Razorfish welcomes new Retail and Commerce Experience Practice Leader

MacDonald’s Practice will empower retailers to transcend traditional boundaries and unlock the full potential of purpose-driven experiences

Marketing transformation leader Razorfish announced the appointment of David MacDonald as Retail and Commerce Experience Practice Leader. He joins Razorfish from Publicis Commerce where he served as Managing Director. With brand loyalty becoming harder to win and retain each year, Razorfish has tasked MacDonald with helping brands weather those changing expectations and embrace their role in crafting and connecting within the shopper experience, regardless of market challenges.

Over the last 20 years at Publicis Groupe, MacDonald has built e-commerce platforms and platform strategies for retailers centered around end-to-end experiences. His expertise has been showcased through the retail domain leading strategy for digital commerce implementations, including several large, multi-year retail digital engagements. Transitioning to Publicis Sapient as VP of Product Management and then to Publicis Commerce, MacDonald’s immediate priority was creating a center of excellence focused on those end-to-end experiences and mending the disconnect between retailers and their media placements, products, and transactions.

“We are at the forefront of redefining innovation, and David’s impressive record ensures that retailers are not just equipped but empowered with the right tools and data necessary to craft the future of purpose-driven, impactful commerce experiences,” said Josh Campo, CEO at Razorfish. “I couldn’t be more excited to see how David continues to push our Retail and Commerce Experience Practice forward.”

In his new role, MacDonald will lead the development of unified commerce experiences that work in harmony with media. Harnessing his experience in extracting insights and creating touch points across the entire shopping journey from online to in-store to post-purchase, MacDonald hopes to continue scaling Razorfish’s presence as a leader in retail and commerce experiences.

“The world of commerce has become increasingly complex and tricky to navigate. My goal is straightforward: to simplify,” said MacDonald. “Razorfish is a company that values an entrepreneurial spirit and evolves at the speed of culture, and with our expertise in emerging technologies such as generative AI, there is no agency more equipped to mobilize creative and immersive retail experiences for brands.”

MacDonald will report to Campo and lead a core team that collaborates across Razorfish disciplines. His appointment follows Razorfish’s notable 2024 Most Innovative Agency distinction from Campaign US earlier this month.

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