Grace de Athayde
Journey Operations Lead, Commercial AI, Pfizer
Many organisations create customer journey maps. Far fewer succeed in making those journeys shape priorities, guide decisions, and clarify ownership across the business.
Grace focuses on changing that equation.
Working at the intersection of customer experience, operations, and AI, she helps organisations move from isolated mapping exercises to journey management as a working discipline that drives measurable outcomes.
Drawing on implementations across Europe, the Middle East, Africa, and the Americas, Grace has helped large organisations build the structures, pilots, and stakeholder engagement needed to make journey management stick.
Key focus areas in her work:
Turning customer journey mapping into a discipline that drives decisions and ownership
Designing pilots that build credibility and create business pull beyond CX and service design teams
Establishing the conditions for journey management to scale across complex organisations
Using AI to reduce manual effort and strengthen insight extraction from journey data
Adapting journey management to different organisational models, including product led, in house agency, and centralised structures
Before focusing on journey operations and AI enabled customer experience, Grace worked with organisations across multiple markets to embed customer centric ways of working in large and complex environments.
Learn How Customer Journey Mapping Can Drive Real Business Decisions
What Grace Will Share
Customer journey mapping creates value only when it changes how the organisation works.
In this keynote, Grace will show how journey management can move from workshop activity to operational discipline. She will walk through the concrete steps required to establish early pilots, engage stakeholders across the business, and translate journey insights into decisions and measurable results.
Drawing on implementation experience across global organisations, Grace will also explore how different operating models influence journey management success, and how AI can help make journey work more scalable and decision ready.
By the end of this session, you will know how to:
Move customer journey mapping from isolated activity to a business wide discipline
Build credibility and stakeholder engagement through well designed pilot initiatives
Understand how different operating models enable or block journey led ways of working
Use AI to reduce manual effort and strengthen insight extraction in journey management
Create the conditions for journey management to scale across large organisations
There are only 100 seats at the Summit.
Get your ticket now
