Anna Oscanoa
Anna Oscanoa
Head of DTC at marlies|dekkers, leading digital commerce, CRM, customer experience and data strategy. My background spans digital transformation, product, data and business strategy, with a strong focus on simplifying complex digital ecosystems and turning technology into measurable business impact. At marlies|dekkers, I’ve been closely involved in the evolution of our DTC landscape, including the move to Shopify and Bloomreach, while building a more customer-centric, data-driven and commercially focused digital organization.
The D2C story of Marlies Dekkers: From Platform Complexity to Customer Impact
Retailers with multiple brands face a familiar challenge: data silos, fragmented campaigns, and customers who don’t come back. Hear how Nordic Collection, together with Yelflow and Bloomreach, transformed this complexity into an opportunity. By unifying data across brands and regions, they built cross-language loyalty programs, scaled personalization with AI, and kept customers traveling within the group.