Roger Dunn

About

Retail media is a $150B industry still being built in real time. AI agents are about to reshape how every product on earth gets discovered, compared, and bought. I work at the intersection of both. As Global Retail Media Lead at Diageo, I operationalised the retail media strategy across 200+ brands and 180 markets for the world's largest premium drinks company. Before that, I spent 20+ years on both sides of the table: agency, retailer, adtech, and consultancy, working with and inside businesses like Woolworths, Amazon, Criteo, GroupM, and WPP. What I focus on now: 🤖 AI Commerce & Agentic Shopping: How AI agents, protocols like Google's UCP and OpenAI's Operator, and conversational interfaces are rewriting the commerce playbook. I frame this as Defense (AI on retailer sites) vs. Offense (your brand inside AI platforms). 🛒 Retail Media Strategy: Full-funnel planning, measurement standardisation, and making retail media networks actually work for advertisers. Founding member of the IAB Australia Retail Media Council and the WFA Global Retail Media Taskforce. 📣 Thought Leadership & Industry Development: IAB & WFA Retail Media Councils, Jury President of The Drum's inaugural Global Commerce Media Awards. Keynote speaker. Author of the AI Commerce Brief, a weekly newsletter read by 6,000+ commerce leaders. 🧠 Advisory & Consulting: I advise brands, retailers, and platforms on retail media maturity, AI readiness, and commercial strategy. Past and current clients include L'Oreal, Unilever, Ebiquity, and CitrusAd. If you're a brand trying to figure out retail media, a retailer building a media network, or an AI company entering commerce: let's talk. ✉️ Newsletter - subscribe here: https://www.linkedin.com/newsletters// 🌐 Consultancy: www.retailmediaconsultancy.com