GroupM has signed up Marc Lomas as its new Managing Director of Commerce Capability.

Lomas, who boasts over 20 years of industry experience, will be tasked with leading and expanding GroupM's Commerce and Retail Media business in Australia. His role will also involve supporting the teams at Essence Mediacom, Mindshare, and Wavemaker.

Lomas has a rich background in the industry, having worked with blue-chip brands in Australia, the UK, and the US. He spent seven years at Amazon Ads, serving as Global Head of Performance for Amazon DSP in New York and Head of Agency Sales in Australia.

Prior to Amazon, Lomas led programmatic and performance businesses at IPG Mediabrands, including Cadreon/Matterkind.

"Commerce is a massive growth area and key strategic area of focus for us. We are investing in building out this critical specialist capability to support our clients on their commerce ambitions and navigating the rapidly evolving landscape. Marc is an incredible talent in this space, with unmatched global and local expertise," said GroupM Australia and New Zealand CEO, Aimee Buchanan.

Retail media reached US$120 billion globally in 2023, and Australia is expected to approach AUD$1 billion in 2024. GroupM's Commerce capability includes Strategy, Activation, Creative, and Data & Technology, offering proprietary tools, partnerships, and processes. The company plans to further expand this capability under Lomas' leadership with the creation of several new specialist roles.

"I'm thrilled to join GroupM to continue and expand its Commerce capabilities. The evolving landscape of commerce and retail media demands constant innovation, and GroupM's dedication to this evolution is truly impressive," Lomas said.

Lomas will join the GroupM Executive Committee, reporting to Buchanan.