Anna Musikhina

Chief Digital & Marketing Officer, Lancôme L'Oréal

Anna oversees media, touchpoint strategy, eCommerce and CRM for Lancôme globally. She is accountable for profitable online growth across channels, media ROI across target audiences and consumer recruitment/retention. Anna's team invests in solutions that support their objectives in the areas of D2C and email personalisation, content automation, consumer behaviour analysis, data onboarding into media, and digital-first creative including for gaming. Anna recently revamped the Lancôme loyalty strategy with a new programme and a new value proposition for members, which increased retention by 5pp to raise above industry average. She introduced a new consumer engagement approach to accommodate the multigenerational nature of the brand, achieving millions of organic views among gen z; and she has launched Lancôme on Amazon across Americas, Europe and Asia with premium execution and superb business results.

Day 2 | 4th March

8:00 AM Breakfast Briefing: How to transform your legacy business to achieve unified commerce success

To compete in the next era of commerce, brands must move beyond treating eCommerce as a bolt-on. This session will explore how you can make bold, structural changes to your operating model - from commercial strategy to team design and tech infrastructure - so digital becomes a core driver of profitability, not just growth. Learn what connected commerce really means in practice, how you can evolve legacy systems to support modern consumer journeys, and how to embed digital across every function to create a truly unified, future-ready business.

9:00 AM Opening Keynote: How to reinvent your multichannel DTC strategy to create a consumer-led value proposition that drives brand growth and profitability

As established brands expand across online marketplaces and retail partners, many are questioning whether their DTC channels still hold strategic value. This session reveals how Lancôme rebuilt its US DTC offering from the ground up - using deep consumer insights to redefine its role within a broader channel mix. Learn how the team transformed a promo-driven model into a differentiated, brand-led experience that complements rather than competes with marketplaces. Hear how they translated insight into action, balanced profitability with brand equity, and developed a DTC value proposition that delivers meaningful data, loyalty, and commercial return - even when DTC is no longer the primary sales driver.

Check out the incredible speaker line-up to see who will be joining Anna.

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