Revealed: our panel line-up for Ecommerce Expo

We’ll be tackling the topic of ‘Simplifying complexity: how businesses win when products, pricing and channels get complicated.’

Our panel is made up of experts who have hands on experience of the challenges that ecommerce platforms can present, and how addressing them drives growth and impact.

Dan Netherton, Ecommerce Manager, St Austell Brewery

Dan is a digital commerce expert with over 15 years experience.

He's currently Ecommerce Manager at St Austell Brewery, where he looks after the management and ongoing development of their wholesale ecommerce platform. Dan owns day-to-day trading, merchandising including proving the return on digital investment. He leads that programme with digital product agency true and St Austell's internal teams, working toward a customer base with long-established telesales habits moving to self-serve digital ordering.

Part of the role is also about making complexity usable: a deep, fast-moving product catalogue and account-specific pricing structures that have to be surfaced accurately for every trade customer, on every visit.

He joined from Seasalt Cornwall, latterly as Senior Digital Development Manager, leading a cross-functional team and owning the direction of the retailer's Adobe Commerce site across UK and international markets. Before that he established Seasalt's in-house front-end function and was a key contributor to its replatform from Blucommerce to Magento 2.

Dan brings a combination of technical depth and commercial ownership and he's great at connecting the two.

Per Orloff Poulsen, Senior Sales Engineer, Struct PIM.

With 25 years of experience in ecommerce, product management, and PIM, Per has built a career at the intersection of technology and business. His background spans roles as a developer, project manager, and business consultant, giving him a broad understanding of how digital products are built and brought to market.

At Struct, Per works closely with partners and clients to translate complex product features into tangible business opportunities, guiding organisations through their digital transformation journeys. He is known for his hands-on approach and passion for impactful product demonstrations, as well as for empowering Struct's network of implementation partners.

Per is a regular host and speaker at Struct's webinars and partner events, including international partner training, seminars and conferences. His practical, client-focused style has made him a trusted voice for organisations exploring how modern PIM solutions can streamline product data management and accelerate time to market.

Matt Sutherland, Head of Technology, true

Matt has nearly two decades experience in delivering high performing, scalable, commerce platforms and digital experiences that are tailored to meet the unique needs of the user. He’s worked on delivering award-winning platforms for the likes of Furniture Village, Fullers, Pepsico, Twinnings, Tropicana and Danone to name a few.

Matt is responsible for the technical delivery for true, ensuring that performance, experience and quality, match and exceed every expectation.

Matt is a regular international speaker on accessibility, composable commerce, headless architecture, and digital best practice. In 2025, he was recognised as a BIMA 100 Tech Pioneer and has been reappointed as an Umbraco MVP for a fourth consecutive year. He also serves on the judging panel for the BIMA Technology Awards

The panel event will be facilitated by:

Mette Davis, Consultant, true

Mette is a consultant, trainer and facilitator with more than 25 years' experience helping organisations navigate growth, change and digital transformation.

Having worked with businesses ranging from global brands including BT and British Airways to ambitious digital and technology-led organisations, she brings a practical understanding of the opportunities and challenges facing modern commerce businesses. Her achievements span customer experience, digital strategy, organisational change and commercial performance.

Mette is known for asking thoughtful questions, creating engaging discussions and helping diverse groups find common ground on complex topics. She regularly facilitates workshops, panel discussions and leadership conversations, combining strategic insight with a people-focused approach that encourages honest debate and practical takeaways.

We hope you’ll join us to put your questions to the panel at The Future of Digital Commerce Stage, Wednesday 23rd September at 11:45am. You can also visit the true and Struct teams on Stand B62 where you’ll have the chance to win a GEO audit.