At The MarTech Summit Stockholm 2026, we’re pleased to welcome Yasmin Kilic, Head of Marketing Europe, Building Flow Solutions at Georg Fischer. Leading marketing across more than 20 markets, Yasmin brings deep expertise in navigating complexity across regions, stakeholders, and systems. She will join the Panel Discussion | [Digital Experience Platforms (DXPs)] Designing Connected Digital Experiences Beyond Channels and Touchpoints, where she will explore how organisations can align technology, teams, and strategy to deliver meaningful and scalable digital experiences.
About Georg Fischer
Georg Fischer(GF) is a global industrial company with a rich history of innovation since 1802. GF is reshaping the future of Flow Solutions by delivering Excellence in Flow through mission-critical products and solutions that enable the safe and sustainable transport of water and other fluids for Buildings, Industry and Infrastructure. With a strong presence across Europe and beyond, the company combines engineering expertise with innovation to improve performance, sustainability, and customer experience.
Quick Q&A with Yasmin Kilic
Could you please give us a quick introduction of yourself and share a bit about your role at Georg Fischer?
I’m Yasmin, Head of Marketing Europe at Georg Fischer for the division Building Flow Solutions, where I operate at the intersection of brand, demand generation, and commercial strategy.
Our business is structurally complex (spanning installers, wholesalers, and specifiers), and my focus is on shifting from push-based marketing toward a more connected, customer-led model, which is increasingly enabled through digital platforms.
Why did you choose to participate in this summit?
The conversation around digital experiences often stays at the level of platforms and features. In reality, the challenge is operational: how do you create coherent digital experiences across markets with different maturity levels, languages, and channel dynamics?
I joined the MarTech Summit to engage with peers solving that complexity in practice, and to discuss some of the models we’re building within our own organisation.
How do digital experience platforms support your marketing strategy across Europe?
Digital Experience Platforms (DXP) provide the structure for consistent brand and content architecture, while enabling controlled localisation across markets.
Increasingly, we use them to connect ecosystems (i.e. linking content, CRM, and training platforms) to support initiatives like installer enablement and move from campaign-driven execution to more continuous, experience-led engagement.
What are the key challenges organisations face when trying to operationalise DXPs across multiple markets?
The primary challenge is governance, not technology. Without clear decision rights (e.g., what gets standardised versus localised), DXPs quickly lose effectiveness.
Beyond that, integration remains a major hurdle, particularly in B2B environments with fragmented stacks across CRM, product information management (PIM), and learning systems (LMS).
Finally, market maturity varies significantly across Europe, requiring flexible models rather than one-size-fits-all rollouts; what works in Germany rarely translates directly to Poland or Spain.
Looking ahead, what is one major shift in digital experience platforms that you are most excited about in the coming years?
I am intentionally not giving the obvious AI answer here. What excites me most is the shift from channel-centric to relationship-centric architectures.
Today, most platforms still organise around touchpoints. The next step is structuring around the customer lifecycle, enabling distinct but connected experiences for different stakeholders, whether that is installers or architects. That is what makes meaningful personalisation possible: experiences that are relevant by design, with algorithms enhancing and scaling that relevance.
In B2B environments, that is where DXPs stop being marketing infrastructure and start becoming genuine growth enablers.
Can you share one personal or professional goal you’d like to achieve in 2026?
A key question for me is how B2B companies earn and sustain attention in an era of total information overload. The answer, I believe, lies in relevance rather than reach, budget, or technology.
On a more personal note, and perhaps contradicting my earlier answer slightly, I want to genuinely understand what AI makes possible. Not the hype, but the real capability. Whoever gets there first will have a significant head start when mass adoption hits.
Yasmin’s perspective underscores a crucial shift in how organisations approach digital experience, moving from channel-centric execution to relationship-driven engagement. Her focus on governance, integration, and market adaptability highlights the real operational challenges behind successful DXP implementation. As B2B organisations look to create more relevant and connected customer journeys, her insights offer a practical roadmap for turning digital platforms into true drivers of growth and long-term value.
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: April 2026
