Headless has become the buzzword du jour in the enterprise content and commerce solutions marketplace. London Calling – The Headless Summit brought together the world’s leading businesses to describe what it means to 'run headless', and what the benefits of 'going headless' really are.


London Calling: Headless Summit Content

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Headless Content & Commerce
Mike Lowndes, Sr Director Analyst - Gartner
Opportunity to streamline content globally 
Charlie Cole, Chief Global eCommerce Officer - Samsonite
How headless has helped productivity & efficiency 
Melissa Liotus, Director, eCommerce Brand & Marketing
Katie Patt, Manager eCommerce Brand & Marketing
James Conroy, Senior Interactive Developer
- Crate & Barrel
Best in Class Experiences in a Mobile-First World and what that means for your technology decisions 
Christina Brennan, Mobile Lead - Google
A journey to headless
Casey Zils - IT Project Manager
Ádám Gőbl - Lead Developer
- World of Books
CTO Panel - Vision, opportunity, and the evolution to headless
John Williams - Amplience
Pavel Veller - EPAM
Ivo Bronsveld - Commercetools GmbH
In Closing - The state of headless and where we go from here
Brian Walker, CSO - Amplience
Ádám Gőbl - Lead Developer, World of Books
Ádám is a software developer with over 10 years experience across software engineering and team leadership. Before working as leading the website team at World of Books he gained experience in governmental and multinational businesses.
Brian Walker – Former CSO, Amplience
Brian Walker brings more than twenty years of experience in digital and omnichannel commerce, content, marketing, and customer experience solutions to Amplience. Most recently, Brian led global strategy for Accenture’s commerce and cx practice, with a focus on driving strategic commerce, content, and cx solutions for Accenture’s many global clients. Prior to joining Accenture, Walker served as a Chief Strategy Officer at SAP where he led strategy, marketing, channel and corporate development for the SAP Hybris and the Customer Engagement and Commerce business unit. Brian was a key member of the Hybris software leadership team, leading strategy, prior to SAP’s acquisition of Hybris. As Vice President and Principal Analyst at Forrester Research, Walker has authored many market defining reports in online and omni-channel commerce, in addition to having held senior roles at Expedia, Amazon, Otto Group, and Eddie Bauer in the past.
Christina Brennan - Mobile Lead, Google
Christina is a Mobile Lead at Google with a core focus on agencies and consultancies. Prior to joining Google, Christina worked as the Director of Analytics & Business Strategy for Huge, an experience agency working across the US, London and Singapore. As a Mobile Lead for the UK, she works with Google’s agency partners on their clients’ mobile web strategy as key digital behaviours shift toward a mobile-first world. This involves supporting top partners in driving best-in-class mobile web experiences by driving best practices in UX and performance. Core to her role is evangelising next gen web tech, including Accelerated Mobile Pages and Progressive Web apps.
Charlie Cole - Chief Digital Officer, Samsonite
Charlie Cole joined TUMI in 2015 as the Company’s Chief Digital Officer. In this role, Mr. Cole is responsible for overseeing and developing the brands’ national and international e-commerce and digital platforms. Since Samsonite’s acquisition of Tumi in 2016, Charlie has also taken the role of Global Chief eCommerce Officer for Samsonite Corporation – which includes oversight of global strategy for brands such as Samsonite, American Tourister, Hartmann, Gregory, High Sierra, eBags, Speck and others. Mr. Cole brings a mix of entrepreneurial and institutional knowledge to the Company with success in both fields, and a focus on creating structures to empower creativity driven by energy and objectivity. Prior to joining TUMI, Mr. Cole held various leadership positions, including serving as CEO of The Line, and head of e-commerce for Lucky Brand and Schiff Nutrition, the largest acquisition of a VMS company in the history of Wall Street.
Casey Zils - IT Project Manager, World of Books
Casey has worked in the digital world, both permanent and freelance, for over 15 years and joined the World of books in March 2018. The experience has been around B2B retail, financial, governmental, health and holiday for some global leading agencies and businesses.
Ivo Bronsveld – Head of Integrations, commercetools GmbH
Ivo is Head of Integrations at commercetools. He has many years of industry experience, having worked in technical and non-technical roles at several industry leading companies. Right now, he is working with the commercetools tech partners to build out the integration marketplace.
James Conroy - Senior Interactive Developer, Crate & Barrel
James is a Senior Interactive Developer for Crate & Barrel's digital brand team. After a decade working in content marketing, James shifted careers and now specializes in UX/UI, web accessibility and personalization and testing at Crate & Barrel and its sister company CB2.
James Brooke – CEO, Amplience
James founded his first internet company in 1994, and since then has been at the forefront of interactive media and ecommerce, as an entrepreneur, and as a leader in the most innovative global agencies and consultancies. As CEO and co-founder of Amplience, the leading cloud-based merchandising and marketing platform, James is committed to transforming the economics of interactive media production for retailers and brand owners.
John Williams – CTO, Amplience
John is responsible for Amplience’s research and development and has a track record of matching technical innovation with business strategy. John was previously CTO and Head of Technology at LBi, the global digital agency, and has an MBA from Imperial College
Katie Patt - Manager of eCommerce Brand Marketing, Crate & Barrel.
Katie drives the on site marketing strategies and execution while overseeing the day to day operations of the digital brand team. Katie leads the team's testing and personalization, championing an always on testing approach and creating process to enable scaling of personalization across the site and to multiple segments.
Melissa Liotus - Director of eCommerce Marketing & Merchandising, Crate & Barrel
Melissa has been in the industry 15+ years with experience in both brick-and-mortar and online retail. Melissa currently leads the eCommerce marketing and merchandising teams overseeing on site marketing, content, promotions and site merchandising for Crate & Barrel and the recently launched Crate & Kids brand across the sites/app. Melissa is an advocate for a customer focused and data driven approach to creative and content with a passion for creating experiences that both elevate the brand and drive sales.
Mike Lowndes – Sr Director Analyst, Gartner
Mike Lowndes is a digital commerce technology expert, including topics such as architecting a commerce site, digital commerce platforms, APIs, search and content management for commerce. Dr. Lowndes has two decades of experience in digital commerce, web content management, search, and overall software development leadership and architecture.
Pavel Veller - CTO, Digital Engagement Practice, EPAM
Pavel is a polyglot technologist with 20 years of diverse experience building and releasing complex software systems and products for the web using Java, C#, Ruby, JavaScript and everything in between. At EPAM Systems Pavel is driving digital technology innovations and R&D aimed at helping EPAM’s customers with their digital transformation efforts.
Amplience is a modern, headless, API-first, cloud-native CMS solution. Our entire solution is based on microservices. Every feature in our UI uses one or more microservices, and automation, and integrations are also developed entirely using these services. Amplience integrates with both legacy single-tenant commerce platforms and headless commerce platforms.
Our solution is flexible to any commerce platform and ideal for businesses that are looking to transition towards a headless path partly or fully. Amplience dramatically simplifies how clients plan, create, manage, and deliver content. With a modern API-first approach, the Amplience solution can unleash the creativity and productivity of content and technology teams. Amplience serves more than 200 of the world’s leading businesses including Crate and Barrel, Heritage Parts, Boohoo, Mulberry, BMC, and TUMI. For more information on the Amplience solution, please visit

commercetools is a next-generation software technology company that offers a cloud-based, headless commerce platform, providing the building blocks for the new digital commerce age. Our leading-edge API approach helps retailers create brand value by empowering commerce teams to design unique and engaging digital commerce experiences everywhere – today and in the future. Our agile, componentized architecture improves profitability by significantly reducing development time and resources required to migrate to modern commerce technology and meet new customer demands. It is the perfect starting point for customized microservices.
Visualize through headless. Be that brand. The one with amazing customer experiences. The one with a killer front-end you can control and change as fast as you want. The brand with shoppable content across every imaginable channel including social, voice, or augmented reality. Whatever experience you can visualize, you can deliver at MACH1 speed with the headless commercetools platform.
commercetools was founded in 2006. Since September 2014, commercetools is a daughter company of REWE digital GmbH and thus is part of the REWE group. With offices in Germany (Munich, Berlin, Jena), the Netherlands (Amsterdam), UK (London), and the United States (Durham/North Carolina), B2C and B2B companies from across the globe – including well-known brands such as Bang & Olufsen, Carhartt WIP, Cimpress (e.g. Tradeprint), Express, and Wizards of the Coast (Hasbro) – trust commercetools to power their digital commerce business.
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To succeed in today’s hyper competitive environment, retailers are expected to constantly deliver fresh, personalized and exciting content, that supports the buying process, across all channels.
To succeed in today’s hyper competitive environment, retailers are expected to constantly deliver fresh, personalized and exciting content, that supports the buying process, across all channels.
To succeed in today’s hyper competitive environment, retailers are expected to constantly deliver fresh, personalized and exciting content, that supports the buying process, across all channels.
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