Marcela Gutierrez

Global Head of Digital Analytics Fossil

Marcela Gutierrez has worked in analytics, data, and ecommerce for 18 years. As the Head of Global Digital Analytics, she excels at understanding business needs and translating them into actionable insights that drive measurable impact. Marcela has led high-impact A/B testing programs across global ecommerce platforms, optimizing user experiences, conversion rates, and revenue through data-driven experimentation. In recent years, she has also been deeply involved in integrating AI-driven solutions into retail analytics. Her forte lies in bridging the gap between data and strategy, making complex insights easy to understand and act upon. She is a lifelong learner passionate about the intersection of data, technology, and human behavior

Day 1 | 17th March

9:35 AM KEYNOTE PANEL: Delivering AI-Ready UX: How can you rethink your SEO strategy and redesign interfaces to retain human-centricity in the new age of AI-driven customer journeys?

How can you redesign interfaces to prepare for AI-shaped customer journeys?
What are the best practices for retaining human-centric design to future-proof against AI-driven UX disruption?
How should we rethink user experiences in a world where AI is becoming the customer?
How can you ensure that your SEO strategy is ready for the new AI search landscape?

2:00 PM CASE STUDY INTERACTIVE: How to use A/B testing to assess the outcomes of AI solutions based on metrics and overcome AI hype

Demystifying A/B testing and using it as the gold standard for evaluating AI tools in production
Defining what to test, how to measure the outcomes, and what we have learned
Tips and pitfalls of using A/B testing to choose AI solutions

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

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