A Fresh Look at Retail Media Strategy With Kiri Masters

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A Fresh Look at Retail Media Strategy With Kiri Masters

Kiri Masters

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.

Here’s a glimpse of what you’ll learn: 

  • Kiri Masters’ background in the digital marketplace space
  • Should brands consider using Walmart’s paid media platform?
  • Kiri’s two-tiered model for allocating retail media budgets
  • Return on Ad Spend (ROAS) is not your friend: The greatest mistake brands make when scaling up
  • How Acadia uses Amazon Marketing Cloud (AMC) to target ads

In this episode…

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. 

Resources mentioned in this episode:

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BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

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BRINGING TOGETHER INFLUENTIAL EXECUTIVES AND SENIOR PROFESSIONALS

What is BWG Connect?

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.
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