After spending over 20 years in the software industry, Linda believes that times have never been more exciting and challenging in the intersection between retail and tech. As a dedicated advocate for change, Linda spends her days inspiring retailers to embrace digital transformation and supporting them throughout their journey. 

Linda runs by the thesis that digitalization is not only automation and more about being customer centric and datadriven. To use intelligence in every process to be able to take the right decisions in every step of the business and treat the customer in a personal and relevant way in every touchpoint. The only way forward if you want to be profitable and sustainable in this changing world.