06 JUNE 2024

Join the forefront of innovation at Personalization Pioneers, where humanity, technology, and creativity converge to unite a forward-thinking personalisation community.

Register here, Pioneer

Our Past Pioneers Would Love
For You To Join The Band.

Ta-Dah! Here’s The Lineup

Zoe Allen

CRO & Personalisation Lead at Decathlon

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Zoe Allen

CRO & Personalisation Lead at Decathlon

Driven by Decathlon's mission to make sports accessible to all, Zoe sits at the heart of the CRO and Personalisation engine at the world's largest sports retailer. With over eight years of experience in digital optimisation, she leverages her expertise in web analytics, UX design, A/B testing, segmentation and user research to design data-driven and customer centric campaigns to drive online conversions and increase customer loyalty.

Annette Rowson

Web Optimisation Lead

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Annette Rowson

Web Optimisation Lead

Annette brings her extensive Conversion Rate Optimisation, Analytics and Digital experience and expertise from previous roles at Currys, N Brown Group and Contentsquare to Primark, where she develops and implements User Research and UX Insights to drive revenue uplift across all digital touch points.

Amelia Worthington

Senior Campaign Manager at Decathlon

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Amelia Worthington

Senior Campaign Manager at Decathlon

As Senior Campaign Manager, Amelia crafts Decathlon UK's brand strategy to disrupt industry trends. Having recently revamped their brand identity to communicate Decathlon's dedication to digital-first innovation and community engagement, Amelia will share her lessons and learnings for others looking to stay at the cutting-edge of digital customer experience.

Harry Hanson-Smith

Regional Vice President at Dynamic Yield by Mastercard

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Harry Hanson-Smith

Regional Vice President at Dynamic Yield by Mastercard

Harry looks after leading brands across the UK and Nordics as they build their personalisation programmes to deliver and test optimised digital customer interactions. As Regional VP, he supports Dynamic Yield's teams to deliver tailored expertise to hundreds of eCommerce and Product leaders looking to foster customer loyalty and drive revenue. As well as being a self-confessed AI nerd, Harry can often be spotted at the DJ booth during our Personalisation Pioneers afterparty...

Ori Bauer


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Ori Bauer


Ori has 20+ years of executive experience in both startups and large global corporations. Prior to joining Dynamic Yield, he was the Founder & CEO of Glean Health, an innovative, digital health data startup. Ori’s deep business acumen is strengthened by an extensive technology background, and over the course of his career he has led product and engineering at three startups that were acquired: Storwize (acquired by IBM), Algotec (acquired by Eastman Kodak) and most recently Dynamic Yield (acquired by McDonald’s and then Mastercard). Today, he operates as the personalisation platform’s CEO, responsible for driving the next chapter of Dynamic Yield’s growth.


More speakers coming soon!

What’s On The Agenda?

8:45 - 9:45
Doors Open & Breakfast
9:45 - 10:00
Welcome from Harry Hanson-Smith, Regional Vice President at Dynamic Yield by Mastercard
10:00 - 10:30
Transmissions From Your Personalised Future - Ori Bauer, CEO at Dynamic Yield by Mastercard
10:30 - 11:00
Building Decathlon's Next Frontier: How to Truly Understand Your Customer Needs - Zoe Allen, CRO & Personalisation Lead and Amelia Worthington, Senior Campaign Manager at Decathlon UK

A global athletic-wear retailer founded in 1976, Decathlon has achieved personalisation on an impressive scale, running campaigns in 16 regions across multiple websites and languages. Decathlon’s mission is to meet the customer where they are and provide the right equipment for any type of activity, at any level. Practically, this means there is a strong business need to understand the consumer through data, identifying gaps and opportunities in audience segments and acting accordingly to close those gaps. Today Zoe Allen, CRO and Personalisation Lead, and Amelia Worthington, Senior Campaign Manager, will share their audience segmentation strategy and how they are refining the process to bring Decathlon into the next era of personalisation. 

We’ll learn:

  • The right (and wrong) questions to ask to truly understand your customers’ needs
  • How audience segmentation can unlock business opportunities 
  • How Decathlon is leveraging customer feedback to create hyper-personalised experiences
  • Key takeaways to act on in the next month, quarter, and year


11:00 - 11:30
Coffee & Snack Break
11:30 - 12:00
The Sky's The Limit: Scaling Our Recommendations Roadmap Across Europe - Rebecca Sabine, Senior eCommerce Optimisation Manager at Sky (NowTV, WOW, Sky X)
12:00 - 12:30
Embracing Digital Transformation And Making The Move To MACH - Annette Rowson, Web Optimisation Lead at Primark

A brand-new player in digital eCommerce — with its global websites launching in 2022 — traditional brick and mortar fashion giant Primark is pushing the boundaries of digital transformation with an online-to-offline personalisation strategy and a move to headless architecture. Today Annette Primark, Web Optimisation Lead, will share the thought process behind the move, tips on how to create internal buy-in for new digital initiatives, and lessons learned from becoming a MACH organisation. 


  • How Primark is using online personalisation to motivate in-store shopping
  • Internal initiatives Primark created that yielded buy-in for digital transformation
  • Primark’s logic behind a move to headless architecture, and current learnings
  • Three key takeaways on scaling your programme to implement in the next month, quarter, and year
12:30 - 1:45
1:45 - 2:15
Agility Above All: Boosting On’s World Of Sports With The Power Of Personalisation - Lena Hauck, Senior Digital Personalisation Specialist, On

The past few years were monumental for On; the brand was listed on NYSE, survived a supply chain crisis, and re-platformed with the launch of a brand new website –  all of this while continuing to expand its product catalog beyond shoes and rapidly growing the business. 

In this session, Lena Hauck, Digital Personalisation Specialist at On, will share her insights on the importance of having a strong personalisation ally during times of innovation and change, the why and how behind the company’s re-platforming with a personalisation-first approach, and how technology stack, with Dynamic Yield at its core, is playing a significant role in supporting the company’s brand evolution as On enters its era of sportswear.


Join Lena to hear more about:

  • On’s preliminary personalisation approach, which involved gaining trust in the process while constantly testing and optimising to gather as many insights as possible  
  • The needs and challenges that surfaced over time and led On to re-platforming its website 
  • Harnessing the power of technology to drive a change in brand perception with personalisation at the core of re-platforming
  • The shift from conversion to community-focus with On’s strategies for optimal product discovery that encourages cross-category movement
  • Key takeaways from On’s website’s relaunch and future plans 


2:15 - 2:45
Thought Leadership Keynote - Announcing Brand Speaker Soon
2:45 - 3:15
Coffee & Snack Break
3:15 - 3:45
Cut Through The Noise: How You Can Actually Implement AI Innovation In Your Day-To-Day - Harry Hanson-Smith, Regional VP at Dynamic Yield by Mastercard

Generative AI, Machine Learning Models, Natural Language Processing… there’s a lot of buzz around new technologies and how they’re changing the eCommerce landscape. But how can you practically leverage AI-driven innovation within your digital experience strategy and day-to-day role?

Join Harry as he shares:

  • Practical tips to nail the perfect prompt
  • The opportunities and limitations of the latest tools and tech
  • How you can empower your teams to drive efficiencies as you scale your eCommerce impact in 2024.
3:45 - 4:15
Thought Leadership Keynote - Announcing Brand Speaker Soon
4:15 - 4:30
Build Your Personalisation Playbook: The Key Takeaways To Implement In The Next Month, Quarter And Year - Ori Bauer, CEO at Dynamic Yield by Mastercard
4:30 - 4:45
Personalisation Awards presented by Doron Taub, Director of Customer Success at Dynamic Yield by Mastercard
4:45 - late
Personalisation Pioneers Afterparty

We can’t go to Ministry of Sound without throwing one hell of an afterparty. Enjoy incredible food, flowing drinks and a few surprises in store whilst you get to know your fellow Pioneers. Cheers!

The Venue

103 Gaunt Street London SE1 6DP

Ministry of Sound first opened its doors back in September 1991. This was the first club dedicated to house music, the first club to pick up the gauntlet laid down by the second summer of love and, most importantly, the world’s first nightclub with a room built purely for exceptional sound quality.

Photo by Gabby Cook

How to get there

Ministry of Sound is located around the corner from the Elephant and Castle roundabout junction, with multiple public transport links close by. It is a short 3 minute walk from Elephant and Castle tube station and 20 mins from Borough tube station.

Accessibility information

There are wheelchair ramps on the ground floor of Ministry Venues, however there is no lift available to the 2nd floor. If there are any adjustments we can make to ensure this event accessible to you, please get in touch.


Personalisation Pioneers is an informal event, so please wear whatever you feel most comfortable in. We know the British Summer doesn’t guarantee good weather, so we’d recommend bringing a light jacket to enjoy the afterparty in the Ministry of Sound courtyard.
There’s no need to bring your laptop or any other materials to Personalisation Pioneers. We will provide you with a notebook and pen and there is a secure cloakroom for your jackets, bags and belongings.

Please get in touch with Gemma, Event Marketing Lead at who will coordinate with our venue and catering teams.

Each guest will receive access to a Key Learnings Report with the top takeaways from each session, delivered to your inbox a few weeks after the event.

Why You Absofrickinlutely Should Attend…

Learn from other pioneers

Dive into the latest and hottest topics, sharpest tactics, and real-world success stories, and hear all about how to shake things up and drive extra value with personalization.

Meet other pioneers

Listen to and meet industry leaders who’ve pioneered growth and innovation in diverse sectors. Gain insights into their journeys, challenges, and breakthroughs.

Be a pioneer

Head out armed and amped up with actionable insights you can apply directly when back at the desk – taking your personalization game up to the next level.

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