Innovating the customer journey

25 April 2024

4:30 – 6:00pm (BST)

Central London & virtual



4pm: In-person arrivals

4:30-6pm: Roundtable

6-7pm: Drinks & networking

How people find, acknowledge, become educated about and ultimately purchase a product or service is changing all the time, and can vary hugely by geography, demography, and so on.

Many brands still believe this journey to be linear, but that is rarely- if ever- the case.

To bring consumers down the many paths towards buying something, brands must be ahead of the pace of change and ready to change tack on short notice.

In this session, our expert partner Allison will share how brands can not only take command of the best channels to reach their audiences, but also continuously reimagine customer engagement to break through the clutter and capture people’s attention.

We will also get insights into Zoe’s growth journey and how it has amassed a community of passionate users, and how Virgin Atlantic uses data to track how people engage with the brand.

Dan Whitney


Dan Whitney – MD, Marketing Innovation Team @ ALLISON

Dan has spent the past 24 years working with some of the world’s most high profile artists, brands and tech companies.

The thing they all have in common is a desire to create stories which connect with their audience. Whether it’s music, advertising, digital strategy or influencer engagement, Dan has worked across the landscape; managing campaigns, strategies and individuals.

Dan oversees integrated marketing for Allison across Europe and Asia, leading a team of digital strategists, data analysts, performance marketers, designers and producers to tell compelling brand stories.

With Dan’s guidance and mentorship, the team consistently delivers creative communications programmes to solve business issues for clients in healthcare, travel, technology and many more, never shying away from challenging the status quo.

About Allison

Allison is a leading global marketing and communications agency driven by a collaborative approach to innovation and creativity.

By taking an innovative perspective, every initiative, campaign, launch or proposal, encourages clients to let their brand up for air, take a deep breath and make an impact. By putting influence at the centre of their programming, turning ideas upside down to help clients remove the shackles of convention, define their own set of rules and find the compelling centre.

Viktoria Tchoudakov


Viktoria Tchoudakov – VP of Growth and Marketing @ ZOE

Viktoria is VP Marketing & Growth at ZOE, the science & nutrition company on a mission to improve the health of millions by helping people make the smartest food choices.

Viktoria started her career in strategy consulting and spent the last 15 years driving growth in Google, and then at iwoca, the small business lender.

About Zoe

ZOE combines scientific research with cutting-edge AI to improve the health of millions.

We are a remote-first, well-funded scale-up created by the world’s top scientists and backed by founders, investors, and entrepreneurs who have built multi-billion dollar tech companies.

Our personalised nutrition program radically reimagines a fundamental human need – eating well for your body. Currently available in the US and the UK with a waitlist of over 300,000 people, ZOE is already helping tens of thousands of its members adopt a healthier lifestyle.

Kirsten Shaw


Kirsten Shaw – Business Intelligence Lead @ VIRGIN ATLANTIC

Kirsten has over ten years’ experience in digital marketing, customer insight, and data.

Joining Virgin Atlantic Holidays in 2017, and transitioning to Virgin Atlantic in 2020, Kirsten leads on enhancing the customer experience through deep understanding of customer behaviour and market dynamics.

Kirsten is also pivotal in developing the businesses customer data models to provide further insight into the customer journey and relationship with the brand.

Prior to this, Kirsten worked for digital marketing agencies, specialising in unravelling the intricacies of consumer behaviour and the impact of digital marketing strategies.

About Virgin Atlantic

Virgin Atlantic first took to the skies in 1984 to shake things up, bringing a sparkle of red, a touch of wit and a passion for flying to the grey world of airlines. We fell in love with creating the best experience in the skies for our customers, and they fell in love with us right back.

Since then we’ve become Britain’s second largest carrier, seamlessly connecting our customers to over 350 cities across North America, Europe and the UK.

Today, we want to empower everyone to take on the world. The customers we proudly fly and our people who go the extra mile. As we embark on a brand spanking new era of travel, it gives us more opportunities to do things differently and lead the way with fresh ideas. This means becoming more sustainable for our planet and our destinations, and working hard to make travel open to everyone, no matter who you are, who you love or where you go.

This meeting is open to Innovation Partnership members and partners. If you are a board member / C-suite / senior leader and wish to apply to join please email