She founded a company to advise top brands like Gucci, Tiffany, and H&M about innovations. The combination of lifestyle, retail, and tech brings new growth opportunities. Now, Liz Bacelar is working as executive director of global tech innovation at Estée Lauder. In her current work, she focuses on NFTs and the metaverse. ‘It is an evolution of the internet that CEOs and CMOs cannot ignore.’