Retail Media Breakfast Club – Details, episodes & analysis

We discuss Amazon's Rufus AI shopping assistant and what it means for e-commerce's future. We explore early findings showing how AI assistants may prioritize personalization over traditional search rankings, and we examine how sponsored placements could reshape retail media. Get actionable insights on preparing your brand strategy for conversational commerce.

CHAPTERS:

(00:00:00) Teaser
(00:00:15) About the Show
(00:00:35) Rufus AI Shopping
(00:04:05) Early Limitations
(00:06:35) Early Rufus Research
(00:08:30) Brand Implications
(00:10:34) Sponsored Ads Impact
(00:13:07) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

Every morning, retail media professionals face countless updates, strategic decisions, and the pressure to stay ahead. That’s why I created Retail Media Breakfast Club—a fresh take on retail media insights designed just for you.

Join me, Kiri Masters, as I bring you 10-minute episodes every weekday at 6:00 AM Eastern, packed with focused content and sharp editorial takes. Whether you’re sipping your coffee, walking the dog, or commuting, you’ll get:

✅ Context behind the retail media news headlines
✅ Insights to help you make confident decisions
✅ A daily intelligence briefing that’s quick, focused, and actually useful

From digging into press releases to uncovering what really matters for your business, Retail Media Breakfast Club is here to complement your favorite industry shows—not replace them.

🎙️ Listen on your favorite podcast platform or watch here on YouTube. Don’t forget to connect on LinkedIn for daily updates, too.

Subscribe now to start your mornings with clarity, focus, and actionable insights. I’ll see you tomorrow!

Deep dive into the evolving world of retail media metrics with industry leaders from Monster Energy, Quickfire LLC, Petmate, Advantice Health and U Beauty. Unpack the real story behind MER (Marketing Efficiency Ratio), explore the pursuit of cross-channel customer lifetime value, and discover how brands are measuring purchase intent, search volume frequency and more. Also get fresh perspectives on tracking customer acquisition ROI and lifetime margin calculations across diverse sales channels.

CHAPTERS:
(00:00:00) What's in store for today
(00:01:11) About the Show
(00:01:31) MER Debate - Scott Ohsman, VP, Quickfire, LLC
(00:02:53) CLV Tracking - Ben Galvin, Sr. Director, Monster Energy
(00:05:37) Purchase Intent - Darren Silverman, SVP,  Petmate
(00:06:22) Search Volume - Ash McMullen, Head of E-commerce, Advantice Health
(00:07:34) Calculating LTV - Aj Patel, SVP, U Beauty
(00:10:12) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

Learn about the evolving landscape of retail media as we explore the shift from keyword-driven to product-driven sponsored ads. Discover why retailers are embracing new targeting models and the emerging "behavior first" approach that could reshape digital commerce. Gain practical insights on balancing control and performance in your sponsored product campaigns.

• Please find the article from Jordan Witmer here.
• Visit Jordan's profile here.

CHAPTERS:

(00:00:00) Teaser
(00:00:11) About the Show
(00:00:32) Intro
(00:01:46) Keyword & Product
(00:03:23) Why Product First?
(00:05:05) Advertiser Viewpoint
(00:06:16) Behavior First Ads
(00:08:10) Retail Media Landscape
(00:09:55) Brand Strategies
(00:11:31) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

Curious about the path to leading a retail media network? We analyze the career trajectories of retail media heads at 24 major networks, revealing surprising insights about gender representation and essential skills. From cross-functional leadership to data analytics prowess, discover the four key trends shaping successful retail media careers. Plus, learn inspiring details about leaders like Cara Pratt at Kroger and Brandy Pitts at Ulta Beauty who are transforming the retail media landscape.

Do you want a list of all the current leaders of the US' largest Retail Media Networks? Find a database on the RMBC website: https://www.retailmediabreakfastclub.com/database-leaders-of-retail-media-networks-rmns/

Article referenced in the episode about Cara Pratt: https://www.forbes.com/sites/kirimasters/2023/12/18/krogers-cara-pratt-on-a-mission-to-end-reckless-retail-media-spend/
Article referenced in the episode about Paul Kotas: https://www.theinformation.com/articles/the-mystery-man-who-made-amazon-an-ad-giant
Article referenced in the episode about Harvey Ma: https://www.adweek.com/commerce/sams-clubs-teases-ad-business-revamp/
Brandi Pitts' LinkedIn: https://www.linkedin.com/in/brandipitts/

CHAPTERS:
(00:00:00) About the Show
(00:00:20) Women in Retail Media
(00:01:45) Career Paths in RMN
(00:03:55) Trend 1: Cross-Functional Leadership
(00:05:07) Trend 2: Marketing & Advertising Foundation
(00:06:55) Trend 3: Digital Transformation
(00:08:30) Trend 4: Data-Driven Leadership
(00:10:43) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

Unpack Kiri Masters' fascinating review of the book "The Kingdom of Prep" delving into the details of evolution of J.Crew from catalog pioneer to modern retailer. Discover how J.Crew's early data-driven approach to customer insights mirrors today's digital strategies. Learn why resistance to e-commerce and the fast-fashion disruption from H&M and Zara created pivotal moments for the brand. A timely parallel to current Shein and Temu disruptions reshaping retail psychology.

To buy the book "The Kingdom of Prep" on Amazon: https://amzn.to/3PrzKh0

CHAPTERS:
(00:00:00) What's in store today
(00:01:52) About the Show
(00:02:39) J.Crew Catalog Era
(00:06:39) The Innovators' Dilemma
(00:07:09) Fast Fashion Impact
(00:09:51) Reinventing Retail
(00:10:46) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

In this deep dive, we unpack Amazon Rufus's patent and what it means for e-commerce strategy. Learn how its semantic similarity model, click training data, and visual label tagging are reshaping product discovery. Discover why traditional keyword optimization may soon be obsolete, and how brands can prepare for this AI-driven shift in Amazon's ecosystem.

Link to "Rufus - The Blueprint" report: https://sellersessions.com/rufus-the-blueprint/
Link to Kiri's Forbes article discussed in the episode: https://www.forbes.com/sites/kirimasters/2024/12/09/amazons-rufus-shows-the-future-of-ai-shopping-warts-and-all/

CHAPTERS:

(00:00:00) What's in store for today
(00:00:35) Show Intro
(00:00:56) Introduction to Rufus AI
(00:02:17) Semantic Similarity Model
(00:03:39) Click Training Data
(00:05:34) Visual Label Tagging
(00:07:00) Impact on Amazon Advertising
(00:09:05) Conclusion
(00:09:38) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

Dive into the evolving landscape of senior e-commerce leadership roles, particularly the emerging "Head of Amazon" position. Discover why finding candidates who blend operational expertise with cross-functional influence is proving challenging for the emerging "Head of Amazon" position. We also explore compelling data on where VPs of e-commerce land next—from C-suite transitions to consulting paths—and uncover why retail media network leadership might be the most promising career trajectory in modern commerce.

Jamie roller's post on LinkedIn : https://www.linkedin.com/feed/update/urn:li:activity:7282029397199474688/
Harry Joiner's post/poll on LinkedIn : https://www.linkedin.com/feed/update/urn:li:activity:7273331795872382976/
Earlier episode referenced regarding career paths: https://share.transistor.fm/s/61336e2e
Kiri's post discussing about the careers in ecommerce: https://www.retailmediabreakfastclub.com/p/b67430d4-22fb-4b7b-b646-e6495db30dbc/

CHAPTERS:

(00:00:00) What's in store for today
(00:01:11) Show Intro
(00:01:32) Challenges in Hiring for Head of Amazon
(00:04:10) Career Progression for E-commerce VPs
(00:05:54) Factors influencing Career Choices
(00:07:01) The Value of Staying on at the VP level
(00:08:34) Retail Media's Rise
(00:10:45) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

Join industry leaders from Monster Energy, Tom's of Maine, Petmate and Advantice Health as they share invaluable insights on educating leadership teams on e commerce & retail media. Learn how to translate complex e-commerce concepts into relatable analogies, discover why "complaining is not a strategy," and understand the power of full-funnel tactics. Walk away with practical approaches to driving sustainable growth and measuring success in the ever-evolving digital retail landscape.

CHAPTERS:

(00:00:00) What's in store for today
(00:01:01) About the Show
(00:01:23) Relatable Analogies - Ben Galvin, Sr. Director, Monster Energy
(00:03:05) Complaining is not a strategy - Paolo Bacarin Filho, Director, Tom's of Maine
(00:06:21) Full funnel tactics - Darren Silverman, SVP,  Petmate
(00:08:09) 'Are we profitable' - Ash McMullen, Head of E-commerce, Advantice Health
(00:09:07) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing

This episode is inspired by Kiri Masters’ Forbes article, "Amazon Wants To Sell Its Ad-Tech To Retailers. Is It A Trojan Horse?" published on January 13, 2025.

Will retailers embrace Amazon's bold move into retail media technology? In this episode, we delve into the strategy that’s sparking both excitement and skepticism across the industry. From gaining access to Amazon's vast pool of advertisers to concerns over data privacy, we explore why smaller retailers might see an opportunity while the giants remain cautious.

Tune in for fresh insights on how this game-changing development could reshape the retail media landscape.

Link to Kiri's Forbes article: https://www.forbes.com/sites/kirimasters/2025/01/13/amazon-wants-to-sell-its-ad-tech-to-retailers-is-it-a-trojan-horse/
Mikael Brakker's post on LinkedIn : https://www.linkedin.com/posts/mikaelbrakker_amazon-adtech-retailmedia-activity-7283388360428015616-pLf7?utm_source=share&utm_medium=member_desktop
Roger Dunn's post on LinkedIn : https://www.linkedin.com/posts/rogerdunn_retailmedia-retailers-retailnews-activity-7283258379278426112-ALyF?utm_source=share&utm_medium=member_desktop

CHAPTERS:

(00:00:00) What's in store for today
(00:00:29) About the Show
(00:00:51) Bull Case for Amazon Retail ad service
(00:02:27) Instacart's Retail ad service success story
(00:03:09) Bear Case for Amazon Retail ad service
(00:04:13) Retailer Size Counts
(00:05:16) Amazon's Challenges and Competitors
(00:06:46) Conclusion
(00:07:19) Outro

SOCIAL LINKS:

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

Youtube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb

PRODUCED BY:

https://aipodcast.ing