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Wavemaker Appoints Briana Finelli as Group Director, Commerce Strategy Practice Lead


Briana Finelli joins Wavemaker US as group director, commerce strategy practice lead, effective immediately. Finelli will report to Dennis Potgraven, Chief Strategy Officer.

Bringing six years of ecommerce agency experience – Finelli will partner with the strategy team to leverage our full commerce offerings for clients who are seeking a partner that will challenge the ways they have traditionally served their consumers.

Finelli will also positively evolve Wavemaker US’s award-winning strategic offering scope to focus on the agency’s portfolio of new economy clients (including working with outside venture capital and private equity partners to launch e-commerce brands), shaping its positioning in the marketplace, building out its leadership team, and developing the agency’s full roster of clients.​​​​​​​

“Retail media isn’t just growing—it’s booming. There is a growing need for agency partners that can not only navigate the space but break new ground and innovate from within it,” Finelli said. “I’ve committed my career to challenging the status quo in retail media. I’m excited to be joining an agency with a record of success challenging the norms and a proven interest in helping clients raise the bar for short-term success and long-term growth.”

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