NexChapter Names Dom Manna Commerce Media Leader
The advisory firm has hired the former Ulta Beauty media executive to lead its Commerce Media work within its Retail & Commerce Media practice.
Updated on Nov. 4, 2026 in Advertising
NexChapter appointed Dom Manna as principal and vice president of Commerce Media, announced November 4, 2026. Manna joins after a decade at Ulta Beauty, where he helped launch UB Media in 2022.
Why it matters
Retailer-owned media networks are a growing area of advertising spend, and experienced operators are in demand to build them. Manna's appointment brings Ulta Beauty's media-building experience to NexChapter's clients in retail and commerce media.
Under Manna's work at Ulta Beauty, retail media campaigns rose from roughly 20 a year to more than 2,000, and the media team grew to more than 30 specialists. The announcement does not specify how these figures will translate to NexChapter's client work.
The players
NexChapter
NexChapter is an advisory firm that helps retailers, brands and technology companies accelerate growth through its Retail & Commerce Media practice.
Ulta Beauty
Ulta Beauty is a major U.S. beauty retailer that built the UB Media retail media network where Manna worked.
The details
Manna spent a decade at Ulta Beauty, where he helped lead development and the 2022 launch of UB Media, spanning strategy, product innovation, audience development, operations and measurement. He now joins NexChapter's Retail & Commerce Media practice, an advisory firm that helps retailers, brands and technology companies accelerate growth.
Timeline
2022: UB Media launches at Ulta Beauty.
- 2026-11-04
NexChapter announces Manna's appointment.
Market Landscape
Manna's move follows Ulta Beauty's UB Media, a retailer-owned network launched in 2022 that scaled from about 20 campaigns a year to more than 2,000. Bringing that experience to an advisory firm suggests retailers are seeking outside expertise to build similar in-house media businesses.
For shoppers, the appointment has no immediate effect on prices, product availability or loyalty programs. Its impact depends on whether the retail media networks Manna's clients build eventually shape the ads and promotions consumers see.
The takeaway
Retail media is becoming a core business line for large retailers, and the talent that built these networks is now being sold to other companies. Readers following advertising can watch whether such hires lead to new retailer-owned ad networks.
Further reading
For related coverage, see Advertising news across the United States.
Source note: This article includes information reported by Supermarket News.
