Emma Dean, started in retail media fresh from university joining what was then Capture, now SMG, as the first employee. SMG is now an international grouping of three award-winning businesses leading connected commerce marketing – to enable the potential of brands and retailers to work closer together to improve shoppers’ experiences and, as a result, deliver brilliant business results.

Working with the founders to build the business from the bottom up, Emma was fortunate enough to experience the many different facets of an ever-changing business and industry. Starting her career in a commercial role within a partnership in-house at Sainsbury's, building their retail media proposition whilst simultaneously building FMCG brand trust, knowledge, and ultimate growth in the channel. Emma broadened her retail side expertise into the travel retail sector when heading up a partnership on-site at Heathrow.

Emma has worked with key stakeholders from the UK's retailers, media owners, and top FMCG's in developing and leading SMG's Capture agency. More recently, Emma has developed her career in the people, culture, and capability sector, in a centralised position within SMG.

Currently COO at SMG, with collective oversight of the Business Development, Marketing, and People teams, Emma enjoys a broad role whilst fulfilling her position as a member of the agency boards.