Starting 9AM EEST - Helsinki Time - Clarion Hotel Jätkäsaari, HELSINKI

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Agenda will be carried out in English.

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8.00 (EEST) 

WE OPEN OUR DOORS!

Register in, enjoy a light breakfast and mingle!    

 

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9.00 

OPENING REMARKS BY OUR MODERATOR

Nina Rahkola 

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9.05 

KEYNOTE:

BEYOND THE HYPE: A Business First Approach to AI in Marketing​​

Linda Cereda, Global and EMEA Head of Marketing Data, NIKE (NL) ​

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Despite the increasing investments, 80%+ AI/Data initiatives failed to deliver the expected ROI and 80%+ AI tools go unused after purchase. Learnings and reflections on successful AI deployment and AI strategy to drive competitive advantage, beyond short term efficiencies.

 

• Nike case study: Harnessing the power of AI to drive consumer loyalty

• A proven approach to AI strategy

• Successful AI deployment through the intentional wiring of AI into company processes and people

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9.35

BUILDING AN AI-READY MARTECH STACK -  THE CRUCIAL ROLE OF THE DATA FOUNDATION & BUSINESS CONTEXT

Eugeni Velinov,  MarTech & Omnichannel Experience Leader, SAP 

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• Why AI Fails Without a Data Strategy. Many companies jump to AI without a solid data plan. This point will show the audience that the true barrier to AI success isn't the algorithm, but the lack of clean, unified, and accessible data.

• From Data to Decisions: Infusing Business Context into Your Models. Raw data is not enough. You must enrich it with business context. 

 

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​​10.00

TAKE A BREAK AND NETWORK! 

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10.30

FROM HEAD TO HEART -  BUILDING ICONIC BRANDS WITH AI

Harri Olavinsilta, Strategist & Creative Director, IPG Mediabrands (FI)​​​

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• AI enables brands to scale, personalize, and optimize like never before – what else is needed to become iconic?

• How can marketing leaders balance data-driven efficiency with cultural and emotional resonance?

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10.55

GLOBAL CONTENT IN AN OMNICHANNEL WORLD – Powered by AI, refined by Humans​​​​

Hinde Lamrani-Mareil, Digital Marketing Solutions Director (GMS), Acolad (FR)

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AI has revolutionized global content creation at speed — but cultural nuance, tone, and local resonance still demand human finesse. ​

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• Mistakes AI often makes in global campaigns... What are the most common pitfalls and how to avoid them?

• When and why to involve language or cultural experts for localized validation?

• How to design workflows that combine AI-driven scale with human insight for effectiveness and authenticity. Practical framework. 

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11.20 

HYBRID MARTECH ECOSYSTEMS

Steven Volders, Global Director GTM, VAIMO (BE)​

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• The shift towards hybrid Martech ecosystems that combine SaaS, custom-built tools and AI

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11.45 

LUNCH AND MINGLE! 

 

12.45

KEYNOTE:

AI, YOU, AND THE FUTURE OF WORK​

Dave Drodge, Digital Transformation Lead, Roche (CH)

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• What types of marketing and knowledge work will AI reshape

• Why demographic shifts and workforce expectations will shape how we adopt AI

• How do we adopt AI?

  • The 3 Es of of AI Adoption

  • Human Elements: Employees & Leaders ​​

• Case Study: A Tale of 2 Swedish Companies (Klarna & Ikea)

• Conclusion: What can and should we do for the future?

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13.15

HOW TO FUTURE-PROOF YOUR MARTECH STACK FOR GROWTH

Anna Rose, Director Field Marketing, Snowflake (SE)

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• What’s blocking your data from becoming a competitive advantage, and how can your Martech stack unlock it?

• How to architect for growth with a modular, AI-ready stack that scales with your business — not against it

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13.45​​​​​

TAKE A BREAK AND NETWORK! 

 

14.20

PANEL DISCUSSION:

FROM COST CENTER TO GROWTH ENGINE

Tanja Säde, Head of Global Marketing and Communications, Visual Components (FI)

Justin Chacona, CMO, eBrands (FI/US)

Anna Rose, Director Field Marketing, Snowflake (SE)

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• What does it actually mean for marketing to be a growth engine — beyond just driving pipeline?

• Which Martech investments today are truly accelerating revenue — and which are just noise?

• How should marketing teams evolve to drive outcomes, not just outputs?

• What’s the biggest myth about Martech and ROI in the boardroom today?

• If you had to make one bold Martech investment in 2026 to drive revenue growth, what would it be — and why?​