From the world’s biggest brands to the frontier of AI and commerce: I’m turning nearly two decades of expertise as an insider and a disruptor into the tools you need to build what’s next.
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Where I’ve worked
Navigating the space between legacy & what’s next.
Named The Full Stack Architect in 2026 by Performance Marketing World.
With nearly twenty years of experience inside global consumer brands and agency groups, I turn strategy into working businesses. I know how large organisations move and where they stall. I get results by organising teams around a clear objective, focusing on the alignment and clarity needed to ensure the work continues long after I have left.
I work at the intersection of AI and commerce, which are both gaps in traditional corporate planning. I help leadership teams anticipate the shift by building a concrete roadmap and identifying the same high-impact wins that the market will soon compete for. This allows them to move on their own terms. The goal isn’t a strategy document. It is a business that is ready.
I turn strategy into concrete work. I bridge the gap between AI and commerce by building the tools, the operating models and the teams required to actually run them. Strategy documents are a starting point, but they don’t generate revenue. The only way to move on your own terms is to own the infrastructure. I put the people and the processes in place so the company can execute on the high-impact wins the market will soon compete for. Velocity is the only real first-mover advantage.
Automation has made the path to purchase opaque. When the journey is fragmented, proving what actually influenced the sale is the hardest part of the work. I show how to solve for attribution in an automated world, and why the customer experience remains the only real lever.
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Most brands judge new technology by its potential, not its commercial value. I show leadership teams how to pressure-test their own pipelines before the build starts, what it costs to skip that step, and why the biggest brands usually do.
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Most people try to scale a prototype. They don’t realise that the process for building 0 to 10 is not the same process for 10 to 100. I show how to make that distinction and the steps to rebuild for scale. This is based on the work I built myself, not a slide deck of someone else’s results.
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The most critical work has no precedent. I’ve spent my career building in frontier technology, where the map is blank and the tools change every six months. I show how to operate in that volatility: deciding before the data arrives, and writing the playbook as you go.
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Retail media was being bought run of site, with no link to what was actually selling. I joined clean room data to retail data and built an addressability product to target real-time sales, taking it from idea to prototype in four weeks. I then built the sales engine and product enablement, led the financial partnership pitches, and created a team that is still thriving today. I took the entire business from a concept to a live operation.
Clean rooms and addressability
When the pandemic closed pubs, AB InBev’s customers had no way to trade and no way to survive. I launched an award-winning B2B2C marketplace as the covid response programme in three weeks. The work wasn’t just the marketplace. It was the alignment of finance, control, and compliance to ensure bars were given matched funds in a timeframe that actually mattered. It was built on one insight: the problem was too big to answer globally, so the answer had to be built locally.
Marketplace and crisis response
Most people leading e-commerce grew up in traditional trade relationships, and the finances behind trade and retail media are completely different. I built an internal profitability engine that bridges finance, trade and retail media into one unified joint business plan.
Joint business planning
Most people think a brand relaunch is about moving forward. In the case of Nice ’n Easy, it actually alienated the core consumer, and new penetration didn’t make up for the loss. I built a user-centred activation to bring them back. I focused on the specifics that mattered to that audience, including large type and couponing. The look-alike modelling and identity product behind it had to be delivered through massive change management. That infrastructure became a programme that outlasted the activation.
Identity and change management
AdExchanger
Data-driven thinkingNov 2026
DoorDash bought Instacart for the ad business it had never managed to build for itself. Commerce media is no longer a line in the marketing plan; it is a line in the acquisition model.
The Drum
OpinionOct 2026
Tesco has borrowed television’s calendar to sell the shelf. Every channel that has worked has worked because of its context, and in-store has to prove its own to a shopper with six minutes.
SheCanCode
Career developmentJul 2026
Specialisation has a shrinking shelf life, and the value now sits in the white space between disciplines. A squiggly CV is a competitive edge.
I write to commission in any format: op-eds, features, analysis, columns and reports on commerce media, data and AI.
Get in touchPlanning an event, a project or a piece of writing? Book a call to talk it through, or send me the details below and I will come back to you.
Email directly kristina@kristinakaganer.com