Roger Dunn

Roger is a seasoned commerce executive operating at the intersection of retail media and AI commerce - two forces converging to reshape how brands get discovered, considered, and bought.

With extensive experience across both the demand and supply sides of retail media, Roger is an experienced agency leader and founder of GroupM Commerce in Australia, where he built a hub of specialist services spanning commerce strategy, retail media activation, and consultancy at the intersection of media and commerce. He led the practice that created SPARC, a digital shelf analytics SaaS solution deployed alongside e-commerce strategies to drive online growth for clients including P&G, Mars, Fonterra, and Revlon.

The first person in Australia to be Amazon Advertising certified, Roger established the Criteo retail media business in ANZ and developed the CitrusAd go-to-market across Asia Pacific and Japan. He was also engaged by Ebiquity to lead the design and development of their global retail media solution. Most recently, Roger served as Global Retail Media Lead for a major multinational CPG company, managing retail media strategy across a portfolio of iconic global brands.

Today, Roger is a recognised voice at the forefront of AI commerce, speaking on the topic at major industry events including NRF APAC, Retail MediaX London, and Future Media Forum. His frameworks for how brands navigate the shift from keyword-era search to agentic commerce - including the SEO→AEO→GEO→ACO progression - are helping shape how the industry thinks about this transformation.

Roger publishes The AI Commerce Brief, a weekly newsletter tracking the rapid evolution of AI-driven shopping, agentic commerce, and what it means for brands and retailers. Read by C-suite and VP-level leaders at major CPG and retail organizations, it has become a go-to resource for executives preparing their businesses for the next era of commerce.

Roger was selected as a "Top Retail Expert 2024" in the technologists section by RETHINK Retail, which annually recognises leaders across categories including Academia, Analysts, Consultants, Finance, Media, and Technologists. As a member of the MFA Interactive Board, he helped create the MFA Foundation Certificates I and II. He was a juror for the Creative eCommerce category at Cannes Lions in 2020 and 2021, and was a founding member of the IAB Retail Media Committee, contributing to the recently released Foundations of Retail Media training.