Benchmarking for the Board

Thursday 1st October, 8:00am - 10:30am
Rooms 1&2, One Aldwych Hotel, London

Board members, business owners, investors... it doesn’t matter who you’re accountable to - you consistently need to prove the value of the digital commerce investments you are making. The question is how do you benchmark for yourself and for them, in a way that will secure you future support?

As a digital business leader your channels are viewed by many Board members as needing to deliver immediate, measurable results. Massaging the blend of brand versus sales investments whilst managing those decisions upwards can be a challenge, especially with a Board potentially made up of peers, bankers or digital novices.

Our breakfast debate for luxury brand leaders will take the form of an interactive interview for three panelists.

The exclusive session will explore:

  • How to define your own metrics and communicate them upwards?
  • How to measure your performance against sales and brand reach targets?
  • Where does the best ROI lie and how do you measure it?
  • What are your performance metrics and how do you validate them?

Our panel will share their own views, experiences and insights as they grow their digital and traditional businesses and manage the delicate balance of measurement and reporting to a board who only wish for the best.

Speakers will include:

  • Julia Elliott Brown - CEO and Co-founder, Upper Street
  • Louise Lyons - Head of eCommerce, Annoushka
  • Vanessa Nelemans - Head of Marketing, The Ultimate Travel Company
  • Moderated by - Sarah du Heaume, Media Entrepreneur and Investor

So come and be inspired, reassured and motivated by our panelists, and take away some valuable lessons about how to deal with impatient board members who are often digital novices!
We look forward to seeing you bright and early on the 1st October. 

Who should attend?

  • eCommerce leaders within brands and luxury businesses
  • Board members of luxury brands
  • Professional and Angel investors
  • Owners/Managers of disruptive luxury companies


8.00am Registration

8.15am Breakfast and networking

8.45am Benchmarking for the Board debate

  • Julia Elliott Brown, CEO and Co-Founder – Upper Street
  • Louise Lyons, Head of eCommerce – Annoushka
  • Vanessa Nelemans, Head of Marketing – The Ultimate Travel Company
  • Moderator: Sarah du Heaume – Media Entrepreneur and Investor

Our expert panel will lead a debate about how to benchmark your digital investments for yourself and for the Board members who measure performance.

For luxury businesses above all others, the challenge of building your brand while driving online sales is constant.  When you factor in the lack of patience and understanding of digital at board level, this can make any Senior Marketing or CEO’s job a really fine line to tread. So how do you successfully benchmark for the board in a way that demonstrates progress whilst building patience?  Our panel, with audience Q&As along the way, will debate:

  • How to define your own metrics and communicate them upwards
  • How to measure your performance against sales and brand reach targets
  • Where does the best ROI lie and how do you measure it?
  • What are your performance metrics and how do you validate them?

10.00am Panel session closes

10.05am Meet the panel and networking

10.30am Event wrap up and close


Julia Elliott Brown
Co-Founder & CEO, Upper Street

Julia is CEO and Co-Founder of award-winning luxury design-your-own shoe label Upper Street – a company that enjoyed instant success, appearing at London Fashion Week in 2010 as part of Jasper Garvida’s SS11 catwalk show and has several high-profile clients including Tess Daly, Carey Mulligan, Gabrielle and Darcey Bussell.

With a background in business development with corporate giant Reuters, Julia has worked with clients such as Morgan Stanley and Deutsche Bank, and delivered global marketing projects. Prior to starting Upper Street, Julia was also Commercial Director of property and utilities site, which was later acquired by uSwitch as a subsidiary and where she cut her teeth in running online businesses.

Louise Lyons
Head of eCommerce, Annoushka

Louise is Head of eCommerce at Annoushka Ltd, the eponymous fine jewellery company of Annoushka Ducas, Founder of Links of London. Annoushka’s jewellery is designed for women by women and has gained a loyal following from women such as the Duchess of Cambridge, Suki Waterhouse, Rhianna, Patricia Arquette and Gwyneth Paltrow.

From a background managing large-scale development projects within a sales environment, Louise took a passion for fine jewellery into transformational eCommerce roles first at Theo Fennell and now Annoushka Ltd championing the luxury eCommerce experience.

Vanessa Nelemans
Head of Marketing, The Ultimate Travel Company

The past fifteen years have seen Vanessa’s career evolve around multi-channel marketing in numerous territories across various industries, ranging from consumer goods to luxury travel. Throughout this time, direct marketing targeting the various stages of the consumer life-cycle has always played an integral part in any of her marketing strategies and this turned into a passion, so much so she did an MBA focusing on marketing and strategy.

In Vanessa’s current role as Head of Marketing for The Ultimate Travel Company, an award winning tour operator specialising in high-end, bespoke holidays and escorted tours, applying the various elements of direct marketing and tackling the associated challenges to grow the ROAS, continue to absorb much of her time, fortunately she thoroughly enjoys it.

Sarah du Heaume
Media Entrepreneur and Investor

Sarah is a media buyer by trade. She established a media agency in London in 1995, selling it ten years later to Aegis PLC. During this decade the pace of growth of what was then called new media was breathtaking. Sarah remains in touch with all facets of the ever-changing digital landscape through her shareholding in Just Media, Inc. in California. An OOH agency she recently co-founded in London works for several luxury fashion clients and so she has a keen interest in this sector also.

Your Hosts



Salmon is a global commerce service provider that creates epic journeys for the world’s leading brands and the people behind them. With 25 years of experience helping their clients embrace digital change, undertake transformational ecommerce projects, and completely reshape their brand, customer and personal journeys. Simply put, they combine their technical know-how with creativity and a sense of adventure to make things happen.

Salmon help brands across the globe understand and navigate the ever-changing digital landscape. With offices in London, New York, Sydney and Beijing, they serve a wide range of leading brands including AkzoNobel, Argos, Audi UK, Game, Halfords, Premier Farnell, Sainsbury’s and Selfridges.

Visit or contact or +44(0)1923 320000 for further details

Hybris software

Hybris software, an SAP company, helps businesses around the globe sell more goods, services and digital content through every touch point, channel and device. Hybris delivers Omni-channel commerce solutions: State-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. Hybris has helped some of the world's leading organizations including 3M, ASICS, Bridgestone, EE, Galeries Lafayette, Johnson & Johnson, Levi Strauss & Co, Nestlé, Nespresso, Nikon, Rexel, Samsung Electronics, Ted Baker, Tommy Bahama and W.W. Grainger, to attract, retain, and grow a profitable customer base. Hybris sits at the heart of SAP's Customer Engagement and Commerce suite of solutions, alongside SAP® Cloud for Sales, SAP Cloud for Service, SAP Cloud for Marketing and SAP Cloud for Social Engagement providing the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems.

Find out more


Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors of innovation, strategy and acquisition.

Q: What is the address of the venue?

A: Rooms 1&2 at One Aldwych Hotel, London, WC2B 4BZ

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.