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The CPG Guys are joined in this episode by Melanie Zimmermann, VP of Macy’s Media Network, the retail media division of Macy’s omnichannel department store.
Follow Melanie Zimmermann on LinkedIn at: https://www.linkedin.com/in/melanie-zimmermann-6637013a/
Follow Macy’s Media Network on LinkedIn at: https://www.linkedin.com/company/macy/
Follow Macy’s Media Network online at: https://www.macysmedianetwork.com/
Melanie answers these questions:
1) What was your vision for Macy’s Media Network to enhance the customer experience of your shoppers?
2) What would you argue sets Macy's retail media go-to-market strategy apart from its competitors? As part of your answer, would you provide some dimensions to your audience reach & frequency?
3) Please walk us through the onsite advertising solutions that MMN offers to brands and what are the targeting and bidding capabilities?
4) Offsite advertising is increasing a desirable mechanism for brands to engage consumers further up the funnel. Would you share the key partnerships you have established with third parties to enable offsite targeted advertising?
5) How is Macy’s making its media network available to non-endemic advertisers and how do you determine if MMN is the right fit for such a brand?
6) How did you go about connecting with the suppliers to invest in your retail media offering? How do the merchants get involved and how does it contribute to joint business planning between brand advertisers and your category merchants?
7) How do you measure the performance of retail media campaigns at MMN and are your methodologies consistent with what brands are requiring to shift legacy marketing budgets into your platform?
8) Can you share with us any success stories stemming from brand advertisers leveraging MMN and what are the best-in-class recommendations you would make for brands to derive meaningful value from your platform?
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VP - Macy’s Media Network
Melanie Zimmermann is Vice President of Macy’s Media Network, an in-house media agency for retail’s premiere brands—Macy’s and Bloomingdale’s. Tapping into cross-category consumer insights, Macy’s Media Network connects brands to shoppers through relevant and personalized advertising cultivating greater engagement.
Melanie brings more than 15 years of experience creating and executing growth strategies at the intersection of marketing and digital. As the leader of Macy’s Media Network, Melanie is responsible for developing and executing strategy and leading all retail media functions inclusive of Advertising Sales, Account Management, Media Planning, Campaign Management and Analytics. In her previous roles at Macy’s, Inc., Melanie led the Strategy & Innovation and Customer Analytics function. Before that, Melanie worked as strategy consultant at Bain & Company.
In August 2020, she launched the retail media network for Macy’s from the ground up, quickly followed by an expansion to Bloomingdale’s. Within a year of launching, Macy’s Media Network exceeded $105 million of net revenue (FY21). Given her background in strategy and customer analytics, Melanie has chosen to take a consultative approach to working with brands.
“Strategy is at the heart of what we do. Every day, we work with leading lifestyle brands to develop media plans that drive new customer acquisition and foster loyalty. We are surgical in our targeting and use data and insights to optimize the media investments to desired business outcomes.”
