Emily Latham is working with Aviva to help mature their digital capabilities through harnessing 1st party data and unlocking value from their MarTech stack. In her role, Emily is responsible for maturing the Customer strategy, prioritising key use cases and building a roadmap that drives business outcomes through digital transformation in marketing, media, and customer engagement. Her goal is to make Aviva’s digital capabilities scalable, insight-driven, and aligned with growth. With experience leading data and tech transformations at Channel 4, Carwow, and UKTV, Emily brings expertise in marketing technology, data strategy, and digital experience. She specialises in connecting platforms, people, and processes to deliver smarter, more effective marketing. Working closely with teams across marketing, IT, data, and product, she designs solutions that improve personalisation, measurement, and operational efficiency.