Samantha Bukowski promoted to lead GroupM Nexus Commerce


GroupM, WPP‘s media investment group, has promoted Samantha Bukowski to lead GroupM Nexus Commerce, GroupM’s newly unified commerce capability inside GroupM Nexus.

As part of GroupM Nexus, GroupM’s industry-leading performance marketing organisation, GroupM Nexus Commerce will embed advanced and connected commerce capabilities into GroupM agencies Mindshare, Wavemaker, and EssenceMediacom to deliver measurable business growth for clients.

The unit will bring together the specialist Retail, Direct to Consumer, and Social Commerce functions that exist across GroupM in strategy, media activation, creative, and data and technology as part of GroupM’s agency teams to provide clients with the ability to manage the full commerce ecosystem.

Samantha Bukowski

In her new role as Global Head of Commerce, Bukowski will also work closely with regional and market leaders to implement local commerce plans and strategies as well as working with capabilities across WPP to support the broadest possible solutions for WPP’s clients.

“Commerce is rapidly becoming central to the future of all media and through GroupM Nexus we are in a unique position to help our agencies and clients define this new era,” said Bukowski.

“We’re doing this by knocking down the silos that exist between specialist commerce communities to empower our agencies with a holistic view of performance, forge deep connections between media and data strategy, and unlock the growth and innovation that comes from connected talent.

“I couldn’t be more excited to be taking on this role to help push the boundaries of what’s possible in this critical area on behalf of our clients.”

According to GroupM’s E-Commerce & Retail Media Forecast released in September 2022, global e-commerce will make up 19% of global retail sales in 2022, growing to 25% by 2027.

Additionally, global retail media is likely to reach $101 billion in 2022—15% higher than 2021—and will hit $160 billion in annual revenue in five years’ time. This growing share of media only brings GroupM’s commerce capabilities to the forefront of client innovation.

“As commerce continues to grow as a primary driver of performance and growth for our clients, it’s critical we keep them ahead of the curve,” said Nicolas Bidon, GroupM Nexus’s Global CEO.

“Samantha’s leadership has been instrumental in expanding our capabilities and delivering innovation and growth for our clients.

“Her deep knowledge of the space and ability to federate a unique network of commerce experts across GroupM, our agencies, GroupM Nexus, and WPP make her a uniquely capable leader who will play a critical role in further elevating our commerce capabilities and driving business growth for our clients.”

Bukowski has spent the last year leading the strategic development and operationalisation of GroupM’s connected commerce capabilities across the group.

She first joined GroupM in 2019 to lead Wavemaker’s US commerce strategy and capability.