With the projected growth in ecommerce and retail media, it's safe to say we'll have some empty seats to fill.
There's no bachelor's degree in retail media that I'm aware of. Current individual contributors and leaders alike come from a range of disciplines, cobbling together a necessary hodgepodge of skills in marketing, analytics, and sales. The upside is there's no concrete path into retail media – people with a mosaic of experiences and skills are welcomed and appreciated. But that lack of a clear career pathway can make it difficult to identify the best ways to skill up and get started in the space.
So I reached out to several brand-side leaders to gather their advice on the skills and mindsets that lead to real success in retail media. Their insights offer valuable guidance for anyone looking to build a strong foundation in this dynamic space.
Note: You can hear the full answers from these luminaries by listening to the podcast (search for "Retail Media Breakfast Club" in your favorite podcast app) or watch the video on Youtube.
Broaden Your Platform Knowledge
"Don't get siloed into only knowing Amazon," advises Darren Silverman, SVP of Digital Commerce and Media at Petmate. Even if you start as an Amazon ads manager, Silverman recommends learning about other platforms like Instacart, Kroger, and Walmart Connect. This broader knowledge base can open up new opportunities and make you more valuable in the retail media space.
Embrace Flexibility and Problem-Solving
Ash McMullen, Head of E-commerce at Advantice Health, offers what might be the most quotable insight of all: "Tomorrow has never happened before." McMullen emphasizes that success in retail media requires being curious and flexible, as much of the job involves problem-solving and crisis management. "This is not a place where you look at a RACI chart and think 'that doesn't fall under my scope.' Literally anything can be in your scope," she explains, encouraging professionals to be resourceful in finding solutions.
Take a Full-Funnel Perspective
AJ Patel, SVP of Global Growth at Ubeauty, reminds newcomers to look beyond immediate results. "Don't always pay attention to the bottom line metrics. They're not always telling the full story," Patel advises. He emphasizes the importance of tracking brand lift and maintaining consistent reach, noting that these broader metrics often drive long-term conversion success.
Understand the Ecosystem's Complexity
Ben Galvin, Senior Director of Omnichannel Retail Sales and E-commerce at Monster Energy, stresses the importance of seeing the bigger picture. "It's not about just running ads, it's about connecting dots between inventory, pricing, shopper insights and channel strategies," Galvin explains. He emphasizes that success in retail media requires understanding how all these elements work together: "We can't make that go unless we're in stock, unless we have the consumer insights to put the right product in front of the right person, if we don't have the right price at the right time."
Master the Digital Advertising Fundamentals
Scott Oshman, VP Digital Commerce at Quickfire and host of the Always Off Brand podcast, emphasizes the importance of understanding the basic principles of digital advertising. "Learn how impressions work, how clicks work... basically, learn the basic fundamentals of what the journey of digital advertising is and how it actually fundamentally works," Oshman advises. He points out that these core concepts remain true across all platforms, making them essential knowledge for anyone in the field.
The Bottom Line
What stands out across these insights is that success in retail media isn't just about mastering a single platform or metric. It requires a combination of technical knowledge, strategic thinking, and adaptability. Whether you're just starting out or looking to advance your career in retail media, focusing on these areas can help you build a strong foundation for long-term success in this rapidly evolving field.
