Briana Finelli is Head of Commerce, US, for Wavemaker, a WPP and GroupM company. Briana leads Wavemaker's retail media and DTC commerce offering, encompassing strategy, planning, performance, investment, and analytics, to deliver best-in-class commerce media for advertisers seeking a partner to challenge how they traditionally serve their customers. Briana has been a leader in the retail media space for almost a decade, with bylines in Adweek, Ad Age, Digiday, and other prominent publications, and previously led commerce performance media at IPG Mediabrands.