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Feb. 1, 2023

Retail Media's Next Act with Albertsons Media Collective's Kristi Argyilan & Evan Hovorka

Retail Media's Next Act with Albertsons Media Collective's Kristi Argyilan & Evan Hovorka

The CPG Guys, PVSB and Sri are joined in this episode by Kristi Argyilan, SVP & Evan Hovorka Head of Products & Innovation Management at Albertsons Media Collective, the retail media arm for Albertsons Companies.

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Part I with Evan Hovorka -
Part II with Claire Wyatt -

Kristi & Evan answer these questions:

1)  Kristi, 2022 was a monumental year for retail media growth. From your perspective, how did Albertsons Media Collective’s offerings and approach drive brand investment and activation? What resonated with your brand partners and the agencies supporting them?
2) Evan, How do you go about assessing the competitive environment and what did you see that inspired you in the development of enhanced offerings for brands to reach Albertsons shoppers?
3) Albertsons Media Collective has recently announced a number of strategic partnerships designed to enhance your platform’s capabilities. Let’s start with your new partnership with Omnicom Media group and the Trade Desk. What does this entail and why should brands be excited about it?
4) You also recently announced a partnership with Pinterest & LiveRamp around clean rooms for use by brands seeking to leverage your audiences. What are the details on this and why should brands be investing?
5) Are there any best-in-class collaborations with brands that you would want to highlight and what do you think made these efforts so successful from both sides of the partnership?
6) How is Albertsons Media Collective approaching social commerce as a platform extension?
7) Kristi, you were just on stage this morning at NRF, explaining how the physical store will be a significant growth driver in retail media in the next phase of growth. Would you please highlight your thoughts on this topic?
8) Evan, Would love from you some predictions on where the retail media industry is going to focus in the next year or two and how Albertsons Media Collective is looking to expand its reputation as having “late mover advantage?”

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Kristi ArgyilanProfile Photo

Kristi Argyilan

SVP - Head of Albertsons Media Collective

At Albertsons, Kristi is leading the launch of Albertsons Retail Media Network, transitioning the business inhouse and partnering with CPGs/endemic partners as well as non-endemic marketers to help brands build their businesses through Albertsons AdTech/MarTech platforms and rich first party data. This is a new strategic pillar for Albertsons as they continue to build deep, lasting relationships with their customers and drive long term profitable growth for partners and the company.

Prior to that, Kristi spent time at Bed Bath & Beyond as SVP of Brand Innovation to lead the innovation arm of the BBBY Brand team advancing key capabilities, developing new programs and services to build customer loyalty, and creating new ways to leverage brand marketing channels.

She also spent time at Target, originally as Senior Vice President of Media beginning in July 2014, spearheading Target’s enterprise media strategy to drive the balance of ‘Math & Magic’ through the capabilities of Communications Strategy, All Digital & Traditional Media Channels, Guest Engagement, and Measurement while also building Target’s vendor marketing into Target Media Network, Target’s entry into the publishing business. Kristi was then elevated to President, Roundel as TMN was elevated as a strategic priority for Target and the rebranding to Roundel under her leadership marked the elevation of this business in its importance to Target and the advertising industry. While at Target, Kristi and her team’s work received industry recognition including: TR Top Women in Retail, CSA… Read More