Activate Tour London
Wednesday, June 4th 09:00 AM - 06:00 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 They’re not just outdated, they’re over.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:
- 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
Transform Your Strategy
Learn how to anticipate market changes, embrace emerging marketing technologies, and build forward-thinking strategies.
This year's highlight's:
- STIHL's Growth Story: Audience Insight in Action
- Activating Data for Marketing Excellence
- Time to Level Up Your Skills
Speakers
More speakers coming soon...
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Agenda
9:00 AM - 10:00 AM
Welcome & Breakfast
Grab breakfast and mingle with someone new
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10:00 AM - 11:00 AM
Iterable Keynote & Product Showcase
Welcome to Activate Tour London! We’re starting the day with a look at where marketing is headed—and how Iterable is building for what’s next. In a world where relevance is everything and customer expectations shift in real time, we’ll unveil how Iterable is expanding the boundaries of customer engagement.
You’ll get an exclusive first look at Iterable Nova, our new AI agent built to power Moments-Based Marketing and usher in a new era of 1:1 communication. We’ll also preview what’s ahead on our product roadmap, with a live demo of platform capabilities that are helping the world’s most iconic brands transform how they connect, engage, and grow.
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
Beyond Batch: Unlocking the Power of Moments-Based Marketing
The age of batch-and-blast is fading fast—and with good reason. In today’s hyper-personalized landscape, timing, context, and behavior reign supreme. But moving to a truly moment-based strategy—where campaigns are personalized, automated, and optimized in real time—takes more than just flipping a switch.
Join leaders from Ooni, TourRadar, and Tractive as they share how their teams are evolving from traditional broadcast campaigns to agile, triggered-based marketing. From pizza ovens to pet trackers and multi-day travel tours, learn how brands are using signals like weather, subscription intent, and customer behavior to build automations that drive revenue, reduce churn, and deepen loyalty—without burning out the team.
Expect a candid conversation packed with real-life experiments, lessons learned, and tips for introducing AI, streamlining operations, and finding the right balance between automation and the human touch.
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
Mastering Personalisation & Localisation at Butternut Box
Sophie Phillips, CRM Lead at Butternut Box, will share practical insights on leveraging data to fuel 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
Track: Upskill with Technology
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
Track: Transform your Strategy
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 Reimagined: How AI Is Reshaping the Future of Customer Connection
Marketing is no longer about campaigns, calendars, or control—it's about connection. As AI transforms every corner of business, it’s redefining how brands engage with customers in real time, across every touchpoint. But the real shift isn’t just about tools—it’s about mindset.
In this forward-looking panel, leaders from ActivTrades, Secret Escapes, and more will unpack what the future of marketing really looks like in an AI-first world. Expect a bold, unscripted conversation about:
- Why the next generation of marketing is adaptive, predictive, and customer-led
- How AI is changing the role of the marketer—from executor to orchestrator
- What it takes to move from static strategies to intelligent, real-time engagement
- The biggest myths holding teams back from leveraging AI for impact
Hear how leaders are not just using AI as a shortcut, but as a catalyst for smarter, more human experiences. The future of marketing isn’t arriving—it’s already here.
Speaker: Grant Bailie, Head of CRM, Secret Escapes | Nedko Geshev, Head of Marketing, ActivTrades | Devina Seth, Acting VP, Digital Commercial, BBC Studios
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
Track: Upskill with Technology
Room: At Bishopsgate Forum
14:15 PM - 14:45 PM
From coastlines to conversions: DFDS’ journey to personalisation at scale
In a world where timing is everything, relevance isn’t just a nice-to-have it’s the foundation of customer loyalty. Yet many brands still struggle to activate the right data at the right moment. In this fireside chat, Twilio Segment joins forces with DFDS one of Northern Europe’s leading logistics and ferry operators to explore how clean, consented, first-party data unlocks real-time, cross-channel personalisation at scale.Discover how DFDS is modernising their marketing stack by unifying customer data through Segment and activating it in Iterable to deliver more timely, relevant, and effective customer journeys. From recovering abandoned bookings to driving upsells and loyalty, you’ll hear how fragmented touchpoints can become connected, meaningful moments.Whether you’re deep in CRM or shaping strategy at a leadership level, this session will offer tactical insights and strategic inspiration to help you future-proof your data strategy and meet rising customer expectations moment by moment.
What you’ll learn:
- How to unify and activate customer data across product and marketing channels
- Real-world strategies for identity resolution, consent management, and data governance
- DFDS' approach to using Segment and Iterable together for personalisation at scale
- Use cases like abandoned basket recovery, upsells, and loyalty programmes powered by real-time journeys
Speakers: Amanda Ramsahai, Database Marketing Manager, Passenger Marketing, DFDS | Hana Lameiras, Director, Solution Engineering EMEA at Twilio Segment
Track: Transform your Strategy
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
Track: Upskill with Technology
At Bishopsgate Forum
15:15 PM - 15:45 PM
Boundaries & Balance: Thriving Without Burnout
Join Lauren Spearman for a candid conversation about navigating career growth while avoiding the pitfalls of burnout. Through engaging stories and relatable anecdotes, Lauren will cover essential advice for setting boundaries, advocating for yourself, and nurturing your wellbeing at work. Gain valuable insights and tools to help you navigate a career that is sustainable and fulfilling.
Speaker: Lauren Spearman, Brand Consultant
Track: Transform your Strategy
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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16:30 PM - 18:00 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!
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18:00 PM - Late
Keep the vibes alive at the (un)official after party at Andrea Adam's Court Bar
Just because the sessions are over doesn’t mean the fun is. Join us for drinks, music, and great conversation with even better company. It’s the perfect way to wrap up Activate Tour London in style!
We're just a 3-minute walk from the venue, so no excuses!
📍 6 Adam's Ct, London EC2N 1DX
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