London, June 21st, 2022

With offices across the world, VMLY&R COMMERCE is more than just another agency. It’s an end-to-end creative commerce company, delivering engaging new commerce experiences to unlock commercial growth. With a background in activation and shopper marketing, the agency has evolved its capabilities and services to become an industry leader in the new commerce era.

Debbie Ellison is the Global Chief Digital Officer at VMLY&R Commerce, based in London. In an interview with TIA, Ellison described her “multi-faceted” role at the agency, while highlighting the things that make it stand out from the rest. She also described the upcoming trends in the e-commerce landscape and the role that emerging streaming platforms will play.

To kick things off, how did you get here? Tell us about your personal journey.

I studied Computing for GCSE, in the only girl’s school in London that offered it as a subject, then took it for A level, and then completed a Computing in Business as a degree at Brunel University. I’ve loved coding since I was exposed to it and even my professors were shocked how well I took to it! I had my daughter in my second year at university, but I still completed my degree including a third-year placement at GlaxoSmithKline, building a tool to enable scientists to order proteins online (internet technologies were only just getting some exposure!). It was an amazing experience with a phenomenal female boss, who taught me a lot – including how to build my own computer from scratch. When I graduated, I secured a graduate placement at Northgate Information Solutions, where I developed interfaces and platforms to support the Metropolitan police, including the system to perform roadside vehicle checks. I then moved into an eCommerce practice which was made up of young graduates, and we launched one of the UK’s first health & beauty eCommerce sites which later got acquired by Superdrug. After a short stint at Sapient, I then moved into consulting, leveraging my ability to code, but also strong capabilities in programme management and leading teams to build regional and global platforms. Moving into a creative agency was like finding my home. I get so much satisfaction from creating digital experiences that are valuable and surprise and delight people.

What do you like the most about working in London?

I love the diversity of people within the city and all it has to offer from arts, to culture and every different type of cuisine. It’s an amazing city to bring up my children in, and the experiences they (we all) have access to is second to none.

Could you explain to us briefly what is your role as Global Chief Digital Officer?

My role as Global CDO is multi-faceted. I create new commerce capabilities (such as Social Commerce+) and new experiences (such as The Flagships, our fully immersive physical spaces in London and New York) that enable our clients to experience Creative Commerce for our people and our clients. It is also to connect our wonderful digital talent across our markets, to share the latest and greatest work that is being created across our network. Finally, it’s to ensure that our creative work across all digital commerce touchpoints, is the most culturally relevant and inclusive it can be.

How does VMLY&R COMMERCE “stay ahead”?

By being people centricand understanding what drives and motivates people to buy in the channels that they do. Our connected commerce platform underpins how we achieve that, led by our Global Chief innovation Officer, Roy Armale. The platform incorporates a suite of apps (ours, clients, and 3rd Party) into one digital environment to help every person on the team get the job done. It lives in the cloud and guides how we collaborate internally and with clients. From insight to execution, the CCP makes the right data and tools available at just the right time – from algorithms that turn 3rd party data into purchase moment insights to AI that tests and optimizes creative at scale, all in one easy interface that can be used by everyone, not just analysts and project managers. We invest heavily in data, tools, platforms, and people. That’s how we stay ahead.

What are your thoughts on data-driven e-commerce strategies?

Great commerce experiences are informed by data but with an overlay of understanding people’s need states resulting in experiences brought to life through creativity. Most eCommerce experiences haven’t changed significantly in decades, and I think it’s time that changed.

Could you give us the best example of smart customer experience that you have seen recently?

My sister and I recently visited Bicester Village and they have introduced hands-free shopping. It’s a dangerous service, because we ended up buying so much it wouldn’t fit in the car. The concierge helped us unbox everything and they spent 30 minutes playing tetrisin the car boot with the stuff we’d bought. It’s such a simple, yet brilliant example of a frictionless but a personalised commerce experience.

What new things in the e-commerce landscape have you excited?

There is a company called Nibble Technology that have created a chatbot with AI negotiation capability. In simple terms, you can make an offer on a product description page and the bot negotiates the sale price with you. It’s brilliantly put together and can also upsell and cross sell.

I also love Sphere, an eCommerce interface which mimics the “browse and buy in store experience” turning the search, search results and product description page experience on its head.

In a world of emerging streaming platforms and metaverse, how do you think these technologies will reshape e-commerce?

The number of channels where we can reach, influence, and convert people has exploded. From gaming, shop streaming, conversational commerce and the metaverse – brands are all looking for more relevant ways to connect in the channels that make sense. For me this is exciting, as it keeps us innovating and trialling new commerce experiences for customers. Commerce has already fundamentally changed, it’s becoming even more frictionless, connected, and creative.

Could you name three important things or experiences that have brought you to where you are today?

Becoming a mother at 19 helped me put several difficult career situations into perspective and hopefully has made me more empathetic as a person. My own mother serving the NHS for over 40 years and seeing her work such long hours, saving lives AND still caring for us so well. Hard work and loving what you do, will always see you through. I’m very grateful to have benefited from senior female allyship from early on in my career and I try every day to pay that forward.

As a member of the EMpower /Yahoo Finance Ethnic Minority Role Model List, which advice can you give for driving inclusion and diversity into the agenda?

There are many organisations that want to make positive change when it comes to Diversity, Inclusion and Belonging, but don’t know where to start. At the same time progress needs to be accelerated, which I believe that can only be achieved through sustained business transformation. Every team (not just HR) needs to understand what is expected of them and be made accountable with KPIs. There are many great frameworks (including our own Inclusion Experience framework) which businesses can leverage to start and measure meaningful change.

What would you say to women aiming for leadership positions?

Surround yourself with leaders that you admire and emulate the characteristics you respect the most. Stay close to your cheerleaders and trust that they will make spaces for you to grow in to.

Can you name the global issue you are most passionate about and why?

I’m going to name two. Firstly, Diversity, Equity and Belonging. Across my personal life and career, I’ve benefited from knowing some phenomenally talented people who, for some reason or another haven’t felt like they belong in the work environment that they’re in. It’s devastating to see people whofeel that they can’t thrive and reach their potential in the spaces and places they’re in. I will always do what I can to change that.

Technology as a democratiser. What I love about leading this discipline for our business and our industry is that no longer are the benefits of technology just for developers, consultants, or big business. Technology has been brilliant at helping traditionally underrepresented people start and lead successful businesses, women return to work, and students’ study remotely. This is only the beginning of the journey.

How would a good friend describe you?

Strong, Hardworking, Resilient and hopefully Kind.

Thanks Debbie!

> Learn more about VMLY&R COMMERCE

> Follow Debbie on social media:

Twitter

LinkedIn

> Follow VMLY&R COMMERCE on social media:

Instagram
LinkedIn
Twitter

Data AnalyticsDigital InclusionDiversityE-CommerceFemale LeadersTechnology