BFCM Strategy Summit
CHAIN SOCIAL PRESENTS

IN PARTNERSHIP WITH

Melbourne Place

7 + 8 August, 2025

Only 150 seats available

Melbourne Place

7 + 8 August, 2025

Only 150 seats available

Melbourne Place

7 + 8 August, 2025

Only 150 seats available

Melbourne Place

7 + 8 August, 2025

Only 150 seats available

Your record-breaking BFCM starts here.

Most brands waste their biggest sales season by repeating last year’s strategy.
For the first time in Australian history – Meta, Pinterest, TikTok and Klaviyo are coming together to present to you, in person, the BFCM strategy to dominate in 2025.




An event not to be missed, made for:
- 01Brand Owners
Discover what’s working right now across every platform. Gain BFCM strategies to scale smarter, drive stronger profits, and lead your category this BFCM.
- 02Agency Owners
Gain direct insight from Meta, Pinterest, TikTok and Klaviyo on what’s coming this BFCM. Walk away with actionable strategy to scale client performance.
- 03In House Marketing Teams
Sharpen your media buying and retention playbook with exclusive platform insights. Optimise campaigns, boost margins, and lead Q4 with clarity.
- 04Media Buyers
Get ahead of algorithm shifts and creative trends with direct-from-platform insights. Elevate ROAS, sharpen strategy and prepare for your biggest Q4 yet.
Make this your biggest Black Friday yet, with strategy straight from Australia's industry leaders.
Why Attend?
Ready to Make This Your Most Profitable Black Friday Yet?
Early Bird
Lock in your seat to Australia’s leading BFCM Strategy Summit at a special rate. Enjoy access to the full 2-day experience including actionable learning, platform-led strategy and premium networking with 150 other marketers and ecommerce founders.
See full list of inclusions:
See full list of inclusions:
- 2 Day Summit Access Enjoy entry to both days of the Chain Social BFCM Growth Summit, held 7–8 August at Melbourne Place, Melbourne.
- Expert-Led Sessions Learn directly from Chain Social, platform partners Meta, Pinterest, TikTok, and Klaviyo as well as successful brand Founders. View Agenda Here.
- Morning Tea, Lunch & Barista Coffee Daily Morning tea, lunch, afternoon tea, and barista-made coffee provided daily to keep you fuelled and focused.
- Networking Drinks & NibblesConnect at our exclusive social session on Day Two (1–3PM).
- Ready-to-Use StrategiesWalk away with a plug-and-play BFCM Strategy to implement instantly.
General Admission
Enjoy access to the full 2-day BFCM Strategy Summit experience. Join 150 brand owners and marketers for two days of actionable learning, platform-led strategy and premium networking.
See full list of inclusions:
See full list of inclusions:
Access the full 2-day summit experience. Join 200 brand owners and marketers for two days of actionable learning, platform-led insights, and growth-focused networking.
- 2 Day Summit Access Enjoy entry to both days of the Chain Social BFCM Growth Summit, held 7–8 August at Melbourne Place, Melbourne.
- Expert-Led Sessions Learn directly from Chain Social, platform partners Meta, Pinterest, TikTok, and Klaviyo as well as successful brand Founders. View Agenda Here.
- Morning Tea, Lunch & Barista Coffee Daily Morning tea, lunch, afternoon tea, and barista-made coffee provided daily to keep you fuelled and focused.
- Networking Drinks & Nibbles
Connect at our exclusive social session on Day Two (1–3PM).
- Ready-to-Use Strategies Walk away with a plug-and-play BFCM Strategy to implement instantly.
VIP
With premium extras designed for high-level conversations, intimate connections, and elevated takeaways.
See full list of inclusions:
See full list of inclusions:
- Intimate C-Suite Dinner Experience Join 20 hand selected Founders, CEOs, COO’s for a private, invite-only 3 course dinner with Chain on Thursday the 7th of August. Designed to foster meaningful connections and candid conversations.
- VIP Goodie Bag Valued at $500+
- Reserved Seating Enjoy reserved seating for the best view, maximum focus and effortless access to Q&A sessions and speakers.
Meet Your Speakers

Shelby Van Zwol, Founder
Founder of Chain Social, Shelby Van Zwol leads one of Australia’s top digital engines for eCommerce growth — scaling beauty, fashion and lifestyle brands into household names.
Recognised as one of B&T’s Top 3 Women in eCommerce 2025, Shelby has overseen $300M+ in ad spend and is the strategic force behind some of the most explosive BFCM results in the country.
This August, she’s pulling back the curtain on the exact strategies powering record-breaking revenue — so your brand doesn’t just survive Black Friday, but dominates it.

Adele Elliott, Digital Team Lead
Arguably one of the best female media buyers in the country, Adele has spent over a decade scaling consumer brands through bold, data-driven strategy — including taking eCommerce businesses from startup to 8-figure success.
She’s led social for iconic names under Retail Zoo (Boost Juice, Betty’s Burgers, Salsa’s, CIBO Espresso), managed global campaigns for L’Oréal Paris, and today spearheads performance strategy at Chain Social.
Known for her unmatched instincts during high-stakes moments like BFCM, Adele doesn’t just run ads – she builds empires.

Amelia Cincotta, Email Specialist
Amelia is the retention weapon behind some of Australia’s best-known beauty, lifestyle and wellness brands including MECCA Cosmetica — with Klaviyo flows that convert and campaign strategy built for serious scale.
With a sharp eye for detail and deep eCommerce experience, she’s helped brands like Ena Pelly, Mossman, Saint Louve, Deering, Pilgrim and Heritage Brands unlock revenue through smarter segmentation, automation and BFCM-ready strategy.
Meet the expert panel


Caster Calma
Klaviyo Rep


Tansa Mehroke
Agency Partner


Nhi Li
Agency Partner


Natasa Tintor
Head of Independent Agencies


Emma Stallworthy
Your Reformer


Katie Tingle
SabbiaCo.


Tara Simich
Mermade Hair


Lauren Richardson
Senior Growth Marketing Manager


Kate Williams
Founder – Retreat Yourself


Lia Diamingo
Founder – Portier


Amelia Amato
Head of Marketing


Catherine Wills
Founder



Winning BFCM isn’t just about spending more—it’s about spending smarter. Without a high-impact strategy, you’re funding your competitors’ success
That’s why we created The Black Friday Strategy Summit.
We’re handing you the exact strategy that Australia’s biggest brands use to dominate BFCM.


The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

The Full Agenda

Day One
7th August | 9am – 5pm
Setting up for BFCM success!
Offers, budget, timelines, retention & maximising profits.
09:00 - 09:15 → Welcome to Country
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09:15am -10:30am → Setting Up For Success., Offers, Revenue Targets, Budgets
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10:30am - 11:00am → Morning Tea
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11:00am - 12:00pm → Black Friday Unpacked: Ops, Offers & What Actually Works
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12:00am - 12:30pm → Live Q&A
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12:30pm - 01:30pm → Lunch
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1:30pm - 02:15pm → Klaviyo BFCM Presentation
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02:15pm - 2:45pm → Klaviyo Fireside Chat & Q&A
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2:45pm - 3:15pm → Afternoon Tea
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3:15pm - 4:00pm → Beyond the Sale: How Retention Became the Real ROI
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4:00pm-5:00pm → The Importance of Lead Gen/ First Party Data
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Day Two
8th August | 9am – 5pm
Acquisition & Scaling
Utilising Meta, Pinterest & TikTok to acquire new customers and scale revenues.
09:00 - 09:15 →Retention & LTV Strategy
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09:15am -10:00am → Meta BFCM Strategy Presentation
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10:00am - 10:30am → Meta Fireside Chat and Q&A
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10:30am - 11:00am → Morning Tea
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11:00am - 11:45am → TikTok BFCM Strategy Presentation
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11:45pm - 12:15pm → TikTok Fireside Chat and Q&A
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12:15pm - 01:00pm → Pinterest BFCM Strategy Presentation
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1:00pm - 1:30pm → Pinterest Fireside Chat and Q&A
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1:30pm - 3:00pm →Lunch and Networking Drinks
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3:00pm - 3:45pm → Mastering Multi-Channel Marketing
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3:45pm - 5:00pm → BFCM Strategy Wrapped
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Brand Experience
With over a decade scaling Australia’s most iconic brands — from NALA and MECCA Cosmetica to JSHealth, Sabbia Co and Gem — Chain is the growth engine behind the fashion, beauty and lifestyle industry.
We’ve also trained 1,000+ marketers and founders via our Chain Academy in-person and online.
At the BFCM Strategy Summit, we’re bringing it all together – the brands, the platforms, and the strategy playbook.





















+ 500 more
Melbourne Place

7 + 8 August, 2025

Only 150 seats available

Melbourne Place

7 + 8 August, 2025

Only 150 seats available

Melbourne Place

7 + 8 August, 2025

Only 150 seats available

Melbourne Place

7 + 8 August, 2025

Only 150 seats available

The BFCM Strategy Summit will be held at Melbourne Place
An architecturally-designed event space in the heart of the CBD. Surrounded by some of the city’s best restaurants, boutiques and laneways, it’s the perfect backdrop for two immersive days of inspiration, strategy and networking.
We’ve partnered with Melbourne Place, a stunning five star luxury hotel to make your stay seamless. Email hello@chainsocial.com.au to access corporate stay rates.


FAQ
What time does the Summit start and finish each day?
Doors open at 8:30am, with sessions kicking off at 9:00am and wrapping by 5:00pm daily.
Can I get a refund if I can’t attend?
may send someone in your place, or swap to a live stream/online replay. just let us know in
advance.
Who will be speaking?
For the first time in Australian eCommerce history, we’re bringing together Meta, Pinterest, TikTok, and Klaviyo, live and in person. Plus a variety of the countries leading brand founders and marketers – refer to our speakers section which will be regularly updated.
Will I get a copy of the presentations?
No, unfortunately not due to privacy and NDA restrictions.
Is this event live streamed?
Yes! We have a limited number of live stream tickets available. All main-stage sessions will be streamed live. You’ll receive a private link the day before the event.
Can I upgrade to access replays after the event?
Both live stream and in-person Summit tickets will have access to the online replay post-event.
Can my brand become a sponsor or vendor?
Yes – we’d love to chat. Please note we have limited styling, content, and category partner opportunities remaining (hello@chainsocial.com.au)
Are media passes available?
We’re offering a small number of media and PR passes for approved coverage. Please apply via email (hello@chainsocial.com.au)