Confirmed Speakers



Anti OravModerator and our host in Tallinn:
Anti Orav
has been involved in the Baltic FMCG business the last 18 years. He started his career in 1995 as Sales and Marketing manager at AS Põltsamaa Felix in Estonia.

Last 9 years he acted as CEO of the same company.Working for several ORKLA group companies (Board Member of AS Kalev in Estonia and SIA Spilva in Latvia) offered a valuable knowledge of the industry and markets around the Baltic sea.  Anti has also been involved in the ECR initiative in Estonia and is a Board Member of the Estonian Food Industry Assotiation.

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Jorma RautanenJorma Rautanen, Prisma, ECR Baltic Board member
Jorma Rautanen is a commercial director of Prisma Peremarket Estonia.
He's responsible areas are Purchasing department (FMG and hard goods) IT, and logistic.
Jorma have been working in retail business for more than 15 years, most of it in Finland. He has strong background in category management from Finland. He has been also in ECR Scandinavia forums. Jorma has also lot of knowledge about logistic in Finland. He has developed FMG logistic with Inex partners in Finland.
Jorma has also been as a buyer in hard goods sector so he understands also the difference between FMG and hard goods in many ways.

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Vincent Carton


Vincent Carton, CEO ECR Europe
14 Years experience in FMCG (Unilever) in Marketing & Sales with passion for retailing.
French speaking Belgian fluent in Dutch and English experienced in leading teams and teaching in 2 Universities (UCL & FUNDP) in retailing, e-commerce, Strategic & Operational Marketing.


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Morten Hansen 

Morten Hansen, Stockholm School of Economics in Riga & NMS Consulting.
Morten Hansen is Head of Economics Department at the Stockholm School of Economics in Riga and Director of NMS Consulting. Morten Hansen is a Danish citizen but a Permanent Resident of Latvia and has lived there since 1993. He often comments on and analyzes, nationally as well as internationally, the Baltic economies.


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Ken HughesKen Hughes, who is one of Europe’s leading FMCG shopper and consumer behaviouralists. Over the past 12 years, as the founding Director of Glacier Consulting, he has pioneered developments in shopper behaviour insight, particularly in the fields of ethnography, ethnomethodology and biometric shopper research.  His expertise in these fields, together with strong knowledge from his consultancy experience in Category Management and Shopper Marketing, results in a strong client base across retailers, blue-chip suppliers and third party agencies. He is a part-time lecturer in Consumer Behaviour in University College Cork, and a regular invited keynote speaker at international industry conferences. His interests extend to neuromarketing and behavioural economics, with particular focus on their application to shopper motivation theory.  ECR_Speaker_Brochure_Ken_Hughes.pdf


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Jukka JokirantaJukka Jokiranta, Focusit Finland
Jukka is a recognized cooperation process and Category Management expert in consumer goods industry and one of the first ECR Learning Programme Partners. Jukka has delivered several consulting projects in retailer-manufacturer cooperation and business development with multinational consumer goods companies in Finland, Russsia and Baltics. Jukka has over 10 years experience in sales and business process development from different industry sectors. Jukka holds an MSc in Industrial Engineering and Management.


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Mika Ylinen

Mika Ylinen is currently working as development manager at  Prisma Peremarket Estonia. Among other, he has been responsible for several retail-manufacturer cooperation projects during last years. Mika has over 25 years of experience from retail sector through several functions in different retail chains in Finland and Estonia. His main tasks during past years has been developing data based IT-tools to support decision making and category management work.

As well managing and developing internal and long business processes among retailing is familiar for him. Now enthusiastic to direct also Estonian retail industry to more collaborative and customer orientated  thinking.


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Aurimas DraugelisAurimas Draugelis,  Coca-Cola HBC Baltics Commercial Insights Manager Baltics

2006- 2011: The Nielsen Company
Client Sales and Services Executive, Latvia and Lithuania
Retailer Services Executive, Lithuania
2003-2006: Procter & Gamble
Business Analyst and Interactive Marketing Manager, Poland/Baltics

Education 2000-2003: Stockholm School of Economics in Riga, Latvia
B.Sc in Economics and Business Administration

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Merje KipsMerje Kips , Saarioinen Eesti OÜ, Development &Quality Manager

She started her career in 1995 as Supply Chain Manager at Salutaguse Pärmitehas AS. Last 4 years she has worked as Development & Quality Manager at Saarioinen Eesti OÜ. She has good knowledge of industry, product development and category management.

Topic: Category Management on ready made food sector form production side.

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Anders Ladefoged

Anders Ladefoged is the Senior Public Affairs Manager of AIM – the European Brands Association, one of the founding signatories of the European Supply Chain Initiative. Anders is managing AIM’s policy committees on competition & legal affairs, consumer policy and digital agenda. Anders is also horizontally responsible for AIM’s Communication and Advocacy efforts towards the European institutions and other stakeholders. Previously Anders held several positions at the Confederation of Danish Industries, incl. director of Business Law & CSR as well as International Market Policy. Anders is a lawyer by training and worked in private practice at the start of his career.

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Ruediger HagedornRuediger Hagedorn, The Consumer Goods Forum
Since 2009 Ruediger Hagedorn runs several Key Collaborative Future Value Chain Projects at The Consumer Goods Forum (Paris).
He is a multi-lingual specialist in Operation Research and Logistics and has 20 years of supply chain, information technology and international process standards development experience with MABEG, L'Oréal, Roche Diagnostics, ECR/GS1 Germany, The Global Commerce Initiative and The Consumer Goods Forum.

Topic: Digital Emergence

- View of Key Megatrends: Identify key megatrends likely to have the greatest impact on the consumer goods and retail industry in the coming decade
- Develop concrete collaborative (non-competitive) industry initiatives to respond to these megatrends
- Drive Industry Implementation: Build action plans to move these initiatives from theory to reality.

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Helle Hammer

Hele Hammer is the CEO of Telema, the largest EDI operator in the Baltics. Previously, she served as the CFO and management board member of Amserv, a group of 14 car dealerships in Estonia and Latvia. Hele has been a renown lecturer  at the Estonian Business School since 1997.  In 2003, Hele got her PhD in Economics from the Tallinn University of Technology. Lately, she has focused on teaching graduate students and executives using the case method, her interest areas include supply chain management and business intelligence. In February 2012, she was appointed  the Head of Chair of the Supply Chain Management at the Tallinn University of Technology.

Topic: Learning from Experience: Mistakes to Avoid in Implementing EDI


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Gristel TaliGristel Tali, Tallinn University of Technology
Gristel is teaching Supply Chain Planning at the Tallinn University of Technology SCM masters program and is a member of the Estonian Purchasing and Supply Chain Management Association. Gristel has been involved in development of Supply Chain Management information systems focusing on production companies for more than 10 years. Gristel has served as the COO of Columbus Estonia and CEO of BCS Itera. Currently she is holding the HR Director's position in Estonian Energy.




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Jaroslaw Bogusz

Jaroslaw Bogusz, Global Account Manager, Retailer Direct Data Solutions, Nielsen Italia.
Jaroslaw Bogusz has worked for FMCG sector for 20 years (BAT, Sara Lee, Nielsen) on a few senior operational positions. He has worked for the Nielsen Company since 2003 in: Poland, Czech Republic, Slovakia and Italy. He is an experienced consultant in sales management and in the process of effiecient collaboration between retailers and suppliers. Ran many projects using market intelligence to improve retailers and manufacturers effiecient business dialogue. He is responsible for Nielsen projects: OSA (On Shelf Availability) across the region. OSA solution gives to retailers and suppliers ability to identify, monitor and act daily on the ‘root causes’ of availability problems.

Topic: On Shelf Availability (OSA) projects. Benefits for retailers and suppliers.

- What are the main issues in the final stage of supply chain to influence OSA?

- How to limit Out of Stocks in order to improve retail sales?

- Illustrations from real business cases.

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Paul TaylorPaul Taylor joined EYC in 2012 to head up sales to CPG manufacturers and new retailers. Prior to EYC, Paul was with Catalina for 14 years where he orchestrated CRM strategies and campaigns for leading retailers and manufacturers as Managing Director of Catalina in the UK and then in France. He was also previously at IRI in France, Commercial Manager at Scottish & Newcastle Breweries in the UK and IMPAC consulting in Germany and Austria.



Andrius KalasinskasAndrius Kalasinskas, Business development director, New Vision
Profile: Responsible for Consulting and Shopper marketing business development in the Baltics, Russia and Finland. 8 years experience in Retail technology projects in different countries.

Topic: “Customer Centric Retailing

•    How Customer Insight can be collected and used on 4Ps
•    Managing omni-channel retailing – Drive / Click & Collect
•    Managing omni-channel promotion - Lwallet mobile application in Baltics


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Nuno FernandesNuno Alexandre Fernandes, Saphety International markets manager for the business development in EMEA and Central Asia region. More than 10 years of professional background oriented within the ITC sector, from IT strategy to project managing of eProcurement, eSourcing and EDI services implementations, collaborating with major IT consultancy companies such as Deloitte and Novabase.
Latest has been also involved with several projects with GS1 organizations namely GS1 Denmark, GS1 Sweden and GS1 Finland.
Degree in Computing & Business Management from ISCTE (Portugal) and BA on Hospitality Management from Manchester Metropolitan University (UK).

Topic: "Dematerialization of Dispatch advice: The new step for Supply Chain optimization."
o    The electronic use of dispatch advise;

o    Portugal case – electronic dispatch advise with legal value;
o    The 4 documents model in Baltic states.


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Zane Silina

Zane Silina, Project Manager, RIMI Baltic

Zane is responsible for pan-Baltic project management at RIMI, leading strategic projects focused on improving cooperation and communication efficiency between RIMI and suppliers. Zane has graduated from the Stockholm School of Economics in Riga and apart from retail experience also has a background in finance. Zane will present and share the conclusions from RIMI Data Pool pilot, a project that was run to test product masterdata exchange with suppliers using GDSN Data Pool system - data synchronisation solution that is yet to be introduced to the Baltic market.

Topic: RIMI Data Pool pilot project - lessons learned

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Eve JurisooEve Jürisoo , Key Account Manager, Põltsamaa Felix AS.

Eve has been working at Põltsamaa Felix more then 19 Years. Most of this time she worked in Marketing Deparment as Product Group Manager, last 2 Years she is reponsible for company sales in Estonia.
Eve participated in Rimi Data Pool pilot project from suppliers side and she will share her conclusions.





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David Lyon

David Lyon is Business Development Manager - Europe for 1WorldSync with responsibility for relationships with the GS1 Member Organisations in the region, major FMCG companies like Unilever and Reckitt Benckiser and retailers like Tesco and Asda Wal Mart. David has been pleased to be working with Rimi, Prisma, some of their suppliers, GS1 and Edisync on a datapool pilot in the Baltics and will be touching on this in his speech at ECR Baltic. Prior to 1WorldSync, David was at Accenture and GS1 UK.



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Steven McGheeSteven McGhee is the Director, Customer Solutions EMEA & Asia Pacific for CHEP. He leads a team of supply chain experts who work with CHEP’s largest customers to increase supply chain efficiency and service levels, whilst reducing the cost and environmental impacts. Steven has spent 24 years in the FMCG supply chain in commercial and operational roles and prior to joining CHEP, was at GE Capital. Steven is also a guest lecturer and advisory board member at Lancaster University.



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Rafal TrydenskiRafal Trydenski, CEO Unilever Baltic
- What Unilever Sustainable Living Plan is about.
- How Unilever has put sustainability at heart of the business.
- Progress on the Unilever Sustainable Living Plan after 2 years
- Sustainable Business Model in Unilever




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Mateusz BorutaMateusz Boruta, Managing Director, ECR Poland.

Honestly believes that good cooperation between trading partners is beneficial and helps growing faster. Professionally creates environment for better dialogue and more efficient collaboration of companies through the unique platform – ECR organization (Efficient Consumer Response).
Mateusz is co-author of optimisation programmes for value chains as well as single enterprises, mostly within FMCG industry. Among the effects of his work are practical tools and knowledge supporting removing non-value-bringing costs from the supply chains.
With combined logistics & marketing background, he is a successful consultant and trainer.

In private life – avid mountain climber and trekker, biker and photographer.

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Edgars PentjussEdgars Pentjuss, Managing Director, ECR Baltic
(Efficient Consumer Response Initiative in the Baltic States).
Previously he has worked for GS1 Latvia whereas he was in charge of barcode verification LAB, EDI (eCom), MobileCom projects and ECR Baltic Coordination. Edgars has a broad cross Industry experience running number of e-commerce projects in banking and finance. He started his career in IT for shipping industry responsible for container application introduction and EDI. He has studied Port Management and European Business Studies at Antwerp Business School. Now passionate about innovations and shopper engagement technologies.



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to be updated soon!

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ECR Baltic Forum 2013, Tallinn, Estonia

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