VMLY&R Commerce expands digital commerce with new appointments


VMLY&R Commerce has expanded with the addition of global and regional digital commerce hires. 

It serves the demand from clients for data driven ecommerce and performance services, talent and technology, in support of business sales growth and brand building through Commerce.  

The agency is taking inspiration around Commerce as a Service (CaaS) to strategically package its bespoke digital commerce offerings and end-to-end managed-services across DTC, retail media, Amazon & marketplaces, digital-shelf, content and commerce advisory.  

With specialist talent and innovative tool sets, the capability is fully focused on driving digital availability for brands. 

Regional appointments serve to scale the agency’s specialist expertise across local market include:

Toseef Butt as Regional Commerce Director and Head of CaaS for MENA region.  

He will be responsible for growing brands digital commerce sales across all channels. Butt is a seasoned Digital Commerce and Retail Media specialist with a 14-year track record in both the UK and Dubai. 

Known for his expertise in data-led, consumer-centric strategies, he has a depth of knowledge across the regions retail media providers, and focus on the delivery of precision, efficacy of measurement and optimisation to grow client’s businesses.

Over the years he has solved complex client challenges and led teams across, retail media, digital performance, data, analytics and technology.

Among his recent accolades, Butt architected the successful local D2C performance media launch for renowned brands like H&M, Mothercare, Victoria’s Secret, and Huawei. 

Leanne Bird as Global Program Partnerships Lead. 

Bird brings 15 years experience on the tech and agency side in delivering operational excellence across a range of clients to create integrated functional effectiveness and orchestrate business development through a team of agency and partner experts.

She is highly commercial and operationally focused and set-up and structuring of the ’Commerce as a Service’ global team. 

Bird will act as the bridge between VMLY&R Commerce and key agency partners like Amazon, Stripe, Google, Meta to develop drive training, accreditation across the agency’s talent, and to continue the co-creation of class leading and value adding innovations with key WPP partners. She will be based in Sea Containers in London.