GroupM names Sean Bone head of ecommerce

Maha Obeid
By Maha Obeid | 10 November 2021
(L) Sean Bone and (R) Adam Peruch

GroupM has appointed Sean Bone general manager, Commerce, bringing a client lens to GroupM’s growing commerce practice.

Bone joined GroupM on November 1, replacing Roger Dunn, who established GroupM Commerce. Dunn has a new gig but this hasn't yet been made public.

In another senior appointment, Adam Peruch joins as head of Investment Intelligence, moving from his role as group investment director at MediaCom.

Bone led ecommerce for Colgate globally and, most recently, Diageo in Australia as head of eCommerce & Customer Marketing. He will lead GroupM’s Commerce division and will work with existing capability across data, technology, product and investment in GroupM’s agencies to give clients expertise and support across the commerce ecosystem.

GroupM Australia & New Zealand CEO Aimee Buchanan says the appointments will support the group’s agencies and clients.

“We’re investing in building capabilities that help us support our agencies and their clients in areas that make a difference.

“Over the past 18 months we’ve seen commerce accelerate in Australia, and globally. Sean has been at the forefront of that and we’re extremely pleased to have someone of his experience and expertise join the team to weave together marketing, innovation, technology and commerce.

“His client-focused perspective means that he will have a laser-sharp focus on what our clients need, and how our agencies can deliver it, now and in the future."

Peruch has more than 20 years’ media investment experience, on both agency and publisher side. He will work with GroupM Investment and investment leads in the agencies to build a business intelligence bridge between technology and teams, utilising GroupM’s data assets to shape insights and meaningful, actionable stories for its clients.

Buchanan says Peruch’s “depth of experience brings a vital layer of intelligence and insight” to the Investment & Partnerships team, complementing Mindshare, MediaCom, Wavemaker and Essence.

Peruch praised GroupM’s approach to responsible investment.

“I’m excited to be part of that journey and bring valuable insights that connect the data and knowledge that we have into strategic investment insights.

“Automation across on and offline enables improved speed to market, accuracy and allows more time for strategic thinking that helps both our agencies and our clients make decisions on how and where they can best invest their marketing dollars.”

Bone has held senior global marketing, innovation and ecommerce roles at client-side brands including Colgate-Palmolive and SC Johnson in Australia and New York, where he built and scaled commerce operations, partnerships and business models, and led global marketing, innovation and digital transformations.

He says ecommerce is evolving rapidly in both scale and sophistication.

“GroupM and its agencies are brilliantly placed to unlock that opportunity for clients with a combination of world-leading products and super talented teams.

“I am excited to help amplify that capability with my own global and client-side experience.”

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