Larisa Dumitru is the Head of Ecommerce for EMEA at GroupM, where she oversees the regional commerce unit. She has worked with large brands at a global, regional and local level, helping them to profitably grow their online businesses.
Who is your digital hero?
Dave Hompe, managing director at GroupM Nexus EMEA.
What has he done to win hero status in your eyes?
Dave’s got a rare gift – he brings a human touch to everything he does. Whether he’s working with clients or collaborating with internal teams, his consideration and kindness are unwavering.
He’s a seasoned veteran in the media world, having been on the cutting edge of digital innovation for years. But here’s the kicker: he’s managed to keep that innovation grounded in what really matters – ensuring both clients and teams are not just satisfied, but engaged and happy.
And, let’s be real, Dave’s a solid guy to have around. He’s the kind of person who’s just as enjoyable to grab a beer with as he is when he’s helping you write a pitch narrative. That helps.
How has his heroism helped drive digital?
Since I stepped into the role of Head of Commerce for EMEA at GroupM, Dave has been an absolute powerhouse in advocating for retail media and the broader commerce practice. He’s not just talking the talk; he’s opening doors, making the right connections, and helping us shape the entire retail media narrative. His backing has been crucial in the impressive growth we’ve seen in retail media at GroupM across Europe – which is the fastest growing segment of digital media, after all.
But it doesn’t stop there. Dave has this unique ability to spot exceptional talent (and, yes, I’m subtly patting myself on the back here), and he knows how to build diverse teams. When you gather a range of perspectives and skill sets, magic happens – especially in a space as dynamic and rapidly evolving as digital. It’s this blend of leadership, vision, and talent that stands out.
What the biggest challenges in digital we need another hero to solve?
The most significant challenge in digital right now is the need for much more open, honest conversations about where we stand and where we need to go. Too often, the dialogue around digital media feels like it’s walking on eggshells – there’s this sense of reluctance to address the real, often messy issues at play.
Whether it’s tackling transparency, the pace of technological change, or even how we value data, there’s a need to rip off the bandaid and talk about it. And that’s where we need a new kind of leadership, someone who can steer the conversation in the right direction.
We’re all operating in a world where things shift at lightning speed. But when you’re constantly trying to keep up with new tech or trends, it’s easy to lose sight of the fundamentals: Why are we doing this? Who is benefiting?
How are we ensuring a healthy, sustainable future for the digital ecosystem? Someone like Dave is great at creating the space for those difficult conversations, where everyone can feel comfortable sharing their opinions without fear of judgment. It’s not about offering the perfect solution, but about getting the right people talking and thinking differently. We need someone who’s willing to get into the weeds, break down silos, and encourage transparency in ways that are sometimes uncomfortable – but ultimately essential for progress.
What is your most heroic personal achievement so far in digital?
If I’m being honest, one of my proudest achievements has been playing a role in the evolution of retail media. It’s no easy feat to be at the forefront of something so fast-moving, but I wouldn’t trade it for anything.
Retail media demands a deep understanding of the digital ecosystem, brands’ business models, tech developments, and, of course, the economic landscape. When I first got started, the concept of retail media was still fuzzy – there were a million definitions, and no clear direction. Watching it develop into what it is today has been a thrill.
Through my career, which spans both client and agency sides, I like to think I’ve had a hand in shaping the retail media landscape in Europe. Maybe it’s a small part, but it’s been incredibly rewarding to see how far we’ve come, and to know that I’ve contributed, in some way, to the digital media industry’s growth.
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