Summary
Overview
Work History
Education
Skills
Affiliations
Accomplishments
Websites
Timeline
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Jacquelyn Baker

Loveland

Summary

Visionary leader and accomplished executive with over 23 years of experience in commerce, marketing, and brand innovation. Expertise in integrating commerce strategies across global organizations, leading large teams, and pioneering data-driven retail media solutions. Recognized industry leader with multiple awards for leadership, innovation, and business transformation. Proven leadership skills and track record of driving organizational growth with notable success in capitalizing on new business opportunities, increasing profitability, and managing business relationships.

Overview

14
14
years of professional experience

Work History

Global CEO

Omnicom Commerce
Cincinnati
07.2023 - Current
  • Chief Executive for global $200m P&L organization with 700+ person staff
  • Led transformation of the organization from a disparate 6 agency practice area to a unified, scaled single go-to-market with clear market differentiation
  • Oversaw corrective action plans to remedy structural, organizational and departmental issues.
  • Successfully restored an underperforming business to record profitability.
  • Through the implementation of a new GTM strategy, increased the business development pipeline by over 40+%.
  • Served as strategic business lead for Omnicom Commerce core competencies, introducing and building a CX capability across the legacy agency collective, uniting data-driven insights, retail ecosystem planning depth, retail media, and creative to achieve distinction in the market via retail experience design.
  • Cultivated relationships with external organizations in the retailer and retail media space to build partnerships that benefited both parties.
  • Represented the organization at conferences, events, and networking activities to establish a strong industry reputation, serving as a frequent speaker and sought after thought leader in the industry, including but not limited to appearances at Cannes, CES, P2P Institute, IAB, and more.

Chief Experience Officer

VML Commerce
Cincinnati
01.2021 - 07.2023
  • Led experience strategy, integrating retail ecosystem planning and retail media, to achieve a connected commerce offering for the agency.
  • Led integration of legacy Geometry Global, shopper marketing agency, into VML to establish VML Commerce.
  • Developed cutting-edge digital and physical retail solutions, enhancing omnichannel consumer engagement.
  • Fostered collaboration between creative, technology, and media teams to drive revenue growth.
  • Served as executive sponsor to agency's largest client.

Managing Director

VML
Cincinnati
01.2019 - 01.2022
  • Managed client relationships, ensuring brand-building strategies aligned with commerce objectives.
  • Oversaw major client accounts, delivering revenue growth and strategic transformation.
  • Led a high-performing team focused on driving brand innovation through digital commerce.

Vice President, Business Innovations

Rockfish Digital
Cincinnati
08.2011 - 01.2019
  • Directed innovation strategies, helping clients adapt to rapidly evolving digital and commerce landscapes.
  • Led cross-functional teams in developing new business models and technology-driven solutions.
  • Drove revenue by cultivating successful client relations.
  • Advised senior executives on approaches for resolving complex issues impacting their growth, including organization design, capability development, new product and channel expansions,
  • Worked with global CPG brands to enhance consumer engagement through innovative retail experiences.

Education

MBA -

University of Phoenix
Tempe, AZ
12-2010

BBA - Marketing & International Business

University of Cincinnati
Cincinnati, OH
06-2002

Skills

  • Commerce & Retail Media Strategy
  • Revenue growth
  • P&L Management
  • Leadership & Team Development
  • Organizational design
  • Go-to-market strategy
  • Industry Thought Leadership/Speaking
  • Digital & Omnichannel Marketing
  • Consumer Packaged Goods (CPG) Marketing
  • Brand Innovation & Business Transformation
  • Data-Driven Consumer Engagement
  • Mergers & Integrations
  • Executive Client Relations
  • Board Member

Affiliations

  • Instacart Advisory Board Member 2024-Present
  • AdSprout Advisory Board Member 2025-Present
  • Rokt Commerce Council Member 2024-Present
  • Chief Member 2022-Present

Accomplishments

2024 – Named Top 25 Commerce Marketer and recognized as a Retail Media Trailblazer by the Path to Purchase Institute.

2024-She Runs It Changing the Game honoree

2022 – Awarded Account Leader of the Year by Campaign US.

2021-Named Leading Business Woman of Cincinnati by Forbes and Fortune

2021 – Received the Women of Excellence Innovator Award from the Path to Purchase Institute.

Led several industry award winning campaigns and activations including Effies, Cannes Lions, Path to Purchase Institute Omnichannel Awards, and more.

Timeline

Global CEO

Omnicom Commerce
07.2023 - Current

Chief Experience Officer

VML Commerce
01.2021 - 07.2023

Managing Director

VML
01.2019 - 01.2022

Vice President, Business Innovations

Rockfish Digital
08.2011 - 01.2019

MBA -

University of Phoenix

BBA - Marketing & International Business

University of Cincinnati

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