Retail Media Director

Career Guide

A Retail Media Director leads advertising and monetization programs that use a retailer or marketplace’s digital properties and shopper data. The role blends commercial strategy, partner management, and performance measurement to grow ad revenue while improving the shopper experience.

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Key Responsibilities

Set the retail media strategy, goals, and success metrics
Own revenue targets and forecast growth
Build and manage relationships with brand advertisers and agencies
Design advertising product offerings and packaging
Partner with merchandising, ecommerce, and marketing teams to align priorities
Oversee campaign planning, execution, and optimization
Establish measurement standards and reporting cadence
Manage budget, pricing, and promotional rate strategy
Lead and develop a team across sales, operations, and analytics
Ensure privacy, brand safety, and policy compliance for ad programs

Top Skills for Success

Revenue Strategy

Pricing Strategy

Go To Market Planning

Sales Leadership

Agency Relationship Management

Advertiser Partnership Management

Campaign Optimization

Performance Measurement

Experiment Design

Data Fluency

Stakeholder Management

People Management

Career Progression

Can Lead To

Retail Media Senior Director

Head of Retail Media

VP of Retail Media

VP of Marketing

General Manager of Media and Monetization

Transition Opportunities

Director of Growth Marketing

Director of Ecommerce

Director of Partnerships

Director of Revenue Operations

Director of Product Marketing

Common Skill Gaps

Often Missing Skills

Incrementality MeasurementFirst Party Data StrategyMedia Product RoadmappingAdvanced ForecastingData GovernancePrivacy ComplianceCreative StrategyCross Functional Operating Rhythm

Development SuggestionsBuild a measurement playbook with clear definitions and reporting. Partner closely with analytics and legal teams to strengthen data and privacy practices. Create a simple product roadmap tied to advertiser needs and shopper experience. Practice forecasting using a few drivers such as traffic, sell through, and average pricing. Establish a weekly operating rhythm across sales, operations, and merchandising.

Market Intelligence Report

Retail Media Director is part of the Digital Marketing category.Explore our market intelligence report to see how AI and hiring demand are shifting for these roles.

See the market intelligence report

Salary & Demand

Median Salary Range

Entry Level$125,000 to $170,000

Mid Level$170,000 to $240,000

Senior Level$240,000 to $350,000

Growth Trend

Strong growth. Demand is rising as retailers expand in-house media networks and brands shift budgets toward channels tied closely to sales outcomes.

Companies Hiring

Major Employers

AmazonWalmartTargetKrogerInstacartDoorDashUber EatsHome DepotBest BuyCVS HealthWalgreensAlbertsons

Industry Sectors

Grocery RetailMass RetailMarketplace PlatformsPharmacy RetailHome Improvement RetailElectronics RetailOn Demand Delivery PlatformsOmnichannel Retail

Recommended Next Steps

Review current retail media network offerings and define a clear value proposition

Create a standardized media package and rate card with measurable outcomes

Audit reporting to ensure consistent metrics and transparent performance

Set a quarterly plan that balances revenue growth and shopper experience

Strengthen relationships with top agencies and top brand partners

Identify one operational bottleneck and implement a repeatable process to fix it

Develop a talent plan covering hiring, roles, and skill development for the team