NexChapter, a consulting firm specializing in growth solutions for retailers, brands, and tech companies, has named Dom Manna as principal and vice president of Commerce Media. His background in linking first-party customer data, ad tech, media operations, and advertiser outcomes will enhance the firm’s client support capabilities.
Manna joins NexChapter from Ulta Beauty, where he spent a decade building and scaling the retailer’s media business. He played a central role in the development and 2022 launch of UB Media, transforming an emerging advertising capability into a sophisticated retail media business.
During his tenure, retail media activity grew from approximately 20 campaigns annually to more than 2,000, supported by a team that expanded to more than 30 specialists.
Art Sebastian, founder and CEO of NexChapter, said Manna represents the kind of leader the firm is building around.
Manna will join NexChapter’s Retail & Commerce Media practice, helping retailers and brands advance their media businesses across network strategy, commercialization, operating models, technology, advertising products, data, and measurement. His experience will further strengthen NexChapter’s ability to support clients from initial strategy through execution and ongoing growth.
“Retail and commerce media have reached an important inflection point,” Manna said. “The opportunity is no longer just about creating new advertising inventory. It’s about building sustainable businesses that create value for customers, retailers, and brand partners.”
“Retail and commerce media are moving into their next chapter, and the industry needs to move forward together,” Sebastian added. “That means stronger operating models, better integration of data and technology, more meaningful measurement, and closer collaboration between retailers, brands, and agencies. We’re investing in the talent, capabilities, and industry platforms to help make that happen.”
Manna’s appointment reflects NexChapter’s broader ambition to build a differentiated advisory firm grounded in deep operating experience, cross-industry expertise, and a commitment to helping clients move from strategy to action.