Retail Media Manager

Career Guide
A Retail Media Manager plans and runs paid advertising programs on retailer platforms. The goal is to grow sales and brand visibility using sponsored placements, on site display ads, and retailer data, while managing budgets and proving results to internal teams and brand partners.

Key Responsibilities

  • Build retail media strategy by retailer and product category
  • Plan budgets and forecast performance
  • Set up and optimize campaigns on retailer ad platforms
  • Manage product targeting and keyword targeting
  • Coordinate creative assets and product detail page readiness
  • Monitor performance and adjust bids and budgets
  • Report results and explain impact on sales
  • Run basic test and learn plans to improve performance
  • Align with sales teams on promotions and priorities
  • Work with agencies and technology partners when needed
  • Ensure campaigns follow retailer policies and brand guidelines
  • Track competitive activity and retail trends

Top Skills for Success

Retail Media Strategy
Campaign Management
Budget Management
Performance Reporting
Experiment Design
Retail Platform Knowledge
Keyword Research
Product Targeting
Creative Briefing
Stakeholder Management
Vendor Management
Data Analysis

Career Progression

Can Lead To
Senior Retail Media Manager
Retail Media Lead
Retail Media Director
Ecommerce Marketing Manager
Growth Marketing Manager
Transition Opportunities
Shopper Marketing Manager
Digital Marketing Manager
Performance Marketing Manager
Category Manager
Trade Marketing Manager

Common Skill Gaps

Often Missing Skills
Incrementality MeasurementAttribution BasicsRetail Data InterpretationCreative TestingCross Retailer PlanningAdvanced Spreadsheet ModelingBusiness Case Building
Development SuggestionsBuild a simple measurement playbook with clear goals, baseline metrics, and test plans. Practice turning campaign results into business stories that link spend to sales outcomes. Strengthen forecasting and budget pacing using repeatable templates.

Salary & Demand

Median Salary Range
Entry LevelUSD 70,000 to 95,000
Mid LevelUSD 95,000 to 130,000
Senior LevelUSD 130,000 to 180,000
Growth Trend
Strong growth. Hiring demand is increasing as brands shift more budget to retailer advertising and seek clearer sales impact.

Companies Hiring

Major Employers
AmazonWalmartTargetInstacartKrogerDoorDashUber EatsUnileverProcter and GamblePepsiCoCoca ColaL OrealNikeSamsungPublicisOmnicomWPPDentsu
Industry Sectors
Consumer packaged goodsRetail and ecommerceAdvertising agenciesMarketplacesFood and beverageBeauty and personal careConsumer electronicsHealth and wellness

Recommended Next Steps

1
Choose two retailer platforms to specialize in and learn their campaign setup and reporting
2
Create a portfolio of three campaign case studies with goal, approach, result, and lesson learned
3
Build a weekly performance dashboard template and use it consistently
4
Run one structured test each month and document the outcome
5
Partner closely with sales teams to align campaigns with promotions and inventory
6
Practice budget pacing and forecasting with real or sample data
7
Earn a recognized retail platform certification where available
8
Network with retail media teams at brands, agencies, and retailers and ask for role specific feedback on your resume