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Preview Agenda – The MarTech Summit Madrid
23 May 2025

08:15 - 09:00 | Arrival & Networking Breakfast

09:00 - 09:10

Chairperson Introduction & Overview

09:10 - 09:50

Panel Discussion | [Incrementality] Unlocking the Impact of Your Marketing Efforts

– Explore how to leverage incrementality testing to isolate the real impact of marketing campaigns on business outcomes.
– Learn best practices for designing incrementality experiments to ensure accurate results & actionable insights.
– Discuss tools & methodologies for measuring the effectiveness of different channels, creatives & tactics.

Kiko Gámez Martínez

Global Director, E-Commerce, MarTech & Growth, Telefónica

Marta Lucas

Director, Marketing & Communication, Grupo Ruiz

09:50 - 10:10

Keynote Presentation [CX + DX Intersection] Bridging Customer Experience & Digital Experience with MarTech for Seamless, Personalised Engagements

– Hear how to integrate CX and DX with MarTech for real-time, data-driven personalisation.
– Learn strategies for creating a seamless omnichannel journey.
– Best practices for leveraging MarTech tools to align digital and customer experience for measurable growth and retention.

10:10 - 10:30

Fireside Chat | [Consent Monetisation] Turning Privacy into a Competitive Advantage

– Discover how businesses can leverage consented data to build trust & drive personalised marketing strategies.
– Learn best practices for reducing consent fatigue while ensuring compliance with GDPR & other regulations.
– Explore innovative approaches to monetising consented data, enhancing both customer experience & ROI.

Javier Serra de Paz

Chief Customer Strategy & Analytics Officer, MASORANGE

10:30 - 11:00

Fireside Chat | [The Post-Cookie Era] Redefining Data Strategies

– Dive into strategies for navigating the transition to first-party & zero-party data collection.
– Hear about innovative solutions that companies are adopting for compliant, effective data usage.
– Learn how AI & advanced analytics can maximise the value of new data approaches.

11:15 - 12:15

Breakout Roundtable | [AI & Customer Engagement Strategy] Navigating the Journey to Profitability: Designing the Optimal Customer Engagement Strategy with the Power of AI

Mónica Escudero

Head of Data & CRM, L’Oréal Iberia

[Reserved]

11:00 - 11:30 | Morning Networking Coffee Break

10:55 - 11:55

Breakout Roundtable | [Marketing Automation] Taming the MarTech Monster – 2024 & Beyond

11:30 - 11:55

Fireside Chat | [Marketing & Brand Equity] Strengthening Brand Value Through Strategic Efforts & Tools

– Learn how to enhance brand awareness using social media advertising, SEO tools, and content platforms to reach and engage the right audience.
– Discover strategies to build customer loyalty through CRM systems, email marketing, and loyalty programs that offer personalized rewards.
– Understand how to shape positive brand perceptions with sentiment analysis, customer feedback, and brand monitoring tools to align messaging with brand values.

11:00 - 12:00

Breakout Roundtable | [Marketing Automation] Taming the MarTech Monster – 2024 & Beyond
Rook Room Level 2

Mariana Banazol

Associate Director, Marketing, Too Good To Go

Jorge Fernandez Cabezas

Director, International Marketing, Tabacalera

11:55 - 12:15

Keynote Presentation | [Consumer Connection] Uniting Digital Experience, Trust, and Loyalty

– Can you share an overview of your organization’s current customer engagement strategies?
– In a crowded market where customers are busier than ever, how can brands drive loyalty beyond just discounts and offers? Are we shifting towards a model where customers expect brands to show loyalty to them instead?
– How do you build and sustain trust across different generations while balancing AI, automation, and human interaction in customer engagement?

11:00 - 12:00

Breakout Roundtable | [Marketing Automation] Taming the MarTech Monster – 2024 & Beyond
Rook Room Level 2

[Reserved]

12:15 - 12:55

Panel Discussion | [Omnichannel Strategies] Creating Seamless Customer Journeys Across Touchpoints

– Explore how to integrate online & offline channels to deliver consistent and personalised customer experiences.
– Learn best practices for leveraging data and technology to create unified messaging across social media, email, in-store, & more.
– Hear real-world examples of how omnichannel strategies drive engagement, retention, & measurable ROI.

Kiko León Barroso

Director, Customer, Spain, Decathlon España

Jordi Fernandez

Head of Digital Commerce & Omnichannel, Mahou San Miguel

12:55 - 14:00 | Networking Buffet Lunch

14:00 - 14:40

Panel Discussion | [GenAI in Content Creation] Transforming Marketing Through AI-Powered Creativity

– Discover how generative AI tools are revolutionising content creation, from copywriting & imagery to video and interactive media.
– Learn strategies for integrating AI-generated content into your broader marketing strategy while maintaining brand authenticity & compliance.
– Hear real-world examples of to use generative AI to enhance efficiency, personalisation, & audience engagement.

14:00 - 15:00

Breakout Roundtable | [AI Powered Sales Enablement] Optimise, Engage, Win: AI in Sales Enablement – Breakout sponsored by Seismic

Alvaro Barnechea

Director, Global Marketing, Parques Reunidos

Mirian Rodrigues

Director, Digital & Tech, GSK

Charles Knoblich

Head of Marketing, Dyson

Jose Llorens

Vice President, Marketing & Communication, Otovo

14:40 - 14:55

Keynote Presentation | [AI-Driven Creativity] Future-Proofing Your MarTech Stack in the Age of GenAI

– Unlock the power of accurate, reliable data to drive impactful engagement learning how to fuel AI success with quality data.
– Maximise insights with advanced analytics & optimise decision-making with smarter, AI-enhanced analytics.
– Hear how to ensure compliance and protect sensitive customer data in AI applications.

14:00 - 15:00

Breakout Roundtable | [AI Powered Sales Enablement] Optimise, Engage, Win: AI in Sales Enablement – Breakout sponsored by Seismic
Rook Room Level 2

Ana Beotas

MadTech & Intelligence Advisor, SAS

14:55 - 15:20

Fireside Chat | [Conversational Marketing] How Can Real-Time Conversations Revolutionise Customer Engagement?

– Explore the role of AI-powered chatbots & live chat tools in creating seamless, real-time customer interactions across platforms.
– Learn strategies for integrating conversational marketing into the buyer journey to enhance engagement, conversions, & loyalty.
– Hear success stories of how brands are leveraging real-time conversations to drive retention & build deeper customer relationships.

14:00 - 15:00

Breakout Roundtable | [AI Powered Sales Enablement] Optimise, Engage, Win: AI in Sales Enablement – Breakout sponsored by Seismic
Rook Room Level 2

Enrique E. Ruiz de Lera

Global Chief Marketing Officer, Turespaña

Zarena Kancheva

Senior Director, Global Growth & Marketing, Rakuten Viber

15:20 - 15:45

Fireside Chat | [Marketing Automation Strategies] Scaling Efficiency with AI & Data

– Learn about automation tools that streamline workflows & improve campaign precision.
– Hear best practices for integrating automation with personalisation strategies.
– Explore how companies are balancing efficiency & creativity in automated systems.

16:20 - 17:20

Breakout Roundtable | [Sales Enablement, AI Powered] Optimizing Sales Enablement: Unleashing the Power of AI to Maximise Content Utilisation and Personalised Delivery

Carlos Martinez

Head of Strategy & Marketing, ENGIE España

Pedro Barreda Cabanillas

Ex-International Marketing Director, 888/William Hill

15:45 - 16:15 | Afternoon Networking Coffee Break

16:20 - 17:20

Breakout Roundtable | [Customer Experience] Elevating CX Through Advanced MarTech & Digital Experience Strategies

16:15 - 16:50

Panel Discussion | [Affiliate Marketing] The Word-of-Mouth Digital Marketing Trend

– Learn how to turn satisfied customers into brand advocates through affiliate marketing and strategic collaborations.
– Discover viral marketing techniques that combine online and offline channels, leveraging affiliate links, email campaigns, and personal interactions to boost awareness and sales.
– Understand how to track and measure affiliate marketing success, ensuring partnerships with influencers and affiliates deliver measurable ROI and increased brand visibility.

16:20 - 17:20

Breakout Roundtable | [Customer Experience] Elevating CX Through Advanced MarTech & Digital Experience Strategies

Emma Reiners

Director, Global Marketing & Communications, ACCIONA

Ainara Martin

Head of Luxury Marketing, Southern Europe, Diageo

Rodrigo González Lama

Head of Advertising Spain & Portugal

16:50 - 17:05

Keynote Presentation | [Content-Driven Growth] Leveraging Content Strategy & MarTech for Scalable Audience Engagement and Business Impact

– Discover how to integrate content strategy with MarTech to drive personalised, data-driven engagement at scale.
– Learn best practices for optimising content distribution across channels to enhance customer journeys.
– Explore strategies for measuring content effectiveness and aligning it with business growth and retention goals.

17:05 - 17:30

Fireside Chat | [AI & Accountability] Building Trust While Innovating with AI

– Learn how trust-driven principles can enhance your marketing stack.
– Discuss strategies for fostering innovation while maintaining consumer confidence in AI-driven solutions.
– Explore how transparency & ethical AI practices strengthen consumer relationships and brand loyalty.

Alexandra Aguilar Torres

Director, Data & Machine Learning, Edelman

Azahara Corrales

AI & Media Manager, PMG

17:30 - 18:45 | Chairperson Closing Remarks & Departure Networking Drinks

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