• by Joe Mandese  @mp_joemandese, May 2, 2023

GroupM, which recently estimated retail media has grown to more than $100 billion in ad spending, has named long-time eCommerce veteran Samantha Bukowski to lead GroupM Nexus Commerce, a new unit combining the holding company's retail, direct-to-consumer, and social commerce functions.

Bukowski, who's new title is global head of commerce at GroupM, previously served as head of global commerce strategy & operations for GroupM, and prior to that was U.S. commerce lead in its Wavemaker unit.

She joined from the client side in 2019, previously handling ecommerce operations at Newell Brands and Bed, Bath & Beyond.

In her new role, Bukowski will work closely with regional and market teams at GroupM agencies including Mindshare, Wavemaker and EssenceMediacom.

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

Retail media spending, meanwhile, is projected to grow from $111 billion in 2022 to $167 billion by 2027.