Aisha Khan Joins dentsu as Head of Commerce for North America

dentsu has appointed Aisha Khan as Head of dentsu Commerce for North America, adding senior leadership to its commerce organization as the agency group looks to bring together a broader set of capabilities across media, retail, shopper, social, data, technology and customer experience.

In announcing the move, Aisha positioned commerce as an industry undergoing an identity shift. Rather than treating retail media, shopper marketing, social, creative, D2C, data and technology as separate conversion channels, she believes brands need a more connected approach built around the consumer.

Bringing Commerce Capabilities Together

Aisha's new mandate centers on building dentsu's Commerce offering as an integrated capability across North America.

Her focus will be on connecting disciplines that have traditionally operated independently, including planning, analytics, social, shopper and video, while aligning them around a common commerce strategy.

The broader ambition is to position commerce as an intelligence layer connecting media, measurement, creative, shopper and customer experience management for consumer brands and retailers.

Building on dentsu's Existing Strengths

Aisha joins dentsu with a clear view that the opportunity is not about building a commerce organization from the ground up.

Instead, she will work across existing dentsu capabilities and businesses to bring together assets that already play important roles in the commerce ecosystem.

Merkle brings established capabilities in identity and customer experience, while New Stream Media provides expertise in retail media networks and commerce consulting. The re-emergence of 360i also adds a renewed focus on social innovation and its influence on consumer buying behavior.

Together, these capabilities provide dentsu with a broad foundation across the commerce journey.

A Consumer-First Approach

Aisha's approach is rooted in a simple premise: commerce should begin with the consumer rather than with individual channels.

As retail media continues to expand and brands increasingly navigate fragmented customer journeys, marketers are looking for ways to connect media investment with shopper behavior, customer experience and measurable business outcomes.

The challenge for agencies is therefore moving beyond channel orchestration toward a more unified model that can connect consumer insight, media, creative, technology and commerce execution.

The Next Phase of Commerce

Aisha's appointment comes as the boundaries between advertising, retail media, social commerce, customer experience and digital buying continue to converge.

For consumer brands and retailers, this convergence creates an opportunity to rethink commerce as a broader business capability rather than simply a collection of conversion channels.

At dentsu, Aisha will be responsible for helping bring those capabilities together and building a more unified Commerce proposition for the North American market.

About dentsu

dentsu is a global marketing and media organization that provides capabilities spanning media, creative, customer experience management, data, technology and commerce. Its portfolio includes businesses such as Merkle, New Stream Media and 360i, serving brands and organizations across markets.