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Agenda – 2025

Digital Marketing Evolution

HEADLINE SPONSOR

Smarter Ecommerce
May 14th 2025
133 HOUNDSDITCH | LONDON
In partnership with

Internet Retailing 250x88Rxi Logo New

Blending Ecommerce Innovation with Next Gen Marketing

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Headline Sponsor

Keynote Sponsors

Panel Sponsors

6 Events, 1 Day, Under 1 Roof
SubscriptionX Digital Marketing Evolution CustomerX SustainabilityX Social Media Masters Amazon Sellers Summit

Agenda

8.30 – 9.25

Morning Registration

09.25 – 9.30

Conference Chair Opening

Speaker

James Hirst
James Hirst
James Hirst
Founder & Director
THE INTELLIGENT BRIEF

James Hirst

Founder & Director, THE INTELLIGENT BRIEF

By day, James is a fractional B2B marketer working to connect brands with cutting edge agencies that blend creativity with data-driven strategies to deliver measurable results. By night, he is the founder of The Intelligent Brief, a start-up working to improve literacy in creative briefing through the use of Artificial Intelligence.
09.30 – 9.50

Mastering the AI Marketing Revolution

As AI technology transforms industries, digital marketing is at the forefront of this revolution. This keynote will explore how AI is reshaping the entire marketing landscape—from data analysis to shopper engagement, from content creation to personalisation. Attendees will gain insights into the powerful role AI will play in future marketing strategies and how brands can stay competitive in this rapidly changing environment.

PRESENTATION

Speaker

Mohsen Ghasempour
Mohsen Ghasempour
Mohsen Ghasempour
Group AI Director
KINGFISHER

Mohsen Ghasempour

Group AI Director, KINGFISHER

Dr. Mohsen Ghasempour is a distinguished expert in the field of artificial intelligence (AI) with a solid academic foundation, holding a PhD in Computer Science. Currently, Mohsen serves as the Group Director of AI at Kingfisher plc, where his leadership contributes to the advancement of artificial intelligence and machine learning technologies within the organisation. With over 15 years of experience as an accomplished data scientist and visionary leader, Mohsen has consistently harnessed the power of data to drive strategic decision-making. Prior to his role at Kingfisher, he held pivotal positions in leading technology and retail organisations, including The Hut Group (THG) and Shop Direct. In these roles, he spearheaded cross-functional teams to implement cutting-edge Machine Learning and AI solutions, resulting in measurable and transformative outcomes.

9.50 – 10.10

Performance marketing in the age of AI: Effective strategies for greater profitability in ecommerce

In the UK’s fiercely competitive ecommerce landscape, executing performance marketing exceptionally well is more critical than ever. However, platforms like Google Ad are increasingly driven by AI, leaving many advertisers feeling stuck in a black box, struggling to control their campaigns and achieve their business goals.

This keynote will shed light on maximizing the capabilities of AI tools like Google Performance Max to enhance profitability and ensure sustained growth in the cut-throat digital marketplace.

  • Understand the key characteristics and direction of travel of AI ad tech
  • Exploit strengths and overcome limitations of AI campaign technology like Performance Max
  • Boost profitability by Integrating first-party data for product segmentation

PRESENTATION

Speaker

Mike Ryan
Mike Ryan
Mike Ryan
Head of Ecommerce Insights
SMARTER ECOMMERCE (SMEC)

Mike Ryan

Head of Ecommerce Insights, SMARTER ECOMMERCE (SMEC)

Mike Ryan combines years of retail operations experience with domain expertise in digital marketing.

He has spoken at numerous industry conferences, is commonly highlighted as a top industry expert, and has been cited by Search Engine Land, AdExchanger, the Financial Times, Bloomberg, and Business Insider. Hosting the ‘Growing Ecommerce’ podcast, Mike offers valuable insights and practical tips on emerging performance marketing and e-commerce trends, captivating over 15,000 followers on LinkedIn.

10.10 – 10.50

Navigating AI in Performance Marketing: Strategies and Best Practices

AI is rapidly transforming performance marketing, but to fully unlock its potential, businesses need to adopt a strategic approach. How can companies effectively utilise AI tools, interpret the insights provided, and apply them to enhance their marketing strategies?

PANEL

Speakers

Martin Andersen
Martin Andersen
Martin Andersen
Digital Transformation Lead
L'OREAL

Martin Andersen

Digital Transformation Lead, L'OREAL

With a growth hacking-approach to digital marketing, Martin Andersen currently spearheads AI business development projects across the entire consumer journey at L’Oréal. As a seasoned keynote speaker and business thought leader, Martin comes from the land of LEGO and Hans Christian Andersen and is on a mission to help Marketeers succeed in an ever evolving artificial intelligence landscape.

Chantelle Herbst
Chantelle Herbst
Chantelle Herbst
Commercial Director
VAIMO

Chantelle Herbst

Commercial Director, VAIMO

Chantelle Herbst is a dynamic leader in digital commerce and transformation, with over 15 years of experience helping businesses thrive in an ever-evolving digital landscape. As Commercial Director for the UK&I and Managing Director of Vaimo Middle East, Chantelle drives innovative strategies that bridge technology, customer experience, and business growth.
Laricea Ioana Roman
Laricea Ioana Roman
Laricea Ioana Roman
Marketing Director
OBJKTS JEWELRY

Laricea Ioana Roman

Marketing Director, OBJKTS JEWELRY

Laricea is a well seasoned marketer with over 15 years of experience in maximising brand and business growth through best in class, cutting edge marketing strategies. She is currently Marketing Director at the jewellery company Objkts. She is also an author, board advisor and industry leading marketing speaker pulling from past experiences working on global brands like Google, Booho, Huawei, Microsoft, Entain, and Tesco.

In October 2024 she has launched her own brand, Achillea Beauty which is a progressive, environmental conscious skin-care brand dedicated to exercise and workouts.

Moderator

Gordon Glenister
Gordon Glenister
Gordon Glenister
Influencer marketing and membership Strategy consultant
GORDON GLENISTER LTD

Gordon Glenister

Influencer marketing and membership Strategy consultant, GORDON GLENISTER LTD

Gordon Glenister is an influencer marketing expert, podcast host and award winning author on influencer marketing. He founded the Influence division of the Branded Content Marketing Association and is a founder of Employfluence an employee influencer agency.  Gordon is a well known speaker at international conferences talking about influencer marketing, personal branding and employee influence.

10.50 – 11.50

NETWORKING, 121 MEETINGS & REFRESHMENTS

11.50 – 12.10

Future-Ready Commerce: Using AI Content Strategies to Captivate Today’s Retail Customer

How you plan for or deliver content to drive your commerce business may not be helping you. From distributed commerce to AI-native competitive threats, a new approach is needed to deliver on shopper expectations for finding, discovering and buying your products. John Williams, CTO and co-CEO of Amplience, will share what you’re missing in your content supply chain, the path to start taking, and why you can’t wait to change the strategy for your product stories.

PRESENTATION

Speaker

John Williams
John Williams
John Williams
CTO & Co-CEO
AMPLIENCE

John Williams

CTO & Co-CEO, AMPLIENCE

12.10 – 12.30

Performance Marketing in a Cookie-less World: Full-Funnel Marketing Wins

With the decline of third-party cookies, marketers are rethinking their approaches. This session will explore how full-funnel marketing can help brands achieve holistic growth and drive incrementality.

  • The role of full-funnel marketing strategies in today’s evolving privacy landscape.
  • Exploring the incrementality of full-funnel approaches: Where do the wins come from?
  • Navigating the shift from cookies to first-party data: What marketers need to know.

PRESENTATION

Speaker

Patrick Williamson
Patrick Williamson
Patrick Williamson
VP of Performance Marketing
MPB

Patrick Williamson

VP of Performance Marketing, MPB

 Patrick is the VP of Performance Marketing at MPB, the leading platform for used photo and video equipment. Patrick manages all aspects of digital marketing, and recently led a transformation project to fully in-house MPB’s paid media team. Patrick is passionate about consumer-centric marketing and has helped scale MPB’s business across multiple geographies, overseeing significant business growth. Prior to his role at MPB, Patrick worked across multiple consumer brands from an agency-side.

12.30 – 13.10

Identifying Key Partnerships to Drive Brand Growth

Successful partnerships can help brands unlock new audiences and growth opportunities. Lets take a deep dive into how to identify, nurture, and maintain key collaborations.

  • How to identify the right collaborators for your brand.
  • Incentives for cross-brand partnerships and what each party can gain.
  • Successful examples of partnerships that expanded reach and drove growth.

PANEL

Speakers

Hamish Stacy
Hamish Stacy
Hamish Stacy
Senior Manager, US Oreo Consumer Data Lead
MONDELEZ INTERNATIONAL

Hamish Stacy

Senior Manager, US Oreo Consumer Data Lead, MONDELEZ INTERNATIONAL

Hamish has dedicated over 15 years to cultivating some of the world’s leading
consumer brands across Australia, New Zealand, Europe, the UK, and the
US. With a deliberate focus on garnering diverse experiences, his
contributions have encompassed various functions, including field sales,
demand planning, brand management, national sales accounts, eCommerce,
digital media, and consumer data.

Ellie Starr
Ellie Starr
Ellie Starr
Head of Strategic Partnerships
JUST EAT

Ellie Starr

Head of Strategic Partnerships, JUST EAT

Ellie has specialised in building partnerships for Ecommerce platforms for over 10 years and is currently responsible for the acquisition of all branded retailers onto Just Eat. Just Eat moved into retail over a year ago and have launched retail partnerships with the likes of Boots, Card Factory, Cex and Pets & Friends as well as many others. Ellie’s passion is partnering with like minded brands to solve real life issues with a customer need as well as being passionate about women in sales and leadership. 

Siobhan Lloyd
Siobhan Lloyd
Siobhan Lloyd
Head of Marketing
200 DEGREES

Siobhan Lloyd

Head of Marketing, 200 DEGREES

Siobhan has over a decade of brand building experience, she is accomplished in achieving fast growth for challenger brands, specialising in FMCG and hospitality. Currently she leads the brand strategy for 200 Degrees Coffee, a speciality coffee company within The Nero Group. Recent achievements include record-breaking sales through the company’s e-commerce platform, leading the redevelopment of the cold drinks range which increased sales by 33% and doubling retail coffee revenue through repositioning the range.

Moderator

Samantha Chapman
Samantha Chapman
Samantha Chapman
Director, Marketing & Communications
REGENTS UNIVERSITY LONDON

Samantha Chapman

Director, Marketing & Communications, REGENTS UNIVERSITY LONDON

13.10 – 14.10

NETWORKING, 121 MEETINGS & LUNCH

14.10 – 14.50

Intelligent offers: How to drive more revenue while protecting your brand

A practical look at how targeted promotions can increase sales without endless discounting. Learn how behavioral data helps you show the right offer to the right customer at the right moment. We’ll cover real examples of companies that boosted conversion rates and average order values while maintaining their premium positioning. Walk away with actionable tactics to make your promotion budget work smarter, not harder.

PRESENTATION

Speaker

Dan Bond
Dan Bond
Dan Bond
VP of Markeing
REVLIFTER

Dan Bond

VP of Markeing, REVLIFTER

14.30 – 15.10

Omnichannel Presence: Building a Seamless Customer Journey

Consumers today expect a unified experience across all platforms. This session explores how brands can craft and maintain a cohesive omnichannel strategy that delivers value at every touchpoint.

  • Creating a consistent brand experience across online and offline channels.
  • Integrating customer data to enhance personalization across channels.
  • The role of AI in managing and optimizing omnichannel marketing.

PANEL

Speakers

Elaine Chum
Elaine Chum
Elaine Chum
Area Head of Digital & Omnichannel
BAT

Elaine Chum

Area Head of Digital & Omnichannel, BAT

Elaine is the Area Head of Digital & Omnichannel for British American Tobacco. She has an overall responsibility for spearheading Digital, Omnichannel and Transformation strategy creation and delivery, with priority focus of driving business growth through transformation for new categories.

Prior to BAT, Elaine was with Philips for 14 years in various Digital & eCommerce roles in Netherlands, China, South Korea, and APAC, managing the Consumer, Healthcare and Sleep & Respiratory business. She also spent 4.5 years in the agency side with Carlson Marketing Worldwide Singapore, managing clients with digital portfolio, such as ExxonMobil, SK-II and Guinness for Southeast Asia.

In her role for Philips and BAT, she led several business and digital transformation initiatives including transforming Digital Commerce capabilities in the organization, designing, and deploying Subscription Commerce business models, and the setup of The Philips PULSE – an end-to-end digital and performance management ecosystem to drive DROI across digital activation in the region. Her work has won internal and external awards in the region, such as at 2015’s Campaign Asia, 2016 Singapore Creative Circle Awards, 2016 and 2017 Singapore Advertising Hall of Fame Awards, and Festival of Media APAC Awards.

Siddharth Jhunjhunwala
Siddharth Jhunjhunwala
Siddharth Jhunjhunwala
CEO and Co-founder
SPIDERX AI

Siddharth Jhunjhunwala

CEO and Co-founder, SPIDERX AI

Siddharth ‘Sid’ Jhunjhunwala is a seasoned entrepreneur and the CEO & Co-founder of SpiderX AI, an award-winning Voice AI company for the modern CX era. He is also the co-founder of Web Spiders Group, which in its 25th year, is a global CX Agency working with clients across 10 countries.

Sid has lived in multiple countries including India, Singapore, and the United States of America. His expertise spans AI-powered chatbots, and custom generative AI solutions, ensuring enterprises stay ahead in the digital age..

A visionary in the field, Sid is committed to leveraging AI to streamline operations, enhance creativity, and elevate customer experiences and as a thought leader in enterprise AI transformation, he continues to drive innovation at the intersection of technology and human intelligence, shaping the future of AI-powered business solutions.

Sid has been a sought-after speaker in conferences globally, both at keynote and panel levels.

Milou Steenvoorden
Milou Steenvoorden
Milou Steenvoorden
Global Senior Director Consumer Engagement
ADIDAS

Milou Steenvoorden

Global Senior Director Consumer Engagement, ADIDAS

Milou Steenvoorden is a Consumer Engagement Leader with over a decade of experience in loyalty, CRM, and digital strategy. She works with global brands to design intent-led engagement strategies that drive deeper connections and long-term loyalty. Milou is passionate about helping brands listen better to its consumers, move beyond assumptions, and create truly consumer-centric experiences.

Moderator

Tom Ollerton
Tom Ollerton
Tom Ollerton
Founder
AUTOMATED CREATIVE

Tom Ollerton

Founder, AUTOMATED CREATIVE

Tom Ollerton is the founder of Automated Creative – the Creative Effectiveness platform. AC’s ambition is to stop the billions of media dollars that are being wasted every day on ineffective ads.

Their adtech platform makes and optimises ad creative with live data and insight. This effectively increases your media budget by 17% on average.

Automated Creative have optimised over 6bn impressions globally for MARS, P&G, Diageo, Reckitt, Haleon, Bose, Brown-Forman and McDonalds

AC’s focus is to make Automated Creative a non-negotiable part of all digital ad campaigns and put an end to ineffective ads.

Tom is also the host of the Shiny New Object podcast and Advertisers Watching Ads which explore the world of advertising and marketing with the industries’ leaders.

 

15.10 – 15.50

Next Commerce: The Future of Digital Commerce

As the digital landscape continues to evolve, so too does the way shoppers interact with brands and make purchasing decisions. Industry experts will discuss how digital marketing strategies can be adapted to meet the evolving needs of shoppers and drive business growth.

  • How e-commerce marketing is changing – and what you need to do to keep up
  • How to deal with changing shopper needs and desires
  • What to include in your marketing plans for peak season, and beyond
  • Addressing social media needs of changing consumer behaviour

PANEL

Speakers

Lauren Duncan
Lauren Duncan
Lauren Duncan
Head of Ecommerce
PHILIP KINGSLEY

Lauren Duncan

Head of Ecommerce, PHILIP KINGSLEY

Lauren Duncan is an energetic leader in e-commerce, currently spearheading digital strategies and growth as the Head of Ecommerce at Philip Kingsley. With a background in digital marketing and customer behaviour, Lauren leverages over a decade of experience to drive transformative initiatives that elevate online presence whilst hitting commercial objectives. Her commitment to delivering exceptional online experiences aligns with Philip Kingsley’s dedication to empowering individuals through personalised hair care solutions.

Frederica Watson
Frederica Watson
Frederica Watson
Head of eCommerce
NIP + FAB

Frederica Watson

Head of eCommerce, NIP + FAB

Frederica Watson is a seasoned ecommerce and digital marketing expert with over a decade of experience in driving online growth and innovation. With a proven track record of helping businesses transform their digital presence, Frederica is passionate about profitable, scalable growth, empowering businesses to thrive in a rapidly evolving landscape.

Rachel Cryan
Rachel Cryan
Rachel Cryan
Strategist
ANICCA DIGITAL

Rachel Cryan

Strategist, ANICCA DIGITAL

Rachel Cryan is an experienced digital strategist with over a decade of specialising in social media advertising. At Anicca Digital, she plays a pivotal role in crafting innovative strategies that help brands connect meaningfully with their audiences. Her expertise spans a wide range of social platforms, covering everything from initial campaign ideation to performance analysis and wider business growth.

Throughout her career, Rachel has worked with clients across an array of industries creating impactful campaigns that achieve measurable outcomes. Her passion for social and public speaking has earned her recognition as a trusted voice in the ever-evolving digital landscape.

Outside of work, Rachel enjoys making travel content, which inspires her creative side. She is a regular speaker at industry events, sharing insights and best practices to empower businesses to thrive through social media.

Janis Thomas
Janis Thomas
Janis Thomas
Managing Director
LOOK FABULOUS FOREVER

Janis Thomas

Managing Director, LOOK FABULOUS FOREVER

Janis is an expert in marketing, ecommerce and customer experience. She’s grown diverse ecommerce and subscription businesses from Birchbox to Playboy. She has held senior roles across ecommerce, digital media and entertainment. She is now Managing Director at Look Fabulous Forever, the innovative DTC cosmetics and skincare brand designed to meet the needs of older women.

Moderator

James Gurd
James Gurd
James Gurd
Owner & Director, Digital Juggler and Co-founder of the Inside Commerce podcast
DIGITAL JUGGLER

James Gurd

Owner & Director, Digital Juggler and Co-founder of the Inside Commerce podcast, DIGITAL JUGGLER

James is an ecommerce strategy and technology selection consultant with more than 20 years’ experience working with B2C and B2B brands including FatFace, House of Fraser, Mars, Samsung, The Wine Society, Victoria Beckham, RSPB and Dr. Barbara Sturm. He helps organisations deliver ecommerce growth based on realistic plans and budgets.

Key services:

  • Helping DTC and B2B brands fix issues, prioritise roadmaps, upskill their teams and build relevant team structures to support their growth plans.
  • Guiding organisations through the complexities of building their ecommerce tech stack, with specialist skills in vendor & agency selection and hands-on implementation project leadership for replatforming projects, providing technology agnostic advice.
  • James launched the Inside Commerce podcast in November 2019, a weekly podcast sharing practical advice and guidance for ecommerce strategy, technology selection, replatforming projects and running & managing an ecommerce business.
15.50 – 16.10

The Future of Retail: Blending Digital Innovation with In-Store Excellence

A session on how digital innovation is transforming traditional retail spaces and the strategies brands can adopt to stay ahead.

  • How retailers can use digital solutions (AI, IoT) tocreate smarter in-store experiences.
  • Elevating customer engagement with tech-drivenin-store personalization.
  • Examples of brands successfully integrating digital and physical spaces to increase sales.

FIRESIDE CHAT

Speakers

Aaron Smedley​​​​
Aaron Smedley​​​​
Aaron Smedley​​​​
Chief Digital & Marketing Officer
LE CHAMEAU

Aaron Smedley​​​​

Chief Digital & Marketing Officer, LE CHAMEAU

I have spent my career driving growth through seamless customer experiences and innovative brand and omnichannel strategy. Currently, leading the Digital and commercial functions at Le Chameau, I am focussed on initiatives that enhance the brand’s digital presence and strengthen our direct-to-consumer channels.

My passion is developing high-performing teams that blend strategy, creativity, and commercial execution to elevate brand impact and consumer engagement.

Notable accomplishments include leading the development of Arc’teryx’s D2C channel, as well as driving the successful launch of AB InBev’s B2B2C Bees platform, which earned two Cannes Lions for its innovative approach to brand storytelling and customer experience.

Charles Beck
Charles Beck
Charles Beck
Global Head of Strategy
AESOP

Charles Beck

Global Head of Strategy, AESOP

Charles is the head of Corporate Strategy at Aesop, a leading brand in luxury personal care, and is responsible for defining the next stage of the brand’s ambition and growth. Prior to joining Aesop, Charles was with Kearney, a global management consulting firm, where he worked in consumer goods, retail and financial services.  

Lauren Evans
Lauren Evans
Lauren Evans
Global Enterprise
BAMBUSER

Lauren Evans

Global Enterprise, BAMBUSER

Lauren’s foundation in senior leadership across some of the world’s most prestigious department stores and brands brings a deep commercial understanding of retail to her work today. Having pioneered the use of digital tools on the shop floor, she bridges traditional retail expertise with modern virtual commerce strategy, offering brands a rare perspective grounded in both legacy and innovation.

Today, Lauren works on the Global Enterprise team at Bambuser, partnering with clients to design and scale high-impact virtual commerce solutions that drive growth, elevate customer experience and future-proof retail strategy.

Moderator

Gianfranco Cuzziol
Gianfranco Cuzziol
Gianfranco Cuzziol
CRM and Personalisation Advisor, Author
IN PURSUIT OF THE TRIVIAL

Gianfranco Cuzziol

CRM and Personalisation Advisor, Author, IN PURSUIT OF THE TRIVIAL

Gianfranco has over 25 years’ experience in CRM & Personalisation. 

Brand side he led CRM & Personalisation for Natura & Co including the 4 iconic brands: Aesop, Avon, Natura & The Body Shop. Prior to his Group role he was responsible for Global CRM at Aesop where he transformed the brand’s capabilities in how they directly engage with customers across their markets and regions.

His agency, tech and brand experience include work with brands as diverse as BMW, adidas, BT, Disney, Dr Martens & easyJet to name a few. 

A published author, international speaker & Astrophysicist, he enjoys explaining that engaging with customers need not be rocket science. 

16.20 – 16.25

Conference Closing Chair

16.25 – 17.00

COFFEE & DRINKS