Nehme (pictured) will be global practice lead and report to Digitas global brand president Michael Kahn, who will also be executive sponsor of the Commerce practice.

Nehme was previously president of commerce & innovation for Publicis Media EMEA, where he drove commerce capability across the region with Starcom and Zenith, and for key global accounts such as L’Oréal, Nestlé, P&G and Samsung.

In this new role, he will lead a team of dedicated regional commerce leads in the Americas, EMEA and APAC regions and also establish an agency-embedded talent model with commerce leads directly managing client strategy and implementation.

Steve King, chief executive officer, Publicis Media said: “Commerce is a massive growth opportunity for our business and the industry-at-large. Ali’s expertise and experience guiding commerce strategy and capabilities for key agencies and their clients will help us effectively lead and manage the intersection of media and commerce across marketplaces.”