Ollie Shayer
Senior Director, Global Strategy and Innovation
Ollie Shayer is the Senior Director of Global Strategy & Innovation at SMG, where he leads the development of future-focused capabilities across media, insight, AI, and new-to-market propositions. His role centres on identifying growth opportunities and crafting innovative strategies for retailers, brands, and agencies in an era of accelerated disruption.
Previously, as Omni-Media Director at Boots UK, Ollie led the brand’s consumer and retail media strategies—driving performance, innovation, and transformation across one of the UK’s most trusted and iconic businesses. He headed up both Boots’ consumer media strategy and the award-winning Boots Media Group, a pioneer in retail media.
Ollie brings over two decades of experience in FMCG, retail, and e-commerce, having led global media and digital innovation initiatives across Europe, the US, LATAM, and APAC. His leadership background includes positions at Boots UK, Booking.com, ECCO, Diageo, Nestlé and Sainsbury's.
Recognised as a thought leader, Ollie has been named a Campaign 40 Over 40 winner, a New Digital Age Brand Hero, and listed in the PMW Power 100 in both 2023 and 2024. He is also a proud member of the Future 100 Media Club.
Ollie is passionate about harnessing data-driven insights and technology to unlock new opportunities and set new standards in commerce media. Always curious, collaborative, and committed to pushing for better.
Previously, as Omni-Media Director at Boots UK, Ollie led the brand’s consumer and retail media strategies—driving performance, innovation, and transformation across one of the UK’s most trusted and iconic businesses. He headed up both Boots’ consumer media strategy and the award-winning Boots Media Group, a pioneer in retail media.
Ollie brings over two decades of experience in FMCG, retail, and e-commerce, having led global media and digital innovation initiatives across Europe, the US, LATAM, and APAC. His leadership background includes positions at Boots UK, Booking.com, ECCO, Diageo, Nestlé and Sainsbury's.
Recognised as a thought leader, Ollie has been named a Campaign 40 Over 40 winner, a New Digital Age Brand Hero, and listed in the PMW Power 100 in both 2023 and 2024. He is also a proud member of the Future 100 Media Club.
Ollie is passionate about harnessing data-driven insights and technology to unlock new opportunities and set new standards in commerce media. Always curious, collaborative, and committed to pushing for better.