Speakers

Aurora leads the Experimentation team at HelloFresh, where she’s focused on building a scalable experimentation platform and championing a culture of data-informed decision-making across the organization. She thrives at the intersection of metrics, experimentation culture, and cross-functional collaboration, driving initiatives that bring greater visibility and trust to the experimentation process. With over five years of experience in the field—and a background as a Product Analyst—her passion for data fuels the team's day-to-day momentum. Outside of work, you’ll likely find her on the padel court or staying active with just about any sport she can get into.

With an impressive career spanning 12 years in the energy industry, including her previous role as Head of Data Analytics & Engineering at E.ON, Franziska brings a wealth of expertise in branding, digital marketing, sales management, digital transformation, and data engineering and analytics. Leading a team of 19 talented individuals, Franziska plays a pivotal role in shaping L'Oréal's data strategy and fostering a data-driven culture within L'Oréal DACH. The CDAO team acts as business partners for all divisions, leading technical innovation, and championing best practices to drive and scale data solutions while promoting a data culture at L'Oréal DACH.

Juliana is rooted at the crossroads of data, experimentation, and collaborative product development. Spending more than a decade in digital marketing has sharpened her ability to turn data into strategies that drive product excellence and user centric innovation. She’s also a podcaster (co-hosts the Standard Deviation Podcast together with Simo Ahava), blogger and a Women Techmakers Ambassador.

Simo Ahava is a recognized expert on customizing web analytics and tag management solutions to improve the entire “life cycle” of data collection, processing, and reporting. His main areas of expertise lie with Google Analytics and Google Tag Manager, and Google has appointed him as a Google Developer Expert in these fields. He is especially interested in communication structures within organizations, as he firmly believes that communication breakdowns are the underlying cause to practically all data-related problems. Simo is particularly invested in demystifying analytics development work, and his main focus is on increasing awareness, skills, and critical thinking around data and development. Simo is a Co-founder (together with [Mari Ahava](https://www.linkedin.com/in/mariahava/)) of [Simmer](https://www.teamsimmer.com/), an online learning platform for technical marketers. He is also a partner and Co-founder at [8-bit-sheep](https://8-bit-sheep.com/), a digital services boutique. Among other things, Simo writes a popular blog on all things Google Analytics and Google Tag Manager development at [www.simoahava.com](https://www.simoahava.com/). An experienced speaker and prolific blogger, Simo can be seen and heard in conferences, product forums, support communities, and developer meet-ups alike.