At The MarTech Summit Stockholm 2026, we’re delighted to feature Kate Gegenava, Director of Digital Marketing and Digital Revenue, EMEA at Henry Schein. Leading digital and AI transformation across 18 markets, Kate brings a strong perspective on how marketing teams can turn technology, data, and AI into measurable business value. She will join the Panel Discussion | [Marketing Transformation in the AI Era] Turning Digital Strategy into Measurable Business Impact, where she will share insights on prioritising MarTech investments, proving marketing effectiveness, and building scalable transformation that drives real growth.
About Henry Schein
Henry Schein is a global healthcare solutions company providing products, services, and technology to dental and medical professionals worldwide. Operating across multiple markets, the company supports healthcare practitioners through a broad portfolio that includes digital solutions, supply chain services, and practice management technologies. With a strong focus on innovation and operational excellence, Henry Schein continues to advance digital transformation and AI-driven initiatives to improve customer experiences and business performance across the healthcare sector.
Quick Q&A with Kate Gegenava
Could you please give us a quick introduction of yourself and share a bit about your role at Henry Schein?
I am Kate, originally from Georgia, a country in Europe. I have lived in Dublin, Ireland, for a decade, and for the last 3 years, I have been in the wonderful Netherlands. I have worked in Digital Marketing with a number of global companies, and what I do now, compared to the digital marketing when I started over 15 years ago, feels like two completely different professions. It is incredible how much has changed in this domain. My role at Henry Schein is multifaceted and includes leading a number of transformational projects, including Digital Marketing, HubSpot and Marketing Automation, Data Readiness, AI use cases, and Digital Revenue Acquisition. With my team of experts, we collaborate closely with major teams responsible for eCommerce, integrations, digital architecture, analytics, and business. In addition to my job, I am also a member of Henry Schein’s AI committee, where we rigorously review, test, and shape AI use cases from different functional teams.
Why did you choose to participate in this summit?
I have been attending the summit for a couple of years. I always enjoyed the myriad of topics and depth across the marketing technology landscape. It’s a forum where ideas are challenged, not just presented, which makes it especially valuable for anyone serious about driving impact through marketing and digital transformation. I am very excited to move from an attendee to a speaker and experience the other side of the summit.
Many organisations talk about transformation, but struggle to execute. What does successful marketing transformation look like in practice?
When systems, data and people don’t speak to each other, the customer is the one who feels this misalignment. Successful marketing transformation is less about technology and more about alignment. In practice, it means moving from siloed activities to an integrated ecosystem. It also requires prioritisation: focusing on high-impact use cases which are, and this is the key term, scalable.
With so many tools available, how do you decide what to adopt and what to avoid?
Tool selection should always start with a clearly defined business target, with pre-defined KPIs, not the other way around. I focus on whether a solution integrates well within the existing ecosystem, scales with organisational needs, and drives measurable outcomes. Just as important is usability; if teams won’t adopt it, it won’t deliver value. I tend to avoid tools that duplicate existing capabilities or create unnecessary complexity. Discipline in simplification often creates more value than constantly adding new technology. Otherwise, it can quickly become a messy Martech stack.
Looking ahead, what excites you most about how AI will reshape marketing strategy and digital revenue in the coming years?
I am involved in AI usage, training and auditing both professionally and academically. I have a rather conservative outlook. I am most excited that we are over the hype phase and that companies are now looking beyond the marginal wins, focusing on investment allocation on customer journey designing, and predictive analytics with AI. I am also happy to see rigorous pre-approval processes and compliance companies that are investing in, to ensure safe and meaningful usage of the data.
Can you share one personal or professional goal you’d like to achieve in 2026?
Bringing more awareness and AI literacy to people, everything from its core resources to how it is built and what it takes to run it. I want to help bridge the gap between AI innovation and practical business application. I see so many companies wanting to help scale initiatives that move beyond pilots into tangible, enterprise-wide impact. On a personal level, I want to increase my current lecturing opportunities because, alongside my work, student interaction allows me to learn a lot about new perspectives and outlooks on many things.
Kate’s perspective serves as an important reminder that successful transformation is not driven by technology alone, but by alignment across systems, teams, and business priorities. As AI becomes more embedded in marketing operations, organisations that focus on scalability, simplification, and responsible implementation will be best positioned to create meaningful value. In an era where digital maturity increasingly defines competitive advantage, the ability to connect innovation with practical business outcomes has never been more critical.
The MarTech Summit Stockholm– Simple, Smart, Scalable: MarTech Best Practices for Growth
Join us on 26 May 2026 at Courtyard by Marriott Stockholm Kungsholmen! This English-language event offers a comprehensive exploration of the evolving MarTech landscape. You’ll explore global best practice alongside regional insights, connect with peers facing similar challenges, and leave with actionable strategies and meaningful connections that last well beyond Stockholm.
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Last updated: May 2026
