ICIEMC 2025
ICIEMC 2025 will take place on Friday, July 4 (morning and afternoon) and on Saturday, July 5 (morning), and is organized in virtual format.
The final program is available here: Programme-ICIEMC-2025 July 2 FINAL.
All times are in Lisbon time zone (WEST – Western European Summer Time – UTC/GMT +1 hour), one hour earlier than Central European Time (Germany, Spain etc.).
All sessions will take place via Zoom, and all registered participants will receive by email the Zoom links to the sessions.
Here you may know the Luminary Speakers of ICIEMC 2025!
Day 1: July 4, 2025
10:30 – 10:40 Opening Session & Practicalities | ICIEMC Chairs
10:40 – 12:00 Parallel Sessions (Papers and Theses) | Simultaneous Virtual Rooms: Moliceiro, Farol & Ria
Luminary Speaker
12.00 – 12.45 Gustavo Reis – Marketing Performance in Practice: How Data-Driven Media Mix Analysis Drives Retail Growth at Leroy Merlin Brazil
Moderators: Irina Amaral, Sandra Filipe & Teresa Aragonez | Main Virtual Room
Gustavo Reis is a Marketing Performance Specialist and data analysis expert with extensive experience in digital transformation. He holds a master degree in Marketing and Digital Communications and currently works at Leroy Merlin, where he leads data-driven initiatives across digital and offline channels to optimize marketing performance. Previously, as a Product Manager and Business Intelligence specialist at Pearson, he spearheaded digital transformation projects in the education sector, implementing agile methodologies and OKRs to develop market-focused solutions. His work focuses on transforming complex data into strategic decisions that enhance customer engagement and business performance.
12:45 – 14:30 Enjoy Your Own Lunch!
Luminary Speakers
14.30 – 15.15 Miguel Magalhães – Consumer strategy in practice: How Tampax UK turned around a 5-year category decline
Moderators: Irina Amaral, Sandra Filipe & Teresa Aragonez | Main Virtual Room
Miguel Magalhães is a consumer strategy specialist, a lecturer and a PhD candidate in Management. He studied Marketing Management at IPAM – The Marketing School, where he co-founded a Junior Enterprise and became a lecturer. He spent most of his career as a brand manager at Procter & Gamble, in the UK, managing Tampax and later Fairy. He has recently moved back to Portugal, where he is currently working at Nespresso, and taking a PhD specializing in Strategic Management and Marketing.
15:15 – 16:00 Marcos Castro – FULLVENUE: Our Startup Story and the Road Ahead
Moderators: Irina Amaral, Sandra Filipe & Teresa Aragonez | Main Virtual Room
Marcos is the Co-Founder of FULLVENUE, where he harnesses Artificial Intelligence to help brands identify and activate the audiences that truly matter. He leads the Postgraduate Program in AI for Marketing at IPAM, invests in startups as an angel investor, and is a strong advocate for a culture of experimentation to unlock the potential of both teams and ideas.
His portfolio includes work with leading brands and organizations such as Prozis, Critical TechWorks, Top-tier football clubs including Inter Milan, AS Monaco, AS Roma, Sevilla FC, FC Porto, SL Benfica, and Sporting CP, RFM SOMNII, one of Portugal’s largest music festival..
16:00 – 16:15 Short Coffee Break (Get Your Own Coffee :))
16:15 – 17:30 Parallel Sessions (Papers and Theses) | Simultaneous Virtual Rooms: Moliceiro, Farol & Ria
End of Day 1
Day 2 – July 5, 2025
09:30 – 10:45 Parallel Sessions (Papers and Theses) | Simultaneous Virtual Rooms: Moliceiro & Ria
10:45 – 11:00 Short Coffee Break (Get Your Own Coffee :))
11:00 – 12:15 Parallel Sessions (Papers and Theses) | Simultaneous Virtual Rooms: Moliceiro, Farol & Ria
12:15 – 12:30 Wrap-up Session & Awards (Best Paper & Best Thesis) | Conference Chairs
End of conference – See you in 2025!