Briana Finelli leads the Wavemaker Commerce practice in the US, integrating all elements of Wavemaker's commerce offering across Strategy, Planning, Investment, Performance, and Analytics to drive best-in-class offerings for clients seeking a partner to challenge how they have traditionally served their customers. With nearly a decade in commerce and retail media experience, Briana is passionate about positively provoking clients, teams, and the industry on its journey of evolution and growth.

Briana is also tasked with positively evolving Wavemaker US’s award-winning strategic offering scope to focus on the agency’s portfolio of new economy clients (including working with outside venture capital and private equity partners to launch e-commerce brands), shaping its positioning in the marketplace, building out its leadership team, and developing the agency’s full roster of clients.