About UM Commerce
“Making all media shoppable, everywhere, all the time.”
UM Commerce has led the commerce space since “shopper media” was a nascent offering. UM was the first agency to create comprehensive tools for planning and buying commerce media such as ShopSmart, a dashboard housing commerce media solutions sorted by KPI and retailer, and Shoptimizer, a first-of-its-kind retail budget allocation and optimization tool that simplifies commerce planning while maximizing ROI. UM was also the first to support journey orchestrated, cross-channel media plans powered by interconnected data and platforms. ,.
UM Commerce, underpinned by Acxiom’s global, ethically sourced, superset of multidimensional data, collaborates with retail and tech partners to focus on three solutions that optimize commerce media for some of the world’s biggest brands:
- “Commerce as a tactic” drives sales online and in store through 400+ global media retail networks, identifying consumers most likely to covert and connecting the dots on their consumer journey to reach point of sale.
- Created out of the merge of data, tech, and retail media, “Commerce as a strategy” customizes each pathway to a specific user journey, using the latest data and advancements in shoppable tech to reach audiences where they are, with the right messages, at the likeliest moments of purchase.
- “Commerce as content” engages shoppers with curated content based on their own media consumption and behaviors, creating a personalized advertising experience.
Uniquely positioned to help clients optimize their retail relationships, UM Commerce delivers first-to-market opportunities, proprietary tech integrated with retail media platforms, hands-on-keyboard activation, in-flight optimization and full journey cross-channel programs.
Amie Owen US Head of Commerce
Amie has over 20+ years of experience within the shopper media industry and has worked with many of the world’s biggest CPG companies, including Johnson & Johnson, Mars, Coca-Cola, Unilever, Colgate, Henkel, Conagra, Energizer, Hershey’s and more. A results-driven, innovative leader with extensive experience in all facets of retail marketing and advertising, she is the industry’s go-to expert on commerce media, a practice she pioneered at UM. As head of this discipline for more than nine years, Amie conceptualized, developed and launched UM’s first Commerce Media team, focusing on four areas: Connected Commerce, Digital Activations in Retail, Traditional Shopper Media and Commerce Media Consultancy. She is passionate about making media shoppable, everywhere, all the time.
As Amie noted in Adweek, “In 2020, Shopper became synonymous with Commerce.” During the pandemic years, she helped retail clients quickly recalibrate their strategies in response to shifting media consumption and consumer behavior in order to meet increased demand for personalized shopping, whether it was online or in the store. She and her team worked with these brands to help develop their new coined Commerce capabilities, leading to UM Commerce’s explosion of growth to date, with a roster of 30+ clients, with a total annual billing of $1B+.
Amie has been recognized as a 2022 MAKER, 2021 Adweek Media All-Star, a 2020 Cynopsis Top Woman in Media, and 2019 GenNext She Runs It winner. Most recently Amie was named part of the 2023 40 under 40 class by the Path to Purchase Institute. She has served as an Effie judge for the Commerce awards over the last six years and regularly speaks at the industry’s most prominent events.
An avid runner who has participated in over 10 marathons, Amie runs in support of the Leukemia and Lymphoma Society to honor her friends and family who have lost their lives to these cancers, and also supports the National Blood Clot Alliance. She resides in Long Island, NY with her husband Rod, five-year-old son Connor, 1.5-year-old daughter Emma, and their dog Rigley.
Rose Tagas SVP, Commerce
Rose has 15 years of experience in media across both national and shopper disciplines. In her early years, she primarily focused on entertainment working across theatrical, home entertainment, gaming & network/syndication with top clients such as Warner Bros., Disney & Universal Pictures. In order to expand her knowledge base and complement her established skillset, she joined the Commerce team and has been immersed in all things shoppable. She’s worked across multiple clients such as Henkel & Storck focused on driving sales for well-known brands, such as Dial & Werther’s, through cohesive multitouch plans that incorporate retail media networks, traditional instore media partners and the latest evolution of shoppable tech. As part of the Commerce leadership team, she’s helped support the evolution of the practice ensuring our clients get the best offerings and guidance available in the marketplace.
Rose recently moved back to Montana, where she grew up, after having lived in Los Angeles for 15 years. She enjoys being able to spend time with her parents and siblings again on a more regular basis and feels fortunate to be back in the beautiful mountains. Rose is living her dream “making all media shoppable, everywhere, all the time.”
Casey Harsh VP, Commerce
Casey joined the team in 2017 and has been focused on growing the practice ever since. She has expertise across commerce media offerings including retail media, DTC performance media and shoppable technologies. With a deep understanding of the Alcoholic Beverages, CPG, Apparel, and Retail industries, Casey has consistently delivered impactful solutions to drive business growth. She has worked across an array of clients including but not limited to GoPro, Hershey’s, Henkel, E&J Gallo, BEHR, Columbia & Truvia. Throughout her career, Casey has successfully executed numerous commerce media campaigns globally, working closely with brands and retailers to enhance their online presence, boost sales, and improve overall performance. She has a keen eye for identifying opportunities to leverage commerce media and delivering measurable results.
Casey was originally based out of the New York office, where she was born and raised, but in 2020 she relocated to San Francisco to expand UM’s offering. When Casey isn’t focused on growing the commerce practice and driving results for her clients, she is exploring the West Coast with her dog, Kali.
Samantha Perez-Chavez VP, Commerce
Samantha has 14+ years media experience ranging across a number of integrated teams. She started her career in planning where she primarily focused on CPG and Health & Pharma brands across account like from Reckitt Benckiser and P&G. Since joining UM in 2015, she has worked on accounts like Hershey, McCormick, Coca-Cola and several new business pitches and has produced award winning work for the agency. She has been recognized internally by her UM peers and across the industry by FMNA, OMNA & Cannes. With over a decade of planning experience, Samantha took the opportunity to expand her knowledge and joined the Commerce team in 2020 where she was able to fully amerce herself onto a team that allowed her to continue enhancing her current skillset while evolving her commerce role to build a team dedicated to new business growth and the expansion of commerce across national teams. As a part of the leadership team, she has worked closely to improve client relationships, overall performance, internal processes, and development.
Samantha is a native New Yorker, born and raised in Manhattan but currently resides in Long Island City. She spent her summers growing up in Chile and is fluent in Spanish. She loves to travel internationally and some of her favorite places include Dubai, Thailand, Japan & Greece. When she isn’t traveling or focused on growing commerce at UM, she enjoys exploring the city that raised her with her husband, Marcos and fur-daughter, Bella.
Ellyn Sims VP, Commerce
Ellyn has 11+ years of experience in the shopper media industry and has worked to support a wide range of businesses including Kenvue (previously, Johnson and Johnson), Mars, Henkel, Hershey, and Energizer. While she started her career in supply, to expand her skillset and where her interest peaked, she transitioned into a shopper media role and hasn’t turned back. While the landscape has continued to evolve over the years, Ellyn has continued to immerse herself in all the latest capabilities and trends. She is well versed in the omni-landscape which includes channels such as in-store, retail media networks, influencer, shoppable tech, and more. She has stood up various commerce teams including those with unique business models and dynamics. Ellyn is a founding employee of the UM commerce team and now sits within the Commerce leadership to help grow and support the practice.
Ellyn is an active volunteer with the Leukemia and Lymphoma Society, where she enjoys helping those going through or supporting someone dealing with a blood cancer diagnosis. In her spare time, Ellyn loves to be outside and spending time with her family & friends. Ellyn resides in Neshanic Station, NJ with her husband Matt, almost 2-year-old son River and dog Porcini.
In The News
“I love the merge of data, tech and retail media because it makes things simpler for everyone but also expedites our processes and drives greater results.”
— UM Head of Commerce Amie Owen
UM Commerce LinkedIn