Adriana Lyon-Shaw

Senior eCommerce Advisor - UK Trade & Investment

UK Trade and Investments eCommerce Advisor speaking at eCommerce Worldwide Cross Border Summit

Adriana Lyon-Shaw is a senior e-Commerce Advisor at UK Trade & Investment, where she specialises in providing digital and e-commerce expertise to retailers as part of UKTI’s e-Exporting Programme.


She has previously worked at as Marketing and BD Manager for EMEA and Brazil implementing new market’s strategies, online and offline campaigns and traffic generation.


Adriana has over 15 years’ experience in marketing – both online and offline across various sectors with a strong flair for the digital space.


UKTI’s e-Exporting Programme is dedicated to helping UK’s businesses benefit from the global demand for British goods and services through online channels. Find out more at:

Nisreen Shocair

Nisreen Shocair has been the President of Virgin Megastore for the Middle East (VM), a division of Azadea Group Holding, since 2006. . Virgin Megastore Middle East is a leading entertainment brand and retailer in the region, synonymous with youth, trend, entertainment and culture.

Todd Wade

Todd Wade, a technology enthusiast and crazy about shoes, took on the role of Vice President of IT and eCommerce Europe for the global leader in lifestyle footwear and iconic brand Sketchers in September 2010 with a vision to develop technology systems to enable growth across the markets.

Dave Elston

Dave Elston has extensive retail and online experience at both HMV and Clarks. Initially at HMV, Elston launched a number of exciting online/digital initiatives before moving to Clarks. At Clarks, Dave set up the European eCommerce operation and has successfully launched five transactional websites across Europe.

Sally Heath

Sally Heath is the eCommerce Director at New Look and is responsible for trade across the UK and European websites. Sally spent over 15 years in fashion buying before specialising in eCommerce and loves the pace and innovation that the digital age has brought to retail. New Look’s eCommerce sales grew over 30% last year and has ambitious growth planned again this year both locally and internationally.

Geoff Scully

Geoff Scully was appointed Managing Director of Shop Direct Ireland Limited t/a Littlewoods Ireland, in 2005.

Cheryl Clifford

Cheryl Clifford is Head of International for Hobbs Limited where she is responsible for leading Hobbs’ international development and expansion. Her remit includes ensuring successful delivery of Hobbs’ international strategy by optimising all channels and maintaining brand integrity in all markets.

Mei Chen

Meifang Chen joined Alibaba to help European companies expand to Asia and develop new revenue streams. In her role, Meifang is capitalizing on her extensive experience in working with Fortune 500 companies in EMEA and the US in business development, sales and people management.

David Williams

David Williams is responsible for eCommerce and driving the digital product experience for Deckers Brands in EMEA fully overseeing UGG Australia, Teva and Hoka websites. With all online trading and direct online marketing under his responsibility, David investigates new ways of delivering digital experiences.

Jackie Hill

Jackie Hill is Head of International for JD Williams & Co where she is responsible for defining and delivering the strategy for market entry into new territories, delivering growth whilst managing profit impact, across multiple channels for JD Williams brands.

Nir Debbi

Nir has vast experience in strategic planning and business development, working for over 10 years in managerial positions in the high-tech and financial sectors.

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