B&Q Hires Former Amazon Leader to Drive Retail Media Strategy

Virginia Wakefield, E-commerce Director at B&Q, described the appointment as a strategic priority intended to deliver more relevant shopping experiences while generating value for brand partners. Karsunky joins the business at a moment when the company is aggressively modernizing its digital infrastructure, including the deployment of AI-powered search tools designed to anticipate seasonal consumer demand rather than relying on traditional marketing calendars.

This investment in talent coincides with broader praise for B&Q’s recent digital pivot. Sophie Neary, Managing Director of Retail & Consumer Goods at Google, recently highlighted the retailer for its ability to operate with the agility of a startup. By leveraging AI to address specific customer pain points, the company is attempting to bridge the gap between massive-scale operations and the personalized, responsive service typically associated with local merchants.