Riz Akbar currently serves as SVP of eCommerce at Publicis Groupe.

With 20 years of FMCG leadership experience as both practitioner and advisor across Newell Brands, Mondelez and more, he is a growth driver proudlyadvocating for change in commerce approaches and more holistic models towards retail and a key business partner combining eCommerce and traditional sales as a competitive advantage for market leadership driving tangible results in share growth and revenue.

Why did you choose to pursue eCommerce in your career? eCommerce challenges you to think differently vs. traditional retail. And I LOVE to be challenged.

You are not just competing with top brands or retailers’ private labels within certain zip codes. In the case of online, you are literally exposing your products or services to the rest of the world. 57%+ of the entire world’s population has internet access. Endless possibilities!

What is your biggest strength, and how have you used it for your success in eCommerce? Business analytics and P&L management. I use these skills to help the organization with strategic planning, customer development and driving profitable growth. 

What is the weirdest skill or talent to come in handy in your eCommerce experience? I am a trained accountant. This skill set is coming handy to answer some of today’s big questions, such as “Should we consider retail paid search dollars above the line or below the line?” I never thought I would need my know-how of accounting standards within eCommerce strategy.

How have you most successfully influenced change within your organization (or with your clients)? By keeping things simple. We tend to make eCommerce very complex. 

What was your most “valuable” career failure, and why? In 2000, I started my own company to sell coffee pods and machines. Yes… it didn’t go well, and so I exited prematurely instead of going with my intuition that this would be the future. Maybe too careful then, I now go with my gut feeling and take more calculated risks.

In the last five years, what new belief, behavior or habit has most improved your life? Never stop believing in yourself and stay positive no matter what life throws at you.

I know we all say that a lot, but I follow these principles 100%.  

What are you learning right now? I am taking an online course focused on modern supply chain strategies.  

What are the 1-3 songs that would make up your career soundtrack today?

• It’s My Life by Bon Jovi
• Come Together by The Beatles
• Lose Yourself by Eminem

If you could have a gigantic billboard for the world to see with anything on it, what would it say, and why? Stay Humble! 

What are the worst recommendations or advice you have heard related to eCommerce? “Analytics is back-office role.“

What advice would you give to a future leader of change about to enter business, or specifically the eCommerce field? eCommerce is fast-moving and evolving continuously. And so…

• Do your research
• Apply yourself to learn something new everyday
• Lead an uncomfortable change
• Spread your knowledge

What specific, industry-related change do you believe will happen that few others seem to see? I believe “Voice” will become an essential part of eCommerce strategy much sooner than we think today. 

What is the last thing you bought online, and why? Groceries and pet food for very obvious reasons and loved it. I mean, we didn’t even go to the store for the 4 weeks or so WOW!! 

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First Movers is a change leader interview series featuring select industry pioneers who are boldly driving the evolution of digital commerce, the consumer and everything in between.