Digital Style Manchester

Malmaison Hotel, , 1-3 Piccadilly,, M1 3BN (Directions)

Digital Style Manchester

Innovate to Disrupt

The future of digital…

As ever the discussion is still fruitful when it comes to a brands ‘Digital Style’. Over the year we have seen the curve of digital offerings change focus, redefining the shopping experience both in-store and online. The bottom line - innovation!

At this year’s Digital Style event we were still asking the question ‘Should you disrupt or evolve?’ We heard from retailers and brands racing to make waves, designing innovative and exciting tech to stand out in the already crowded digital market.

Our speakers came from brands small and large, from within the UK. They shared their own stories and vision about how they are meeting the demanding industry with this year’s latest challenges and their chosen strategies to stand out.

This year’s line up included;

Gary Donnelly, Chief Technology Officer - WHSmith
Michael Boyle, Head of Digital/Marketing - Maniére De Voir
Lauren Percival, Head of Marketing - EGO Shoes
Haroon Hussain, eCommerce Manager - EGO Shoes
Luca Calcamucchio, Global Store Design & VM Director - Charlotte Tilbury Beauty
Giovanna Fiume, eCommerce Executive - Unilever, Dermalogica
Chris Sheard, Head of Online Acquisition - CurrentBody
Isabella Rogers, Group Head of Communications & Media - Shiseido Group

Throughout the morning we covered:

  • Enhancing the digital experience through personalisation (both human and technological)

  • Building technology enablers/machine learning into your digital strategy (including AI, VR, AR etc)

  • The merge of innovation with traditional retail

  • Creating your own ‘digital style’

  • Making the most of your digital channels

Those in attendance included:

  • Directors of Brand, eCommerce, Digital & Customer Experience (CX)

  • Heads of eCommerce, Mobile, Digital & Brand

  • Chief Technology Officers

  • Chief Marketing Officers

  • Chief Digital Officers

  • Founders, CEO's & Owners


Gary Donnelly

Gary Donnelly

Chief Technology Officer, WHSmith

Gary is a member of the WHSmith Executive team, he has responsibility for the Group Innovation, Strategy, Performance & Delivery of IT. On a day to day basis he is accountable for the performance of applications, infrastructure and services across WHSmith, including accountability for Funky Pigeon and Cult Pens, covering 1500 stores in 28 countries.

Gary career has been across a variety of industries from Utilities, Trading, Travel and Retail working across both UK centric and Global roles. He is highly experienced in shaping and delivering major business and programmes within the multiple sectors but most recently specialising in Digital Transformations.

WHSmith Website
Gary’s LinkedIn

Michael Boyle

Michael Boyle

Head of Digital & Marketing, Maniére De Voir

Having started his career with one of the world’s leading cosmetics companies, L’Orèal. Michael has since led marketing activities for, Jack Wills and Guerlain Cosmetics. He now heads up the digital and marketing for the disruptive fashion-forward enthusiasts at Manière De Voir – leaders in design and quality apparel.

With experience across a number of marketing disciplines Michael is delivering campaigns and creative synergies to enhance the online customer experience, building acquisition and retention life cycle strategies whilst refining marketing activities with the use of data insights. Michael is passionate about aligning brand objectives with customer centricity to achieve maximum effectiveness.

Maniére De Voir Website
Michael's LinkedIn

Lauren Percival

Lauren Percival

Head of Marketing, EGO Shoes

Head of Marketing at EGO Shoes, Lauren Percival, talks us through how she plans to future proof the marketing strategy for the footwear brand through efficient use of their digital channels, whilst driving strong growth.

Having joined the company just eight months ago, Lauren has been a key contributor in the delivery of 78% YoY revenue growth for the fast fashion footwear brand, through the use of data insights and a reactive approach to marketing.

With a passion for maintaining brand integrity in a competitive, discount heavy industry, Lauren is now focusing her attention on understanding the EGO customer in meticulous detail. Delivering a more positive customer experience and increasing loyalty to drive further growth is Lauren’s number one priority in 2019.

EGO Shoes Website 
Lauren’s LinkedIn

Haroon Hussain

Haroon Hussain

eCommerce Manager, EGO Shoes

After spending a number of years in engineering on different eCommerce platforms including Magento Commerce 1 and 2, Haroon joined EGO as their technical eCommerce manager. There he hit the ground running on a migration project to deliver the EGO store on the latest version of Magento Commerce 2 in time for Black Friday.
After that successful launch, Haroon continued his investment into Magento Commerce 2 by building a development team to work on the Magento Cloud platform, with the aim of continually improving the customer experience. Currently Haroon is involved in the big-picture planning of EGO’s eCommerce projects and future integrations, while leading a new internal CRO process to test and validate new customer experiences.

EGO Shoes Website
Haroon’s LinkedIn

Luca Calcamucchio

Luca Calcamucchio

Global Store Design and VM Director, Charlotte Tilbury

Architect and designer, Luca is a retail enthusiast with a strong passion for the E-volution of the shopping experience. From jewellery brands to the beauty world, he tries to keep up on trends, merging bricks & clicks and transforming the Point of Sale in point of experience. Focused on the customer journey, his objective is how to create unforgettable memories both online and offline.

Currently he is working in London at Charlotte Tilbury, leading the Global Store Design and VM team and previously at Perfumer1870 (Penhaligon´s and L’ Artisan Parfumeur) as Point of Sale Excellence Director in charge of the global relaunch of the brands.

Before London, he lived in Barcelona for 12 years working as Global In Store Marketing Manager for the Puig Group, whose brands included Prada Parfums, Valentino, Comme des Garçons, Paco Rabanne, Nina Ricci, Carolina Herrera and Jean Paul Gaultier.

Charlotte Tilbury Website
Luca’s LinkedIn

Chris Sheard

Chris Sheard

Head of Online Acquisition, CurrentBody

Chris works for the largest global retailer of home-use beauty devices - CurrentBody - leading a team of acquisition specialists, country managers and analysts across seven international sites.

Prior to working in beauty, Chris specialised in paid acquisition channels at media agency Carat Media, The Home Retail Group with Habitat and Time Inc and Graham & Brown.

CurrentBody is one year into its venture capital backed journey. After an exceptional year Chris’s team is tasked with pushing its global reach- in terms of localised sites and digital marketing growth.

CurrentBody Website
Chris’s LinkedIn

Giovanna Fiume

Giovanna Fiume

eCommerce Executive, Dermalogica at Unilever

Giovanna is eCommerce Executive at Unilever, managing the website of Dermalogica, one of their prestige brands. She’s responsible for enhancing the customer experience to boost digital sales and straighten the connection between clients & brand.

As a young professional, Giovanna has already worked in many European cities covering different roles in marketing and sales. She explored industries such as fashion, banking and jewellery. She indeed arrived in London to work for Cartier, where she began her career within eCommerce.

Due to her dynamic background she developed the ability to connect data & insights to push businesses on the next jump of the S-Curve and drive growth. Her innovative and strategic thinking helped her to bring valuable inputs in each company she worked for. She’s passionate about the digital environment and she believes in the learning by sharing, especially in today’s world.

Dermalogica Website
Giovanna’s LinkedIn

Isabella Rogers

Isabella Rogers

Group Head of Communications & Media, Shiseido Group

Isabella is a Director level Digital Marketing Strategist with vast experience working amongst the largest innovator Beauty and Fashion brands, including Burberry, NARS and Dolce & Gabbana - successfully managing transformational change in global businesses and redefining Digital strategy in the luxury market.

Having developed brands from an agency and in house perspective, Isabella has a unique profile of experience and an extensive knowledge base covering owned, earned and paid media investment. After successfully launching an influencer ROI model within The Shiseido Group, Isabella was a key speaker at the Annual Beauty Trends Conference, reviewing the new content creation landscape.

Shiseido Website
Isabella’s LinkedIn



Registration & Networking Breakfast


Commerce Futures


Gary Donnelly, Chief Technology Officer - WHSmith
'Digital Transformation - What is it and where to start'


Michael Boyle, Head of Digital/Marketing - Maniére De Voir
'From Darwin To Digital: The Evolution of MANière De Voir'


Coffee Break & Networking


Beauty Panel Q&A Session
Moderated by Jamie Hancox, Founder of Commerce Futures, with appearances from;

  • Luca Calcamucchio, Global Store Design & VM Director - Charlotte Tilbury

  • Giovanna Fiume, eCommerce Executive - Unilever, Dermalogica

  • Chris Sheard, Head of Online Acquisition - CurrentBody

  • Isabella Rogers, Group Head of Communications & Media - Shiseido Group


Lauren Percival, Head of Marketing and Haroon Hussain, eCommerce Manager - EGO Shoes
'Future proofing Ego Shoes – How understanding our customer is shaping our communications strategy'


Final Comments before Networking


Event Close


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