Alisha Fateh - Head of Customer Strategy & Growth

18 months ago, Brack looked quite different than it does today. A new level of ambition has meant rethinking how Marketing understands and reaches its customers, starting with a question that turned out to be harder than expected: who is the customer really?

In this talk, Alisha will share:

• How Brack shifted from a product focus to a customer focus, and what that meant in practice

• The real reasons customers buy from Brack, backed by data, not guesswork

• How customer knowledge got desiloed and embedded into everyday workflows

• What's next: AI Twins, predictive insights, and a new Growth Team

See how Brack used customer insight to drive real growth, and what it takes to do the same in your organization.

🚀 About Alisha

With more than a decade of experience in customer strategy, CRM, loyalty and data-driven marketing, Alisha Fateh currently serves as Head of Customer Strategy & Growth at Brack.Alltron.

She previously spent almost nine years at Migros, most recently as Head of CRM, where she was responsible for customer and CRM strategy, the Cumulus loyalty programme, personalised marketing, customer data and analytics, and the development of MarTech capabilities.

Prior to joining Migros, she worked in strategic consulting at Batten & Company in Düsseldorf. Alisha holds a Bachelor of Science in General Management from EBS Universität für Wirtschaft und Recht and a Master of Science in International Business & Strategic Marketing from Maastricht University.

Originally from Düsseldorf, she has been living and working in Switzerland for more than ten years.

Greg Uglioni - Business Transformation & CX Leader

Customer Experience is increasingly expected to prove its relevance to the business, while AI, shifting customer expectations and ongoing transformation keep reshaping how organisations create and deliver value.

In his talk, Greg will introduce the Five Pillars of Customer Excellence:

• Strategy – What experience are we building, and how does it support the business?

• Understanding – How well do we really know our customers?

• Innovation – How do we turn that understanding into better journeys and new value?

• Measurement – How do we connect customer outcomes to business performance?

• Culture – How do we get the whole organisation to deliver it, consistently?

Discover how these five pillars can help CX leaders move beyond isolated initiatives by turning Customer Experience into a strategic capability that drives better decisions and measurable value.

🚀 About Greg

Gregorio Uglioni is a Business Transformation and Customer Experience leader with more than 20 years of experience helping organisations turn strategy into measurable business outcomes.

He is a Partner at Forward, where he advises organisations on business transformation, Customer Experience, service excellence and AI-enabled customer excellence. Gregorio is a Certified Customer Experience Professional (CCXP), keynote speaker, author and host of the CX Goalkeeper Podcast, where he regularly speaks with global leaders about transformation, leadership, AI and Customer Experience.