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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

Register Here

Headline Sponsor

Keynote Sponsor

Panel Sponsors

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

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

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

Joseph Harper
Joseph Harper
Joseph Harper
Global Head of Content
DIAGEO

Joseph Harper

Global Head of Content, DIAGEO

Chantelle Herbst
Chantelle Herbst
Chantelle Herbst
Commercial Director
VAIMO

Chantelle Herbst

Commercial Director, VAIMO

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

Retail marketers are navigating an era where personalization and agility are essential to staying competitive. This session dives into how AI is revolutionizing the retail landscape, enabling brands to deliver tailored customer experiences, predictive insights, and real-time personalization. We’ll explore winning content strategies that leverage AI to meet evolving customer expectations, enhance engagement, and drive conversion. 

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

Jake Newbould
Jake Newbould
Jake Newbould
Growth Marketing Director
SARAH RAVEN

Jake Newbould

Growth Marketing Director, SARAH RAVEN

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

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

Ellie Starr

Head of Strategic Partnerships, JUST EAT

Kimmo Jukuri
Kimmo Jukuri
Kimmo Jukuri
Head of External Products & Partners
H&M

Kimmo Jukuri

Head of External Products & Partners, H&M

Kimmo Jukuri is heading digital expansion and marketplaces at H&M. Kimmo has years of experience from digital commerce and international expansion both through owned and third party channels. During his time at H&M, he has helped build and scale two own operated online marketplace initiatives and is now focusing on creating growth through multichannel and social commerce as well as launching the brand digitally to new markets.

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

Maximising Traffic Through Efficient Discovery

In today’s digital landscape, driving traffic begins long before a customer reaches your website. This session will explore innovative strategies to enhance discovery and attract high-quality visitors through impactful marketing tactics. Learn how to leverage AI-powered search engines, social platforms, and emerging channels to ensure your brand stands out. Discover how advanced technologies, data-driven insights, personalisation, and content alignment can create seamless pathways for customers, sparking their journey before they even land on your site. Perfect for marketers looking to optimise visibility and drive more traffic with efficiency and impact.

PRESENTATION

14.50 – 15.30

Next Commerce: The Future of Digital Commerce

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

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

PANEL

Speakers

Michele Lo Forte
Michele Lo Forte
Michele Lo Forte
Global Head of E-Commerce & Digital Customer Engagement
BREITLING

Michele Lo Forte

Global Head of E-Commerce & Digital Customer Engagement, BREITLING

Michele Lo Forte is an experienced leader in the e-commerce industry, currently heading the E-commerce division at Breitling, a global luxury watch brand. With a strong background in digital transformation, Michele has successfully driven online growth and improved customer experiences across various platforms. Michele’s expertise spans digital marketing, omnichannel strategies, and leveraging technology to enhance business outcomes. A forward-thinking professional, Michele excels at leading cross-functional teams, optimizing operational efficiencies, and fostering innovation in fast-paced environments.

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.

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.
15.30 – 15.50

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.  

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. 

15.50 – 16.20

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.

Alena Linhartova
Alena Linhartova
Alena Linhartova
Head of Marketing
HIP POP

Alena Linhartova

Head of Marketing, HIP POP

Jessica Nesbitt
Jessica Nesbitt
Jessica Nesbitt
Interim Vice President of Marketing
NOT ON THE HIGH STREET

Jessica Nesbitt

Interim Vice President of Marketing, NOT ON THE HIGH STREET

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.

 

16.20 – 16.25

Conference Closing Chair

16.25 – 17.00

COFFEE, DRINKS & CANAPÉS

17.00

SPRING RETAIL FESTIVAL AWARDS

(please note this event requires a separate ticket for entry)