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.
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 optimization 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.
Annie Dumitrescu
Regional Digital Growth Partner GB & EMENA, McCain Foods
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
Global Director, eRetail & Transformation Management, HEINEKEN International
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 organizations. 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.
Patrycja Kalkowska
CI & Innovation Manager, DCC Vital
Digital transformation and eCommerce strategy leader with a proven track record of driving growth across international markets. Patrycja specialises in optimizing customer journeys, modernizing digital infrastructures, and delivering scalable online solutions.
Sameh Saeb
Global B2B eCommerce Lead, Shell
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.