Global commerce start-up drafts in Michelle Whelan

Former Geometry Global, VML and M&C Saatchi chief Michelle Whelan has joined an AI-driven global commerce start-up as part of a major growth strategy which also sees her take a stake in the business.

Launched in 2022, Komerz has around 20 staff and works with challenger consumer packaged goods brands to scale across borders by offering end-to-end support – from logistics and distribution to full-funnel marketing.

The company operates an AI-powered, data-driven platform designed to simplify global expansion by identifying high-potential markets, optimising media performance, and personalising consumer engagement across digital and physical channels. It also provides real-time insights, predictive analytics, and full-funnel attribution.

One recent initiative saw Komerz launch Unilever’s Omo brand exclusively on Amazon Germany, entering a saturated, low-loyalty market dominated by established giants like Ariel and Persil. Komerz deployed a challenger brand strategy rooted in content, localised messaging, and early demand generation to differentiate and win consumer trust, leading to 100% revenue growth.

Whelan, who is taking up the role of global chief business officer, brings over 20 years of senior leadership experience, including eight years as a CEO across WPP agencies.

Most recently, she served as chief client officer UK at VML and CEO of Geometry Global UK, where she led marketing strategies for international brands including Coca-Cola, Mondelez, Philips, Diageo, Nestle, Ford, Bayer, and Unilever.

Prior to WPP, Whelan launched M&C Saatchi Shop and held senior roles at Arc Worldwide, Iris Experience, and BBDO Vancouver, where she played a pivotal role in winning the Vancouver 2010 Winter Olympic Bid.

She said: “Over the last eight years at WPP, I have worked with brand partners to deliver marketing solutions that drive brand and category growth

“Komerz brings a whole new dimension to this by combining deep commercial understanding with cross-border channel expertise, giving challenger brands the capability to truly unite marketing and sales.”

Whelan will focus on scaling Komerz’s existing business by expanding brand reach to new customers across new channels.

Her immediate priorities include building a high-performing team with clear objectives and KPIs to align marketing and sales operations globally, drawing on her extensive experience in building and scaling agency operations.

She added: “Consumers don’t care where they buy, only that the brand is relevant, available, and frictionless to access. Komerz eliminates traditional silos between online and offline, marketing and distribution, by becoming a single operating layer across channels.”

Her appointment follows a period of significant change within the marketing services industry, with holding companies facing pressure from clients demanding more integrated, performance-driven solutions.