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.

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.

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

1
Review current retail media network offerings and define a clear value proposition
2
Create a standardized media package and rate card with measurable outcomes
3
Audit reporting to ensure consistent metrics and transparent performance
4
Set a quarterly plan that balances revenue growth and shopper experience
5
Strengthen relationships with top agencies and top brand partners
6
Identify one operational bottleneck and implement a repeatable process to fix it
7
Develop a talent plan covering hiring, roles, and skill development for the team