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.

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.

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

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