With over 15 years of experience in international marketing leadership, brand development, and business transformation, Alketa Noka Lamçe joins the speaker lineup of AllWeb , taking place on November 6 at Arka Art Hotel in Tirana, Albania.
What happens when an established company decides to challenge its own business model? How can a brand that has built its success over decades reinvent itself to respond to emerging technologies, evolving consumer expectations, and rapidly changing markets?
These are some of the questions that will shape a special fireside chat with Alketa Noka Lamçe at AllWeb Digital Conf 2026, bringing valuable insights into leadership, innovation, and the realities of driving transformation within established organizations.
Throughout her career, Alketa has worked with some of the world’s most recognized brands, including Coca-Cola, KitKat, Nescafé, Marlboro, and IQOS. Her experience spans brand building, strategic marketing, consumer engagement, and business transformation across dynamic and highly competitive markets.
One of her most significant professional milestones has been playing a leading role in the transformation of the Albanian market from traditional cigarettes towards smoke-free alternatives through IQOS.
This journey has involved far more than introducing a new product. It has required rethinking established business models, developing new consumer experiences, integrating technology into commercial operations, and building organizational capabilities to support long-term change.
At AllWeb, Alketa will share insights from this transformation, exploring what it takes to drive change from within a large organization, how to bring teams along on that journey, and how to translate innovation into measurable business results.
Over the years, she has led multidisciplinary teams of more than 15 professionals across marketing, digital, trade marketing, and consumer experience, connecting strategic vision with commercial execution.
Her approach to leadership reflects a fundamental belief: successful transformation is not simply about adopting new technologies or introducing new products. It is about challenging conventional thinking, understanding changing consumer needs, and empowering people to build new ways of working.
Alketa holds a degree in Finance and Banking from Tirana and a Master’s degree in Marketing and Management from Stockholm University. This combination of academic expertise and international business experience has shaped her perspective on the relationship between commercial strategy, innovation, leadership, and sustainable growth.
During a fireside chat moderated by Gerti Boshnjaku, Alketa will explore the practical realities of business transformation, from navigating organizational resistance and challenging established practices to developing new capabilities and building stronger relationships with consumers.
The conversation will also address an increasingly relevant challenge for business leaders: how to recognize when a successful business model needs to evolve, and how to lead that evolution without losing sight of the people and customers at the heart of the organization.
Alketa’s participation brings an important perspective to AllWeb Digital Conf 2026: innovation is not only about startups disrupting established industries. It is also about established businesses finding the courage, vision, and capabilities to reinvent themselves.
Under this year’s theme, “All for AI & AI for All,” AllWeb Digital Conf 2026 will bring together international experts, business leaders, marketers, communication professionals, and technology innovators to explore how Artificial Intelligence, innovation, and digital transformation are reshaping businesses and industries.
AllWeb Digital Conf 2026 takes place on November 6 at the Astrit Sula Theatre, Arka Art Hotel, Tirana, Albania.
For more information about the conference programme and tickets, visit www.allweb.digital.
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