Maria-Adriana Calugareanu

Head of eCommerce, Commercial, EMEA McCormick & Company

Maria-Adriana is responsible for driving the commercial success of the company's online retail partnerships across EMEA. She manages relationships with the pureplay and social commerce channel, leading the digital transformation and accelerating online growth with these partners. Her team is investing in solutions to optimise the digital shelf and leverage AI-driven insights for forecasting and automation. These tools allow them to make smarter, faster decisions and create efficiencies that fuel sustainable growth across markets. One of Maria-Adriana's most exciting projects is the launch of TikTok Shop - The Flavour Vault - alongside the debut of the company's first Schwartz Limited Edition seasonings. These flavour concepts are rooted in online and social commerce insights, and through the expertise and agility of cross-functional teams, they have been able to bring small-batch blends to life.

Day 1 | 3rd March

2:30 PM Panel: How can you build a holistic social commerce strategy to convert engagement into sales?

Explore how leading brands are unlocking the full potential of creator partnerships, UGC, live shopping, and shoppable ecosystems to drive measurable ROI, brand equity and conversion. Learn how to craft full-funnel social commerce strategies that balance brand safety with agility, integrate creator- and consumer-led content to foster trust and loyalty, and scale affiliate and influencer models that close the loop from content to purchase. You’ll also discover how to amplify content across owned and paid channels, leverage live-selling formats, and apply practical frameworks to track ROI and ROAS in social-first environments.

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

Download The Latest Agenda