Emma Dean

Chief Operations Officer

Emma Dean’s career epitomises visionary leadership and dedication. Joining SMG as its first-ever employee directly out of university under Founders Matt Lee and Joel Hopwood (ex-dunnhumby), Emma has played a pivotal role in shaping what is the UK’s largest retail media operator, trading over £1.9 million in retail media daily, in a burgeoning industry projected to outpace TV by 2025 (Tesco).

Under Emma’s leadership, SMG has grown into a multifaceted enterprise, encompassing the UK’s leading commerce media agency, Capture; retail media technology platform, Plan-Apps; and seven major Retail Media Networks, including Very Media Group, Boots Media Group, Co-op Media Network, Morrisons Media Group and LS Eleven Media Services (Asda). Emma’s foresight was evident from the start. Managing SMG’s inaugural partner, Sainsbury’s, she crafted a leading retail media strategy, laying the foundation for Nectar 360, which is today recognised as one of the UK’s top in-house media networks. Her ability to continuously identify opportunities and build trust in a nascent channel cemented her reputation as an industry innovator. As SMG expanded, Emma advanced its Capture agency to the forefront of retail media, later transitioning to oversee people, culture, and capability. Now, as Global COO, she steers SMG’s strategic vision, managing Business Development, Marketing, and People teams both here and in North America, with a focus on innovation and operational excellence. Emma’s strategic foresight and commitment to fostering empowerment and diversity have not only propelled SMG’s growth but also positioned her as a transformative leader shaping the future of retail media.