Anna Musikhina

Global Chief Digital and Marketing Officer (CDMO) 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 not to Use AI as a Marketeer to Scale Content Without Diluting Your Brand

AI is transforming marketing through analytical, predictive and generative capabilities, but not all AI delivers the same value and not every decision should be automated. This session helps marketers understand how to use AI intelligently by showing where it works best as a support tool and where human judgment must remain in control. Through practical examples of AI success stories and cases where it has failed, you will learn what to delegate to AI, what to closely govern and what should never be handed over. Attendees will leave with a clear framework for using AI to improve decision making, scale more efficiently and reduce risk, while maintaining accountability, creativity and strategic control.

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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