As customer journeys become increasingly fragmented across marketplaces, social platforms, digital channels and physical retail, the challenge for brands is no longer simply being present everywhere, but making every interaction feel connected.
Ahead of the Global Virtual MarTech Summit, we spoke with Alisha Malik, Head of Ecommerce at FrieslandCampina, about building connected commerce experiences, adapting strategies across diverse markets and how data and AI can help brands move from personalisation towards more intelligent customer engagement.
About FrieslandCampina
FrieslandCampina is one of the world’s largest dairy companies, owned by dairy farmers and operating across markets worldwide. The company produces and markets a wide range of dairy-based products, including milk, infant nutrition, cheese and functional nutrition solutions. With a strong focus on nutrition, sustainability and innovation, FrieslandCampina combines deep dairy expertise with digital and commercial capabilities to serve consumers across diverse markets.
Quick Q&A with Alisha Malik-Charpié
Could you please give us a quick introduction of yourself and share a bit about your role at FrieslandCampina?
I’m a regional eCommerce leader with experience across digital commerce, marketplaces and FMCG, with experience on both sides of the ecosystem. Today, I head eCommerce for FrieslandCampina across the GCC, where my focus is on building the eCom as a profitable, strategic growth engine rather than simply another sales channel. This spans P&L, commercial strategy, partnerships, shopper insights, digital shelf, media and innovation. My role is ultimately about connecting these levers to deliver sustainable growth and stronger consumer experiences.
Why did you choose to participate in this summit?
The way consumers shop is changing faster than the way many organisations are structured. I’m particularly interested in the conversation around connecting data, technology and customer engagement because I believe the next phase of eCommerce is less about being present across more channels and more about making those channels work together intelligently. The summit brings together leaders facing similar challenges across different markets, so it’s a great opportunity to exchange practical experiences, challenge conventional thinking and discuss what it really takes to create connected customer journeys.
Consumers increasingly move between marketplaces, brand channels, social platforms, and physical retail. What does a genuinely connected customer journey look like in this environment?
For me, a genuinely connected journey, or a closed loop, is not dependent on one replicating the other, and making every channel look or behave the same. It is about ensuring that the customer’s context travels with them. If a consumer discovers a product on social media, researches it on a marketplace, buys it online and then interacts with the brand offline, each touchpoint should build on what came before. The customer should not have to repeatedly explain themselves or receive conflicting messages. Ultimately, omnichannel should remove friction and make the journey feel like one relationship, not multiple standalone interactions.
The GCC is a diverse and fast-growing digital commerce market. What differences in customer behaviour across the region have had the greatest influence on your eCommerce strategy?
One of the biggest lessons has been that there is no single “GCC consumer”. Each market differs in digital maturity, platform preferences, shopper missions, price sensitivity and fulfilment expectations – making localisation critical to strategy. For example, the UAE has a large expat population, more transient shoppers and a stronger convenience orientation, while KSA has different dynamics and greater price sensitivity. As we scaled KSA, we realised we could not simply replicate what was working in the UAE. We therefore adapted our route-to-market, assortment, partnerships, activations and value proposition to reflect local behaviour. I believe regional scale works when you combine a consistent strategic direction with genuinely local execution. As much as there is no single playbook, the underlying principle remains consistent: use data to understand the shopper profile, then build the commercial model and experience around the specific occasion, need and market dynamics.
As AI becomes more embedded in commerce, where do you see the greatest opportunity for it to improve product discovery, personalisation, or the overall shopping journey?
I see the biggest opportunity in moving from personalisation to anticipation. Today, much of personalisation is about recommending something based on what a consumer has already done. AI can take this further by understanding intent, context and behaviour across the journey and helping predict what the consumer may need next. That could improve discovery, assortment, content and recommendations, but also help determine when not to communicate. The real value of AI will come when it reduces friction and makes the experience more relevant without making it feel intrusive.
Can you share one personal or professional goal you’d like to achieve in 2026?
In 2026, I want to raise the bar on what eCommerce can do for a consumer business – not just chase bigger numbers, but build something that is genuinely scalable, profitable and built to last beyond short term growth spurts. I’m excited by the opportunity to keep connecting commercial thinking, data, technology and consumer insight in new ways, while taking on bigger regional challenges. Personally, I want to keep pushing myself outside my comfort zone, learn from different markets and build teams that are ambitious, agile and unafraid to try something new. For me, growth should be both a business outcome and a personal adventure.
Alisha’s perspective highlights that true omnichannel success is not about making every channel identical, but ensuring that customer context moves seamlessly across every touchpoint. By combining local market understanding, commercial strategy and technology, brands can reduce friction and create experiences that feel more relevant and valuable.
Join Alisha Malik and fellow marketing leaders at the Global Virtual MarTech Summit as we explore how brands are connecting data, technology and customer experiences in an increasingly complex digital landscape.
Global Virtual MarTech Summit APAC & EMEA
Global Virtual MarTech Summit APAC & EMEA, where leading marketing professionals gather to explore this year’s theme: The Real-Time Customer.
As customer expectations continue to rise, brands across APAC and EMEA are under increasing pressure to connect data, AI and customer engagement in more meaningful, timely and measurable ways. This summit will spotlight practical strategies, real-world use cases and regional perspectives on how marketing teams can move closer to real-time customer understanding and action.
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Last updated: September 2026
