Marc Walkin

Marc Walkin is the Co-founder and Head of Marketing and Growth at Turbyne, a vertically integrated B2B SaaS platform that simplifies retail media. With over 15 years of experience as a marketing leader, he has built modern retail and CPG brands, including Stop & Shop, Popcorners, Beech-Nut, and Staples. Marc specializes in brand transformation, corporate strategy, and shopper and digital marketing playbooks. 

 

 

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

In this episode…

The retail media space is in disarray, with brands and retailers at odds over expectations and experiences. What’s more, digital and in-store tactics are not fully integrated, so 80% of brands struggle to justify increasing retail media investments. How can retail media networks streamline the experience for their brand customers?

Traditionally, retailers purchased products from brands to sell to consumers. With retail media, brands become customers by leveraging retailers’ advertising platforms. With a rich background in retail strategy, Marc Walkin stresses that retailers must create user-friendly platforms that unify data and offer real-time inventory tracking for greater ROI. Additionally, merging digital and in-store advertising strategies allows retailers to position themselves as profitable networks for brands looking to optimize campaigns.

In this week’s edition of The Digital Deep Dive, Aaron Conant interviews Marc Walkin, the Co-founder and Head of Marketing and Growth at Turbyne, about the disconnect between retail media networks and brands. Marc discusses the retail media mirage phenomenon, strategies for retail media sales attribution, and the importance of clean, unified customer data. 

Resources mentioned in this episode:

Quotable Moments:

Action Steps:

  1. Embrace a platform-neutral approach to retail media infrastructure to make the process more accessible and streamlined for brands of all sizes: This step is effective because it addresses the need for simplicity and the ability to handle diverse retail media demands.
  2. Leverage retailer-specific nuances and assets, including in-store opportunities, to enhance retail media strategies: By focusing on unique retail offerings and combining them with digital strategies, brands can create more effective and targeted campaigns.
  3. Foster a collaborative relationship between retail media teams and merchandising to ensure alignment and unified objectives: Collaboration is crucial for overcoming internal silos that impede retail media's potential, as brands noted a lack of integrated efforts within retail organizations.
  4. Prioritize developing data transparency and sharing mechanisms that address brands' needs for accountable and measurable results: Given the frustrations with data opacity in current retail media models, providing clear and actionable data is a critical step for improving trust and investment.
  5. Consider implementing AI-driven analyses for inventory management and campaign optimization to boost the efficiency and effectiveness of retail media spending: As AI technology advances and the push for data-driven decisions increases, adopting such tools can significantly improve campaign outcomes by matching inventory levels with customer demand.

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