Martech Day 1  

ACTIVATION, RETAIL MEDIA & LOYALTY



Stage Hosts

Łukasz Moszyński Head of Brand Sales BLIX
Julia Zagórowska Head of Retail BLIX

09:00 - 11:30

Block 1- Real-Time Everything: When Personalisation Depends on Moments, Not Campaigns

09:00 - 09:30

PANEL

We personalise more every year, yet customers still barely feel it in real time

  • Exploring how real-time moments across app, store and web can actually land where customers notice them.
  • Surfacing how ambition for personalisation collides with slow decision engines, fragmented signals and campaign-first habits.
  • Connecting customer signals, operational context and decision logic in one flow, so activation moves from delayed reactions to moments that matter.

Moderator:

Paulina Kiedrowicz Digital Solutions Director SALESFORCE
Panelist:

Anna Rydzewska Head of Marketing MULTIKINO
Artur Fijałkowski Brand Manager SERENADA

Ewa Doligalska Total Connections Planning & Media Manager PEPSICO

09:30 - 09:50


Unlock Your Superpowers with Full-Funnel Retail Media Communication

  • Retail Media is an independent communication channel, not a shelf fee. It builds product awareness and positioning, driving incremental sales.
  • Consistent and standardized Retail Media metrics enable precise measurement of campaign performance and return on investment.
  • With a Retail Media Network, you can build a complete full funnel communication strategy, creating synergy between your own eCommerce and online sales through retailers.

Jan Buze Head of Retail Media Network RINGIER AXEL SPRINGER POLSKA

09:50 - 10:10


What AI sees and what people miss? Real-world application of AI agents in retail marketing

  • Can hundreds of thousands of competitor creatives be analyzed in the blink of an eye? We will present Spotter AI – a solution that redefines market monitoring.
  • Discover how AI agents automate tedious analytical work, extracting strategic insights where human perception encounters barriers.
  • We will show you how to gain a real market advantage and make informed decisions in real time, without engaging an army of specialists.

Anna Rączy BI & Technology Senior Manager WPP MEDIA
Maciej Kawka Vice President Data Strategy CEE WPP MEDIA

10:10 - 10:40

PANEL


Real-time activation starts to matter only when it reaches the moment of choice

  • Exploring how activation becomes visible only when app, web and commerce touchpoints translate signals into moments customers actually notice when they are ready to buy.
  • Surfacing where channel fragmentation, commercial realities and execution gaps stop personalisation from moving from internal logic into visible customer experience.
  • Connecting signal timing, commerce context and activation ownership in one flow, so real-time ambition becomes tangible at the moment of choice.

Moderator:

Paulina Kiedrowicz Digital Solutions Director SALESFORCE

Panelist:

Iwona Pietrzykowska Director of Growth LEROY MERLIN
Joanna Biernacka Customer Growth Director CASTORAMA
Katarzyna Jagielska E-commerce Manager HENKEL

10.40 - 11:00

Coffee Break

11:00 - 13:00

Block 2: Retail Media Meets Martech: Turning Attention Into Trusted, Measured and Relevant Value

11:00 - 11:40

PANEL

Turning loyalty data into in-store moments: where digital ambition meets store-floor reality.

  • Navigating how app, POS and in-store signals can work together to create real-time moments customers can actually notice.
  • Surfacing where disconnected teams, slow workflows and store-level realities block activation from moving beyond digital touchpoints.
  • Combining signals, operational context and ownership into one shared flow, so instore activation becomes a practical extension of digital journeys.

Moderator:
Maciej Kossowski Head of Business Development PANPARAGON

Panelist:
Anita Sambor Global CRM Lead AVON COSMETICS

Bartosz Woźniak Channel Head Modern Trade & Dcommerce MARS WRIGLEY

Marcin Poniatowski Board Member, Marketing Director LEWIATAN HOLDING S.A.

Piotr Szałaśny Head of e-Commerce MARTES SPORT

11:40 - 12:00

 From Reach to Sales: Performance in Off-Site Retail Media

  • Off-site retail media is growing faster than its actual sales effectiveness
  • Search, Social, and CTV are not natural environments for building off-site performance
  • Context and purchase intent matter more than reach when the goal is sales

Bartosz Bielecki Chief Commercial Officer COMMERCE MEDIA TECH

12:00 - 12:20

Follow Me If You Can – What must the digital advertising ecosystem of the future look like to make every penny count?

  • The Case of the Missing Budgets: We will embark on a detective journey on the trail of misspent digital ad dollars. We will diagnose exactly what stands in the way of much more accurate ad spending in the digital space.
  • Connecting the Clues in Full-Funnel Campaigns: I will show you what an integrated Retail Media ecosystem could look like—one that allows you to effectively track the user from their first touchpoint with the brand all the way to the final transaction. What could this mean for your budgets?
  • Closing the Case File: Closed-Loop Attribution: We will solve the mystery of perfect optimization. You will see how closed-loop attribution allows you to prove your Return on Investment (ROI) at every stage of the customer journey.

Maciej Bazyl Director, MarAdTech Brands & Retail Media ALLEGRO

12:20 - 12:50

PANEL

Retail media budgets keep rising, but measurement gaps and fragmented data still weaken the value story.

  • Reframing how retailers and FMCG see retail media when budgets grow fast but clarity on value still lags behind.
  • Surfacing where broken data flows, uneven access to insights and channel-bychannel reporting make performance hard to trust.
  • Connecting first-party data, shared measurement and commercial objectives in one view, so retail media becomes a value engine rather than a reporting struggle.

Moderator:
Karolina Krawczyk Marketing Director Eastern Europe PANDORA
Panelist:
Agnieszka Bujnowska Business Development & Sales Manager Retail Media Poland DOUGLAS
Joanna Orzechowska Head of Marketng & Media I Personal Care Business Unit UNILEVER
Katarzyna Chełchowska Strategic Digital Lead KOMPANIA PIWOWARSKA
Michał Zajdel Senior Value Proposition Manager ALLEGRO

 12:50  - 14:00

Lunch Break

 14:00 - 16:30

Block 3 - Loyalty Reimagined: Beyond Points & Programs

14:00 - 14:40

PANEL

Retail media performance depends on interpretation and alignment, while fragmented data and inconsistent measurement make it difficult to act with confidence

  • Examining how different teams interpret the same retail media data in different ways, creating misalignment in decisions, priorities and performance expectations.
  • Highlighting where access to insights, measurement logic and reporting standards differ across organisations, slowing down decisions and reducing confidence in what actions to take.
  • Structuring how data, measurement and decision ownership need to connect, so retail media performance can be managed with greater consistency and clearer accountability.

Moderator:

Robert Biegaj Country Manager SHOPFULLY POLAND SP. Z O.O.
Panelist:

Agnieszka Kuczyńska-Pietrzyk Customer Acquisition Manager Marketing & Sustainability NETTO

Anna Bieńkowska Media Team Manager ŻABKA
Damian Kurzywilk CMO. Head of Marketing & E-Commerce. Top Management Team INTENSON
Katarzyna Karolak Marketing Director ORKLA CARE

14:40 - 15:20

PANEL

Loyalty budgets and data keep expanding, yet organisations still struggle to agree what loyalty is actually for

  • Revisiting how loyalty should create value for customers and the business, beyond points, discounts and simple mechanics.
  • Surfacing where misaligned goals, unclear ownership and competing interpretations of “loyalty” weaken both strategy and execution.
  • Framing purpose, customer value and organisational roles in one shared view, so loyalty grows as a meaningful ecosystem rather than a promotional cost.

Moderator:
Karolina Krawczyk Marketing Director Eastern Europe PANDORA

Panelist:

Agnieszka Radawiec Chief Marketing and Digital Officer OBI POLSKA
Iwona Towalska Head of Customer and Strategy Planning Personal Care UNILEVER
Mateusz Stasiak Head of E-Commerce, Marketing and VM GIACOMO CONTI, SUNSET SUITS

Piotr Lempkowski Enterprise Lead Retail & CG SALESFORCE

15:20 - 15:40


Pharmacy or Grocery? Redefining the Health & Wellness Path to Purchase

  • The New Pharma Consumer: Unpacking the habits of OTC and supplement shoppers in retail chains.
  • Price vs. Health: Are Polish consumers actively hunting for discounts on medicine and supplements?
  • The Trust Factor: Who do patients actually listen to when making a final decision?
  • The Next Frontier: Can Retail Media move the needle for the pharmaceutical industry?

Kinga Puchalska Business Development Manager GRUPA BLIX

Mateusz Dąbrowski Business Development Director GRUPA BLIX

 15:40 - 16:20

PANEL

Retail media is expanding fast, but shopper trust becomes fragile when relevance and experience fall out of sync

  • Balancing retail media growth with shopper expectations, so expansion strengthens the experience instead of overwhelming it.
  • Surface where aggressive formats, unclear frequency rules and channel fragmentation push customer patience to its limits.
  • Combining value-focused formats, audience insight and journey context in one shared approach, so retail media grows without eroding trust.

Moderator:
Mateusz Dąbrowski Business Development Director GRUPA BLIX
Panelista:
Karina Ananicz Senior Marketing & Retail Media Manager JERONIMO-MARTINS
Kamila Trzeciak Loyalty Manager AMIC POLSKA
Łukasz Sztuczyński Brand & Display Solutions Senior Manager ALLEGRO

Paweł Piech Senior Marketing and PR Specialist SUEMPOL












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