Retail Media Advertising Strategies

Please pick up your badges and head to the general session.

As a major CPG company with multiple lines of business, Mars values retail media thanks to its closed-loop measurement and proximity to consumers. Media veteran Ron Amram explains Mars’ strategy and the challenges it faces.

Retail media is largely considered a lower-funnel investment. But more platforms like Amazon are pitching them as brand builders. In this session, Sarah Lipski, Sales Strategy Director of RoC Skincare, will discuss how her team has evolved their campaigns to position retail media as a way to not only lead to conversion but also be used higher up in the consideration funnel.

Recess, the pioneer in relaxation beverages, originally started as a digitally native brand but has quickly expanded its retail presence to meet customers where they are, now selling through Target, Albertsons, Kroger, and more. In this session, you’ll hear from Benjamin Witte, founder and CEO of Recess, who will talk about how Recess’ marketing approach has evolved over the years, its strategy for platforms like Instacart, and overall, the story Recess is trying to tell through retail.

In this session, Amy Andrews, President of Mars United Commerce, will share insights and explore how Mars United Commerce is shaping the future of brand growth at the intersection of commerce and creativity. This includes navigating the rapidly expanding landscape of retail media networks and making smart, long-term investments in this evolving space.

Retail media has emerged as a powerhouse in the advertising landscape, offering brands unprecedented access to high-intent shoppers. But with its rapid growth and evolving complexities, how can brands and agencies navigate this space to maximize their return on investment? Join us for an insightful session with Tim Bagwell, Chief Product & Data Officer of Barrows, for an agency perspective on retail media investment practices.

Retail media is evolving rapidly, and Bayer is rethinking its approach to stay ahead. In this session, Khara Bozler Hutcheson, Senior Retail Media Lead at Bayer, shares how the brand is aligning its retail media strategy with broader brand objectives, managing fragmentation across platforms, and advancing measurement practices to focus on meaningful KPIs, such as “new to brand” and incrementality. From clean rooms and data strategy to the growing role of programmatic, this conversation provides a practical look at what’s working, what’s still being addressed, and how Bayer is building a more connected and scalable retail media ecosystem.

Ferrero’s retail media strategy is moving far beyond bottom-funnel tactics to become a more holistic, brand-building channel. In this session, Danielle Sporkin, SVP of Media and Marketing Services at Ferrero Brands, shares how the company is rethinking its approach across a diverse portfolio—from Nutella to Tic Tac—to test new capabilities, push measurement boundaries, and embrace a full-funnel mindset. With a focus on evolving beyond search and sales, Danielle will dive into how Ferrero is adapting its retail media investments to drive long-term brand value while maintaining a strong test-and-learn approach in an increasingly complex media landscape.

As Tinuiti’s Amazon commerce expert, Mia Rowe analyzes the impact of the commerce giant’s innovations throughout the ever-changing purchase funnel.

Anna, Michael, and Kimeko will close the day with a few takeaways.

Join us for cocktails as we wrap up the day.