You’ve worked across B2C and B2B, brand and performance, and multiple global markets. Looking back, what moments or decisions most shaped the marketer you are today?

You were running a €100m eCommerce operation as early as 2006, well before most brands truly understood digital. What did getting “early reps” in eCommerce teach you that still gives you an edge today?

Retail media has become one of the fastest-growing forces in marketing, and you’ve been writing and speaking about it for years. What do you think most brands are still getting wrong about retail media right now?

You’ve worked across continents cultures and channels. What’s the biggest marketing myth that sounds smart in boardrooms but completely falls apart in the real world?

Looking ahead, what excites you most about the next phase of marketing and where do you believe ambitious marketers should be investing their time and skills over the next few years?