As a brand, working with retailers can often feel like navigating two completely different worlds. Retailers operate as complex ecosystems where merchants, trade marketing, and retail media teams each have their own goals and agendas. In Episode 1 of this three part series, I’m joined by expert Cody Tusberg, EVP of Digital Commerce and Retail Media Services at Acosta Group, to unpack these dynamics and help brands better understand how to align with retailers.

We dive into why merchants often call the shots, how silos between retail media and trade marketing create challenges, and the common mistakes brands make when they don’t account for a retailer’s internal politics. You’ll also hear how brands can get proactive, build trust, and set themselves up for success when negotiating budgets and planning retail media investments.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[01:17] – The role of merchants in retail media and why sales remain their top priority

[02:43] – How divided org structures impact brands and their budgets

[04:36] – The big mistakes brands make when they overlook retailer politics

[05:39] – Why brands should be “nosy” about where their dollars go

[06:20] – How Acosta Group bridges the gap between trade and retail media

[07:36] – The challenge of annual retailer planning cycles vs. real-time retail media optimization

[09:05] – How brand-side silos mirror retailer silos and what that means for alignment

Links & Resources

Follow Cody Tusberg on LinkedIn
Read my article Brands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?
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Follow Kiri on LinkedIn

Brands are from Mars, Retailers are from Venus: Getting Inside the Head of Retailers (Part 1 of 3)

Retail Media Breakfast Club

Brands are from Mars, Retailers are from Venus: Getting Inside the Head of Retailers (Part 1 of 3)