As Chief Strategy Officer at SMG, Katie Streeter Hurle has had a front-row seat – and often a leading role – in shaping the retail media space as it has grown from a niche to a global force. We sat down with Katie to talk about her career path, the underrated value of being resourceful, and why women in the industry need to speak up more – even when it feels cringey.
Can you share a bit about your career journey and what led you to your current role at SMG?
“I guess kind of weirdly, maybe uniquely for someone in retail media – given it’s still a relatively new space – I’ve almost spent my whole career in this industry, but from different sides of the coin.
I first graduated and got a job at Procter & Gamble, in the shopper marketing function – maybe what retail media now is. While I was there, I worked with some big retail customers and met the two founders of what would become SMG. I pushed hard to get them on the P&G agency roster – which is not easy – because I felt like they were doing something a little bit different that was really needed.
Then they asked me if I fancied coming on board to help grow SMG. It felt like quite a leap – there were only seven of us at the time. But I’ve been at SMG ever since. Fourteen years later, I’ve done client service roles, built things like our Centre of Excellence (planning, insight, media ops, trading), and helped to set up our Incubation Hub where we do a lot of experimental work in areas like AI.
My current role is Chief Strategy Officer. It’s really broad – and that’s the best bit about it. I look after global capabilities like our media & adtech partnerships, AI incubation hub, and our consulting practice. I also look after corporate development – figuring out what we should build next and how we grow.”
What leadership lessons have been most valuable to you as you’ve grown in the retail media space?
“I think it’s really important in this space to embrace change. The industry is moving so fast – there’s a new capability, a new RMN, a new piece of tech launching every week. You’ll never quite know enough about everything. But that’s the opportunity: to be really curious.
The second thing is being resourceful. I honestly think this is one of the most underrated characteristics of effective people. You’ll never have enough time, the perfect brief, or the full team – but the best people accept that and figure out how to deliver something amazing anyway. That’s particularly relevant in an industry like ours.”
How do you see the role of women’s voices evolving in retail media – and what would you like to see more of?
“There are still much louder male voices in this space – especially on LinkedIn and at industry events. I’d love to see more women feeling confident and assertive enough to share their views.
I work with brilliant women running retail media networks and leading fantastic product teams, but you don’t hear from them as much. Often it’s because women hold themselves to a really high standard – wanting every post to be perfect – and then never hitting publish.
But we have a responsibility to share what we know. It helps others and brings more balance to the conversation.
I found your honest LinkedIn posts about balancing a leadership role, working four days a week and being a mom really inspiring. Can you share a bit about how you approach that balance?
“Trying to balance it all is really hard – and honestly, I’m not even sure we should expect it to be perfectly balanced. I’ve learned to aim for the best average over time. Some weeks are more work-heavy, others more home-focused, and that’s just how it goes.
In our case, both my husband and I work four days a week, which has helped create a more equal split at home. That structure has made things more workable for us as a family.
What’s been harder, actually, is sharing personal reflections about it. Talking about motherhood or doing a leadership role part-time felt exposing at first – far more than posting about business. But I’ve realised it can really help others in similar situations. If it makes someone feel less alone or more confident that they can do both, then it’s worth putting out there.”
Who have been some of your most important mentors, and what have you learned from them?
“I’ve worked closely with Sam Knights, our CEO, for many years. He’s taught me how to lead teams without getting in the way of them – to be a coach rather than play every position myself.
Matt Lee, one of our co-founders, has an incredible commercial brain. He’s shown me how to structure partnerships that create real value for everyone involved. He’s also a master networker – I’ve learned a lot from just observing him in a room.
And I’ve found huge value in professional coaching. I really recommend it, especially for people in leadership roles. It helps you focus not just on what you’re doing, but how you’re doing it.”
Which women in retail media inspire you and why?
“Internally, I’m lucky to work alongside powerhouse women like Emma Dean, Helen Johnson, Rosie Houston and Claire Trbovic – all of whom are shaping SMG’s strategy and culture in meaningful ways.
Outside of SMG:
- Alice Anson at Nectar360 is incredible. She speaks really passionately, she’s hugely knowledgeable, and she’s a huge advocate for the industry. I think she represents Nectar 360 brilliantly.
- Jemma Haley at John Lewis is also incredibly experienced and credible in this space. She does a great job balancing what a retailer is trying to do with what brands want – playing that role in between really effectively.”
What are the biggest shifts you expect to see in retail media over the next two years – globally and in the UK?
“First, I think we’ll see a continued push for higher standards – in performance, service, and formats. That’s a good thing. It drives results and elevates the space.
Second, I hope we return to a proper focus on creative. We’ve been so focused on data, but I genuinely believe creative is the bigger unlock of performance. We need to bring more inspiration and storytelling into retail media.
And of course, AI will be transformative – not just for operations, but for how we engage consumers. From personalised meal plans to guided shopping tools, AI has huge potential to make retail media more relevant and helpful.
In the UK, there’s still growth to come – more networks will launch, and the second-mover advantage means new entrants can both learn from the playbook and disrupt it. That’s exciting.”
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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, thought leadership, 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.