIBLE has put together a team of experienced industry figures to build what it calls Europe’s most valuable marketing event, promising a gathering that puts honesty and action ahead of predictable talking points.
The launch comes as Europe’s MarTech sector accelerates, with more than €400m invested last year alone. POSSIBLE argues that capitalising on that growth will take more than adopting the latest technology. As AI reshapes how marketing organisations operate, POSSIBLE Europe aims to give leaders the insight, relationships and practical ideas they need to rethink how their businesses are organised and turn that change into opportunity.
The event will debut in Lisbon from 12–14 October 2027. Described as one of Europe’s most dynamic creative and technology hubs, the city will become part of the experience itself, with the programme extending beyond the traditional conference setting to celebrate Lisbon’s culture, creativity and energy.
The team draws on backgrounds in journalism, event marketing, commercial partnerships and event launches, with the stated aim of bringing the conversations the industry has behind closed doors into the spotlight.
Gabrielle Perez, VP of POSSIBLE Europe, is leading the launch. As former Global Head of Partnerships at Cannes Lions, she oversaw more than 250 partners, including activations for Google, UTA, Pinterest, Omnicom, FIFA and Reddit. She brings a deep understanding of the global marketing calendar and the people who shape it.
Jon Barr is developing commercial partnerships for the event. He has more than ten years of experience creating bespoke experiences and leading commercial functions at leading events including Shoptalk, Shoptalk Luxe, The Retail Summit and World Retail Congress.
Jessica Heygate, formerly Technology Editor at Campaign US & Asia-Pacific, is developing the agenda, recruiting more than 150 of marketing and technology’s most outspoken voices to create original content. She has over a decade of experience covering marketing, media and technology, including senior editorial roles at Broadcast and The Drum
Rachel Jeffrey leads marketing, from audience growth to campaign strategy. She has spent nearly a decade marketing events across Hyve’s education, retail and healthcare portfolios, connecting audiences, exhibitors and partners.
Rosie Middleton supports the programme and helps tell the story of the event as it develops. She joins from Hyve’s Global Ventures team, where she supported multiple launch events and gained experience bringing event brands into new markets.
The team is joined by Partnership Development Representatives Ayush Sawant, Hunter Burrell and Jacob Lerea through Hyve’s Launchpad programme, which helps early-career talent build skills across the events portfolio.
Together, the team is building POSSIBLE Europe from the ground up, bringing the programme, partnerships and audience together ahead of the Lisbon debut.
Further information is available on the POSSIBLE Europe website.
