New York, NY — December 2, 2025 — The Women in Retail Media Collective announces its official rebrand as Women in Commerce Media (WCM), reflecting both the evolution of the industry and the broader ecosystem in which women are leading and shaping commerce-driven media.
The line between commerce, technology, and media has blurred – powered by platforms that connect first-party data, marketplaces that operate like full advertising ecosystems, and industries such as travel and fashion building their own media networks.
What began as a network focused solely on retail media now reflects a much wider reality: commerce happens everywhere. From marketplaces and travel platforms to fintech companies and fashion brands, organizations are increasingly becoming media owners in their own right. As the industry expands, so does the opportunity for professionals to lead, learn, and grow.
Focus for Growth: Connect, Grow, Lead
WCM’s evolution is guided by three focus areas that strengthen the community, elevate women’s expertise, and create meaningful industry impact:
1. Connect: Local Events & Community Building
WCM will continue to host local gatherings and chapter-led events, creating spaces for women to meet, exchange ideas, and build supportive networks. These events are made possible through collaborative partnerships with sponsors who share our commitment to elevating women in commerce media.
2. Grow: Content & Knowledge Development
Through the WCM Journal, exclusive interviews, insights, and thought-leadership features will spotlight women shaping the future of commerce media. This content pillar ensures the community has access to the latest perspectives and knowledge emerging across commerce, technology, and media
3. Lead: Industry Collaboration & Visibility
WCM will expand its presence through collaborations with tradeshows and major industry events, offering opportunities for members to participate, speak, and be represented on the global stage. These initiatives help amplify women’s voices and position them as leaders in the rapidly evolving commerce media landscape.
Leading with Example
Women in Commerce Media is powered by a global network of chapter leads—our Collective Connectors—who shape local communities, guide programming, and ensure the voices of women across regions are represented.
Our current chapter leads include:
- Kara Pierce, Minneapolis
- Megan Stevens, Minneapolis
- Morgan Chapman, Americas
- Vanessa Fossier, France
- Irina Schmitz, Germany
- Hannah Siddiqui, Australia
- Sarah Minassian, Australia
- Claire Trbovic, United Kingdom
- Kina Demirel, Turkey
- Lisa Tan, Singapore
- Stacy Freedman, New York
- Anne Hallock, Texas
These leaders embody the spirit of WCM, bringing women together, elevating diverse perspectives, and championing a more inclusive future for the commerce media industry.
A Renewed Mission
With the rebrand, Women in Commerce Media reaffirms its mission: to bring professionals together across all corners of the commerce ecosystem and to build shared knowledge, leadership confidence, and collective visibility in a rapidly changing industry.
Co-founder Emma Helsloot emphasized the strategic shift driving the rebrand: “Commerce media is no longer a niche discipline, it’s becoming the connective tissue of modern business. Our rebrand reflects the reality that women are shaping this evolution across every sector, and WCM exists to give them the platform, access, and visibility they deserve.
Co-founder Ana Laura Zain highlighted: “This rebrand is about alignment with reality, commerce now touches every aspect of media. WCM provides the framework for professionals across industries to stay connected, informed, and positioned for what’s next.”
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About Women in Commerce Media
Women in Commerce Media (formerly Women in Retail Media Collective) is a global network dedicated to empowering women across retail media, marketplaces, travel, fintech, data technology, and the broader commerce ecosystem. Through connection, learning, and leadership opportunities, WCM equips professionals to shape the future of commerce media.
Website: https://womenincommercemedia.com
Media Contact: hello@wrmcollective.com