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Roger Dunn: Retail media’s sharpest voice in the age of AI

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Roger Dunn has become one of the clearest voices in the fast-changing world of retail media. Known for blending sharp industry analysis with playful commentary, he makes complex topics like AI commerce and adtech strategies accessible. His content is followed by executives, marketers, and e-commerce professionals looking to understand where the industry is headed.

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1. Who he is

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Roger Dunn is a Global Retail Media Leader and E-commerce Consultant with a proven track record of shaping how brands and platforms approach digital advertising. Based in Australia, he has held leadership roles across major organizations, including Diageo, while building his profile as an influential consultant. His career is defined by expertise in retail media, adtech, and e-commerce, where he has consistently introduced fresh frameworks and future-focused insights. Roger also curates The AI Commerce Brief, a newsletter followed closely by professionals eager to understand the intersection of AI and commerce. His ability to connect industry shifts with practical strategies has cemented him as a trusted thought leader.

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2. A network of heavyweights

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Roger’s network features some of the biggest names in global commerce and technology. He regularly engages with leaders from Amazon, Google, Walmart, and Unilever, alongside adtech innovators like Criteo, Skai, and Mirakl. Industry institutions such as IAB Australia and Omnicom also appear in his orbit, underscoring his deep integration into the retail media landscape. This blend of corporate giants, agencies, and innovation players makes his voice credible and widely respected.

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3. Why people listen

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Roger has a knack for making dense industry concepts digestible. He mixes serious analysis, like his ‘Agentic Commerce Framework,’ with lighthearted memes about performance advertising and retail media trends. This balance keeps his feed fresh and approachable, ensuring that people not only learn but also enjoy the ride. His consistency and ability to capture both the technical and cultural side of retail media is why industry professionals keep coming back.

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4. Authenticity that resonates

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With a flawless Authenticity Score of 100/100, Roger stands out as one of LinkedIn’s most genuine voices. His content sparks meaningful discussions, with comments from peers like Colin Lewis and Mark Williamson that dive deep into the nuances of retail media. His engagement is built on thoughtful questions, shared personal experiences, and genuine dialogue rather than empty praise. From high-level frameworks to cheeky memes, his ability to keep it real while being authoritative is what makes his presence unique.

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5. Numbers that back it up

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Roger’s LinkedIn following has grown steadily from 15,947 to over 23,000 followers in just 18 months. His Influence Score sits at 6,402 points, placing him in the Top 1% of LinkedIn creators in Australia and Top 10% in E-commerce & Retail. Post content quality ranks 92/100, highlighting his mix of original research and engaging analysis. His rhythm is consistent, combining articles, image posts, and weekly memes that keep his audience hooked.

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6. Collaborations that matter

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Roger’s influence is amplified by his collaborations with major players in retail and advertising. He frequently highlights partnerships like Google and Criteo’s ad integrations, Macy’s Media Network’s tie-up with Amazon, and Mirakl’s collaboration with Criteo. He also plays a thought leadership role through advisory boards and public speaking, including appearances at industry conferences. These collaborations reinforce his credibility as someone who doesn’t just comment on the industry but actively shapes it.

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7. Why brands should partner with him

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For brands, Roger offers the perfect mix of credibility, reach, and creativity. Partnering with him means tapping into a voice that can break down retail media shifts for executives and practitioners alike.

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• Co-created reports and frameworks explaining adtech and AI in commerce

• Speaking engagements at industry conferences and workshops

• Executive advisory on retail media strategies and platform growth

• Creative campaigns that use humor and storytelling to amplify brand presence

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8. Why he's relevant in 2025

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Retail media is one of the fastest-growing areas of digital advertising, and 2025 is a turning point with AI redefining how commerce works. Roger is at the center of this conversation. His frameworks like the “Agentic Commerce” model and his ongoing coverage of major partnerships make him essential reading for brands and professionals alike. At a time when the line between retail and advertising is blurring, his insights help businesses stay one step ahead.

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Conclusion: Setting the pace in retail media

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Roger Dunn is not just following the retail media trend, he’s setting the pace. His mix of frameworks, humor, and partnerships makes him a voice that others in the industry can’t ignore. With a perfect authenticity score and a growing influence, he has established himself as one of the most trusted and entertaining thought leaders in the space. In 2025 and beyond, Roger’s insights will continue to shape how brands, platforms, and professionals think about the future of commerce.

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