Jim shared insights from more than a decade of leading HEINEKEN’s shift to digital commerce across 70+ markets, where today over €10B in revenue flows through digital platforms.

This conversation goes deep into:

• The real reason most organizations fail to transform
• Why change enablement must start before budgeting, not after resistance starts
• The hidden gap: middle-management alignment Why technology is only 30% of the workload, and the rest is people, process, communication, readiness
• How HEINEKEN structures teams to avoid siloed “digital vs non-digital” models
• AI in B2B today: real value vs hype, and why companies must fix data hygiene first
• What’s coming next as isolated AI use cases evolve into true business transformation

• Denis Clifford, Chief Customer Officer, Virto Commerce 
• Jim Macgregor, Head of Change Enablement for Global E-business, HEINEKEN