Kiri Masters is the Founder of Bobsled Marketing, a digital agency that helps consumer products brands grow their sales on web marketplaces. In February 2022, Acadia acquired Bobsled, and Kiri is now Head of Retail Marketplace Strategy. Bobsled has been named one of the top 18 Amazon firms by Business Insider and ranks in the Marketplace Pulse Top 100.
Kiri is the author or co-author of The Amazon Expansion Plan, Amazon for CMOs, and Instacart CMOs, books that offer an in-depth view of generating predictable results for retail brands. Kiri is also a regular contributor to Forbes Retail, sharing knowledge gathered from managing hundreds of brands’ accounts on Amazon.
The digital marketplace is expanding far beyond just Amazon. Stores like Walmart and Target are transitioning to retail media networks, making it difficult for brands to manage their selling and advertising channels. How can you effectively navigate the digital marketplace and allocate your budget to boost sales?
The marketing funnel allows brands to organize and distribute their product ads through each stage of the customer journey. When you shift your focus from each selling channel to your target options for products, you can create a selling strategy that markets your product to the customer. And by assigning ads to each stage based on product needs, you can determine which selling channel is right for you.
In this episode of The Digital Deep Dive, Aaron Conant joins Kiri Masters, Founder of Bobsled Marketing, to discuss creating a selling strategy to navigate retail media networks. Kiri reveals her tips for allocating retail media budgets, a common mistake brands make when trying to scale, and how her business uses Amazon Marketing Cloud (AMC) to create targeted ads.
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