Dive into a day of thought leadership, strategic discussions, and case studies from omnichannel activation and shopper insights across the FMCG and Retail landscape.
Omnichannel Path-To-Purchase
Shopper Insights & Personalisation
Loyalty, Category & Retailer Engagement
Business Performance and Sales Analytics
Data, Analytics & AI for Commercial Growth
Shopper Marketing Activation & Measurement
Category & Brand Management
Digital Transformation
RGM & Digital Shelf Strategy
Emerging Tech in eCommerce
Omnichannel Commerce Growth Strategy
Direct-to-Consumer & On-Demand Channels
Activating Retail Media Networks in the Region
eCommerce Retailer Engagement & Collaboration
8:00 AM – 9:00 AM
Breakfast Networking Reception
9:00 AM – 9:05 AM
My Digital Shelf Welcome Speech
Sarah Kingham
Director, My Digital Shelf
9:05 AM - 9:15 AM
Co-Chairperson's Introduction and Event Overview
Alister Greenwood
Head of Global Digital Commerce Insights & Analytics
Andrew Scott
Consultant, My Digital Shelf
9:15 AM - 9:40 AM
Building, Digital Market and Retail Media evolution – a Retailers perspective on driving sustainable sales:
Aaron Cooper
Head of Grocery, Iceland Foods
Adam Smith
Head of Retail Media, Iceland Foods
Overview:
Understand how strong category fundamentals keep the customer at the centre of omnichannel sales
Recognise why a relentless sales focus is the non-negotiable in retailer–supplier partnership
Explore how digital visibility levels the playing field and drives category growth
Learn why retail media is fast becoming the essential conversion tool for brands
9:40 AM - 10:05 AM
Retailer Loyalty Meets Brand Affinity: Next-Gen Strategies for Deeper Omnichannel Shopper Engagement
Rob Downes
Commercial Director UK&I and Spain, Snipp
Overview:
Learn how FMCG brands can evolve beyond retailer-led loyalty to create shopper-centric, data-driven strategies
Discover how to personalise at scale and co-create value through collaborative models with retail partners
Explore future-proof tactics to build trust, resilience, and long-term shopper connections
10:05 AM - 10:30 AM
Monetising Shopper Insights: Turning Data into Category Growth
Eve Kolesova
Marketing & Category Management Director, Henkel
10:30 AM - 10:55 AM
Networking Coffee Break
10:55 AM - 11:20 AM
The Omnicommerce Path: Making Every Touchpoint Shoppable
Julia Kennedy
GTM Director, EU, Wayvia
Overview:
Learn how accurate product data and enablement drive conversion across every channel.
Discover why understanding the maturity of commerce media is key to advancing omnichannel performance.
Get insights on making products shoppable across touchpoints as AI-driven, agentic journeys evolve.
11:20 AM - 11:45 AM
How to WIN in Omnichannel by collaborating and effectively using data to improve your brand position.
Jo Hollins
Marketing & Category Management Director – North West Europe, BIC
Overview:
Learn how to build persuasive, data-led selling stories that win retailer buy-in for launches and trials
Understand the importance of internal collaboration in shaping effective commercial propositions
Discover the WIN framework to ensure every key data point and stakeholder perspective is covered
11:45 AM - 12:10 PM
Fueling Growth with Smarter Product Data: How to Optimise Feeds and Harness AI
Thomas Walker
Strategic Account Director, Commerce
Overview:
Learn how to centralise, enrich, and optimise your product feeds to boost discoverability and return on ad spend.
Discover how clean, structured data powers AI-driven personalisation and smarter campaign optimisation.
Get insights on turning product data management from back-end hygiene into a core driver of commercial growth.
12:10 PM - 12:35 PM
Winning at Shelf: Insight led creative solutions to Shopper Marketing & Category challenges.
Andrew Watts
Founding Partner, KHWS
Overview:
Learn how to uncover unconscious buying behaviours to solve shopper marketing and category challenges
Discover a proven, insight-led approach that turns behavioural understanding into creative in-store impact
Explore real-world case studies demonstrating measurable results and brand growth
12:35 PM - 1:35 PM
1:05 PM - 1:30 PM
Brian Linger
Senior Manager,
Strategic Accounts
1:35 PM - 2:00 PM
From David to Goliath: How to scale your brand with retail media
Jodie Kenny
Commercial Director, Tesco Media
Holly Rich
Media Planning Manager, Tesco Media
Overview:
Discover the core principles every brand must prioritise to succeed with retail media.
Learn how to unlock the full potential of first-party data to reach precise audiences and deliver truly personalised experiences.
Understand the latest industry trends, including the rise of the blended shopper.
2:00 PM - 2:25 PM
Your Next Customer Is an Algorithm: Winning in the Agentic AI Era
Omar Hamad
Director of Retail Media, Stackline
Overview:
Understand the rise of AI agents—retailer, consumer, and brand—and how they’re reshaping product discovery and purchase.
Learn how to optimise for agent-driven shopping with fresh content, personalisation at scale, and brand-owned concierge agents.
Explore how retail media is shifting as agents bypass ads, demanding new approaches to visibility and shopper engagement.
2:25 PM - 2:50 PM
Networking Coffee Break
2:50 PM - 3:15 PM
The Conversion Equation: Turning Culture and Capability into Connected Commerce
Natalie James
Head of Ecommerce Europe, Brown-Forman
Overview:
Learn how to secure leadership buy-in and align teams around a shared Connected Commerce vision.
Discover why breaking down silos between marketing, category, and commercial teams accelerates omnichannel success.
Get insights on embedding eCategory Management and omnichannel planning into every Joint Business Plan to drive measurable growth.
Understand how organizational alignment and culture can become your most powerful conversion advantage.
3:15 PM - 3:40 PM
Customer Pulse: Energising Retail Media by Putting Shoppers in the Spotlight
Tom Priestman
Director of Client Services, Nectar360
Overview:
Get insights into what shoppers really think about retail media and how this impacts brand strategy
Learn how to use shopper feedback to create authentic and impactful engagement
Discover how to design creative, customer-centric experiences that excite shoppers and drive conversion
3:40 PM - 4:05 PM
From Idea to Action: Aligning Teams and Testing Strategies for Data-Driven Success
Alex Lund
Director of Trade Marketing, Asahi UK
Overview:
Get insights on what to test and learn before committing to the big idea
Learn how to bring customers and sales teams on board to drive alignment and momentum
Explore the key action points needed to build a clear and effective plan for data
4:05 PM - 4:30 PM
Omnichannel in Action: Transforming Category Management for Connected Shoppers
Anita Gouland
UK Head of eCommerce, Arla Foods
Sheryl Kenny
Customer Development Director, Arla Foods
Overview:
Learn how to unlock omnichannel shopper insights to power data-led category strategies and action plans
Discover how to connect the 4 P’s across channels to deliver seamless category growth with customers
Gain practical lessons on driving internal transformation and collaborative execution for future-fit category leadership
4:30 PM - 4:40 PM
Co-Chairperson's Event Summary and Closing Remarks
Alister Greenwood
Head of Global Digital Commerce Insights & Analytics
Andrew Scott
Consultant, My Digital Shelf
4:40 PM - 4:45 PM
My Digital Shelf Thank you and Closing remarks
Sarah Kingham
Director, My Digital Shelf
4:45 PM – 5:45 PM
Networking Drinks Reception
8:00 AM – 9:00 AM
Breakfast Networking Reception
9:00 AM – 9:05 AM
My Digital Shelf Welcome Speech
Sarah Kingham
Director, My Digital Shelf
9:05 AM - 9:15 AM
Co-Chairperson's Introduction and Event Overview
Alister Greenwood
Head of Global Digital Commerce Insights & Analytics
Andrew Scott
Consultant, My Digital Shelf
9:15 AM - 9:40 AM
The Future of Digital Commerce: What’s Next and What Matters Now
Swagat Choudhury
Global Digital Commerce Director - Perfect Digital Store, Mars
Overview:
Gain insights into the journey of digital commerce—from where it started to where it’s heading
Explore the key areas of evolution within digital commerce and how to stay ahead
Learn how to harness the power of human creativity and AI to drive growth and impact
9:40 AM - 10:05 AM
The State of AI in FMCG: Insights from Industry Professionals and Shoppers
Ian Rickerby
Head of UK Sales, CheckoutSmart
Overview:
Explore how FMCG brands are approaching AI adoption—what’s driving appetite, what’s holding it back, and where scale is emerging
See how authentic shopper reviews and sentiment data are becoming the foundation for sustainable brand growth
Get an exclusive first look at SmartInsights—how CheckoutSmart is turning shopper and market data into real-time, expert-led intelligence
10:05 AM - 10:30 AM
The Multifaceted Value of DTC for F&B: From Market Strategy to Profitable Growth
Bruno Cunha
Global eCommerce Manager, JDE Peet’s (UK)
Overview:
Learn how to overcome operational challenges and unlock the full potential of DTC through smarter use of customer data
Discover how DTC data can fuel more effective marketing, sales, and community-building strategies
Understand how to position and communicate DTC’s value within larger organizational structures
10:30 AM - 10:55 AM
Networking Coffee Break
10:55 AM - 11:20 AM
Dynamic Commerce in Action: How AI and Pricing Automation Powers Profitable Digital Commerce Growth
Ankit Sharma
Vice President of Data Analysis, eClerx
Jamyn Edis
Professor at NYU's Stern School of Business and Columbia University
Overview:
Learn how AI-driven automation adjusts prices in real time based on demand, competitors, and customer behavior—capturing revenue traditional pricing misses.
Discover how machine learning optimizes profitability per SKU, segment, and channel, while enabling context-aware offers that adapt to customer type and market conditions.
Get insights on how clean, integrated data and clear guardrails power self-learning commerce systems that adapt pricing, promotions, and inventory responsibly.
11:20 AM – 11:45 AM
Leading Digital Change in a Traditional FMCG Business
Jason Simpson
Head of eCommerce, Lactalis
Overview:
Learn how to drive digital transformation even without a formal structure, dedicated budget, or large team
Discover practical, low-cost tools to upskill sales, marketing, and category teams for immediate impact
Hear lessons from embedding digital habits into everyday work — and what didn’t work along the way
11:45 AM - 12:10 PM
Asda Xpert: Moving Shelf Analytics from Art to Science
Joe Moore
Digital Commerce Channel Manager, Unilever
James Marrero-Allen
Senior Manager for Insight Commercialisation, Asda
Francis Nicholas
VP Product Strategy, eStoreBrands
Overview:
Understand how eCategory Management approaches can be applied more rigorously online
Hear from ASDA on how new insights are being identified and activated against
Learn how a Brand Owner like Unilever is seeing tangible results
12:10 PM - 12:35 PM
From Silos to Acceleration: Building Buy-In for Retail Media That Works
Laurance Kortooms
International eCommerce Development, Karo Healthcare
Simon Swan
Director of Digital Marketing and Media, Karo Healthcare
Overview:
Get the insights on how Karo breaks down silos to align brands, functions, and countries.
Learn how soft skills can be used to navigate tough challenges and drive lasting change.
Hear a case study on how Karo IQ connects departments to surface best practices and inspire innovation.
Discover how to embed digital shelf fundamentals using the CARS framework—and measure what matters.
See acceleration in action with a look at how retail media multiplies impact and closes the loop.
12:35 PM - 1:35 PM
1:05 PM - 1:30 PM
Suraj Narayanan Sasikumar
CTO & Co-founder, Socialtrait
Overview:
Discover how leading brands use AI Agents to predict shopper behaviour, increase market share, and drive revenue.
How AI agents predict the effectiveness of campaigns
How the world’s largest retailer and FMCG brands are leveraging AI simulations
One test to conduct before Black Friday
1:35 PM - 2:10 PM
Panel Discussion: Connected Commerce: Convergence of Channels, Customers and Capabilities
Panel Moderator
Andrew Scott
Consultant, My Digital Shelf
Zara Colbeck
Grocery Commercial Director UK and Ireland, Deliveroo
Nicole Pilkington
Global Head of eCommerce Acceleration, Barilla Group
Abby Percival
Head Digital Trading - Fresh, Sainsbury’s
Alan Fawbert
Digital Commerce Director, Carlsberg Britvic
2:10 PM - 2:35 PM
From Search to Shopping Assistants: How Generative Engines Are Redefining Brand Visibility
Gael Peigné
VP Product strategy, Shalion
Overview:
Understand how generative engines are transforming the customer journey from search to purchase.
Learn about the different types of shopping engines and their evolving roles.
Explore what marketers and brands must do to stay visible and capture opportunities in AI-driven environments.
Examine how generative engines could disrupt the Digital Shelf and Retail Media ecosystems.
2:35 PM - 3:00 PM
Networking Coffee Break
3:00 PM - 3:25 PM
Waitrose Online & Our FMCG Partners: Driving Growth Through Collaborative Experimentation
Craig Lawrence
eCommerce Optimisation Manager, Waitrose & Partners
Stephanie Jones
eCommerce Optimisation Lead, Waitrose & Partners
Overview:
Learn why moving beyond the traditional buyer–supplier relationship is key to mutual growth
Discover how shared goals, open data exchange, and long-term collaboration drive success
See how collaborative experimentation is transforming performance in the digital grocery space
3:25 PM - 3:50 PM
Unlocking Growth on TikTok Shop: Blending Content and Commerce
Jack Timpany
L’Oreal CPD TikTok Shop Director, L'oreal
Overview:
Learn how to effectively connect content, media, and commerce to succeed on TikTok Shop
Get an overview of a viral case study showcasing impact on brand growth and sales
Understand the mindset and team structure needed to win on emerging platforms
3:50 PM - 4:15 PM
Driving Profitable Growth: Knowing How and Where Your Brand is Represented
Charlotte Bailey-Sane
Marketing, Digital & eCommerce Director, ADM Protexin
Overview:
Learn how top FMCGs are integrating digital shelf analytics and in-store insights to guide pricing, promotion, and visibility decisions.
Discover how to identify gaps and inconsistencies in brand representation that erode value and shopper trust.
Gain practical strategies to align cross-functional teams — from sales and marketing to category and finance — around a unified growth and representation strategy.
4:15 PM - 4:25 PM
Co-Chairperson's Event Summary and Closing Remarks
Alister Greenwood
Head of Global Digital Commerce Insights & Analytics
Andrew Scott
Consultant, My Digital Shelf
4:25 PM - 4:30 PM
My Digital Shelf Thank you and Closing remarks
Sarah Kingham
Director, My Digital Shelf
4:30 PM – 5:30 PM
Networking Drinks Reception
