Omnicom Media Appoints Mike Feldman as Global Head of Commerce

Omnicom Media has appointed Mike Feldman as Global Head of Commerce, expanding his remit from his previous leadership role at Flywheel. In the new position, Feldman will focus on the evolving role of commerce within the broader marketing ecosystem, including the connections between media, retail, identity, AI, and measurement.

Feldman will remain closely connected to Flywheel while taking on a wider commerce mandate across Omnicom Media. His move comes as commerce continues to move beyond traditional retail media and become more integrated with media planning, audience strategy, customer data, and measurement.

The shift reflects changes in how consumers discover and purchase products. Retail media networks have expanded rapidly, while social platforms, marketplaces, connected TV, and AI-powered discovery are creating additional paths to purchase. For marketers, this has made it more difficult to treat commerce as a standalone channel.

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Feldman has previously argued that commerce data can play a broader role in marketing decisions, from audience selection and creative development to investment planning and measurement. His recent work has also focused on reducing fragmentation between shopper marketing, retail media, brand media, creative, e-commerce, and measurement.

The appointment follows Omnicom's continued efforts to integrate its commerce capabilities. Earlier this year, the company moved shopper marketing agency TPN under Flywheel as part of a broader approach to connecting commerce services and media capabilities.

For marketing organizations, the development points to a broader change in commerce strategy. Retail media is increasingly being used not only to capture demand close to purchase but also as a source of consumer and transaction signals that can influence activity further up the funnel.

Feldman's expanded role places these issues within Omnicom Media's wider media organization. As AI changes product discovery and identity and measurement become more important across fragmented customer journeys, commerce is increasingly being considered as part of the overall marketing system rather than a separate performance function.