Theme 3 (Week 3)

Social Commerce

23 – 25 NOVEMBER | 9AM – 2PM (GMT+8 / SGT)

#DIGITALMARKETINGASIA

WHY ATTEND?
DMA2020-Article-12

About Social Commerce

Mobile app downloads, mobile time spent, and mobile consumer spending have all increased significantly worldwide. As a result of the pandemic, several trends emerged, most notably the shift to a mobile-first world at a pace that hasn’t been seen in the last few years combined. In terms of a mobile-driven commerce boom, Southeast Asia is undoubtedly a region to watch. Southeast Asia, as anticipated, has led the way in mobile advertising requests, with a growth rate of 44% – almost twice as fast as the Americas and EMEA combined, according to a recent techtrends.com report.

Social Commerce, brought to you by MARKETING-INTERACTIVE on week 3 of Digital Marketing Asia 2021. Bringing together the world’s most potent and innovative experts, we will explore how to deliver efficient, connected, and personalised mobile and digital experiences that positively impact customers’ daily lives. Become a digital innovator and technology product marketing expert by understanding the secret blueprint to delivering valuable, unique mobile experiences, connected digital customer journeys, and technology innovation to ensure greater business longevity. Become a strategic thinker and planner when you learn from the best.

Powerful case studies joining us at DMA 2021

Meet Your Industry Experts

Join us at Theme 3 to hear from our esteemed speakers!

If you’d like to suggest a speaker/topic or apply to speak at Digital Marketing Asia 2021 please contact our Content Team at
production@marketing-interactive.com.

Guillermo Hermosillo

Guillermo Hermosillo

Global Innovation Director

Burger King

Raushida Vasaiwala

Raushida Vasaiwala

General Manager, APAC

Celtra

Christy Ng

Christy Ng

Chief Executive Officer

ChristyNg.com

Yves Briantais

Yves Briantais

Vice President Marketing APAC

Colgate-Palmolive

Nicole Miller

Nicole Miller

E-Commerce Marketing Head

Del Monte Philippines

Idan Haim

Idan Haim

Vice President, Growth & Marketing

foodpanda

Dawn Jeremiah

Dawn Jeremiah

Vice President, Marketing & E-commerce, Asia

Go City

Roger Sowerbutts

Roger Sowerbutts

Senior Vice President of Global Sales & Marketing

Go Instore, an Emplifi company

Ksenia Martella

Ksenia Martella

Global Marketing Director

H&H Group

Andrew Yin

Andrew Yin

Head for Digital Marketing, E-Commerce & New Retail, Asia

Hasbro

William Firman

William Firman

Managing Director

IUIGA Indonesia

Ashton Lee

Ashton Lee

General Manager of Strategic Partnerships & Growth, Marketing

JD.com

Adam W. Cowlishaw

Adam W. Cowlishaw

Marketing & Connected Commerce Head

Johnson & Johnson

Samantha Allen

Samantha Allen

Head of Digital Customer Touchpoints

Jollibee Foods Corporation

Chris Pok

Chris Pok

Chief Executive Officer

KrisShop

Rachel Tan

Rachel Tan

Head of Digital & E-commerce, LUXE

L’Oréal

Charlie Russell

Charlie Russell

Senior Product Marketing Manager

Layer0 by Limelight Networks

Christopher Fun

Christopher Fun

Team Lead, Mediacorp Socialhub

Mediacorp

Nikhil Rao

Nikhil Rao

Senior Director of Marketing

Mondelēz International

Angeli Beltran

Angeli Beltran

Director, Transformation & Special Projects, eRB

Reckitt

Farrukh Shad

Farrukh Shad

Senior Vice President, Global E-commerce & Digital enablers

Schneider Electric

Alexandra Vogler

Alexandra Vogler

Senior Director & Head of Marketing, P&G E-business, Asia, Middle East & Africa

Procter & Gamble

Kevin Huang

Kevin Huang

Vice President, APAC

Smartly.io

Natalia Obolensky

Natalia Obolensky

General Manager, APAC

Supergoop!

Daniel Hagmeijer

Daniel Hagmeijer

Chief Digital Officer

The Body Shop Indonesia

Nicolle Jayne Sing

Nicolle Jayne Sing

Business Director APAC

The Goat Agency

Samira Shihab

Samira Shihab

Chief Executive Officer & Co-Founder

Tinkerlust

Charmaine Lee

Charmaine Lee

Head of Marketing, Singapore

Yeo Hiap Seng (Yeo’s)

Kannan Rajaratnam

Kannan Rajaratnam

Customer Experience & E-payments Director

ZALORA Southeast Asia

Aaron Ting

Aaron Ting

Regional Head of Performance Marketing

Zenyum

Agenda

Social Commerce (23 – 25 November)

23 November (Tuesday)

9.00am

Welcome and opening remarks

THE FUTURE OF SOCIAL COMMERCE

9.10am

[PANEL DISCUSSION] Introducing #WomenlnCommerce:  Evolution of social commerce from “likes” to “add to cart”​ 

COVID-19 has ushered in a retail model that creates online footfall traffic 24/7.  Brands are now focused on creating online storefronts from their dotcom brand site, social platforms and even video channels. Driven by attention deficit and wandering eyes, how can brands seek to convert their organic web traffic, social engagement and lead generation into thriving commercial engagements? This session explores the journey to setting up notable webfront stores.

Moderator:
Christy Ng, Chief Executive Officer,ChristyNg.com

Panellists:


Samantha Allen,
Head of Digital Customer Touchpoints, Jollibee Foods Corporation


Rachel Tan,
Head of Digital & E-commerce, LUXE, L’Oréal


Samira Shihab,
Chief Executive Officer & Co-Founder, Tinkerlust

9.45am

Activating the “social” in commerce: P&G’s social commerce playbook for success

The pandemic saw the rise of new generation of always-on digital consumers. What does shopping look like for this generation? With rapid innovation occurring in the digital space, there is an increasing need for businesses to evolve and embrace the new normal to continue reaching consumers. Through case studies, hear how P&G activates the ‘social’ in commerce to engage consumers, and drive the business.

Speaker:
Alexandra Vogler, Senior Director & Head of Marketing, P&G E-business, Asia, Middle East & Africa, Procter & Gamble

10.20am

Screen break

10.35am

Cross-border digital commerce: Powering up your brand’s digital presence in China

Selling to overseas consumer markets expands marketing share and revenue growth. With 92% of consumers browsing and ready to buy locally, how should you set your business up for this international success? Learn best practices on building a brand in China with a 360 omnichannel strategy. Identify the early indications of success, and uncover the role of existing marketplaces such as Taobao in growing and driving business revenue. 

Speaker:
Natalia Obolensky, General Manager, APAC, Supergoop!

TRANSFORMING NEXT-GEN E-COMMERCE WITH SOCIAL COMMERCE

11.10am

The creative revolution: Automating digital ads production on multi-platforms for efficiency

Producing creatives and content for digital marketing campaigns can be time-consuming, especially when the clock is ticking for you to beat your competition. Learn how to automate manual and repetitive design tasks for greater creative and content control over digital ads to better serve digital campaign plan of any scope, and to get your customers excited and drive ROI.

Speaker:
Raushida Vasaiwala,
General Manager, APAC, Celtra

11.45am

Screen break

12.00pm

Digital natives of the decade: Media shaped by Gen Z

97% of Gen Z consumers use social media as their top source of shopping inspiration. They are highly-intuitive and critical of brands that don’t resonate with their values, meaning tossing old-fashioned advertising strategies out the window. This session analyses how brands can prioritise organic digital campaigns on social media to capture Gen Z’s attention and build an army of digital advocates to maximise your reach in highly competitive marketplaces.

Speaker:
Nikhil Rao,
Senior Director of Marketing, Mondelēz International

12.35pm

KrisShop’s first-class experience: Riding the e-commerce wave towards greater brand loyalty

As Singapore Airlines’ flagship retailer, service excellence is deeply embedded in KrisShop’s DNA. Their vision on being an omnichannel retailer to provide an integrated shopping experience allowed KrisShop to pivot from a predominantly inflight duty-free catalogue to a full-fledged retailer through their e-commerce platform. Beyond driving transactions on their platform, find out how KrisShop has been engaging their customers to provide a first-class experience.

Speaker:
Chris Pok,
Chief Executive Officer, KrisShop

1.10pm

Closing remarks / End of Day One

24 November (Wednesday)

9.00am

Welcome and opening remarks

BUILDING YOUR DIGITAL COMMERCE TECH STACK

9.10am

Boost loyalty in e-commerce: Building unforgettable brands that outshine your competitors

Humans have a shorter attention span than goldfish. How can marketers build memorable brands to beat competition and deliver sales objectives on e-commerce platforms? In this session, you will learn how to build distinctive, beloved brands that people will notice and fall in love with to maximise both your short-term sales as well as the lifetime value of your consumers.

Speaker:
Yves Briantais,
Vice President Marketing APAC, Colgate-Palmolive

9.45am

Digital commerce for B2B:Accelerating digital transformation in a hybrid world

The pandemic has accelerated the push for e-commerce. Furthermore, B2B customers are now demanding an omnichannel strategy, and a B2C experience. Speed of transformation to meet customer expectation is a must. In this session, learn best practices on how to get your business in gear towards digital transformation for business success.

Speaker:
Farrukh Shad,
Senior Vice President, Global E-commerce & Digital Enablers, Schneider Electric

10.20am

Screen break

10.35am

Optimising your e-commerce website: Win shoppers’ loyalty through instant e-commerce 

Living in a world where speed is king, brands need to ensure that their customer’s journey on their e-commerce website is seamless and uninterrupted. Every touchpoint needs to be optimised to drive traffic and conversions. In this session, learn key considerations on how to improve customer experience on your e-commerce platform to win your customer’s loyalty. 

Speaker:
Charlie Russell,
Senior Product Marketing Manager, Layer0 by Limelight Networks

11.10am

Shopping in a hybrid world: Humanising customer experience through video-powered retail 

Social and live commerce is erupting across Asia Pacific at a meteoric pace. In particular, livestream shopping is changing the way many think about online retail, with China leading the charge. But when it comes to bridging the online-offline gap and creating a truly hybrid approach, forward-thinking retailers are looking towards one-to-one video. In this session, learn about how leading-edge video technology can enable your brand to deliver the ultimate shopping experience to drive revenue, increase reach, and close the gap between online and in-store. 

Speaker:
Roger Sowerbutts,
Senior Vice President of Global Sales & Marketing, Go Instore, an Emplifi company

11.45am

Screen break

12.00pm

Beyond e-commerce: Enabling multiple paths to (re)purchase with connected commerce

Not all products and services can be bought online. In highly regulated markets, some brands may be prohibited from selling directly via e-commerce, while for others, a service can only be rendered face-to-face. But that doesn’t mean e-commerce is a non-starter. With more than 40 million online consumers across Southeast Asia, learn how connected commerce models can open up your business to new opportunities and deliver incremental traffic from online to offline.

Speaker:
Adam W. Cowlishaw,
Marketing & Connected Commerce Head, Johnson & Johnson

BUILDING A PROFITABLE DIRECT-TO-CONSUMER INFRASTRUCTURE

12.35pm

[PANEL DISCUSSION] Innovating Direct-to-Consumer (DTC): Friend or foe of digital commerce?

DTC is rapidly growing as an e-commerce segment in Asia, with more DTC brands to emerge. Brands can tap on DTC’s two-way dialogue with customers, creating first-party data which is critical with cookie-tracking is phasing out. This session examines how brands can optimise data collected – from social media interactions to online purchasing behaviour – to scale product’s selling proposition and rely on data to meet customer needs directly.

Moderator:
Angeli Beltran, Vice Director, Transformation & Special Projects, eRB, Reckitt

Panellists:


Ashton Lee,
General Manager of Strategic Partnerships & Growth, Marketing, JD.com


Kevin Huang, Vice President, APAC, Smartly.io


Aaron Ting, Regional Head of Performance Marketing, Zenyum

1.10pm

DTC in New Retail: Reinventing entire value chain to build lasting trust

It’s all about engaging your customers directly in today’s world of connected consumers. This is key to build long-term trust and loyalty. In this session, learn all about D2C model in New Retail and its unique value creation. Hear best practices from IUIGA Indonesia on how its DTC model has brought true value to its customers through improved engagement and loyalty, and how to leverage D2C model towards fast and sustainable growth.

Speaker:
William Firman,Managing Director, IUIGA Indonesia

1.45pm

Closing remarks / End of Day Two

25 November (Thursday)

9.00am

Welcome and opening remarks

DESIGNING SOCIAL MEDIA ADS THAT CONVERT

9.10am

[PANEL DISCUSSION] The future of social ads: Doubling down on retail media ad spend

Out-of-home advertising spend has decreased since the pandemic resulting in brands having to re-strategise to reach customers. With the power of ad tech, hear how brands online should integrate retail media as a win-win solution that allows them to monetise traffic acquired with first-party data to drive e-commerce sales, and influence customers at the digital point of sale as they see organic search results augmented by relevant product listings.

Moderator:


Daniel Hagmeijer,
Chief Digital Officer, The Body Shop Indonesia

Panellists:


Raushida Vasaiwala,
General Manager, APAC, Celtra


Nicole Miller,
E-commerce Marketing Head, Del Monte Philippines


Andrew Yin,
Head for Digital Marketing, E-commerce & New Retail, Asia, Hasbro

9.45am

Personality-led marketing: Accelerating your social commerce success with Tupperware parties

From Tupperware parties to AR/VR shopping, personalities remain centre stage across the platforms which the social conversations happen on. With more than 51% of consumers influenced by social media for their purchase decision, find out how personality-led marketing can drive stronger consumer engagement and purchase conversion for brands today.

Speaker:
Christopher Fun,
Lead, Mediacorp Socialhub, Mediacorp

10.20am

Screen break

MEETING THE ON-DEMAND NEEDS OF GEN Z

10.35am

Tapping into buy now, pay later (BNPL): Elevate the digital buying experience for Gen Z

BNPL is changing up the digital customer experience for Gen Z who are now able to access credit within a closely financially regulated framework. BNPL players now hold key insights that drive purchase decisions for this emerging and elusive market of consumers. Unearth future opportunities with BNPL players to generate further insights that value-add to the omnichannel experience for Gen Z in the long-term. 

Speaker:
Kannan Rajaratnam,
Customer Experience & E-payments Director, ZALORA Southeast Asia

DRIVING REVENUE WITH SHOPPABLE MEDIA

11.45am

The influencer age: Calibrating influencer media and paid influencer engagement

In the West, people follow brands. In Asia, people follow people who follow brands. Or are brands themselves. With new brands penetrating Asian markets with distinct niches and branding, influencer engagement as well as engaging Key Opinion Consumers (KOC) have never been more important than before. Hear how you can tap on KOC’s influence and selling power to amplify your brand awareness and drive your sales.

Speaker:
Nicolle Jayne Sing,
Business Director APAC, The Goat Agency

11.45am

Screen break

12.00pm

Consumer-first in health and wellness: Creating brand love for conversions on TikTok and more

More than 40% of consumers agree that information found via social media affects the way they handle their healthcare. However, with widespread misinformation online, how can brands stand out and be perceived as proven experts? Learn key principles and strategies on how to become the trusted partner with winning marketing strategies on social media to create brand trust by directly addressing consumer needs and changing behaviours.

Speaker:
Ksenia Martella,
Global Marketing Director, H&H Group

12.35pm

[PANEL DISCUSSION] The fuel to social marketing: Driving campaigns with user-generated content (UGC)

You may be marketing the best products out there but if your customers are not talking about it positively online, your marketing efforts will be futile. In today’s era of highly-sceptical generation of consumers, UGC is viewed as the most trusted and influential purchasing drivers. This session explores the best practices to allow space within your digital campaigns for UGC – images, videos and product reviews – to flourish authentically.

Moderator:

Dawn Jeremiah, Vice President, Marketing & E-commerce, Asia, Go City

Panellists:


Guillermo Hermosillo,
Global Innovation Director, Burger King


Charmaine Lee,
Head of Marketing, Singapore, Yeo Hiap Seng (Yeo’s)

1.10pm

The game is on: Gamifying social commerce to strengthen brand loyalty

The Internet is accessible to all, making it a crowded marketplace with a plethora of choices for your customers to choose from. Learn how to encourage purchase with daily nudges, time-limited offers, mini games and more. This session examines how brands can turn their fans to customers with incentives for them to engage with your brand, share your content and bring you referrals. 

 

Speaker:
Idan Haim,
Vice President, Growth & Marketing, foodpanda

1.45pm

Closing remarks / End of Theme 3

Who Should Attend?

C-Suite

  • Chief Marketing Officer
  • Chief eCommerce Officer
  • Chief Technology Officer
  • Chief Digital Officer
  • Chief Innovation Officer
  • Chief Customer (Experience) Officer
  • Chief Consumer Officer
  • Chief Growth Officer
  • CEO/Managing Director

VPs/Directors/Heads/Leaders of:

  • Digital/integrated marketing
  • E-commerce marketing
  • Mobile marketing/strategy
  • Online marketing
  • Social media marketing
  • Brand marketing
  • M-commerce marketing
  • E-commerce product

VPs/Directors/Heads/Leaders of:

  • Product marketing
  • Omnichannel marketing
  • Channel management
  • Multichannel marketing
  • Digital content
  • Digital marketing operation/ analytics
  • Marketing technology
  • Product owners

Hear what our past delegates have to say:

“I absolutely love how engaging it is despite being digital. The panel sessions have been really helpful in bringing out realistic takes into businesses hit by the pandemic.”

Marketing Manager, PhilCare

“Informative, clear and addressing current issues n concerns”

Head of Corporate Affairs, Petronas

“The event is awesome! The speakers come from various industries which with different best practices to share. Learnt a lot!”

CX-Insights & Analytics Senior Lead, Tokopedia

“Thank you for a great Digital Conference. I was most impressed by the platform and how interactive it was. It made taking in the content so much easier.“

VP Loyalty & Guest Experience APAC, Accor

“Great insights from a good line-up of speakers from across different industries!”

Senior Product Manager, Johnson & Johnson

“Content has been curated with high relevancy to the topic of discussion. Some great examples and insights.”

Operating Principal Marketing, Ekuinas