Programme
Speakers
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Speaker
Duke Tanson
Chief Digital Officer, Glamira
Duke Tanson is Chief Digital Officer at Glamira and has more than 20 years’ experience leading digital growth, eCommerce and marketing transformation across businesses including THG, Boohoo Group and Missguided. His work has focused on building scalable digital operating models, improving marketing efficiency and connecting data, technology and commercial decision-making. He has also developed proprietary paid-media and feed-management tools, and is currently exploring how AI can move beyond analysis into governed execution across marketing and eCommerce. Duke is particularly interested in how organisations can combine human judgement, better commercial data and AI to improve the speed and quality of decision-making, while keeping clear accountability around what gets executed.
Mage Camp talks
- Track Talk: "The Self-Optimising Marketing Organisation: One Commercial Truth, Governed AI Execution"
Every marketing organisation works with two versions of the truth: what advertising platforms say they delivered, and what the business actually earned. Most treat the gap as a reporting problem. This talk argues that it should be the starting point for a different marketing operating model. Duke will share how his team is building towards a single commercial truth, bringing together customer, product, channel and margin data, supported by incrementality testing. That foundation creates the opportunity for AI to move beyond analysis and recommendation into controlled execution, helping to prioritise products, reallocate investment and optimise activity against broader commercial outcomes. Using practical examples and learnings from paid media experimentation, Duke will explore how governed AI can be introduced into the execution loop, what this could mean for teams, agencies and budgets, and the practical steps required to build towards a more self-optimising marketing organisation. The guiding principle is simple: AI proposes, humans approve, AI executes and logs.