Elaine Chum

Elaine Chum

Head of Digital and Omni Channel for Western Europe Area BAT UK

Elaine Chum is the Area Head of Digital & Omnichannel at BAT Western Europe where she leads Digital go-to-market capability build and transformation across the region. Her remit spans cross channel media and platform, first- and third-party data activation, retail media networks, and AI-enabled marketing operations – delivering efficiencies while strengthening full-funnel brand and media activation effectiveness. Previously at Philips, Elaine spent over a decade building global and regional capabilities including pioneering B2B, B2C, and B2B2C go-to-market programs on lead generation, eCommerce revenue growth, and established industry-recognized brand, media and performance frameworks across APAC (PULSE Hub).

Day 2 | 3rd June 2026

9:20 AM All Star Panel Discussion: From Aisles to Algorithms - How Can You Streamline Your Retail Media to Reduce Waste and Drive Measurable Growth?

  • Avoiding Waste and Duplication: Managing multiple retailer networks to optimise spend and prevent overlap
  • Navigating Clean Rooms: Defining where they work, where they don’t, and what’s required for credible cross-retailer measurement
  • Ensuring Signal Quality and Measurement Standards: Leveraging standardised metrics and off-site options to spend more confidently
  • Equipping Programmatic Pipelines with Retail Insights: Enabling agencies to integrate retail data into programmatic strategies effectively

Sponsorship Available

12:40 PM Panel Discussion: Responsible Media Strategy - How can you Embed Ethics and Inclusion Without Losing Efficiency?

  • Defining Responsible Media for 2026 and Beyond: Assessing emerging factors and expectations shaping ethical and sustainable campaigns
  • Investing in Diverse and Inclusive Media: Supporting diverse publishers, local journalism, and inclusive platforms to strengthen brands and society
  • Applying Tech, AI and Partnerships: Leveraging real-world solutions to embed sustainability into media planning while maintaining performance 

Check out the incredible speaker line-up to see who will be joining Elaine.

Download The Latest Agenda