How AI is reshaping marketing teams

2026-06-02T17:30:00+00:00

2026-06-02T21:30:00+00:00

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HEC in the UK and the Franco British Data Society are delighted to invite you to their next panel:  How AI is reshaping marketing teams Panel & NetworkingTuesday 2nd June at 6:30pmHEC UK House, 43 Parker Street London WC2B 5PSIn partnership with the Franco-British Data SocietyAI is reshaping marketing faster than most teams can keep up — but the real question isn't which tools to adopt. The role of the marketing leader is being rewritten. AI unlocks the ability to test more, create faster, and personalise at scale — but it also demands a sharper kind of human judgment: knowing how to build teams that know when to use them, why, and what only humans can do. Join us for a panel discussion with our marketing expert speakers, exploring what it actually means to lead a marketing team in the age of AI: the shifting skillset of the modern CMO, where AI is genuinely transforming the craft (and where it still falls short), and how to move from reactive tool-chasing to strategic, sustainable transformation.Discover our panellistsAnna Logacheva, Co-founder at Spicy Lemon With 6+ years of experience in B2B content strategy and marketing operations, Anna has helped scale-ups and enterprise teams across healthtech, SaaS, and fintech build high-impact content engines. Former Head of Content at Nabla and co-founder of Spicy Lemon, her expertise spans content factory design, AI-powered workflows, prompt engineering, and no-code automation. At Spicy Lemon, she works with clients like Doctolib and Kolsquare to deploy AI where it is actualy needed: accelerating content production, structuring repeatable processes, and training teams to adopt tools they'll use beyond day one. Anna is passionate about keeping AI practical: start with the real pain point, prove it manually, then scale what works. Pierre-Adrien Deffis, Data & Analytics Product Manager Sales & Marketing at Groupe MarsPauline Orhan, Marketing Transformation Manager at FDJ United With 15+ years of experience in marketing operations and customer relationship management, Pauline has led strategic multi-market campaigns across Europe, and Asia. Hold an MBA and trained in marketing in both France and Germany, she brings a pan-European perspective to her work. Her expertise spans SEO, email marketing, social media strategy, and brand activation. At FDJ UNITED, she drives CRM innovation and explores how AI technologies can optimize customer engagement, automate high-value workflows, and enhance creative content development. Pauline is passionate about bridging human creativity with AI capabilities to deliver meaningful marketing results.Moderated byGachoucha Kretz, Academic Director of the Grande Ecole Marketing Program at HEC Paris  and Executive Director of the L'Oréal Chair. Gachoucha Kretz holds a PhD from HEC Paris. Upon earning a master’s degree in finance and spending several years as a finance consultant and executive at Arthur Andersen and LVMH, she decided to pursue her career in marketing research and teaching.  She earned an MSc. in Communication at CELSA (the French communication “grande école” at La Sorbonne) and an MA in Marketing and Strategy at Université Paris Dauphine before attending the HEC Paris PhD program. She completed her doctoral dissertation under the supervision of Jean-Noël Kapferer and Kristine De Valck.Gachoucha Kretz specializes in brand management with a focus on the following areas: digital branding, fashion and luxury brand management and social media marketing and branding. Her latest publications deal with fashion and luxury blogging and its impact on brand management. She is also co-authoring a textbook on luxury brand management to be published by SAGE London. She teaches a wide range of HEC students from Summer School and MSc. to post graduate programs such as MBAs and executive MBAs and transversal audiences such as the Luxury Certificate program.EVENT SUMMARY Date:  Tuesday 2nd June 2026 Time: 6:30pm to 10pm Format: Panel and networking. Food and drinks will be provided Address: HEC UK House 43 Parker Street WC2B 5PS Tickets: £20 fee-paying members / £25 non fee-paying members / £25 External 

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