Agenda – 2025
The Ultimate Playbook: Master the Algorithms, Maximise Your Reach
Register HereAgenda
Morning Registration
Conference Chair Opening
Social Shift: Navigating 2024’s Digital Marketing Trends in the Dynamic Social Landscape
KEYNOTE
Speaker
JOOLZ
Irene Muller
CMO and Global Brand & Marketing Director, JOOLZ
Irene Muller, Marketing & Brand Director at Joolz, is transforming the stroller industry with
a focus on authenticity, relatability, and sustainability. She leads a purpose-driven brand that
supports parents by addressing the real-life challenges of parenthood while offering
beautifully designed, durable solutions.
As a keynote speaker at the social media conference, Irene will share how Joolz builds
meaningful connections through transparency and purposeful storytelling. By embracing the
paradoxes of parenthood—joy and exhaustion, love and frustration—Joolz has created a
relatable and inclusive narrative that resonates with parents worldwide.
Irene’s leadership has driven innovative campaigns, leveraging organic social media,
influencer collaborations, and a soon-to-launch Joolz community to foster loyalty and trust.
Her vision extends beyond strollers, championing a promising start for every child and
inspiring parents to embrace the realities of their journey with confidence.
Technology for Social Media
PRESENTATION
Data-Driven Success: Mastering Social Media Insights
Social media algorithms play a crucial role in influencing buying behaviour by shaping consumer interactions and preferences. The abundance of user-generated content on social media platforms like Facebook, Instagram, and YouTube can also significantly alter consumer buying patterns by influencing opinions and decision-making processes based on shared feedback and information Explore the latest tools and techniques for analysing social media performance, the SaaS ecosystem, integrating 3rd party data, understanding audience behaviour, tracking, monitoring and making data-driven decisions to optimise campaigns.
- How do social media algorithms impact buying behaviour?
- Discuss the ethical implications of collecting and analysing user data, including privacy concerns, biases in algorithms, and the potential for manipulation.
- Explore emerging trends and technologies, such as artificial intelligence, machine learning, and natural language processing, that are shaping the future of social media analytics and insights.
PANEL
Speaker
HUGO BOSS
Laura Damm
Senior Marketing & Communication Specialist, HUGO BOSS
NETWORKING, 121 MEETINGS & REFRESHMENTS
Insights for Holding your Brand
PRESENTATION
CASE STUDY – Fuelling Brand Love by Immersing in Fan Culture
Discover how tapping into sub-cultures grounded in fandom can help forge powerful emotional connections with your brand, building deep brand love—even in restricted categories where paid social is off the table. Using case studies like their partnerships with the McLaren F1 team and Tomorrowland Festival, this presentation will explore organic social media strategies that drive authentic engagement. The speaker will also look at the impact of using talents who are intrinsically tied to these fan communities, adding credibility and authenticity to campaigns. Finally, the speaker will place social media within a larger, seamless omni-channel ecosystem, though their primary focus will remain on its unique role in fostering these connections.
PRESENTATION
Speaker
BAT
Frederikke Løkke
Digital and Media Manager – UK&I, BAT
Mastering the Future of Social Media: Trends, Tech & Algorithm Hacks
Discover the cutting-edge trends shaping social media, from AI innovations and AR/VR integrations to shifts in user behavior. Learn how to harness emerging technologies and algorithms to maximize engagement and stay ahead of the competition.
- Emerging trends in audience behavior & preferences
- Uncover how new tech tools can transform audience interaction
- Learn strategies to optimize engagement by mastering platform algorithms
PANEL
NETWORKING, 121 MEETINGS & LUNCH
Utilizing Data Analytics for Targeted Marketing Strategies
PRESENTATION
Brand Power Moves: Growth Hacks, Community Building & Reputation Mastery
Unlock the secrets to building a powerful brand presence with proven growth hacks, strategies to grow and sustain your following, and expert tips on fostering authentic community engagement. Learn how to manage your online reputation effectively to cultivate a loyal, long-term customer base. This session dives deep into practical techniques and real-world examples to help you strengthen your brand’s impact and stay ahead in a competitive digital landscape.
PANEL
Speakers
CINEWORLD
Carla Boyd
Senior Social Media & Content Marketing Manager, CINEWORLD
Carla is an award-winning Digital Marketer who has spent the last 9 years at Cineworld Cinemas, looking after the Content Marketing Strategy across Social Media, Influencers, Video, and the Cineworld blog. She also leads on CRM, Email Marketing, and Digital Advertising, with support from her incredible team of direct reports, as well as supporting the Ecommerce and Digital Product teams with website marketing and mobile app updates.
In her limited spare time, Carla has a voluntary second full-time job as mother to a brilliant little boy. It’s a very hands-on role with a steep learning curve, and a trainee who needs a lot of support, but it’s her favourite job so far!
LASTMINUTE.COM
Freya Shah
Social Media Content Manager, LASTMINUTE.COM
A career that began during lockdown by creating a viral video has evolved into a social media success story. Starting as a freelancer crafting content for small businesses, Freya then built a reputation for impactful campaigns, leading to a role with a social content agency. There, she worked with renowned brands like John Lewis, Estée Lauder, Charlotte Tilbury, GHD, Google, and Barclays, turning briefs into bold, results-driven campaigns.
Now at lastminute.com, the focus is shaking up the travel industry by bringing to life a social media strategy designed to cut through the noise. By blending creativity, boldness, and data-driven insight, they’ve redefined how a brand can drive awareness and reach, earning spikes of attention that stand out in an oversaturated feed.
In her spare time, she creates eye-catching transition reels for her own social accounts, experimenting with trends and keeping her creative edge sharp.
Beyond Likes and Shares: Driving ROI with Social Ads
Discover effective advertising strategies, from paid social campaigns to influencer partnerships, and understand how to measure and maximise return on investment. Especially important for events and campaigns that fit into your yearly goals.
- Explore strategies for leveraging social media to promote events, increase attendance, and drive engagement.
- Discuss key metrics for tracking the success of social media advertising campaigns, such as click-through rates, conversion rates, and return on ad spend (ROAS).
PANEL
Speakers
JOHN LEWIS & PARTNERS
Wesley Dyke
Head of Social Media John Lewis Finance, JOHN LEWIS & PARTNERS
HEINEKEN
Jimmy Hughes
Social Media and Influencer Lead, HEINEKEN
The Role of Influencer Marketing
Explore how influencers leverage social media platforms such as Instagram, TikTok, Pinterest, Snapchat to promote products and services, and how brands can effectively partner with influencers to reach their target audience and drive sales
FIRESIDE CHAT
Speakers
GROUPE SEB
Christophe Tavlaridis
Global Social Media & Influence Marketing Manager, GROUPE SEB
Over 12 years’ experience in social media and influence marketing, both for advertisers and agencies.
THE VERY GROUP
Layla Hatia
Head of Consumer Influence | Influencer, Social & PR, THE VERY GROUP
Conference Closing Chair
COFFEE, DRINKS & CANAPÉS
SPRING RETAIL FESTIVAL AWARDS
(please note this event requires a separate ticket for entry)