Tom Zegers

Head of Digital Commerce & Activation Coca-Cola Europacific Partners

Tom is responsible for delivering consistent and seamless consumer experiences over all channels. He also leads digital commerce and activation strategy for digital route to markets, FSA, eComm, EB2B, DTC, and Social Commerce. He is also the digital content and Retail Media lead. The end goals are to create new strategies in a digitised world, instead of a strong digital strategy/hub. Tom’s team invests in Retail Media Performances dashboarding, Digital Shelf scraping tools, E2E performance measurement, and AI tooling on digital menus/content. Tom is currently taking a system approach with brand owner Coca-Cola Company on Retail Media; and is running a digital adoption leadership programme in the broader organisation.

Day 2 | 4th March

9:20 AM Fireside Chat: How can you embed digital fluency across your business at every level to inspire AI use cases that deliver big wins?

This session explores how two top brands are embedding digital fluency across functions by combining cultural alignment, cross-functional collaboration and globally scaled training programmes. Learn how AI academies and incubators are upskilling employees at every level, inspiring leadership buy-in and unlocking bottom-up innovation. With real-life examples of how small teams are delivering big results by streamlining and maximising their output with AI tech, you’ll gain practical insight into the people strategies driving successful, enterprise-wide change.

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

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