#CH2026: Annemarie Klaassen
Biography
Whether you are leading a team of 2 people or 200, many of us are discovering that our biggest optimization challenges are no longer about finding opportunities, but about getting organizations to act on them.
I’ve known Annemarie Klaassen for about 15 years. We met at one of the first clients of the CRO agency I was running back then, quickly discovering our shared passion for understanding and questioning data. A few years later she joined the agency, we worked together, visited conferences together, and learned we both also have a healthy dislike for accepting “no” as an answer.
Sometimes people are so close to you that you stop seeing things, so I completely overlooked Annemarie as a Conversion Hotel speaker… Meanwhile, she built an impressive career. From web analytics at Kras, to Analytics & CRO at Online Dialogue, to CRO manager at Tix, to VodafoneZiggo where she helped grow a really strong experimentation program. A program that went on to win the Team Award at the very first Experimentation Culture Awards back in 2020. By the time I realized she should be on the Conversion Hotel stage with that VodafoneZiggo story, half the audience had already seen her present that story somewhere else.
Then, in September 2025, Annemarie joined MediaMarkt as Global Head of Digital Experience Optimization. I made sure I was the first one to ask – once you are a full year in: share your story, and share it first at Conversion Hotel please. Not the polished shiny version. The real version. Your fellow Conversion Hotel attendees want to know: What happens when your role gets bigger? When the organization gets bigger? When optimization becomes less about doing and more about influencing? About stakeholders, priorities, politics, speed, and helping others move forward?
Annemarie describes herself as someone with “a fairly low tolerance for unnecessary slowness”. I have a feeling that combination of curiosity, impatience, and determination will lead to a story many of us will recognize. A story about why scaling experimentation is rarely limited by testing capacity, but often by decision capacity. That is exactly why Annemarie will take us through Demystifying Decision Velocity.
Annemarie, thank you for finally stepping onto the Conversion Hotel stage after attending so many editions yourself. I look forward to hearing what you’ve learned while scaling optimization in ever larger organizations.
Founder & host of The Conference known as Conversion Hotel