Content & Commerce

Wednesday 18th May 2016, 8:30am - 12:30pm
The RSA (just off the Strand), London

The relationship between content and online commerce is at the very heart of every brand, publisher and merchant’s thinking.  But how do you ensure that your content is motivating potential consumers to shop your content and convert into a customer?

Great content drives engagement, differentiation and brand affinity - but there are key issues that need to be resolved around the optimal relationship between the content you create and its commercial effectiveness.

This year our ever-popular conference on “Content & Commerce” will focus on the ways in which consumers scan, digest and react to your content online, and discover the research and applications that are being developed to help this uniquely complex aspect of the digital transformation.

Speakers confirmed are:

  • Vesselin Popov – Business Development Director, University of Cambridge Psychometrics Centre
  • Rebecca Gay – Retail Industry Manager, Google
  • Lucy Mansdorf Hirom – Head of Luxury & Premium, Practicology
  • Troy Collins – Founder & CEO, Endource
  • Joel Freeman – Co-Founder, Grabble
  • Mat Braddy – Founder, Rock Pamper Scissors

During the conference we will explore:

  • How to put your consumer at the very heart of every new piece of content you create
  • How you become brave enough to put your content closer to the basket
  • Where to best engage your consumers with content that truly drives sales
  • How to better understand the technology available to ambitious online commerce businesses

Who should attend?

  • Head of eCommerce
  • Head of Brand
  • Chief Marketing Officers
  • Owner/Managers
  • Digital Marketing Leaders


8:15am - Registration, Breakfast and Networking

8:50am - Take seats & Welcome

9:05am - Introduction to the Content and Commerce Equation – Rebecca Gay – Industry Manager, Google

Rebecca will be kicking off with Google’s macro view on content and commerce within the industry. She will be providing highlights and examples of innovative uses of story telling and the effect on commerce as well as talking us through the hot topics in the world of ecommerce.

One of the key topics Rebecca will delve further into is the personalisation of content and the timing for moments that matter to your consumers in order to drive them from browsing through to purchasing.

9:40am - Psychological Marketing with Big Data – How It’s Working Now – Vesselin Popov, Business Development Director, The Psychometric Centre

Vesselin Popov is the Business Development Director for the University of Cambridge Psychometrics Centre, a multidisciplinary research institute specialising in online behaviour and psychological assessment. Vesselin will be presenting end to end how Big Data and psychological marketing are helping personalise the hospitality sector, with real results from several innovative campaigns that have been run with Hilton Worldwide.

10:20am - Coffee Break and Networking

10:40am - Content & Commerce – Stories from the frontline – Lucy Mansdorf Hirom, Head of Luxury & Premium, Practicology

Lucy is Practicology’s Head of Luxury & Premium. Her background working with high-end retailers means she is able to provide valuable advice to support luxury and premium brands with their digital and multichannel challenges.

Lucy will be taking us through her journey of what content works well and what doesn’t. We will be exploring her experience of all things content, why it’s important, and how it has (or hasn’t) met it’s objective.

11:20am - Social media – Reshaping the world of eCommerce

Where is your content driving sales? Today, 97% of UK designers are on Instagram, 87% on Facebook and 86% on Twitter, reaching millions across the world. Influencer marketing, shoppable videos, “Buy Now” buttons and new technology trends giving consumers an easier purchasing journey will be debated here.

Our panel of select experts and industry peers will walk through an interactive discussion (with audience participation welcome throughout) specifically looking at the latest content trends and how social media is now a key driver in an ever-changing eCommerce world.

On the panel:

  • Joel Freeman, Co-Founder – Grabble Ltd
  • Mat Braddy, Founder – Rock Pamper Scissors
  • Troy Collins, CEO – Endource Ltd
  • Moderated by: Rory Dennis, Co-Founder & General Manager, United States - Amplience

12:00pm - Wrap-up & Networking

12:30pm - Event Close


Vesselin Popov

Business Development Director - University of Cambridge Psychometrics Centre

Vesselin Popov is the Business Development Director for the University of Cambridge Psychometrics Centre, a multidisciplinary research institute specialising in online behaviour and psychological assessment. He is responsible for the Centre’s commercial partnerships and oversees a range of projects to increase the understanding and use of ‘Big Data’ psychology in business and the community. Driving collaboration between business and academia, and identifying areas where psychometric techniques can deliver the greatest impact, Vess helps to put cutting-edge tools in the hands of citizens.

Rebecca Gay

Industry Manager - Google

Rebecca advises the UK's largest retailers on all aspects of their digital strategy. A trained accountant, she previously led global search analysis for Google in Europe. Prior to joining Google Rebecca was a commercial analyst at Sainsbury's.


Lucy Mansdorf Hirom

Head of Luxury & Premium - Practicology

Lucy Mansdorf Hirom is Practicology’s Head of Luxury & Premium and joined the team in 2015. She spent her first year working on-site as Selfridges’ Interim Head of Digital Marketing, leading the teams for acquisition, social media, email and eCRM. Her background working with high-end retailers means she is able to provide valuable advice to support luxury and premium brands with their digital and multichannel challenges.

Prior to joining Practicology, Lucy spent nine years with Ralph Lauren, working across its digital marketing, customer insight and brand management teams. She managed relationships with major department stores and pure-plays, defining the brand's digital marketing strategy. Her team produced localised content and creative assets for retailers globally, whilst protecting brand integrity across varied digital platforms.

Troy Collins

Founder & CEO - Endource

London-based Troy Collins is an Australian national who has successfully founded three UK businesses including, and his latest venture in fashion,

Troy is hoping to disrupt and innovate online fashion with Endource is a showcase of fashion’s most influential editors’ most desired products. Everything is available to purchase at the lowest possible price from any store, with one simple universal checkout.

Mat Braddy

Founder - Rock Pamper Scissors

Mat has had a long history leading online brands and has previously worked for The Financial Times, toptable and In 2009 he joined JUST EAT and set about establishing the company as the leading brand in takeaway ordering around the world, resulting in one of Europe’s biggest tech IPOs in 2014. During 2012 Mat led the global launch of JUST EAT’s brand campaign to ban home cooking, ‘Don’t Cook, JUST EAT’.

Mat is now busily building a new brand & app; Rock Pamper Scissors where the team are striving to build the default hairstyle and salon search app for the ‘uber’ generation.

Joel Freeman

Co-Founder - Grabble

Joel is the Co-Founder and CEO of Grabble – responsible for one of the most innovative shopping apps available on the market. At launch, it was featured by Apple as Best New App in 34 Countries. Grabble is changing the way people shop for fashion in the UK and beyond, with over 500,000 downloads. 

Prior to Joel’s Grabble journey, he was a technology consultant at PwC for four years. He is passionate about user experience and design, spending his time at work obsessing over delivering great mobile products.

Rory Dennis

Co-Founder & General Manager, United States - Amplience

Rory co-founded Amplience and is General Manager of Amplience in the United States, developing their presence in North America. Rory previously worked as Business Development Manager for O2 Telefonica's Interactive Media Team.

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Amplience is on a mission to help the world’s leading brands overcome their big content challenges, by making it easy to combine content with commerce while simultaneously optimising content reach, quality and agility.

The Amplience Big Content Cloud delivers rich content production, analytics and publishing capabilities API first, on a single multi-tenanted cloud platform that is backed by unparalleled 99.99% uptime SLAs. Working with an experienced Customer Success and Solutions team and detailed Big Content Index benchmarking enables more than 200 of the world’s leading brands to realise measurable content performance improvement.

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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 digital marketing, brand, online and content.

Q: What is the address of the venue?

A: The RSA, 8 John Adam Street, London, WC2N 6EZ

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.