Linda Li

President & CEO SMCP

Linda Li is the President & CEO of SMCP North America (Sandro and Maje). Prior to SMCP, Linda served as Managing Director of COS North America, where she led the region’s omnichannel development and commercial performance. She has spent many years with H&M Group in the Americas, holding leadership roles within E-Commerce, Marketing & Communications, and Retail Expansion. Her career began at the Boston Consulting Group, where she gained early experience in strategy and operations. Linda Li holds a Bachelor of Arts in Biology from Harvard College (2006) and a Master of Business Administration from Harvard Business School (2010).

Tuesday, February 23, 2027

12:00 PM Keynote Panel: Presence with Purpose: Building a Profitable Omnichannel Strategy

For years, presence was the strategy. More channels, more touchpoints, more routes to the customer. What retailers are discovering is that presence did not produce more profit, it produced more complexity. BOPIS, ship-from-store, same-day delivery, wholesale, marketplaces, retail media alongside DTC: the omnichannel ambition got built, and now the bills are coming due in last-mile costs, inventory misallocation, margin erosion, and customer relationships nobody fully owns. During this panel, expect to hear a group of retail experts discuss:

Auditing your channel footprint against actual margin contribution rather than revenue or reach
Identifying where omnichannel promises are creating customer experience debt that does not show up in the P&L until it is too late
Building the financial visibility to make channel prioritization decisions before cost pressure forces them
Deciding which partner relationships, wholesale, marketplace, or retail media, are worth the control you give up to maintain them

Check out the incredible speaker line-up to see who will be joining Linda.

Download The Latest Agenda