Megan Davies

Integrated Customer Experience Director, EU Brown-Forman

Megan leads connected planning across the Brown-Forman spirits portfolio including household names such as Jack Daniel's. She has built an internal media team within the business that focuses on effectiveness and efficiency of the company’s media. Megan’s team has a budget of just over £1m focused on investing in new tech with a particular focus on media measurement, i.e., with the rise of retail media how do they get an holistic view of performance as an FMCG brand? Megan’s biggest current focus is shifting more to short-term marketing and measurement, increasing the e-commerce investment by 30% and identifying new sources of growth with on-trade partners.

Day 2 | 4th March

2:30 PM Panel: How can you build agile Centres of Excellence to drive innovation whilst balancing global standards with local flexibility?

Scaling digital transformation requires more than just new tools—it demands coordinated strategy, agile structures and the right governance. This session explores how to evaluate, test and roll out new technologies through a centralised team with cross-market influence, ensuring efficiency and consistency across regions. Learn how to foster agile collaboration between central and local teams to respond quickly to market shifts, and how to close the loop between innovation, insight and execution with connected strategies. We’ll also discuss how Centres of Excellence (CoEs) can drive consistency in tools, frameworks and KPIs, while still allowing flexibility for local adaptation.

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

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