01 JUNE 2023

Personalization Pioneers brings together global tastemakers and leaders in customer experience to share insights that will reinvigorate your CRO, Testing, and Personalization strategies.

Explore the farthest reaches of personalization and gain immeasurable wisdom on how to take your brand to the edge of digital customer experience.





Director of eCommerce Nordics Elkjøp


Lead Digital
Product ManagerSweaty Betty

Shelby Moncherry Desfosse

Moncherry Desfosse

Senior Ecommerce Development Manager Ocado

Marienza Benedetti


E-Commerce D2C Personalisation and Growth Manager Electrolux


Senior Economist EMEAMastercard Economics Institute

ori bauer


Dynamic Yield


Dominique Essig

Vice President & General Manager of Conversational Commerce Walmart

Venus Bivins Johnson

VP, Digital
Personalisation Synchrony

Will Satterthwaite

Digital Platforms
Marketing Manager Ex-Tottenham Hotspur

Emily Archibald

Web Analytics
Manager SKIMS

Gianluca Randisi

Brand &
Marketing Manager Home24

David Mannheim

Optimisation and
Experimentation Consultant

Raj Seshadri

President of Data and Services Mastercard

Ryely Newman

CRM Manager,
Growth MarketingVanmoof

bricklin Mastercard

Bricklin Dwyer

Chief Economist and Head of the
Mastercard Economics Institute Mastercard

01 JUNE 2023


9:00 - 10:00
10:00 - 10:30
How to find your personalisation edge with Ori Bauer, CEO at Dynamic Yield
10:30 - 11:15
Beat the personalisation hype and provide real customer value with Julia Paulsen, Ecommerce Director at Elkjøp Nordic, part of Currys PLC

A branch of Currys, Elkjøp is the leading consumer electronics retailer in the Nordics and a market leader operating in nine countries. The company’s goal is to enrich people’s lives by providing convenient access to relevant cutting-edge technology. A natural fit for achieving a better consumer experience, personalisation has become a critical pillar to future-proofing its business in both a competitive and challenging market. Julia Paulsen, the Director of eCommerce, will share her vision for personalisation — including the questions she has asked along the way, the failures and successes that Elkjop has faced, and the practical path she’s taking to move the business forward. 

We will learn: 

  • How to know if you’re on the right path with personalisation
  • Practical steps to move your programme in the right direction
  • Why personalisation matters in the face of business challenges 
  • Three key takeaways to implement in the next week, quarter, and year 
11:15 - 11:45
Coffee Break
11:45 - 12:15
How to level-up your testing programme with Shelby Moncherry Desfosse, Senior Ecommerce Development Manager at Ocado

In this interactive fireside chat, Shelby Moncherry Desfosse will be joined by Liz Powell, Senior Customer Success Manager at Dynamic Yield, to reveal how she champions the adoption and success of experimentation and testing at Ocado. 

Sit in to discover:

  • The steps to take to gain and maintain organisational buy in for testing
  • How Ocado scaled their experimentation programme across teams, and the hurdles they overcame along the way
  • How to report on the true value of experimentation
  • What it takes to balance a personalisation programme and testing framework
12:15 - 1:00
From zero to 100: Scaling personalisation and making the move to a MACH architecture with Helen Martin, Lead Digital Product Manager at Sweaty Betty

Only one year into its personalisation programme, Sweaty Betty has already seen significant results. Join Helen Martin, Digital Product Manager, as she shares how she strategically built the collaborative team behind this work and achieved buy-in during such a short period of time. She will also discuss why the business is taking a new, transformative step with the transition to a headless architecture, and how this change will help push Sweaty Betty’s personalisation programme and goals forward. 

Helen will discuss:

  • Three key strategies for team-building and buy-in acceleration
  • Real use case examples Sweaty Betty prioritised in its first year
  • The business logic behind choosing a headless architecture to deliver experiences
  • Three key takeaways on scaling your programme to implement in the next week, quarter, and year 
1:00 - 2:00
2:00 - 2:30
The macroeconomic trends shaping consumer behaviour and your CX with Natalia Lechmanova, Senior Economist EMEA at The Mastercard Economics Institution

Natalia Lechmanova, Senior Economist at Mastercard, sits on a team of global economists and data scientists that examine the macroeconomic landscape through the lens of the consumer. Join her as we’ll discover the latest spending trends and sales data for the UK and Nordics. Learn about the shifts and patterns in both online and in-store consumer behaviour and identify the opportunities you should consider leveraging to capture consumer spend in 2023. 

2:30 - 3:00
How to achieve global localisation through personalisation with Marienza Benedetti, eCommerce Personalisation and Growth Manager at Electrolux

Electrolux is a global home appliance manufacturer and the largest home electronics retailer in Europe, operating its D2C channel in 21 European markets along with its sub-brands, AEG and Zanussi. With such a massive customer base, personalisation is the company’s essential tool to achieve site localisation, allowing the team to adjust everything from language to discounts, recommendations, and commercial communications for each market. Marienza Benedetti, eCommerce Personalisation and Growth Manager, will discuss the relationship between personalisation and localisation and walk through the internal strategies and innovative on-site use cases that have helped Electrolux realise success. 

You’ll learn: 

  • How Electrolux marries the needs of localisation and personalisation to achieve cohesive, scalable site experiences 
  • How the team deploys hundreds of personalised, localised experiences through overarching campaigns
  • Internal processes that support ideation and lead to innovative new use cases by region
3:00 - 3:30
Coffee Break
3:30 - 4:15
Personalisation Roundtables Part 1: Select a topic and join your peers for an open discussion about your challenges and ideas.

Join your peers for an open discussion about your challenges and ideas on a topic of your choice. Roundtables will run for 45 minutes, with a 15 minute break in between. We will run two sessions, so you can select two of the topics below.

Tech Stack

Which platforms and suppliers do you use for your personalisation programme? What applications have you found to be instrumental to your success? How do you evaluate a technology provider? How do you integrate different tools? What features and systems do you wish you had access to?

Personalisation Team

What are the strengths and challenges of your team’s structures and processes? How do you navigate cross-departmental collaboration? How do you communicate the value of personalisation in the business? How do you advocate for additional resources? 

Product Feeds

How do you structure your keywords and categories? What columns are you tracking affinity for? What would optimise your feed structure? What custom columns do you currently have and why? 

User Retention

How do you reconnect with users today? What channels do you use? What specifications do you have for each channel? Do you add personalisation to these touchpoints? How would you like to optimise retention this year?

Primary Audiences

How did you define and chose your primary audiences? Why do you focus on primary audiences? How often do you re-evaluate your primary audiences? What are the next steps for your audience strategy? 

Customer Insights

Did you know 55% of consumers are unlikely to return to a business that has provided a poor digital experience? And 60% would be willing to pay more for a flawless digital experience? 

Continuously optimising your digital touchpoints is imperative to win and retain customers. But deciding where and what to focus on isn’t always easy. Customer research is costly and time consuming and often the data we do have on user experience has blind spots, making it difficult to innovate confidently.

Join the FullStory team to:

  • Learn how others collect customer data to drive business decisions
  • Discuss the ultimate digital experience tech stack
  • Better understand how peers collaborate with other teams to be proactive in product decisions
4:15 - 4:30
Drinks Break
4:30 - 5:15
Personalisation Roundtables Part 2: Select another topic to tackle together with other digital experts, guided by a Dynamic Yield moderator.
5:30 - 5:45
Build your personalisation playbook for the future with Ori Bauer, CEO at Dynamic Yield
5:45 - 10:30
After Party!