The IR B2B eComm Conference is being shaped from the inside out, in close collaboration with the people who know the industry best. Our Global Advisory Board brings together influential leaders, innovators, and practitioners driving digital transformation across manufacturing, distribution, and wholesale.
Working closely with these experts, we are designing every session, speaker, and theme to reflect the real challenges, opportunities, and innovations shaping B2B commerce today. The result is an event built by the industry, for the industry, where the agenda is guided by the leaders shaping the future of B2B eCommerce.
Sameh Saeb
Global B2B eCommerce Lead
Sameh Saeb is the B2B eCommerce Lead for Shell, responsible for steering strategic digital initiatives across Shell’s global business portfolio.
With over two decades of commercial, operational, and digital leadership, he has delivered double-digit market growth, led large-scale transformation programs, and scaled award-winning customer value propositions worldwide.
Annie Dumitrescu
Sr Business Partner Digital & Technology - Commercial & Marketing
Annie Dumitrescu is a digital commerce transformation leader with 15 years’ experience accelerating growth across B2B and D2C business models. She has led large-scale digital and commercial programmes for global brands including Coca-Cola, Heineken and Amazon, building scalable eCommerce ecosystems, AI-enabled commercial capabilities and data-driven customer engagement strategies.
Having worked across Europe, Africa and Asia-Pacific, Annie combines strategic clarity with hands-on delivery and is known for securing senior stakeholder alignment and board-level sponsorship. She specialises in uniting commercial, technology and data teams to drive business model evolution, improve customer acquisition and retention, and build future-ready digital infrastructure. She brings a practical, collaborative style and a strong track record of delivering measurable business impact.
John Kelly
Former Global Director, B2B eComm, eRetail, Partnerships & Transformation.
Founder - Greenstone Digital Partners
John Kelly is a senior executive with over 25 years’ experience in FMCG, eCommerce, and retail. At HEINEKEN International, he leads global eRetail strategy, transformation and partnerships, driving digital innovation and commercial growth.
John has a strong track record in board-level governance, international expansion, and building high-performing teams. He also serves as an Adjunct Professor at University College Cork and as a board director for charitable and commercial organisations. John holds advanced qualifications in corporate governance, AI for boards, and digital ecosystems & partnerships from INSEAD and the Corporate Governance Institute.
Marta Bukala
Head of Digital, Bayer Consumer Health UK&I
Marta Bukala is the Head of Digital at Bayer Consumer Health UK&I, where she leads transformation across Media, Content, Digital, and AI. With a background spanning brand marketing and consumer health, Marta has built her career at the intersection of digital strategy and innovation, holding previous roles at Reckitt, KPMG, and Church & Dwight.
She is passionate about harnessing AI, data, and digital ecosystems to drive innovation and sustainable growth. A firm believer that curiosity is the ultimate tech superpower, Marta champions bold thinking, experimentation, and human-led innovation to deliver impact in highly regulated industries.
Yunis Eillyas
Head of eCommerce
Yunis Eillyas brings nearly a decade of leadership in B2B and B2C e-commerce. He is Head of eCommerce at Bostik, the adhesive solutions business of Arkema, a global leader in specialty chemicals, where he drives the company’s global eCommerce ambition by expanding strategic accounts, scaling online B2C channels globally, and transforming the B2B eCommerce platform to enhance customer experience and adoption. Recognised for an energetic, results-driven approach to business transformation, Yunis frequently shares insights at industry panels.
Przemek Kotecki
Director of Transformation
Przemek Kotecki is senior executive business and digital transformation leader & advisor experienced in eCommerce, financial, software, information & energy sectors. Currently Director of the Transformation Office for Digital Data and Technology at Brenntag - global market leader in chemicals and ingredients distribution with presence in 70 countries and EUR 16.2 billion in sales in 2024.
Andrei Bujor
Global Digital Transformation Consultant (Former Honeywell - Senior Global AI & Digital Products Owner)
Andrei Bujor has over 14 years of experience managing eCommerce projects, digital tools and platforms, AI implementation, and process optimisation across various sectors, including healthcare, wellness, HVAC, IT and software, and industrial products.
Always eager to learn and adapt, he is currently pursuing a masterclass in AI implementation and working as an independent consultant, supporting multiple companies in their digital transformation initiatives.
Patrycja Kalkowska
CI & Innovation Manager, Vital Healthcare
Digital transformation and eCommerce strategy leader with a proven track record of driving growth across international markets. Patrycja specialises in optimising customer journeys, modernising digital infrastructures, and delivering scalable online solutions.
Steve Bloodworth
eCommerce Director
Steve Bloodworth is a transformational digital leader with over 20 years’ experience driving growth across FTSE 100, Fortune 500, and privately owned companies. As Director of eCommerce at ERIKS - a €1 billion+ industrial manufacturer, service provider, and MRO distributor - he specialises in accelerating underperforming business units into benchmark out-performers through people-led digital transformation. At ERIKS, Steve has developed and is executing a new eCommerce strategy that secured multi-million-euro investment, targeting 44% revenue growth by 2027.
He leads Digital Marketing, Experience, Content, and Analytics teams across Europe to optimise end-to-end performance and scale three growth pillars: paid advertising, eCommerce platform transformation, and product content enrichment.
Previously, Steve held senior roles at AstraZeneca, Nisbets, and RS Component.
Tanja Tschech
Digital Transformation Manager
Tanja Tschech is a digital transformation leader at Röhm, driving business change through customer-centric B2B commerce and process automation. She focuses on ERP-integrated solutions that simplify workflows and create seamless experiences. With a strengths-based approach, Tanja empowers teams to turn capabilities into adoption and growth. Her career spans Citigroup, Kao, and Henkel, blending commercial insight with technical fluency across global, cross-functional environments.
Abdul Khaled
Head of Digital - Customer Experience & Digital Products
Abdul Khaled heads Digital and Customer Experience functions at E.ON Next, a UK challenger brand in the energy space. He is an award-winning digital and customer experience (CX) leader with a proven track record of driving transformative strategies at both global and start-up organisations. Abdul Khaled is recognised across multiple prestigious platforms: Listed in CXM Today‘s Top 35 Brand Leaders in Europe, featured in the Inspire 100 most influential CX leaders in the UK by CXMA, and named a Top CX Influencer by CCW Europe in 2024.
Germán Sarmiento
Global E-commerce Lead
Germán Sarmiento is a digital transformation and sales executive with over 15 years of experience driving innovation in industrial automation. Currently serving as Global E-commerce Lead at ABB, he previously led Endress+Hauser's Digital Sales Channels business unit, focusing on sustainable growth and implementing organizational change. With experience spanning startup environments to large-scale enterprises, Germán has pioneered e-commerce solutions and brought an entrepreneurial mindset to organizations at every stage from startup to scale-up to sustainable, profitable business units.