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2020’s Industry Leading Line Up

Presenting real life case studies, insights and advice we have compiled the most senior European marketers to offer you the crucial information and lessons you need to succeed in this new landscape.

Tricia Weener

Tricia Weener

Global Head of B2B Marketing, HSBC

Claire Topping

Claire Topping

Chief Marketing Officer and Senior Vice President, Virgin Atlantic

Ian McGibbon

Ian McGibbon

Global Marketing Director, Brand Partnerships, Bose Corporation

Jeannette Liendo

Jeannette Liendo

Senior Vice President of Marketing and Communications, Mastercard

Behdad Banian

Behdad Banian

Chief Marketing Officer - Emerging Tech and New Businesses, Ericsson

Kai Britt Boschmann

Kai Britt Boschmann

Chief Marketing and Communications Officer, International SOS

Zeynep Yalim Uzun

Zeynep Yalim Uzun

Chief Marketing Officer, Arçelik

Fredrik Thorsen

Fredrik Thorsen

Global Head of Digital Marketing, The Absolut Company

Rafiq Hasan

Rafiq Hasan

Vice President & Global TA Head, Ophthalmology, Strategic Marketing, Bayer AG

Gerhard Fourie

Gerhard Fourie

Director of Marketing and Brand Strategy, Aston Martin

Andrea Bargetzi

Andrea Bargetzi

Head of Digital Marketing and Communications, Credit Suisse

Maria Koutsoudakis

Maria Koutsoudakis

Head of Brand Marketing, Vodafone

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A seasoned marketing professional with experience across retail, FMCG and now Telco. Maria started her career at P&G working across local, regional and global brands in the beauty and grooming sector. Working on brand such as Pantene, Head & Shoulders and Gillette, she was responsible driving some of these brands to number 1 position in key markets. After 12 years at P&G she move to OSM as a consultant in marketing capability. This was followed by a brief stint in a start up before he moved to retail, to head up marketing for M&S Lingerie. Across her 5 years at M&S she worked across all facets of retail marketing from trade marketing, brand campaigns, visual merchandising and digital coms as the Head of Clothing, Home & Beauty marketing. Her last assignment at M&S was heading up the newly created Customer Experience function, understanding what CX can bring to the world of retail. From there she has recently joined Vodafone as the UK Brand Director. Responsible for the definition and creation of the Brand experience for Vodafone, she has recently overhauled the brand experience platform and communication refreshing and modernising Vodafone across all touch points. As part of the expanding brand remit, her responsibilities now include the in house buying capabilities of biddable media making the brand team a fully independent unit on planning, buying and executing performance marketing.

Gary Twelvetree

Gary Twelvetree

Director of Marketing, Chelsea FC

Andrea Koscis

Andrea Koscis

Head of Digital Transformation and eBusiness Development, Nestle

Norbert Meinike

Norbert Meinike

Director of Marketing, Blacklane

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Norbert Richard Meinike gives digital and physical services brand identities to launch, pivot and dominate their industries. Norbert is Director of Marketing for Blacklane, the global chauffeur service. He is building a worldwide brand and marketing strategy for travelers and chauffeurs. He came from Deutsche Telekom, where he was Vice President, Marketing for the voice and video communication service immmr.

Before that, he was the CMO of German startup Zoobe, which reinvented mobile messaging with 3D characters and voice. Norbert built an international user base with more than 10 million downloads and partnerships with Sony Pictures and 20th Century Fox.

Emmanuel Wehry

Emmanuel Wehry

Marketing and Commercial Animation Director, AXA

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Francesca Rinni

Francesca Rinni

Marketing and Communication Director, AB Volvo

Christopher MacLeod

Christopher MacLeod

Marketing Director, Transport for London

Katherine Lamb

Katherine Lamb

Global Head of B2B Marketing Strategy, HSBC

Luke Richardson

Luke Richardson

Director of Brand and Communications, Pleo

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Luke is an English-native Brand & Comms Director, calling Copenhagen home for the last eight years. A self-taught marketer, Luke has been leading creative marketing teams for some of us Denmark’s finest scale-ups, Momondo, Airtame and now Pleo. He specialises in content marketing, building brand studios, cross-market brand localisation and product marketing. He is also an advisor for Brand Management degree programme at CBS.In former lives, Luke worked as a film critic, radio producer, stand-up comedy events manager, record label lackey and children’s party entertainer. He can still juggle.

Jon Kandell

Jon Kandell

Creative Lead, Nordea

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Michal Szaniecki

Managing Director, SEAT and Cupra,
Volkswagen Group

Take a look at our recent bitesize Q&A with Volkswagen Group

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Could you tell us a bit about your current role and responsibilities surrounding marketing?

As Marketing Director Volkswagen, I had a unique pleasure of shaping & leading the customer journey and customer experience revolution for the brand. In my current role as a Managing Director SEAT & Cupra I joined a great explorative adventure with my team to build incredibly emotional automotive brands, for which the truly motivating nature of customer experience is still to be discovered.

What are your top 3 priorities for 2019 when it comes to your brands marketing strategy?

  1. Maximize conversions alongside the customer journey
  2. Build emotional resonance to invite more consumers and derationalise the pricing component
  3. Build added value for consumers to navigate them to trade-up

What new technologies or trends do you see impacting marketing and customer engagement in the wider industry this year?

AI & ML are well set, now the time has come to gain even more actionability & simplicity with data management & visualization to detect & monetize behavioral patterns in big data quicker than competition. And I’m still waiting for more profound & disciplined use of non-conscious choice savvy & neuroscience in shaping marketing strategies.

How important to your brand is understanding the customer journey and delivering personalized experiences to your customers?

There is nothing more important than that. With the 900 interactions & 3-6 months long process to just 1 transaction – there are plenty of chances to win & lose your consumers along the way. Understanding the customer journey and drivers and barriers along the way directly impacts your P&L.

As a speaker at this year’s show, what are you hoping to learn and take away from the summit?

This is always a great opportunity to listen to, share & transplant CJ & CX ideas from diverse industries you would never think to get inspirations from – and to find missing components to your CJ puzzle.

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Bart Visser

Director of Brand Marketing,
Spark Networks

Take a look at our recent bitesize Q&A with Spark Networks

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Could you tell us a bit about your current role and responsibilities surrounding marketing?

As Director of Brand Marketing I spend a lot of time working out how to best grow our portfolio brands and I am lucky enough to be involved with pretty much every step along the way. This means I get to work with various teams to create a narrative around a brand, establishing the visual and copy strategy, translating that into marketing assets, and lastly creating omnichannel marketing campaigns to support the user growth.

What are your top 3 priorities for 2019 when it comes to your brands marketing strategy?

Improvement on Omnichannel marketing – creating a seamless experience for an array of portfolio brands is a daunting task, but essential to ensure marketing efficiencies and improved brand recognition. Actionable Brand Documentation – Although important for the strategic members of the team, brand documentation can be too cumbersome and create more confusion then clarity. Knowing what’s what empowers individuals to make the right decisions faster and keeps the wheels rolling. Continued testing! Understanding which what formats/channels work for which brands and in which markets is not only a great creative exercise for myself and the teams, it also ensures we continue to improve our marketing strategy and efficiency.

What new technologies or trends do you see impacting marketing and customer engagement in the wider industry this year?

In terms of technology there has been a lot of talk about VR and AR in the past years, and there definitely are some cool examples on how they are being used to expand the customer experience. Personally, I think examples like the AR make up experience from L’Oreal on Facebook is incredibly exciting, and I would expect a great deal more to be done in this area. The red line however is Story Driven Marketing. Brands have realized they need to create a compelling narrative that excites, surprises and inspires consumers, potentially through ‘immersive’ experiences. It is easy to see how AR or VR can play a role in this trend, but essentially any technology, new or old, that can be used to tell a compelling story will be able to take the stage and brands will continue to focus on the Storytelling path throughout 2019.

How important to your brand is understanding the customer journey and delivering personalized experiences to your customers?

A fair bit. Since we mainly operate premium online dating brands that are aimed towards helping users find a serious, long term relationship, rather then short terms flings, signing up to our products is a deeply personal and emotional decision. Every person who comes to a stage in their life where they want to find something more meaningful does this for their own reasons, but through a lot of research we have been able to find red lines in specific target demographics and build our brand narrative towards that. For instance, a 55-year-old atheist will be on one of our websites with different expectations and for different reasons then a 24-year-old Christian. Tailoring the messaging, the visual strategy and even the product experience towards those expectations are crucial for us to be able to meet the needs of our users.

As a speaker at this year’s show, what are you hoping to learn and take away from the summit?

I am mainly looking forward to getting inspired by and discussing the creative solutions that Brand Marketeers around the world have conjured up to tackle the key issues in our industry.

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Arjen Vissers

Managing Director – Marketing and Communications,
Aon

Take a look at our recent bitesize Q&A with Aon

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What are your top 3 priorities for 2019 when it comes to your brands marketing strategy?

Creating growth and building the brand by deploying a marketing strategy with a structured approach on several (future) client’s group (main topics: thematic & industry campaigns and Account Based Marketing). Secondly, creating insights by data & analytics obtained by Marketing Intelligence and finally Identifying & optimizing the buyer journey/user experience.

What new technologies or trends do you see impacting marketing and customer engagement in the wider industry this year?

  1. Marketing Intelligence/Data & analytics driven companies
  2. Marketing automation integration with CRM
  3. Digitalization already for a couple of years

How important to your brand is understanding the customer journey and delivering personalized experiences to your customers?

The customer journey is crucial and the foundation for the approach towards (future) clients. The ‘traditional’ push campaign and (cold) calling initiatives are diminishing in relevance fast. Understanding (future) clients and following, predicting and adapting their behavior is the key to future success.

As a speaker at this year’s show, what are you hoping to learn and take away from the summit?

Over the years I’ve experienced that marketing maturity differences between companies are growing in a rapid pace. Especially ‘traditional’ marketing vs ‘digital & data’ advanced marketing is a clear trend. During the summit I’m curious and interested in the latter group of peers who can share their experiences, pitfalls and successes.

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Hanns Schempp

Executive Marketing Advisor Europe,
Deutsche Telekom

Take a look at our recent bitesize Q&A with Deutsche Telekom

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Could you tell us a bit about your current role and responsibilities surrounding marketing?

As Head of B2B Marketing Europe at Deutsche Telekom, I helped our twelve subsidiaries across Central and Eastern Europe setting up our segment 2013 through 2017. Thanks to an exceptional team we achieved consistent growth from the onset by agile branding, operational, demand generating and communication efforts with a focus on business analytics and content-driven digital marketing communication by building international teams and communities. Today, I advise across DT group on transforming the marketing function based on this unique experience, as our brand and offering keeps evolving in connecting people across Europe to the opportunities of now.

What are your top 3 priorities for 2019 when it comes to your brands marketing strategy?

I believe that really no brand will remain in the market across the next decades without creating a self-sustaining, human-centric user and customer advocacy, beyond ever more experiential and personalized angles, that appreciates its customers in the daily realities that makes them thrive among competition much as we do ourselves.

What new technologies or trends do you see impacting marketing and customer engagement in the wider industry this year?

We will be seeing few wholly new actors on the marketing stage. Instead, digital channels will turn more conversational and re-inforce growing human scopes already seen in content. Beyond that, Voice and Artificial Intelligence have a good chance to begin significantly contributing to returns, much as customers will begin to realize how an unfolding time-save will free up their efforts to focus personal and commercial growth.

How important to your brand is understanding the customer journey and delivering personalized experiences to your customers?

Brands are emotionalized confluence of hopes, wants and needs our customers allow us to commercialize. If we appreciate people’s or companies’ journeys and situations, we can become almost a family member. But we must remain respectful towards our prospects’ and customers’ intuition and privacy regarding both. There is nothing that sets forming a friendship apart from forming a brand-driven commercial bond.

As a speaker at this year’s show, what are you hoping to learn and take away from the summit?

If we can agree that marketing is a pitched combination of art, wit and science I will certainly seek, as always, that holy grail marrying emotional bias, attribution and a straightforward interface.

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