Where Does The Ecomm Team Really Belong? 3 Brand-Side Leaders Share Their Org Charts

n today’s episode of the Retail Media Breakfast Club, I’m digging into a question that gets a lot of e-commerce pros fired up: where should your eComm team sit within the org chart? Sales? Marketing? Somewhere in between? I’ve brought in three powerhouse brand-side leaders to share how their companies are structured—and why.

From owning the P&L to forming tightly aligned omni teams, we explore different org setups that can either fuel success or slow you down. You’ll hear how Premier Nutrition, Wilton, and Organica Health Products each approach the placement and management of their Amazon and retail media teams. It’s a short but rich dive into strategy, accountability, and cross-functional alignment that might just inspire your next re-org.

Timeline Summary:

[0:00] - Kicking off with the big question: where should eComm live in your org?

[0:27] - Preview of insights from three brand leaders on structuring eComm teams.

[1:34] - Alicia Ponziani of Premier Nutrition shares how her Amazon and Omni teams are split—and why shopper marketing now reports into Omni.

[2:56] - Brea Keating of Wilton explains why controlling the full P&L is essential for profitability and avoiding interdepartmental tension.

[4:08] - Louise Antunes from Organika Health Products discusses why being housed under sales works best for their Amazon operations.

[5:00] - Wrapping up with a reminder to subscribe for your daily 10-minute dose of retail media insight.

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