Albertsons Media Collective · Retail media network launch · 11 months · Senior Media Lead, Launch Team
Launching a retail media network brands wanted to renew.
My role
Senior Media Lead on the launch team. Led a 15-person team on PepsiCo, Coca-Cola and Nestlé, designed the go-to-market framework that tiered audiences into priced packages, and turned revenue gaps into new ad products.
The moment
Albertsons was launching its own retail media network and needed its biggest CPG partners, including PepsiCo, Coca-Cola and Nestlé, to commit real budget and come back for more.
The approach
A KPI-driven, story-led go-to-market. Vendor-aligned programs built around each partner's goals, the seasonal retail calendar and Albertsons shopper data, with 2–5x ROAS targets across programmatic and social.
What I led
Media strategy, planning, activation and operations for major CPG accounts with a 15-person team. Custom audiences, CRM data integrations and purchase-funnel UX improvements built with the technical teams.
Why it matters to you
I know how a network packages, prices and measures. That's the view you want on your side of the table when you negotiate with one.