Profile: Amy Lanzi, Executive Vice President, Commerce Lead, North America, Publicis Commerce/Publicis Groupe

Amy Lanzi has used her expertise, mindset and connections to elevate the capability known as Publicis Commerce into a global service. Since its launch in 2018, she has actively contributed to the practice’s double-digit growth and expansion into all Publicis Media markets worldwide, securing more than 50 clients globally and broadening scope with key clients. As executive vice president and North American lead for Publicis Commerce, she’s tasked with product and talent development and works to refine the commerce product, accelerate growth and deliver optimum staffing, engagement and pricing models.Lanzi formed and trained a 500-person commerce collective within the Publicis Groupe network in North America to align core capabilities and facilitate “Power of One” client-centric solutions. “We’ve built new ways of working and developed team structures that enable clients to capitalize on e-commerce behaviors, ensuring smarter commerce creative experiences and media investments,” says Lanzi, a finance and business school graduate from Southern Methodist University who spent her entire career with TPN before joining Publicis Media in 2018.Earlier this year, Lanzi spearheaded the launch of a Commerce Advisory Board, bringing key marketers and internal Publicis Commerce leads together to form a connected community rooted in testing, learning and sharing. “There are nearly 20 client members across 17 brands,” she says.Her team also developed a first-of-its-kind media-to-shelf holiday program for a major retailer showcasing ways to incorporate a 150-year-old CPG brand into holiday moments. “It was a total commerce, omnichannel strategy with activations across brand and e-commerce drivers [that increased] performance up and down the funnel,” she says. Using multiple activations and touchpoints, the campaign increased purchase intent by 25% and drove a lift in retail partner sales by more than 4% year-over-year while the category saw only 2% growth.

Profile: Amy Lanzi, Executive Vice President, Commerce Lead, North America, Publicis Commerce/Publicis Groupe

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