Di Lyngholm
VP, Product & Growth Malachyte
Di Lyngholm has built a career at the intersection of ecommerce, customer experience, AI, and creative strategy. Over nearly 20 years, she worked brand-side in director roles from product development to marketing, then spent a decade as Director of Website (Ecomm) and Creative at HalloweenCostumes.com/FUN.com, scaling revenue from $50M to over $300M and working with major licensors including Disney and Hasbro. Di now brings that operator's perspective to the product side as VP of Product & Growth at Malachyte, a behavior intelligence company that helps ecommerce brands personalize the entire shopper journey — from search to product pages to recommendations — for every visitor, starting from their very first session, without relying on cookies or logins. Having spent years living the exact conversion and relevance problems Malachyte now solves, Di leads product with a rare vantage point: she's sat on both sides of the table. (In a full-circle twist, HalloweenCostumes.com — where she spent a decade in leadership — is now a Malachyte customer.) She's also co-host of Type A Unhinged, a podcast covering everything from AI, to CRM, and ecommerce strategy.
Monday, August 10: Summit Day
9:00 AM Search: Roundtable Host Introductions & Pitch
(3 rotations, 25 minutes each)
During this time, roundtables will be taking place. Hosts will lead back-to-back 25-minute-long conversations with new groups of retailers each rotation.
Table 1: Profitable by Design: Taking Strategic Control of AI-Driven Paid Search
AI has fundamentally changed who runs your paid search campaigns — but not who's responsible for the results. As AI takes over execution, the real competitive advantage shifts to the businesses that feed it better intelligence.
This roundtable explores what it takes to move from platform-driven to business-driven PPC. We'll discuss why most campaign strategies optimize for the wrong metrics and how injecting real business data, such as margins and return rates, transforms AI performance. Plus, we'll reveal why ROAS often masks true profitability and how to reframe it as a steering wheel rather than a north star.
We'll also examine the evolving role of Performance Marketing teams, from bid managers to strategic orchestrators who know how to use Google's control mechanisms to make the algorithm work for your bottom line.
Host: Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce
Co-Host: Lenka Vuksanovic, Customer Acquisition Strategist, Smarter Ecommerce
Table 2: From Findable to Profitable: Rethinking Search ROI
Search has quietly become one of the highest-leverage growth levers in ecommerce — and most teams still treat it like a technical checkbox instead of a revenue driver. In this roundtable, Di Lyngholm (VP of Product & Growth at Malachyte) leads a peer discussion on what it actually takes to turn search into a direct driver of traffic, conversion, and revenue.
Bring your wins, your failed experiments, and your open questions. Topics up for discussion include: how teams are measuring search ROI beyond rankings and traffic, what's changing as AI reshapes how shoppers find products, and where the biggest opportunities (and blind spots) are for brands right now. This session is built for an exchange of ideas among practitioners — not a lecture.
Host: Di Lyngholm, VP, Product and Growth, Malachyte
Table 3: Fospha
Host: Dom Devlin, Chief Product Officer, Fospha
Table 4: Google Ads Revenue: Insider Strategies from Industry Leaders
Join Ingvar Kraatz, COO of Bidnamic, and Sunil Gowda, CEO of Garmentory, as they share insights from Sunil's experience as a retailer using Bidnamic's strategies, along with success stories from Bidnamic's portfolio of eCommerce brands. Learn how these approaches have helped fast-growing retailers boost their Google Ads revenue.
Host: Ingvar Kraatz, COO, Bidnamic
Client Co-Host: Sunil Gowda, CEO, Garmentory
Table 5: Your Customers Are Asking AI Before They Ask You
50%+ of Shoppers use AI to find Best Product & Best Price. But 2.4% of AI responses will cite your brand, rest are 3rd Parties. Athena holds 33 million AI responses and will help you solve this exact problem.
Booth 512
Mon. (Aug 10th), Speaking @ Roundtables
Tues. (Aug 11th), Andrew Yan Speaking @ 3 pm
Host: Andrew Yan, CEO & Co-founder, AthenaHQ
Co-host: Peter Grant Harvey, Account Executive, AthenaHQ
Table 6: Engineering AI Discoverability: Turning Every Screen into a Storefront
AI is changing how consumers discover and buy products across search, streaming, and connected devices. Join Adeia's CTO Serhad Doken for a discussion on the technologies powering the next generation of retail, including AI-ready metadata, predictive content intelligence, agentic commerce & payments, clickable video, and digital wallet experiences. Learn how these innovations are helping make every screen shoppable while improving discoverability, attribution, and conversion.
Host: Serhad Doken, Chief Technology Officer, Adeia
9:05 AM Search: Kickoff Of Interactive Roundtables
(2 rotations, 25 minutes each)
During this time, roundtables will be taking place. Hosts will lead back-to-back 25-minute-long conversations with new groups of retailers each rotation.
Table 1: Profitable by Design: Taking Strategic Control of AI-Driven Paid Search
AI has fundamentally changed who runs your paid search campaigns — but not who's responsible for the results. As AI takes over execution, the real competitive advantage shifts to the businesses that feed it better intelligence.
This roundtable explores what it takes to move from platform-driven to business-driven PPC. We'll discuss why most campaign strategies optimize for the wrong metrics and how injecting real business data, such as margins and return rates, transforms AI performance. Plus, we'll reveal why ROAS often masks true profitability and how to reframe it as a steering wheel rather than a north star.
We'll also examine the evolving role of Performance Marketing teams, from bid managers to strategic orchestrators who know how to use Google's control mechanisms to make the algorithm work for your bottom line.
Host: Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce
Co-Host: Lenka Vuksanovic, Customer Acquisition Strategist, Smarter Ecommerce
Table 2: From Findable to Profitable: Rethinking Search ROI
Search has quietly become one of the highest-leverage growth levers in ecommerce — and most teams still treat it like a technical checkbox instead of a revenue driver. In this roundtable, Di Lyngholm (VP of Product & Growth at Malachyte) leads a peer discussion on what it actually takes to turn search into a direct driver of traffic, conversion, and revenue.
Bring your wins, your failed experiments, and your open questions. Topics up for discussion include: how teams are measuring search ROI beyond rankings and traffic, what's changing as AI reshapes how shoppers find products, and where the biggest opportunities (and blind spots) are for brands right now. This session is built for an exchange of ideas among practitioners — not a lecture.
Host: Di Lyngholm, VP, Product and Growth, Malachyte
Table 3: Fospha
Host: Dom Devlin, Chief Product Officer, Fospha
Table 4: Google Ads Revenue: Insider Strategies from Industry Leaders
Join Ingvar Kraatz, COO of Bidnamic, and Sunil Gowda, CEO of Garmentory, as they share insights from Sunil's experience as a retailer using Bidnamic's strategies, along with success stories from Bidnamic's portfolio of eCommerce brands. Learn how these approaches have helped fast-growing retailers boost their Google Ads revenue.
Host: Ingvar Kraatz, COO, Bidnamic
Client Co-Host: Sunil Gowda, CEO, Garmentory
Table 5: Your Customers Are Asking AI Before They Ask You
50%+ of Shoppers use AI to find Best Product & Best Price. But 2.4% of AI responses will cite your brand, rest are 3rd Parties. Athena holds 33 million AI responses and will help you solve this exact problem.
Booth 512
Mon. (Aug 10th), Speaking @ Roundtables
Tues. (Aug 11th), Andrew Yan Speaking @ 3 pm
Host: Andrew Yan, CEO & Co-founder, AthenaHQ
Co-host: Peter Grant Harvey, Account Executive, AthenaHQ
Table 6: Engineering AI Discoverability: Turning Every Screen into a Storefront
AI is changing how consumers discover and buy products across search, streaming, and connected devices. Join Adeia's CTO Serhad Doken for a discussion on the technologies powering the next generation of retail, including AI-ready metadata, predictive content intelligence, agentic commerce & payments, clickable video, and digital wallet experiences. Learn how these innovations are helping make every screen shoppable while improving discoverability, attribution, and conversion.
Host: Serhad Doken, Chief Technology Officer, Adeia
11:10 AM Search: Continuation of Interactive Roundtables
(3 rotations, 25 minutes each)
During this time, roundtables will be taking place. Hosts will lead back-to-back 25-minute-long conversations with new groups of retailers each rotation.
Table 1: Profitable by Design: Taking Strategic Control of AI-Driven Paid Search
AI has fundamentally changed who runs your paid search campaigns — but not who's responsible for the results. As AI takes over execution, the real competitive advantage shifts to the businesses that feed it better intelligence.
This roundtable explores what it takes to move from platform-driven to business-driven PPC. We'll discuss why most campaign strategies optimize for the wrong metrics and how injecting real business data, such as margins and return rates, transforms AI performance. Plus, we'll reveal why ROAS often masks true profitability and how to reframe it as a steering wheel rather than a north star.
We'll also examine the evolving role of Performance Marketing teams, from bid managers to strategic orchestrators who know how to use Google's control mechanisms to make the algorithm work for your bottom line.
Host: Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce
Co-Host: Lenka Vuksanovic, Customer Acquisition Strategist, Smarter Ecommerce
Table 2: From Findable to Profitable: Rethinking Search ROI
Search has quietly become one of the highest-leverage growth levers in ecommerce — and most teams still treat it like a technical checkbox instead of a revenue driver. In this roundtable, Di Lyngholm (VP of Product & Growth at Malachyte) leads a peer discussion on what it actually takes to turn search into a direct driver of traffic, conversion, and revenue.
Bring your wins, your failed experiments, and your open questions. Topics up for discussion include: how teams are measuring search ROI beyond rankings and traffic, what's changing as AI reshapes how shoppers find products, and where the biggest opportunities (and blind spots) are for brands right now. This session is built for an exchange of ideas among practitioners — not a lecture.
Host: Di Lyngholm, VP, Product and Growth, Malachyte
Table 3: Fospha
Host: Dom Devlin, Chief Product Officer, Fospha
Table 4: Google Ads Revenue: Insider Strategies from Industry Leaders
Join Ingvar Kraatz, COO of Bidnamic, and Sunil Gowda, CEO of Garmentory, as they share insights from Sunil's experience as a retailer using Bidnamic's strategies, along with success stories from Bidnamic's portfolio of eCommerce brands. Learn how these approaches have helped fast-growing retailers boost their Google Ads revenue.
Host: Ingvar Kraatz, COO, Bidnamic
Client Co-Host: Sunil Gowda, CEO, Garmentory
Table 5: Your Customers Are Asking AI Before They Ask You
50%+ of Shoppers use AI to find Best Product & Best Price. But 2.4% of AI responses will cite your brand, rest are 3rd Parties. Athena holds 33 million AI responses and will help you solve this exact problem.
Booth 512
Mon. (Aug 10th), Speaking @ Roundtables
Tues. (Aug 11th), Andrew Yan Speaking @ 3 pm
Host: Andrew Yan, CEO & Co-founder, AthenaHQ
Co-host: Peter Grant Harvey, Account Executive, AthenaHQ
Table 6: Engineering AI Discoverability: Turning Every Screen into a Storefront
AI is changing how consumers discover and buy products across search, streaming, and connected devices. Join Adeia's CTO Serhad Doken for a discussion on the technologies powering the next generation of retail, including AI-ready metadata, predictive content intelligence, agentic commerce & payments, clickable video, and digital wallet experiences. Learn how these innovations are helping make every screen shoppable while improving discoverability, attribution, and conversion.
Host: Serhad Doken, Chief Technology Officer, Adeia
2:25 PM AI & the Customer Journey: AI Demos - 4x
Join four cutting edge solution providers as they each give a ten-minute demo surrounding their AI specific technology.
1. Preparing Your Product Data for ChatGPT and Agentic Commerce
AI assistants like ChatGPT are becoming the new shopping interface, and most product catalogs aren't ready. But AI discovery is just the newest symptom of an old problem: sparse, inconsistent product data that also drags down site search, conversion, and the entire shopping experience. Learn what complete, structured product data looks like, why it's now table stakes across every channel, and how leading retailers are fixing it at scale.
- Understand how AI search and agentic commerce are raising the bar for product data quality
- Learn what complete, AI-ready product data looks like: structured attributes, accuracy, and provenance
- See how better product data drives results across AI discovery, site search, and conversion
- See real results from retailers who've enriched their catalogs at enterprise scale
- Identify quick wins to audit and improve your own product data quality
Ray Iyer, CTO & Co-Founder, Anglera
Amay Aggarwal, CEO & Co-Founder, Anglera
2. Shopvision
Paulina Petrina, Senior Director, Sales, ShopVision
3. Personalization Before the First Click
DTC brands are paying more than ever to win a click (CAC is up ~40% since 2023) only to drop that visitor into a generic storefront. Built by the team behind Spotify's recommendation engine, Malachyte uses Vector AI technology to predict user behavior and personalize search and recommendations for every shopper, including anonymous, first-time visitors. In this demo, see how retailers convert cold (even anonymous) traffic into double-digit revenue-per-visitor gains.
- How Malachyte's behavior intelligence leverages Vector AI to personalize search and recommendations on any digital surface without cookies or logins
- What "cold-start personalization" looks like in under 200ms, and why that matters given how much DTC traffic today is first time visitors and anonymous
- How merchandisers stay in control with tools to define rules, preview changes, and test/analyze results.
- Real RPV/conversion benchmarks from live customers that attendees can use to size their own opportunity.
Sidd Motwani, CEO & Co-Founder, Malachyte
Di Lyngholm, VP, Product and Growth, Malachyte
4. Why Winning on Amazon Requires a New Decision-Making Model
Buy Box losses, excessive fees, inefficient media spend, pricing pressure, supply chain disruptions, and out-of-stocks—profitable growth on Amazon has never been harder. More data, more tools, and more headcount haven't solved the problem because traditional decision-making wasn't designed for today's pace and complexity. In this session, you'll learn why the traditional model is breaking down and, through a live demonstration of Cogentiq e-commerce, Fractal's AI-native commerce engine, see how continuous AI reasoning across 70+ business signals compresses the cycle from detection to decision to execution—from days to minutes.
- Recognize why traditional decision-making models can no longer keep pace with the speed of change on Amazon and the specific ways they break down.
- Identify the capabilities that matter most when evaluating AI solutions for digital commerce, from continuous cross-signal reasoning to closed-loop execution.
- See how Cogentiq e-commerce extends team capacity by continuously monitoring, reasoning, and acting across the business — compressing detection-to-execution from days to minutes.
Prabal Chaudhri, Head of AI Products, Fractal
Check out the incredible speaker line-up to see who will be joining Di.
Download The Latest Agenda