WPP Media Promotes Isobel MacDougall as Commerce Director

WPP Media has promoted Isobel MacDougall to Commerce Director, expanding her responsibilities within the agency’s commerce function as retail media and commerce marketing become increasingly connected to broader media strategies.

MacDougall shared news of the promotion in a recent career update. Her move into the Commerce Director role comes as agencies continue to develop dedicated commerce capabilities covering ecommerce, retail media, marketplaces, performance marketing, and related technology.

The commerce function has become an increasingly important part of the marketing ecosystem. Brands are connecting media investment more closely with purchasing journeys, while retail media networks and commerce platforms are creating additional opportunities to reach consumers closer to the point of consideration and purchase.

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Within WPP Media, commerce sits across areas including media, data, technology, partnerships, and performance. The agency's broader commerce practice focuses on connected commerce and the integration of commerce activity with media planning and investment.

The changing role of commerce is also reflected in the responsibilities attached to commerce leadership positions across WPP Media. These can include retail media strategy, ecommerce campaign management, marketplace partnerships, measurement, data, and coordination with media and performance teams.

MacDougall's promotion therefore comes at a time when commerce is moving beyond a standalone ecommerce function and becoming more closely integrated with media planning, audience strategy, data, and measurement.

For media agencies, this evolution requires teams to work across an increasingly fragmented ecosystem of retailers, marketplaces, advertising platforms, and commerce technologies. Commerce leaders are consequently taking on broader responsibilities around strategy, activation, partnerships, and operational coordination.

MacDougall's new position adds to WPP Media's commerce leadership structure as the agency continues to develop capabilities across the changing retail media and digital commerce landscape.