Reem Seghairoun

Meet Reem Seghairoun: the leader who moves organisations beyond "measuring the business" to actively shaping it through data monetisation and AI. Currently the Vice President of Global Digital Transformation Strategy at Mondelēz International, Reem has spent over 20 years proving that digital transformation isn't a cost center, but a growth engine. She specialises in turning "messy signals" from millions of consumers into lasting competitive advantages.

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🏗️ 𝐀𝐫𝐜𝐡𝐢𝐭𝐞𝐜𝐭𝐢𝐧𝐠 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝟑𝟔𝟎

Reem is a master of the "long game." During her decade-plus tenure at VF Corporation, she spearheaded the transformation for global powerhouses like The North Face, Vans, and Timberland. She didn't just implement tools; she launched Digital Consumer 360 platforms that reached over 100M consumers. Her philosophy is built on "fresh problems" where she famously selected brands with the most complex challenges to pilot new technologies like CDPs, ensuring that if it worked there, it could scale anywhere.

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🌍 𝐃𝐚𝐭𝐚 𝐌𝐨𝐧𝐞𝐭𝐢𝐬𝐚𝐭𝐢𝐨𝐧 𝐚𝐬 𝐚 𝐂𝐚𝐩𝐚𝐛𝐢𝐥𝐢𝐭𝐲

At Mondelēz, Reem is redefining the value of information. She is currently building a global capability specifically designed for Data Monetisation, treating data as a high-value asset across the entire supply chain. Her focus is on reimagining business models where AI/ML aren't just used for backend reporting, but are embedded into consumer engagement and product delivery. For Reem, data monetisation is the bridge between digital evolution and bottom-line revenue.

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💡 𝐅𝐫𝐨𝐦 𝐂𝐨𝐝𝐞 𝐭𝐨 𝐂-𝐒𝐮𝐢𝐭𝐞

What makes Reem unique is her technical "street cred." She began her career as a Web Developer and Systems Analyst, mastering languages like C#, PHP, and SQL. This deep-rooted understanding of architecture allows her to advise CEOs and Boards with a level of clarity that most "strategy" executives miss. Whether she’s mentoring through the Tercera advisory board or leading enterprise-wide AI literacy, her mission remains clear: replace technical silos with human-centric products that actually last.

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