VMLY&R Commerce, a global end-to-end “Creative Commerce Company”, has appointed Toseef Butt as Regional Commerce Director and Head of CaaS and Leanne Bird as Global Program Partnerships Lead.The company is known for serving demand from clients for data-driven e-commerce and performance services, talent and technology, in support of business sales growth and brand building through commerce. The agency is taking inspiration around Commerce as a Service (CaaS) to strategically package its bespoke digital commerce offerings and end-to-end managed-services across DTC, retail media, Amazon & marketplaces, digital-shelf, content and commerce advisory.  For this it has appointed Toseef Butt as Regional Commerce Director and Head of CaaS for MENA region. A seasoned digital commerce and retail media specialist with a 14-year track record in both the UK and Dubai. Butt will be accountable for growing the digital commerce sales across all channels. He is known for his expertise in data-led, consumer-centric strategies, and has a depth of knowledge across the region’s retail media providers, and focus on the delivery of precision, efficacy of measurement and optimisation to grow client’s businesses.Among his recent accolades, Butt architected the successful local D2C performance media launch for renowned brands like H&M, Mothercare, Victoria’s Secret, and Huawei. The second appointment is of Leanne Bird as Global Program Partnerships Lead. She has more than 15 years experience on the tech and agency side in delivering operational excellence across a range of clients to create integrated functional effectiveness and orchestrate business development through a team of agency and partner experts. As a highly commercial and operationally focused professional, she is responsible for setting up and structuring the ‘Commerce as a Service’ global team. Leanne Bird will bridge the gap between VMLY&R Commerce and key agency partners like Amazon, Stripe, Google, Meta to develop drive training, accreditation across the agency’s talent, and to continue the co-creation of class leading and value adding innovations with key WPP partners. She will be based in Sea Containers in London.