We’re pleased to welcome Christian Möllerström, Director of Marketing at TheFork, to our Amazing Speaker Interview series for The MarTech Summit London 2025. With over 15 years of experience in B2B and B2C marketing across tech providers, agencies, and high-growth brands, Christian brings a deep understanding of data-driven strategies and cross-functional collaboration.
About TheFork
TheFork is a leading restaurant booking platform and SaaS provider operating in over 10,000 cities globally. As part of the Tripadvisor group, TheFork connects millions of diners with restaurants while also offering tech solutions for reservation management, loyalty programmes, and customer engagement. With a focus on digital innovation, TheFork empowers restaurants to grow their business and enhance guest experiences through data-driven tools and real-time insights.
Quick Q&A with Christian Möllerström
Could you please give us a quick introduction of yourself?
My name is Christian, I’m the Marketing Director at TheFork, we’re a restaurant booking app as well as a Tech SaaS provider for restaurants. I’ve been working in marketing for 15 years, previously working in both B2B and B2C at tech providers, an agency, and in-house brands.
Why did you choose to participate in The MarTech Summit London?
I find that I learn the most in my field by engaging with peers from across the industry. Sharing my experiences and learnings, and in turn hearing about their challenges and successes, is what’s pushed me forward in my own work. Every time I’m at an event where I meet people and hear about their stories, I get new ideas to try out myself.
How can brands build emotional or habitual loyalty beyond rewards in today’s competitive digital market?
I believe loyalty is about behaviour and favourability, but it’s also about offering experiences that make sense. Make it personal when that’s what the user wants, make it easy when that’s what the user wants. Too often we’re imposing an idea, experience, or behaviour onto a user without asking whether it’s what they want – I’m very guilty of this myself, too.
How do you scale loyalty programmes while keeping them locally relevant?
I’m facing this challenge right now, actually. Centralisation and process have allowed us to scale our loyalty programme to new heights, but we lost the individual touch. To work with, rather than against, this, we’ve started taking a more dynamic and trigger-based approach so that the majority of communication and events in the user’s loyalty journey are based on their actual behaviour instead of a copy-paste approach.
Looking ahead, what marketing technologies or loyalty innovations are you most excited about for enhancing the customer journey in 2025 and beyond?
Everybody’s talking about AI left and right, but I’m actually excited about how advances in processing power, efficiency of analytical or evaluation models, and better integration between platforms mean we can dynamically or very quickly feed back input and triggers into automated decision-making. While this isn’t radically new, I’m seeing this being done at a scale that I haven’t witnessed before, and increasingly often between different tech stacks.
Christian’s human-centric view of loyalty and automation reflects the future of customer engagement—one where technology is not only efficient but also empathetic. His perspective on behavioural insights, scalable personalisation, and tech stack agility offers valuable takeaways for marketers navigating increasingly complex digital ecosystems. We’re excited to have him join us at The MarTech Summit London 2025, where his hands-on experience will inspire fresh thinking around loyalty and customer journeys.
The MarTech Summit London – The 5th Edition EMEA Flagship
Join us on 12 & 13 November 2025 at Convene, 155 Bishopsgate! We’re back with the flagship 5th annual edition of The MarTech Summit London, set to welcome 500+ attendees. With a powerful format featuring 3 focused stages over 2 dynamic days, this year’s summit is designed to fuel both strategic vision and tactical execution. Whether you specialise in B2B, B2C, or both – this is your destination for MarTech leadership.
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
Stay up to date with our Speaker Line-up, Session Information, and Agenda Updates by following us on:
See more MarTech Thoughts interview pieces here!
Last updated: October 2025
