EMEA Retail Media Lead

The role

Retail media is one of the fastest-growing parts of the marketing mix, and most brands still treat it as a channel of its own. As an RMA advisor, you'll be embedded with a global premium drinks business to change that across its EMEA hub. You'll make retail media a core driver of growth across every brand and retailer, fully joined up with media, commerce and customer plans.

You'll work where media, commerce and customers meet. You'll take the global retail media approach and turn it into playbooks that work in each market. You'll be the main media partner for the commercial and customer teams. And you'll prove what retail media actually delivers in sales, ROI and shopper conversion.

What success looks like

In your first 90 days you will:

1. Map how retail media is planned, bought and measured today across the hub's key markets and retailers, and agree the priority gaps.


2. Agree a regional measurement framework covering incrementality, ROI, visibility and conversion, with a roadmap to closed-loop reporting.


3. Get the first test-and-learn plans running with priority retailers, linked to customer joint business plans.

Over time, success means retail media contributes more to revenue and ROI, sits fully inside full-funnel plans, and is delivered consistently and compliantly in every market.

What you'll do

• Own and develop the EMEA retail media strategy across all brands and retailers, in line with global direction and regional growth priorities.


• Build retail media into full-funnel plans so it works alongside paid, social, creator and commerce activity.


• Partner with commercial and customer teams so retail media supports joint business plans, customer negotiations, key events and launches.


• Develop retail media strategies with key retailers that open up new investment and growth.


• Set consistent ways of planning, buying and optimising across retail media networks such as Amazon, Tesco, Carrefour and Uber.


• Run test-and-learn programmes and link media exposure to commerce results: conversion, basket size and sales uplift.


• Use retailer data, audiences, clean rooms and AI-driven optimisation, working with data and martech teams.


• Make sure all activity meets the client's marketing code, trusted marketplace standards, data privacy rules and responsible alcohol marketing guidelines.


• Lead and improve agency and platform partners, and build a regional retail media community that shares what works and raises capability across markets.

What you'll bring

Skills

• Deep knowledge of retail media platforms, omnichannel shopper journeys, and measurement, attribution and incrementality


• Data-driven audience strategy and ROI optimisation


• The ability to work at both strategic and hands-on levels

Experience

• A senior track record in retail media, digital media, eCommerce or shopper marketing, owning strategy and investment across multiple markets rather than a single account or channel


• Leading retail media networks such as Amazon Ads, Criteo or CitrusAd at scale, and managing the agency and platform partners who run them


• Growing sales by joining up media and commerce, with results you can point to


• Influencing senior stakeholders in multi-market, matrixed organisations, working closely with customer teams and joint business planning

How you work

• You will live our EPIC culture every day!


• Commercially focused and customer-first


• Able to influence across media, commerce and marketing


• Proactive, focused on solutions, and driven by testing and learning

Nice to have

• Experience in alcohol or other regulated categories, and responsible marketing frameworks


• Experience setting up a centre of excellence or community of practice across markets

We're all about our business and our clients' businesses reflecting the world around us, which means we embrace diversity and inclusion and promote equity and belonging. We welcome applicants from all backgrounds and experiences. Apply as you are, because we'd love to hear from you.

Responsible Resourcing Agency · responsible-resourcing.com