Retail Media Breakfast Club
Retail Media Breakfast Club
Podcast Description
10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.
Podcast Insights
Content Themes
The podcast covers a variety of themes such as retail media strategies, the evolution of e-commerce, and trends in consumer behavior. Topics include discussions on return fraud affecting Amazon sellers, building retail media networks like Thrive Market, AI's influence on shopping experiences, and the challenges of measuring retail media efficacy. For instance, episodes feature expert opinions on how AI shopping agents could change retail dynamics and panels discussing budget pressures in retail media.
10 minutes of expert insights every weekday. Your morning ritual for staying ahead in retail media.
In this episode, I dive into a fascinating recent conversation featuring Gildan’s Jason O’Toole on The CPG Guys podcast and unpack a powerful idea that stopped me in my tracks: brand media lowers the tax you pay on growth. If you’ve ever struggled to justify upper-funnel spend or connect brand investment to real performance outcomes, this one’s for you.
I break down three key takeaways from the discussion, including how Gildan is structuring its teams to align brand and commerce, why traditional metrics like impressions are losing relevance, and what a high-impact Amazon campaign can teach us about speed, scale, and full-funnel execution. There’s a lot here that challenges conventional retail media thinking so let’s get into it!
This episode is sponsored by Mirakl Ads
Timeline
[00:00] – Why apparel is one of the most competitive and margin-pressured categories in retail
[01:12] – The idea that “brand media lowers the tax you pay on growth” and why it matters
[02:40] – How budget ownership shapes the role retail media plays inside organizations
[03:31] – Why impressions are a flawed metric and what to focus on instead
[05:13] – The two metrics that actually matter: branded search and incrementality
[06:30] – Inside Gildan’s Amazon homepage campaign and what made it so effective
Links & Resources
- Listen to the full CPG Guys episode: Winning in Social Commerce with Gildan’s Jason O’Toole & Katie Tripodi
- Subscribe to The CPG Guys: Apple Podcasts and YouTube
- Follow Jason O’Toole, Head of Connected Commerce & Media @ Glidan, on LinkedIn
- Follow Katie Sierveld Tripodi, Director, Ecommerce Activation and Strategy @ Hanesbrands Inc., on LinkedIn
- Read my related articles:
- I’m hosting a LIVE event with In-Store Marketplace and Catalyst Media Consulting on April 22 about In-Store Retail Media: are we measuring the wrong things? We’ll discuss New Research on the state of in-store retail media measurement — and why the path forward may actually be simpler than the industry is making it. REGISTER HERE
- Follow my new Instagram account for comedy skits about the retail media industry @retailmediabreakfastclub
- Subscribe to Retail Media Breakfast Club’s daily newsletter
- Follow Kiri Masters on LinkedIn
Disclaimer
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