Regional Retail Media Manager – Hub

Lead the end-to-end retail media strategy, planning and enablement across the Regional Hub, unlocking omnichannel growth through retailer ecosystems across all brands.

This role sits at the intersection of Media, Commerce and Customers, ensuring retail media is fully integrated into Connected Reach plans and commercial JBP priorities, while scaling best-in-class, data-driven, and compliant retail media execution across markets.

The Regional Retail Media Lead is accountable for:

• Driving retail media as a core growth driver (not a siloed channel)

• Partnering closely with Commercial, Customer Marketing and in-market teams

• Translating global frameworks into scaled, market-relevant execution

• Maximising ROI, sales impact, and shopper conversion

• Own and evolve the regional retail media strategy across all brands and customers, aligned to global direction and regional growth priorities.

• Embed retail media into full-funnel Connected Reach planning, ensuring integration across Paid, Social, Creator and Commerce touchpoints.

• Translate global retail media frameworks into practical, scalable hub and hub-and-marketmarket playbooks.

• Ensure retail media is aligned to commercial priorities (JBP, customer plans, key events, innovation launches).

• Act as the primary media partner to Regional Commercial and Customer teams, ensuring retail media supports customer growth and joint business plans.

• Co-develop retail media strategies with key regional and global customers/retailers, unlocking incremental investment and growth opportunities.

• Support markets in integrating retail media into customer negotiations and planning cycles.

• Drive clarity on roles and ways of working between Media, Commerce, and Shopper teams.

• Enable markets to deliver best-in-class retail media activation, aligned to the Retail Media Activation Framework (RMAF).

• Establish standardised planning, buying and optimisation approaches across retail media networks (RMNs).

• Drive test-and-learn agendas across platforms (e.g., Amazon, Tesco, Carrefour, Uber etc.) to continuously improve effectiveness.

• Ensure strong linkage between media exposure and commerce outcomes (conversion, basket, sales uplift).

• Define and deploy a regional retail media measurement framework, covering:

  • Sales impact and incrementality

  • ROI and efficiency

  • Share of voice and visibility

  • Shopper engagement and conversion

• Drive adoption of closed-loop measurement and retailer data integration.

• Provide clear performance reporting and actionable insights to regional and market stakeholders.

• Continuously optimise investment allocation across retailers and formats.

• Accelerate adoption of retail media data, audiences and first-party insights to improve targeting and effectiveness.

• Partner with Data & MarTech teams to scale automation, AI-driven optimisation, and advanced attribution.

• Ensure markets leverage retailer data ecosystems and clean rooms where available.

• Lead cross-functional collaboration across:

  • Regional Media Hub

  • Commercial & Customer teams

  • In-market media and marketing teams

  • Global retail media and digital teams

• Manage and elevate agency and platform partner performance.    

• Act as a thought leader and influencer, driving adoption of retail media best practices across markets.

• 8–10+ years in retail media, digital media, eCommerce or shopper marketing

• Strong experience working with retailer platforms and RMNs (e.g., Amazon Ads, Criteo, CitrusAd etc.)

• Proven track record of delivering commercial growth through media and commerce integration

• Experience operating in multi-market, matrixed organisations

• Strong exposure to customer / commercial teams and JBP processes

• Deep understanding of:

  • Retail media ecosystems and platforms

  • Omnichannel shopper journeys

  • Measurement, attribution and incrementality

• Strong grounding in:

  • Data-driven marketing and audience strategy

  • Media effectiveness and ROI optimisation

  • Regulatory and responsible marketing frameworks