Jacquelyn Baker has been appointed CEO Omnicom Commerce Group succeeding Sophie Daranyi who is leaving to pursue consultancy and non-profit opportunities.  

Baker, who starts in August, will report to Michael Larson, CEO of the DAS Group of Companies (DAS). 

Baker joins from WPP’s VMLY&R Commerce, where she was Chief Experience Officer. She previously served as Managing Director of VMLY&R and was instrumental in driving commerce integration across the network following its 2021 merger with Geometry Global. Prior to that, she was VP Business Innovation at Rockfish. 

Daranyi is credited with leading the original business strategy and creation of OCG in October 2021. She played a pivotal role in setting the connected commerce agenda at Omnicom and pioneered the creation of OMNI Commerce, the ecosystem of data, partnerships, and tools on Omnicom’s OMNI platform. In addition, she was instrumental in the 2022 launch of Transact, a dedicated practice focused on connected-commerce consulting and eRetail execution services. The new agency played a key role in several new business wins including the L’Oréal USA media business, among others.