Emily Ross (she/her)
Director of Brand Strategy , X/Twitter - Europe, Middle East & Africa
Emily Ross leads an international team of strategists, technologists and content experts, delivering innovative campaigns on X for the world's biggest brands. She holds multiple qualifications in marketing, PR & analytics. Prior to joining X she founded Inkvine, a strategic consultancy firm for deep-tech startups. She is an advisor to VC funds, accelerators and is a board member at SXSW Pitch. She previously led commercial fundraising partnerships for UNICEF Ireland. Co-founded of SportsTech Ireland, a not-for-profit positioning Ireland as a leading destination for innovation and investment. Co-author of ‘Just Evil Enough’, a handbook for subversive marketing in an attention economy, with Alistair Croll.
Sessions
Meet your 2024 Mentor faculty!
July 10, 2024 5:50 PM – 5:55 PM
We have amassed an incredible group of founder, experts, investors, accelerators and authors to help you solve your most pressing problems - we can't wait to introduce them to you! See more.
Mentor Roundtables: Let's solve your problems
July 10, 2024 5:55 PM – 6:55 PM
Every startup must master a range of skills, from hiring and selling, to delivering products, to crafting superb communications that compel and entice. Bring your biggest domain-specific challenges to our expert Mentors, who will help you unravel even the most challenging problems across the many domains on which a startup needs to execute. See more.
Mentor roundtables: Taboo Topics (back by popular demand!)
July 11, 2024 5:10 PM – 6:10 PM
There's no such thing as a stupid question—but there are plenty of questions nobody asks, because they're taboo. How do you fire a co-founder? When is it okay to lie to your employees? Can you take orders before you know you can deliver on them? How accurate do forward-looking statements need to be in a pitch deck? We're creating round table conversations for the questions everybody ponders but nobody says out loud. See more.
Subversive go-to-market strategies
July 11, 2024 7:55 PM – 8:25 PM
The biggest challenge a startup will face has nothing to do with product; it's getting anyone to care. In this talk, Emily explains the superpower that is subversive thinking. Debunking outdated theories of product/market fit, she'll share fiendishly clever campaigns and zero-day exploits that will help you think differently about the marketing landscape. Then, drawing on research across hundreds of case studies, she will detail a range of hacks to unlock asymmetric marketing advantages that you can apply immediately to your own business. See more.