Leading connected commerce platform SMG has appointed former Boots Media Group’s Ollie Shayer as Senior Director of Global Strategy and Innovation, to help SMG further its already deep reach into the ever-evolving retail media market.
Shayer’s decision to join SMG stems from what he believes is the company’s “dynamic approach to media, technology and AI”, all of which align with his passion for market-leading innovation. Ollie will lead the development of future-focused capabilities across media and insight, AI, and new-to-market propositions, identifying new growth opportunities and developing innovative strategies for retailers, brands and agencies.
Spending much of his career in global organisations, Shayer has developed a deep understanding of international markets and innovation. As Omni-Media Director at Boots, he helped shape and grow Boots Media Group (BMG) in partnership with SMG, building it from a bold ambition into a market-leading retail media proposition recognised across the industry – one of his proudest achievements. As he takes on his new role, both Boots and SMG are working closely to ensure a very smooth transition and Ollie looks forward to maintaining close ties with BMG and supporting its continued growth.
Speaking about his appointment, Shayer says: “The media landscape is entering a period of accelerated disruption, and SMG is exceptionally well positioned to drive change. By harnessing the power of data-driven insights, a deep understanding of consumer behaviour, and the integration of technology, we will unlock new opportunities and set new standards in commerce media. I look forward to driving SMG’s continued leadership in this evolving space.”
SMG operates Retail Media Networks for leading UK and US retailers like Boots, Morrisons, Co-op, Asda, The Very Group, and WHSmith North America — and, most recently, launched Deliveroo Media, connecting brands to high-intent consumers across restaurant, grocery, and retail moments. Through their buy-side agency Capture, they manage national retail media campaigns for brands including pladis, Taylors of Harrogate and McCain.
SMG’s independent, broad experience of retail media means it is the leading market innovator. Its proprietary technology platform Plan-Apps has become the most used operating system for commerce and retail media optimisation in the UK powering brand campaigns for 95 of the top 100 CPG brands in the UK.
“A key attraction for me is the cultural strength of SMG which I have witnessed first-hand,” says Shayer. “The opportunity to work alongside such a brilliant team and contribute to an exciting period of growth and transformation made this an easy decision. Retail media has moved beyond a niche, and SMG is proud to be leading its evolution.”
Sam Knights, CEO at SMG, adds: “Ollie brings with him a wealth of experience in media and retail, and a strategic vision that will drive SMG’s global growth. He is one of the thought leaders in retail media globally and will play a crucial role in helping SMG further its position as the industry leader in commerce media”.
