The SBC Summit's Digital Marketing and CRM Academy will address AI, brand, and platform strategies.

The SBC Summit's Digital Marketing and CRM Academy will take participants from agent-driven CRM campaigns to AI-ready advertising strategies, with sessions led by experienced marketing professionals, brand leaders, and experts on platforms like Meta and Google.

As part of the event's premium Education+ program , the Academy will bring together senior marketing professionals, platform experts, and brand leaders for hands-on sessions covering campaign execution, brand modernization, creator partnerships, and applied AI, with a focus on future trends in marketing budgets.

The Academy, which will take place on Wednesday, September 30th, at Sala Tejo, MEO Arena, is aimed at marketing, CRM, and sales professionals who want a more precise and informed approach to reaching their audience, applying artificial intelligence, and making better use of their budgets.

Rasmus Sojmark, founder and CEO of SBC, stated: “Marketing is at an interesting crossroads. AI is reshaping how campaigns are created and platforms are rapidly changing, but the fundamentals remain the same. You still need to know your audience, build a brand that people trust, and invest your budget purposefully.”

"This Academy aims to bring all of this together in one place: AI, platforms, branding, and offer people something practical to take back to their teams, not just theory."

The Academy will open with the session “Built, Shipped, Reported: An Agency Campaign from Start to Finish,” led by Lucy Neylin (Head of Client Solutions at Xtremepush). Using XpertOS, Xtremepush’s Agency Operating System for CRM teams, Neylin will demonstrate a campaign briefing covering its entire lifecycle: target audience discovery, creation, compliance, execution, and reporting. Participants will learn how agency technology can assist at each stage.

The brand strategy will then be the focus of the case study “Practical Principles for Modernizing a Brand in Different Markets” . Tatiana Vivienne Jouanneau (Brand Director of the Allwyn Group) will analyze what keeps established brands relevant amidst technological, cultural, and customer expectation changes. Based on her experience in balancing global consistency with local relevance, Jouanneau will explore how sports partnerships can strengthen a brand and how local teams can have the freedom to create without deviating from a clear and shared identity.

Next, the panel “ Platform Discovery: TikTok, Meta, Snapchat, YouTube, Netflix, and Spotify” will explore how brands can improve their visibility on platforms that compete for consumer attention. Mert Babayigit (Customer Service Partner, EMEA Gaming, Meta) and James Fox (Senior Industry Manager, Google) will examine partnerships with content creators, cultural relevance, and performance in 2027, including the growing influence of AI-powered tools, social commerce, and changes in content consumption habits.

The Academy will also examine how AI can enhance the return on investment in digital advertising in the session “A Guide to AI Applied to Digital Advertising .” Rikard Bildsten (Partner and Director of New Product Solutions at Havion Media), formerly Regional Vice President of Microsoft Advertising, will explore the trends driving the rapid transformation of digital advertising before presenting practical use cases and tools that participants can use to create their own marketing action plans.

Next, attention will turn to influencer partnerships during the " Beyond Publishing" chat . Ben Jeffries (CEO of Influencer) will explore how brands can build effective collaborations with content creators, from structuring agreements and defining the creative approach to identifying the business outcomes that matter, in addition to engagement metrics.

The Academy will conclude with the interactive workshop “Where would you spend $1 million today?” . Featuring Dean Akinjobi (CEO of Football Media), Hebert Luiz T Crespin Gaban (CMO of KBET and DEBET), Dawid Pożoga (CMO of STS), and Joseph Sancio (Director of Affiliate Partnerships at Hard Rock Digital), the session will challenge participants to allocate a hypothetical $1 million marketing budget across different channels, justify their choices, and compare how investment priorities change according to brand objectives and real-world performance indicators.

Access to the SBC Digital Marketing and CRM Academy is available exclusively through the Education+ Upgrade . Priced at €249, the upgrade can be added to any ticket and grants access to a selected Academy.

Education+ passes can be purchased as an add-on to all types of tickets for the SBC Summit and the Affiliate Leaders Summit.