Baker arrives with over 20 years of experience in commerce marketing and omnichannel strategy, having previously served as Global CEO for Omnicom Commerce, where she managed a 700-person team. Her background includes leadership roles at VML, Rockfish Digital, and Tracy-Locke, alongside her recent work running a consultancy for MarTech and AdTech firms. CEO Dr. Ali Alkhafaji cited her operational expertise as a critical asset for integrating strategy with modern, agentic intelligence systems.

The hire arrives as the firm pushes its ACx framework—a model designed to replace traditional human-scale execution with systems capable of reasoning and acting autonomously across digital touchpoints. Baker, recognized as a Top 25 Commerce Marketer by the Path to Purchase Institute, views the current market shift as the most significant transformation since the internet's inception. She will now oversee the growth strategy for APPLY’s consumer division, which serves major brands including Lululemon, the NFL, and Kraft Heinz.