VIRTUAL EVENT
Back-to-school bootcamp: AI, content, and customer experience
Sharpen your strategy, expand your perspective, and prepare for the year ahead.
Date
September, 2026
Time
–
Your local time
Location
Online
Sequel.io broadcast
AI is reshaping how organizations create content, engage customers, and deliver digital experiences. But with so much change, how do you prioritize where to focus your attention next?
This exclusive, three-hour virtual learning experience is designed for Sitecore customers and prospects looking to stay ahead in a fast-moving digital world.
Through expert insights and customer stories, you'll learn how leading organizations are using AI to drive real results, modernize content operations, and create more connected digital experiences.
Join us to discover how to:
- Turn AI into impact: See how leading organizations are using AI to improve marketing performance, content operations, and customer engagement.
- Create connected experiences: Learn practical strategies for bringing together content, data, and AI to deliver more relevant, personalized customer journeys.
- Stay ahead of what's next: Hear real-world customer stories and explore the trends shaping the future of digital marketing and customer experience.
Agenda
| Speaker | Session |
|---|---|
| Michelle Boockoff Bajdek | CMO, Sitecore | The revolution |
| Scott Liewehr | Global Vice President, Market Strategy & Growth, Sitecore | Growing your brand while competitors play defense |
| Kelly Masters | Director, Product Marketing, Sitecore | Why most AI marketing is going to fail (and what winner are doing differently) |
| Global packaged goods leader | Unlocking the value of content: How this global packaged goods leader transformed digital asset management |
| Global tourism leader | When AI becomes the travel agent: How this global tourism leader is preparing for the new traveller Journey |
|
Chris Andrews | CEO, Scrunch Chris Purcell | Senior Product Manager, Content, Sitecore |
Surviving the clickpocalypse: Your guide to winning AI search |
Bootcamp Instructors
Michelle Boockoff-Bajdek
Chief Marketing Officer, Sitecore
Scott Liewehr
Global Vice President, Market Strategy & Growth, Sitecore
Chris Andrew
CEO & Co-Founder, Scrunch, a Sitecore Company
Chris Purcell
Sr. Product Marketer, Sitecore
Kelly Masters
Director, Product Marketing, Sitecore
Michelle Boockoff-Bajdek (BB) is the Chief Marketing Officer at Sitecore, where she leads a global team of marketers who are redefining what’s possible in modern marketing. Together, they’re putting the power of generative and agentic AI to work – creating digital experiences that connect people and possibilities across the globe.
Michelle is a trailblazer in bringing AI into marketing. At IBM, she served first as Global Head of B2B Marketing at the Weather Company, and then as CMO of IBM Watson, the company’s pioneering AI platform. There, she served as the steward of the Watson brand, helping the world understand how AI can transform both work and life.
Since then, she’s become a Fellow at the Marketing Academy, a founding member of CMO Huddles, and has held CMO roles at both Skillsoft and IDC. At IDC, Michelle reimagined marketing as a strategic growth engine, launching a bold new brand identity, spearheading the company’s first GenAI initiatives, and aligning brand, demand, and strategy to drive global impact.
Michelle is a frequent speaker on marketing leadership, AI, and purpose-led growth. A lifelong learner, she’s also a runner, rescue dog mom, and dark roast devotee. Her best ideas rarely arrive in a meeting, but often hit mid-stride or mid-walk.
Scott Liewehr
Scott Liewehr is Global Vice President of Market Strategy and Growth at Sitecore, where he works at the intersection of product, marketing, and go-to-market strategy to ensure the company's direction stays grounded in real market signals during one of the marketing's most transformative eras. He is also the founder and president of Digital Clarity Group (DCG), a research and advisory firm he created to improve the success rates of digital initiatives, and the creator of VOCalis, the industry's only dedicated voice-of-customer benchmarking program for digital agencies and consultancies.
Over more than two decades, Scott has advised global brands, partners, and technology vendors on digital strategy, customer experience, and partner selection, with a through-line of helping organizations turn digital disruption into meaningful digital advantage.
When he's not writing or working, he's on Long Island coaching soccer, refereeing soccer, or enduring the highs and lows of being a lifelong Chicago Bears, Bulls, and Cubs fan.
Chris Andrew is the CEO and Co-founder of Scrunch, the leading platform helping brands secure visibility in AI-powered search. With deep expertise in marketing technology and a passion for innovation, Chris partners with more than 500 brands to influence how they are discovered and interpreted by AI agents such as ChatGPT and Gemini. His work bridges brand strategy, AI infrastructure, and digital transformation, positioning him as a trusted advisor for marketers navigating the evolving search landscape. At the forefront of the AI search revolution, Chris is dedicated to equipping brands with the tools and insights to thrive in this new era.
In his spare time, Chris is a Neapolitan-certified pizza chef who is passionate about trails, jazz, food, and building community.