Event Overview
Join senior professionals for an evening of brand analytics and strategy! Engage in structured roundtable discussions, hear from our expert panel on brand data strategy, and network over dinner with industry voices including Robert Børlum-Bach (JP/Politiken), Juliana Sawma Hauswirth (IIH Nordic), Adrian Kaule (Nemlig.com), and Steen Rasmussen (IIH Nordic).
What is Brand Analytics Masterminds?
The Brand Analytics Masterminds forum is an exclusive, premium gathering for business leaders and professionals who play a leading role in shaping the data strategy of their organizations. Designed to align data-driven initiatives with overarching business objectives, the event brings together a curated group of Chief Marketing Officers (CMOs), Heads of Data Strategy, Marketing Directors, Digital Transformation Managers, and Product Development Leads. These roles represent a diverse cross-section of senior executives and middle management, all committed to leveraging data as a cornerstone of their brand’s growth and success.
The Evolution of Martech: From Technical Complexity to Business Impact
- Moving beyond Martech as just a technical function—integrating it into broader business strategy.
- Breaking down silos between marketing, analytics, IT, and leadership teams.
- How to effectively communicate Martech’s role and value to executives and stakeholders.
AI and Automation in Martech: What’s Hype vs. What Works
- Real-world applications of AI in marketing—what’s delivering results?
- The role of predictive analytics in customer engagement and personalization.
- Avoiding common pitfalls when implementing AI-driven Martech solutions.
Breaking Down Martech Silos: Integration, Alignment & Strategy
- Why Martech should be viewed as business technology, not just marketing tech.
- The importance of cross-functional collaboration—how different teams can work together.
- How companies can future-proof their Martech stack for scalability and agility.
Event Overview
Customer data is at the heart of today’s fast-paced digital economy, but the real challenge lies in harnessing it effectively. The Martech Jam Session event will focus on bridging the gap between technology and business, equipping marketing and technology leaders with the insights they need to transform customer data into business value.
With Customer Data Platforms (CDPs), privacy regulations, and AI-driven insights shaping the industry, this event will bring together top experts and thought leaders to discuss how companies can unify quantitative and qualitative data to drive smarter decision-making.
Key Themes & Discussion Points
1. The Evolution of Martech: From Technical Complexity to Business Impact
- Moving beyond Martech as just a technical function—integrating it into broader business strategy.
- Breaking down silos between marketing, analytics, IT, and leadership teams.
- How to effectively communicate Martech’s role and value to executives and stakeholders.
2. AI and Automation in Martech: What’s Hype vs. What Works
- Real-world applications of AI in marketing—what’s delivering results?
- The role of predictive analytics in customer engagement and personalization.
- Avoiding common pitfalls when implementing AI-driven Martech solutions.
3. Breaking Down Martech Silos: Integration, Alignment & Strategy
- Why Martech should be viewed as business technology, not just marketing tech.
- The importance of cross-functional collaboration—how different teams can work together.
- How companies can future-proof their Martech stack for scalability and agility.
Details
Symfonien Room
Kulturhuset Islands Brygge
Islands Brygge 18, 2300 København
Date/Time
12 June 2025
17:30 – 22:00
Program
17.30 Arrival, connecting & drinks
17:50 Welcome from Steen & Friends 5mins
BLC opening, with Jomar Reyes (AU), Brand Leadership Community, Bonfire Attendant
18.15 The half life of data, Steen Rasmussen, BLC,
18:30 Break out sessions
19:00 Dinner and other forms of enjoyment
19:30 “Meshes, Products, and Contracts – New Frontiers in Data Management for Greater Business Impact” Robert Børlum, JP/Pol
19:50 Sources of pain, campaign tracking considerations,
Julianna Sawma Hauswirth, IIH Nordic
20:05 Insights partner
20:20 Forget customer journeys, Adrian Kaule, Head of Product & Innovation, Nemlig.com
20:40 Sparkling insights – Update from the Brand Leadership Community
Evaluations
20:50 22:00 Drinks til you drop – or you run out of money
Robert Børlum-Bach
Head of Data Transformation & Architecture, JP/Politikens Hus
Robert Børlum-Bach is a leading voice in analytics and data strategy, with over a decade of experience spanning news media, consulting, and global markets. As Head of Data Transformation & Architecture at JP/Politikens Hus, he guides complex data frameworks that align technology with business goals—bridging technical depth with accessible strategy across departments.
Robert’s career has included leadership roles at TV 2 Danmark and Artefact, where he developed advanced solutions in customer data, Adobe Experience Platform, and predictive modeling. He has consulted for major organizations across manufacturing, finance, and NGOs, and brings a global lens shaped by work in Stockholm, Dubai, and London.
In parallel, he teaches GDPR and Omnichannel Analytics at IHM Business School, earning top student evaluations for making complex topics actionable. Whether mentoring teams or simplifying architecture for business leaders, Robert’s passion lies in making data meaningful and human-centered.
Julianna Sawma Hauswirth
Account Manager – Partnership & Growth, IIH Nordic
Julianna Sawma Hauswirth is a rising leader in data-driven marketing, known for helping brands bridge strategy and analytics to drive real business impact. As Account Manager at IIH Nordic, she partners with multinational clients to design and manage advanced analytics and digital marketing projects—aligning insights, tools, and customer-centric strategies to fuel growth.
Julianna plays a key role in managing IIH’s strategic partnership with Google, overseeing GA360 and Google Cloud initiatives in marketing analytics. Her recent speaking engagements include thought-provoking talks at Google Denmark and Web Analytics Wednesday, where she has showcased how brands can implement AI-driven personalization and take a people-first approach to analytics.
With a strong background in project management, client success, and marketing technology, Julianna brings a blend of technical fluency and clear communication to complex challenges. Her passion lies in making analytics approachable and actionable for brands navigating rapid digital change.
Adrian Kaule
Head of Product & Innovation, nemlig.com
Adrian Kaule is a digital transformation leader known for turning traditional marketing into customer-centric growth engines. Currently Head of Product & Innovation at nemlig.com, Adrian has led cross-functional teams across Sales, Marketing, Product, and UX to deliver seamless customer experiences powered by data and automation.
With over a decade of experience spanning e-commerce, martech, and CRM strategy, Adrian has helped major brands—including Royal Copenhagen, TUI, Topdanmark, and Leovegas—build personalized, scalable customer journeys. His expertise lies in bridging the gaps between IT, marketing, and business operations through smart integrations, data structures, and automation flows.
Before joining nemlig.com, Adrian held leadership roles at Symplify and Compost Marketing across Europe and North America, designing multichannel strategies and onboarding enterprise clients to marketing automation platforms. He’s passionate about aligning business needs with user-centric design to drive sustainable growth.
Hosts
Steen Rasmussen
Director of Data Innovation, IIH Nordic | Co-Founder, Digital Analytics Society
Steen Rasmussen is one of the most respected voices in European analytics, with over 20 years of experience turning data into meaningful business value. As Director of Data Innovation at IIH Nordic, he’s helped build Denmark’s leading analytics house—recognized ten times nationally and celebrated for pioneering a 30-hour workweek without cutting salaries.
A passionate speaker and community builder, Steen has delivered keynote talks from Silicon Valley to Mumbai and co-founded the Digital Analytics Society, now home to over 22,000 members. He’s also a founding advisor of the Brand Leadership Community and a trainer for Google’s Partner Academy.
Steen is known for his sharp thinking at the intersection of data, leadership, and ethics—challenging teams to ask better questions and drive smarter decisions. Whether advising LEGO, IKEA, or Danfoss, his focus remains consistent: unlock the return on data investment while nurturing the people and culture behind it.
Jomar Reyes – Conference Producer
Brand Leadership Community – Founder & CEO
Over his 30 year career, Jomar has worked for global brands, agencies and technology companies. This broad exposure gives him deep insights to these three areas.
He has worked for companies such as IBM, ACNielsen, Saxo Bank, Music Tribe and has consulted to brands such as Apple, Sony, Panasonic, Dell and Bang & Olufsen. He lead the Partner Relations and Events team at IIH Nordic before developing the Brand Leadership Community in 2020. In 2022 Jomar started working full time in the Brand Leadership Community.
