Decoding the Data Shaping 2026 Holiday Strategy

Adobe's Global Industry Strategy and Marketing Lead for Retail & Consumer Industries, Marta Frattini brings over 20 years of experience spanning both brand-side leadership and technology strategy across North America and Europe. Before Adobe, she held senior CRM and digital strategy roles at Gap Inc. and Brooks Brothers, driving customer experience and ecommerce transformation. She now partners with leading retailers to translate consumer behavior and emerging technology into measurable growth and sharper holiday strategy.

Reid Nelson is a Data Science Engineer with Adobe Digital Insights, where he analyzes one of the industry’s largest repositories of online transaction data to uncover emerging trends in consumer spending, pricing, and shopping behavior. His work helps shape Adobe’s insights into the digital economy, including how consumers shop and spend during major retail moments such as the holiday season.

Belinda Conde is the Director of DaaS Marketing at Semrush (an Adobe company), where she leads marketing for the company's entire data business: Semrush Data and Datos. She's become a regular voice in the conversation about what's actually happening in search and AI, producing Datos' quarterly State of Search reports with SparkToro's Rand Fishkin and presenting its findings on stage, on-air, and in print. Her data-backed take on search and marketing trends has been featured by HubSpot, Content Marketing Institute and Unbound, and in conversations with Edward Sturm and Adsy Podcasts. She has spoken at industry events including Spotlight and Digital Marketing. She also regularly presents data-driven insights at Semrush/Datos and Adobe webinars. Belinda joined Datos in 2023, was promoted to SVP in 2025, and now oversees marketing for Semrush's entire data portfolio.

Veronica Dumitrescu is Head of EMEA Enterprise Content Strategy at Adobe. With more than 13 years at the company, she has led teams that built powerful demand engines and launched campaigns that turned awareness into pipeline. Most recently, her focus has been landing the first large Enterprise OOH campaign in EMEA. Today, she leads the content strategy function charged with making Adobe’s enterprise story land locally, embedding true localisation across every EMEA campaign and event. Passionate about lifting others, she has mentored marketing talent across the years, including as a peer mentor with The Marketing Leadership Masterclass and at Cannes Lions.