What’s the biggest e-commerce lie brands still believe? According to Aisha Khan (WPP Media, Head of Retail Media & Digital Commerce for Unilever U.S.) that retail media alone is going to save the growth plan.

In this unapologetically honest episode of SHeCOMMERCE, Cristina and Jacqui sit down with the one and only Aisha Khan for a conversation that goes way beyond buzzwords and straight into the real work behind modern commerce leadership.

Aisha brings the heat on why brands need to stop treating retail media like a magic wand and start thinking bigger. From social’s role in driving retail demand, to the reality that all media is now commerce media, she lays out a sharper, smarter playbook for growth.

But this episode doesn’t stop at strategy.

Aisha also gets real about the human side of leadership: the bold career pivots, the moments where things nearly caught fire, the lesson that creative still drives performance, and the truth about what women really need to lead transformation inside complex organizations. She opens up about sponsorship, boundaries, feedback, self-awareness, and recovering from toxic leadership without losing yourself in the process.

This one is equal parts commerce masterclass and career therapy session.

In this episode, we get into:

• Why retail media isn’t the only answer to growth
• How social, culture, and demand creation fuel commerce
• The mistake brands make when they over-focus on media and ignore creative
• What it really takes for women to lead boldly in high-pressure environments
• Why one sponsor is not enough
• How to protect your power, trust yourself, and stop apologizing for being great

Smart, sharp, and wildly relatable, this episode is for anyone building brands, leading change, and refusing to play small.

Bold Brands. Fierce Women. One Sisterhood.

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