Boris Rütten

Head of Global eCommerce Henkel

Boris drives commercial excellence at Henkel by building global eCommerce capabilities, defining strategy, and enabling transparency through analytics, content tools, and the company's Perfect Digital Store Framework. His team is investing in a unified data lake to harmonise eCommerce and offline data, empowering teams with dashboards and tools for data-driven decisions. Boris is currently scaling AI-powered content adaptation - automating translation and asset optimisation across languages and retailer formats to boost efficiency and relevance.

Day 2 | 4th March

11:30 AM Panel: How can you implement digital shelf capabilities that optimise your omnichannel performance and enable data-driven decision-making?

Winning on the digital shelf requires more than visibility - it demands precision, alignment and cross-functional capability. This session explores how to evaluate margin, profitability and sales performance to prioritise your shelf strategy across platforms. Learn how to define what ‘good’ looks like in your category and set the right KPIs to drive activation. We’ll examine how to build the internal capabilities to scale digital shelf excellence, optimise product detail pages with dynamic content and AI-driven updates, and ensure real-time responsiveness. You’ll also hear how democratising access to shelf data across teams can unlock faster decision-making and stronger execution.

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

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