Victoria Cromie, Managing Director in Canada for Mars United Commerce and Publicis Commerce, was named a winner this month in the Path to Purchase Institute’s fourth-annual Retail Media Awards. The following is a profile of the qualities and characteristics that earned her a place among the top commerce marketers pioneering retail media in today’s marketplace.
Victoria Cromie is a transformative leader in the retail media and commerce marketing industry. A vocal advocate for holistic commerce, she has consistently championed a more strategic, integrated, and data-driven approach to commerce that moves beyond siloed execution toward true end-to-end impact.
With more than two decades of experience, Victoria shares her expertise by serving as an industry thought leader. She has frequently spoken at industry conferences and webinars about the importance of breaking down silos within organizations and unifying retail media, measurement, content, and targeting under one cohesive framework.
At a time when the industry continues to grapple with fragmentation and lack of standardization, she has led collaborative cross-functional initiatives to advance measurement rigor, deliver more intelligent targeting solutions, and build integrated commerce activation strategies for clients.
Victoria’s leadership has been especially critical during recent periods of disruption, which have included economic volatility, tariff-related pressures, and structural transitions during the acquisition of Mars United by Publicis Groupe in 2024. Advancing cross-agency collaboration between commerce and media agencies to deliver more unified commerce solutions, she secured and led major CPG partnerships that resulted in the acquisition of significant client portfolios.
Through it all, Victoria has successfully managed and developed a high-performing team, nurturing a collaborative culture across commerce disciplines while maintaining morale and driving growth. What truly sets Victoria apart is her people-first, heart-centered leadership style. In an industry often defined by numbers and related pressures, she builds strong, empowered teams and mentors senior leaders with empathy and intention.
Victoria proves that compassion and commercial excellence are not mutually exclusive. Her ability to blend data-driven innovation with authentic leadership makes her deeply deserving of recognition as a Retail Media Award winner.
