Albertsons Inc. has appointed an executive to lead the Albertsons Media Collective.
The new senior vice president of the Albertsons Media Collective takes over the role from Kristi Argyilan. She is now the head of advertising at Uber. The media collective refers to Albertsons’ retail media network and is one of the retailer’s ecommerce-related priorities, CEO Susan Morris said during a recent earnings call with investors.
Albertsons is No. 18 in the Top 2000 Database. The database ranks North America’s top online retailers by their annual ecommerce sales. It owns and operates its namesake store, Albertsons, as well as brands including Carrs, Haggen, Jewel Osco, Lucky, Safeway and more.
Who is the new retail media executive at Albertsons?
Brian Monahan, senior vice president of Albertsons Media Collective, Albertsons | Image Credit: Albertsons
Effective July 21, Albertsons announced Brian Monahan as the new executive leading its retail media network. In a statement announcing the appointment, Albertsons called the move a “strategic addition.”
“The Collective has made significant strides recently by expanding advertiser partnerships, enhancing closed-loop capabilities and earning industry recognition for innovation and impact,” Albertsons said in the statement. “With Monahan at the helm, we’re poised to build on this momentum and unlock even greater value for our customers, advertising partners and business.”
Monahan has retail media experience from his previous roles at Walmart, Pinterest and the ad and public relations agency Dentsu.
He most recently spent seven years at Dentsu, where he was the head of retail media solutions. In an overlapping capacity, he was co-founder and chief evangelist for NewCo. The platform is a global events and media company intended to showcase innovative businesses. That also overlapped with his time at Pinterest, where he was the head of customer strategy, and his time at Walmart, where he was the vice president of marketing for Walmart.com.
“He has managed more than $1 billion in retail media investments, launched innovative shopper marketing models and built high-performing teams that drive measurable business outcomes,” Albertsons said.
Recent changes to Albertsons’ retail media network
Albertsons has announced new tools for its retail media network at the start of this year, which it says will help brands better measure and compare their commerce ad performance across channels and retailers. One of them lets advertisers pull campaign data directly into their own dashboards or share it with analytics partners.
It has also partnered with TransUnion, a credit reporting firm, to integrate its marketing mix modeling solution.
Since then, it has also rolled out shoppable video ads with Criteo. It allows brands to run shoppable video ads across multiple retailer sites without customization. That approach streamlines campaigns and creates a more consistent shopper experience, according to Criteo.
Albertsons is using its loyalty program to further its customers’ digital engagement. That provides “a rich source of data” for the Albertsons Media Collective, Morris said on the retailer’s Q1 earnings call.
Throughout the rest of the year, she said, Albertsons will “introduce compelling benefits” to attract new members and “further enable marketing and monetization opportunities for the media collective.”
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