Joe Serrano is a five-time founder and retail and technology executive with deep experience connecting emerging technology to enterprise adoption at some of the largest retailers in the world.

He has operated on both sides of the table - building companies as an entrepreneur and leading initiatives inside F500 retailers where he was responsible for identifying, evaluating, and selecting startup partners and technology vendors.

Joe most recently helped launch and scale Macy’s marketplace business to significant scale, following leadership roles at WPP and Best Buy focused on emerging technology and the future of commerce.

Through New Commerce Connections, he works with technology companies, retailers, and investors to accelerate growth through strategy, relationships, and execution leadership.

The biggest constraint in business is rarely technology.

It is alignment.

Alignment between innovation and adoption.
Between companies and decision makers.
Between strategy and execution.

New Commerce Connections exists to close those gaps.