WEBINAR
Decoding the Data Shaping 2026 Holiday Strategy
Holidays are the one season people want to be marketed to, forwarding the ads they love and screenshotting the ones that land. That kind of attention is rare, and the brands earning it in 2026 have long been thinking about how. This session breaks down the data, consumer behaviour, and creative decisions shaping 2026 holiday strategy, from how creative choices affect performance to what brand leaders are learning as the season unfolds. Adobe experts bring the research and pattern recognition behind a holiday plan built on what works for some of the world’s biggest brands.
In this session, you'll learn how to:
• Ground your 2026 holiday plan in new research on shifting shopping behaviour, including how shoppers are weighing value and discovering products across more channels than before.
• Examine how leading brands are adjusting creative and media strategy to meet shoppers who are weighing more options with tighter budgets, from message sequencing to how they test creative before committing spend.
• Put Adobe's AI-powered tools, including Adobe Brand Intelligence, to work producing and adjusting holiday creative faster as trends and performance data shift.
Please share your contact information to view the webinar
Speakers
Philip Armstrong
VP Insights & Analytics, DaaS
Philip Armstrong is VP of Insights & Analytics at Adobe/Semrush, where he leads the Behavioural Consumer Journey (BCJ) framework - a cookie-free approach tracking the complete consumer journey across search, social, and AI platforms. Previously Executive Director of Global Marketing Science at Nike, he brings an MBA and over a decade in digital media, with a proven track record driving data science and analytics for some of the world’s leading brands, including Sony and Nielsen.
Veronica Dumitrescu
Head of EMEA Content Strategy
Veronica Dumitrescu is Head of EMEA Enterprise Content Strategy at Adobe. With more than 13 years at the company, she has led teams that built powerful demand engines and launched campaigns that turned awareness into pipeline. Most recently, her focus has been landing the first large Enterprise OOH campaign in EMEA. Today, she leads the content strategy function charged with making Adobe’s enterprise story land locally, embedding true localisation across every EMEA campaign and event. Passionate about lifting others, she has mentored marketing talent across the years, including as a peer mentor with The Marketing Leadership Masterclass and at Cannes Lions.
Marta Frattini
Director of Strategic Business Development
Adobe's Global Industry Strategy and Marketing Lead for Retail & Consumer Industries, Marta Frattini brings over 20 years of experience spanning both brand-side leadership and technology strategy across North America and Europe. Before Adobe, she held senior CRM and digital strategy roles at Gap Inc. and Brooks Brothers, driving customer experience and ecommerce transformation. She now partners with leading retailers to translate consumer behaviour and emerging technology into measurable growth and sharper holiday strategy.
Reid Nelson
Data Science Engineer
Reid Nelson is a Data Science Engineer with Adobe Digital Insights, where he analyzes one of the industry’s largest repositories of online transaction data to uncover emerging trends in consumer spending, pricing, and shopping behavior. His work helps shape Adobe’s insights into the digital economy, including how consumers shop and spend during major retail moments such as the holiday season.
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