Sello Aglamaz Joins WPP Media as VP of Connected Commerce and Consultancy

Sello Aglamaz has joined WPP Media as Vice President of Connected Commerce and Consultancy, taking on a role focused on the intersection of commerce, consulting, data, and marketing strategy.

Aglamaz is joining WPP Media at a time when commerce is becoming increasingly connected across retail, digital channels, media, and customer experiences. His new remit brings together connected commerce and consultancy, reflecting the broader shift from channel-specific marketing toward strategies built around customers and business outcomes.

In his announcement, Aglamaz said he was two weeks into the new role and already working with teams on a range of challenges. The role will involve working across commerce-related initiatives and consulting capabilities as brands navigate increasingly fragmented customer journeys.

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The appointment also comes as marketers reassess traditional approaches to direct-to-consumer and commerce strategies. Aglamaz has previously highlighted how fragmented channels can create silos within organizations, making it harder for teams to make consistent decisions. He has argued for a greater focus on customers and unit economics rather than optimizing individual channels in isolation.

This shift has implications for marketing organizations managing retail media, e-commerce, digital advertising, customer data, and measurement. As these areas increasingly overlap, commerce leaders are being asked to connect information across the customer journey and translate it into decisions that can be applied across multiple functions.

Aglamaz's new position places connected commerce and consultancy at the center of that evolving model. His remit reflects the growing expectation that commerce strategy should extend beyond media activation to include customer behavior, data, technology, measurement, and organizational alignment.

For B2B and consumer marketers alike, the move highlights how commerce is becoming a broader strategic discipline. As customer journeys become less linear, connecting commerce data and marketing decisions could become increasingly important for organizations looking to understand performance across the full customer lifecycle.