1. We had a great first chat, and I was fascinated by the complexities you described in your role at Coca-Cola Europacific Partners. Could you share more about how you’re tackling the fragmentation issue in retail media with so many platforms and networks to navigate?
Everyone is still in the process, as retail media is continuously evolving. To tackle fragmentation in retail media, it will be vital to try to centralise the data and reporting, enabling holistic analysis and cross-platform comparisons across the different markets.
The ultimate goal is to develop a consistent approach, not just for us in CCEP, but also for the industry, not only for standardised definitions and measurement, but also consistent attribution models. In the meantime, leveraging technology or agencies specialising in multi-network management will be essential to streamline workflows, optimise, and balance investments effectively.
2. When it comes to budgets, how do you figure out how much goes to retail media versus other channels? What do you weigh up when making those decisions?
To make an informed decision on retail media networks, we align it with our business objectives, evaluating each platform’s potential. This can be based on performance data, ROI, to name a couple.
3. How do you balance your strategy between the typical retail media giants and smaller, emerging platforms?
To balance a retail media strategy between more sophisticated retail media networks and emerging platforms, it is important to reach a happy medium. Based on the retail media network assessment that would have taken place internally, the budget will be allocated accordingly (proven ROI, robust targeting, etc). However, it is important to have a degree of flexibility, being able to test and learn those emerging platforms that show potential.
4. What does your team focus on when measuring the success of a retail media campaign? And what does your leadership team expect from retail media in terms of performance?
The metrics of success will vary depending on the campaign objective. Before the campaign starts, we would agree on the objective (awareness, consideration or conversion) and adapt our activation, media touchpoints and KPIs to track accordingly. Whilst the expectation on what a campaign needs to deliver will vary, for conversion campaigns, incremental ROI and long-term KPIs such as customer lifetime value are crucial.
5. What kinds of skills do you think are must-haves for your team to manage retail media effectively? Are there any gaps you’re currently trying to address?
Retail media has to be all about collaboration, a cross-functional effort internally and externally, requiring a mix of strategic planning, budget management and analytical skills, to name a few.
First, you need Insights to understand shopper and category behaviour to effectively set the objective of the campaign.
Secondly, strategic planning and budget management skills, as well as creativity and retailer understanding to come up with an engaging campaign, with the right message at the right time and place, for the right shopper in mind, addressing both our and the retailer’s shoppers’ needs.
And finally, proficiency in media and data analysis understanding, to interpret the campaign results and turn them into action and optimisation during the campaign and for future ones as well.
6. Are there any women leaders in retail media whom you particularly admire? What qualities or contributions have made them influential in your view?
There are plenty of women in Retail Media and we need to celebrate not only the women in leadership positions, but also those that are forging themselves a career in Retail media. For me, that is what the Women in Retail Media Collective is excelling at: giving women in retail media the spotlight that they deserve.
About us: The Women in Retail Media Collective (WRM Collective) is a network dedicated to empowering women in the retail media sector. By providing resources, mentorship, and community, WRM Collective creates pathways for women to lead, innovate, and drive change in this booming sector. Founded by two industry leaders, WRM Collective is committed to fostering a more inclusive and equitable retail media landscape. For more information visit www.wrmcollective.com.