Deni Petrova

VP Commerce WPP Media

Deni Petrova is VP of Commerce at Mindshare ( WPP Media ), where she leads the Unilever commerce media scope in the UK. She oversees a specialist team across strategy, planning and activation, with a focus on driving innovation and stronger outcomes for the business while continuously developing new capabilities and approaches as the commerce landscape evolves.

With 10 years' experience across technology, ecommerce and media, Deni has spent the past seven years specialising in commerce. She has worked with major brands including Disney, DreamWorks, Apple, L'Oréal and Colgate across different categories and international markets. Her career has taken her from a background in technology, through ecommerce, to her current role connecting commerce with wider media and brand strategy.

Her interests increasingly sit at the intersection of commerce and AI, particularly how AI is reshaping the way brands engage with and support consumers, as well as how consumers discover, evaluate and choose products. Deni is also co-author of The Agentic Files , an independent publication investigating how AI is reshaping business and commerce - https://theagenticfiles.substack.com