Activate Tour London
Wednesday, June 4th | 08:00 AM - 06:30 PM
Convene 22 Bishopsgate, England, United Kingdom, EC2N 4BQ
Welcome to the era of moments-based marketing
Static calendars. Mass blasts. Campaigns built for marketers, not customers. They’re not just outdated, they’re over.
Today’s customers expect more, and now, marketers can finally deliver. Real-time. AI-optimised. Human at the core.
Join us at Activate Tour London, where Iterable and a community of innovative marketers will explore how to turn every customer interaction into a meaningful moment. You'll learn how to personalise and localise at scale, optimise cross-channel campaigns, improve deliverability in today’s complex landscape, and unlock the full potential of your audience insights. Plus, hear directly from Iterable customers as they share their experiences, strategies, and lessons learned.
So step into the new era of moments-based marketing on Wednesday, 4 June and walk away with the strategies, frameworks, and momentum to ditch the campaign calendar for good and drive continuous, personalised connection at scale.
Join us and lead the change!
Featured Keynote: Sara Riis-Carstensen, Global Brand Strategist for LEGO, De Beers & Lufthansa Group
From Bricks to Breakthroughs: Brand-Building in the Modern Era
What does it take to build a brand that doesn’t just last, but leads? At Activate Tour London, Sara Riis-Carstensen, architect of LEGO’s first global brand strategy, will share how she helped transform a beloved toy into a cultural powerhouse.
Now shaping brand strategy at Lufthansa Group and with global experience from De Beers, Carlsberg and Zurich Insurance Sara brings bold thinking and timeless principles to every industry she touches. In this session, she’ll unpack the strategic pivots, creative risks, and customer-first mindset behind some of the world’s most iconic brands.
This is more than brand storytelling. It’s a masterclass in relevance, resonance, and reinvention. You’ll walk away ready to build a brand that adapts in real time, earns loyalty, and commands attention in a world that’s constantly changing.
Content Highlights
Upskill with Technology
Gain actionable tools and insights to execute sophisticated, data-driven strategies using Iterable.
This year's highlight:
- STIHL's Growth Story: Audience Insight in Action
Transform Your Strategy
Learn how to anticipate market changes, embrace emerging marketing technologies, and build forward-thinking strategies.
This year's highlight's:
- Unlock Growth: Mastering Personalisation & Localisation at Butternut Box
- Mastering Deliverability in Today's Marketing Landscape
- Beyond Blast Campaigns: Findmypast's Cross-Channel CRM Family Tree
Speakers
More speakers coming soon...
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Agenda
8:30 AM - 9:45 AM
Welcome & Breakfast
Grab breakfast and mingle with someone new

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10:00 AM - 11:00 AM
Iterable Keynote & Product Showcase
Kickstart the day with an inspiring keynote from Iterable, where we'll unveil the latest innovations in marketing. Discover how the power of Iterable's platform can transform your marketing strategies and unlock new growth opportunities for your brand.
Speakers: Jeff Samuels, COO, Iterable Heather Blank, SVP, GTM and Partnerships, Iterable | Lauren Kopulsky, Communications Director, Iterable | George Cochrane, Senior Solutions Consultant, Iterable
Room: At Bishopsgate Forum
11:00 AM - 11:15 AM
Break
Stretch your legs and strike up a conversation with fellow attendees

11:15 AM - 12:00 PM
Moving from Batch and Blast to Triggered Based Messages
Join a series of insightful customer-led sessions where brands will share real-world success stories and actionable strategies. Learn from peers who are navigating the challenges and driving exceptional results.
Speakers: Angie Pilkington, Senior CRM Manager, Ooni | Adam Murphy, Head of CRM, Tour Radar | Eliza Li, Senior CRM Manager, Tractive
Room: At Bishopsgate Forum
12:00 PM - 12:30 PM
Unlock Growth: Mastering Personalisation & Localisation at Butternut Box
Sophie Phillips, CRM Lead at Butternut Box, will share practical insights on leveraging data to fuel growth, retention, and re-engagement through strategic personalisation and localisation. Discover how they've navigated multiple market launches and the critical balance between resource investment and expected uplift, informed by rigorous testing.
The session will explore their approach to value-focused messaging and provide a framework for identifying high-impact personalisation and localisation opportunities within your own funnel. Attendees will gain valuable takeaways on prioritising efforts based on data-driven testing and understanding where strategic focus yields the greatest results in customer engagement across different markets.
Speakers: Sophie Phillips, CRM Lead, Butternut Box
At Bishopsgate Forum
12:00 PM - 12:30 PM
STIHL's Growth Story: Audience Insight in Action
In today’s marketing landscape, brand love alone isn’t enough to drive business growth. Emotional connections spark relationships, but the real challenge is turning them into sales you can measure. In this session, Indicia Worldwide and STIHL will show how deep audience understanding strengthens those connections to drive ROI.
By exploring how STIHL has migrated to Iterable, we’ll see how smart planning and real-time data help create personalized messages that truly connect—getting the right message to the right person at the right time. We’ll introduce a typical STIHL customer and demonstrate how AI-driven content personalization strengthens customer relationships, ultimately driving sales.
This session will provide practical strategies for marketers looking to scale personalization, boost engagement, and turn customer insights into actions that drive sales. Join us to discover how to move beyond brand love to brand growth —transforming emotional connections into measurable business impact.
Speakers: Lee Allan, Global Chief Technology Officer, Indicia Worldwide | Nicola Davis, Head of Customer Strategy, Indicia Worldwide
At Leadenhall Hub
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12:30 PM - 13:30 PM
Lunch
Fuel up and mingle over a delicious spread of bites! It’s the perfect chance to network, relax, and recharge before diving back into the action. Bon appétit!
13:30 PM - 14:15 PM
Marketing Masters: The Executive Panel
Hear and engage with our top industry leaders on their perspectives on the future of marketing, trends shaping the industry, and how technology is redefining the customer experience across the board.
Room: At Bishopsgate Forum
14:15 PM - 14:45 PM
Mastering Deliverability in Today's Marketing Landscape
In today's dynamic digital environment, ensuring your marketing emails reach their intended audience is more complex than ever.
Join Anne-Sophie Marsh, Senior Email Deliverability Consultant at Iterable, for an insightful fireside chat with Phil Newton, Senior Email Experience Manager at G2. This session will delve into key areas such as adapting to new authentication requirements like DMARC, the crucial role of content and segmentation, proactive monitoring techniques, and avoiding common pitfalls that can harm sender reputation. Gain actionable takeaways on practical, real-world strategies to navigate the evolving deliverability landscape.
Speakers: Phil Newton, Senior Email Experience Manager, G2 | Anne-Sophie Marsh, Senior Email Deliverability Consultant, Iterable
Room: At Bishopsgate Forum
14:15 PM - 14:45 PM
Activating Data for Marketing Excellence
Unlock the full potential of your customer data and turn insights into impactful marketing moments. In this session, you’ll discover how to seamlessly activate data across channels to deliver personalised, real-time experiences that drive results. Join us to explore practical strategies and innovative tools that elevate your marketing from good to exceptional.
At Leadenhall Hub
14:45 PM - 15:15 PM
Break
In A Room Full of Marketers Just Like You – Connect and Grow Your Network!
15:15 PM - 15:45 PM
Beyond Blast Campaigns: Findmypast's Cross-Channel CRM Family Tree
Tired of your CRM efforts feeling like they're sending the same message to every branch of the family? You're not alone! At Findmypast, we've unearthed a strategy to cultivate harmonious cross-channel communication across countless customer journeys. This session reveals our blueprint for orchestrating seamless experiences by defining clear channel roles (email tells the story, push offers timely nudges, embedded provides in-the-moment context) and implementing smart prioritization rules and suppression logic to avoid overwhelming your audience.
You'll discover how to lift engagement and prevent user fatigue through real-world examples in onboarding, engagement, and win-back. Learn key lessons about the importance of timing and context, and avoid the common pitfalls that can lead to CRM chaos. Leave with actionable insights to ensure your messages resonate without feeling like a genealogical dead end.
Speaker: Phil Singer, Head of CRM, Findmypast
At Bishopsgate Forum
15:15 PM - 15:45 PM
Time To Level Up Your Skills
This session is all about empowering you to grow in your career. Explore key insights and expert advice on enhancing your marketing skills, advancing your professional journey, and staying ahead in an ever-evolving landscape.
At Leadenhall Hub
15:45 PM - 16:30 PM
Building Iconic Brands: Brick by Brick
Enter the world of brand transformation with Sara Riis-Carstensen, the visionary behind LEGO’s meteoric rise to global acclaim. In this keynote, Sara reveals how she crafted LEGO’s inaugural global brand strategy –brick by brick –ushering in a new era of growth and cultural relevance. Drawing from her career leading brand strategy at iconic companies including De Beers, Carlsberg and now Lufthansa Group, Sara unpacks the bold decisions, timeless principles, and creative tactics essential for brand supremacy in today’s competitive landscape. Attendees will gain a behind-the-scenes look at how world-class brands are built – and walk away with actionable strategies to elevate their own, driving resonance, relevance, and long-term impact.
Speakers: Sara Riis-Carstensen, Global Brand Strategist for LEGO, De Beers & Lufthansa Group
Room: At Bishopsgate Forum
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16:50 PM - 19:00 PM
Sip, Savor, and Socialise: Happy Hour
Join us for a relaxed Happy Hour where you can sip on fine wines and nibble on delicious cheeses. It’s the perfect chance to mingle, taste, and unwind. Let’s toast to great flavors and great company!
Contemporary. Elegant. Versatile. Convene 22 Bishopsgate is located within one of London's most famous skyscrapers and the second-tallest building in the city, an iconic part of the evolving skyline. With design influence from London Liveries and the surrounding historic architecture, Convene 22 Bishopsgate is a great location to ensure that the day of networking and learning is both enjoyable and comfortable.
Venue
Location:
Convene 22 Bishopsgate, City of London, London, EC2N 4BQ
"Great guest speakers, brilliant venue and some really insightful (and well structured) sessions!" - Past Attendee