Retail Marketing Conference 2020 Speakers

POPAI's Retail Marketing Conference will provide invaluable insight into in-store best practice from a host of leading brands, retailers and agencies. 

 You will hear from:

Valerie Vander Haeghen

Associate Director Store Excellence Europe 

Valerie started in P&G 20 years ago and followed a traditional sales career path until discovering the world of Category Management. 

Over the last 15 years, Valerie has learnt about shopper based assortment, shelf layout, store adjacencies and total department reinvention, and has experienced different roles starting at local level, category level and finally leading a region. Since 2017, Valerie has been leading the team of Category experts for Europe. 

In Summer 2018, Valeire took additional responsibility for all the marketing community who create Point of Sales Materials across Europe in order to manage projects more holistically, leveraging my multi-functional team’s expertise. 

As the leader of the Store Excellence Group for Europe Valerie has set a vision to drive availability and visibility in all stores at optimal cost and with sustainable POSM. 

Marie Burke

Global Perfect Store Manager

Marie is a leading figure in Irish FMCG with over 20 years’ experience working with some of the biggest brands in Ireland with a career spanning agency side with Kantar World panel, Britvic as Shopper and insight manager, Mondelez Ireland as Category & Shopper Marketing Manager and Mondelez UK as Sales Lead Cadbury and Premier League partnership.

Throughout her career Marie has focused on expanding her shopper & consumer expertise, employing that knowledge to shape shopper marketing and strategic planning across a number of markets and brands. Her passion is turning insight into action.

Rich Butwinick

 Founder and President

Rich has over 20 years of experience in shopper marketing and brand activation and is the Founder and President of SellCheck.

Rooted in behavioral science, SellCheck is proven to predict the creative effectiveness of an ad and drive conversion. 

A Distinguished Faculty Member of the Path to Purchase Institute, Rich continues to stay at the forefront of the marketing industry and is a regular contributor to Shopper Expo, Shopper Summit, Quirks and other industry-leading events.    

SellCheck clients include Mondelez, Procter & Gamble, ConAgra, Walgreens, News America Marketing and 1000 other brands across the globe.

Arjoon Bose

Head of Brand Experience, Creative and Culture for Europe & Australia


Carlo Montemarano

Head of Experiential

Carlo specialises in helping brands tell their stories through the power of live experiences.

At Haygarth, he is responsible for leading experiential strategy and execution to craft events that have maximum impact in-field, online and in the retail environment.

With over 14 years’ industry experience, Carlo has worked across a number of leading brands, in all experiential capacities, from activating at festivals for Coca-Cola, Diageo, Heineken, Renault and P&G to experiences in the retail-sphere for the likes of Vodafone and Sony.

Working together with Arjoon Bose from General Mills, Carlo has had great success commercialising brand experiences and ensuring brands get meaningful results across each campaign touchpoint.

Amelia Macdonald 

Head of Retail Experience

HO Retail Experience: Shopper marketing strategy, insights, design and implementation.

Coming from a background of both client and agency side, working across interiors, packaging, POS, branding, FMCG and luxury brands to name a few has sculpted what I believe to be a “Well rounded approach”.  

Catherine Mugnier

Retail Experience Manager

Extensive experience in design strategy and  insights through to  implementation.  

Having worked predominantly client side in luxury goods such as L'Oreal and Patek Philippe across product marketing, POS and branding.  With an  in-depth understanding of retail, always putting the shopper first.  

Kate Ancketill


Kate is a futurist with a retail, consumer, brand, hospitality and technology specialisation, making complex societal shifts and emerging technologies relatable for any audience.

As the CEO and founder of GDR Creative Intelligence, Kate is the innovation partner to around 30 of the world’s largest consumer brands. Every presentation she gives contains research and analysis that has been stress-tested for relevance and impact with multi-national corporations, often at board level. 

Kate delivers compelling big picture narratives explaining how retail, brands and hospitality are changing as a result of economic and social change and the technology revolution. 

Anthony Jackson

Media Centre Manager, Co-op

With 13 years FMCG experience, both brand and retailer side, Anthony heads up Co-op’s media centre.

Appointed in 2016, he introduced a strategy of collaboration, working with brands to deliver exciting campaigns with their mutual customers at the heart. Selecting a new agency partner, Threefold of Shopper Media Group, to help deliver this vision, he has lead the transformation from a transactional to a partnership approach resulting in year on year growth of campaign volumes, brand partners and investment.

Honest and passionate, his enthusiasm for improving shopper marketing is infectious.

Joel Hopwood

Co-founder / Chief Technology Officer, Shopper Media Group

Joel has a leading position in the Retail Marketing industry.

After a spell at dunnhumby, he co-founded Capture which became Shopper Media Group, the UK industry leader in the planning, management and measurement of advertising for brands and retailers.The company now comprises over 120 staff in 3 UK locations and is a two-time member of the Fast Track 100 of the UK’s fastest growing companies.

Joel is an experienced keynote speaker with a great story to tell, and as our CTO is perfectly placed to talk about Plan-Apps and the revolution it is driving among FMCGs today.

Lauren West

Shopper Activations Manager, Heineken Ireland

Starting her FMCG career as a graduate in 2011, Lauren has over 8 years’ experience working in FMCG, across both sales and marketing business functions.

Lauren has worked for JTI, Unilever (UK & Irish offices) and most recently, Heineken Ireland.

Lauren joined Heineken Ireland in 2017, and since then has managed all Off Trade Activations for Craft & Variety, Coors Light and Moderation brands (including Heineken 0.0% since launch).

In 2019 she had the opportunity to lead the Zero Zone project in the Irish market, which has led to almost 600 installations in our first year.

Melissa Rotta Loria

Brand Marketing & Creative Director, Timberland EMEA

Melissa’s experience includes 13 years in various creative positions focused on brand, experience, retail and their creative intermingling on both client and agency side.

Careful crafting, idea aggregation and cultivation through design has led to business-savvy results, design solutions recognized with their fair share of high-success and awards designed for international Brands.

Currently working for Timberland as Brand Marketing & Creative Director EMEA developing and executing the brand marketing strategy for the entire region, Melissa is leading the creation of creative asset for all programming in EMEA for both brand and creative environments across the different communication touch-points online and off-line.

David Dalziel

Creative Director, Dalziel & Pow

David co-founded Dalziel & Pow in 1983. As Creative Director, he takes a broad view of design and its role in building brands.

Day-to-day, David spends his time meeting with clients and shaping ideas that will transform their brands, making sure creativity is always championed in the studio.

When not overseeing projects, David spends time speaking at industry events and to the media, as well as teaching at Northumbria University.


 Find out more about POPAI's Retail Marketing Conference 2020 here.