In this episode of Beyond the Brand, Adam Wright sits down with Katrina Smart, Head of Digital Commerce at Mars United Commerce.
They explore how retail media is evolving into a more sophisticated, full-funnel discipline. Katrina shares her perspective on global frameworks, the rise of in-store digitalisation, new measurement approaches, and how brands can prepare for the future of retail media.
Key takeaways
▶ Retail media has moved beyond conversion to support brand building, requiring brands to adopt a more holistic approach across teams.
▶ The most successful brands create consistent global frameworks while allowing for local flexibility to match market maturity.
▶ In-store digitalisation and self-serve search platforms are accelerating, reshaping how brands plan and buy retail media.
▶ Clean rooms and first-party data strategies are becoming critical as third-party cookies phase out.
▶ Upskilling teams and building cross-functional capability are essential to keep pace with innovation and avoid working in silos.
Why listen
▶ Gain insider insight into how Mars United Commerce helps brands navigate the complexity of retail media.
▶ Learn practical steps for building a unified measurement strategy that goes beyond ROAS.
▶ Understand the skills and talent gaps emerging as self-serve models and data capabilities grow.
▶ Hear Katrina’s advice on testing new approaches before they become table stakes.
Links & resources▶ Katrina Smart on LinkedIn▶ Mars United Commerce website▶ Women in Retail Media
