Director, Strategy and Activation (P4102)
84.51° Overview:
84.51° is a retail data science, insights and media company. We help The Kroger Co., consumer packaged goods companies, agencies, publishers and affiliates create more personalized and valuable experiences for shoppers across the path to purchase.
Powered by cutting-edge science, we utilize first-party retail data from more than 62 million U.S. households sourced through the Kroger Plus loyalty card program to fuel a more customer-centric journey using 84.51° Insights, 84.51° Loyalty Marketing and our retail media advertising solution, Kroger Precision Marketing.
Join us at 84.51°!
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The Director of Strategy & Activation – In-Store Media will lead the commercialization and strategic evolution of Kroger Precision Marketing’s (KPM) in-store media portfolio, encompassing digital display, audio, near store, and emerging experiential formats. This leader will drive monetization, scalability, and operational excellence while positioning in-store media as a core growth pillar within KPM’s connected Retail Media ecosystem.
This role requires a visionary operator who combines strategic clarity with strong commercial acumen, team leadership, and cross-functional influence. The ideal candidate will shape the go-to-market strategy, guide long-range planning, and ensure seamless alignment across media, product, merchandising, and operations to unlock both advertiser and enterprise value.
RESPONSIBILITIES
Go-to-Market Strategy
- Define and evolve the commercial and client go-to-market strategy for the In-Store Media portfolio (Digital Display, Audio, Print, Kiosk, Near Store, Experiential).
- Develop and operationalize pricing, packaging, and positioning frameworks that balance near-term revenue and long-term scalability.
- Champion in-store within broader Media, Insights, and Incentives narratives to create an integrated Retail Media story.
Product & Commercial Integration
- Partner with Product, Tech, and Measurement teams to align roadmap priorities with commercial needs and advertiser demand.
- Translate product features into scalable sales narratives and revenue forecasts.
- Identify and activate pilot opportunities that demonstrate proof of demand and readiness for broader rollout.
Cross-Functional Leadership
- Build deep partnerships across Kroger Merchandising, Store Operations, Marketing, and external vendors to ensure in-store media aligns to business objectives and shopper experience standards.
- Establish repeatable workflows that reduce friction and accelerate speed to market.
Team Development & Leadership
- Build, coach, and inspire a high-performing Commercial Strategy & Media Activation in store team.
- Create clarity, accountability, and empowerment across roles, ensuring consistency in delivery and client experience.
- Drive an inclusive, growth-minded culture focused on collaboration and continuous improvement.
Market Intelligence & Innovation
- Track global Retail Media and in store innovation to inform future product design and differentiation.
- Introduce global best practices—especially from European markets—into KPM’s operating model.
- Lead horizon-scanning for new monetization levers including AI-driven optimization, contextual targeting, and connected experience measurement.
QUALIFICATIONS
- 8–12+ years of experience in Retail Media, OOH, or digital media commercialization, with at least 3 years in a leadership capacity
- Proven success building or scaling media products—preferably across in-store or physical environments
- Deep understanding of programmatic and retail media ecosystems, including audience, measurement, and monetization models
- Demonstrated experience leading cross-functional teams through ambiguity and transformation
- Strong business acumen with ability to model P&L impact, margin structures, and commercial scale
- Exceptional communication, storytelling, and influence across senior stakeholders
- Bachelor’s degree required
#LI-AB1
Pay Transparency and Benefits
- The stated salary range represents the entire span applicable across all geographic markets from lowest to highest. Actual salary offers will be determined by multiple factors including but not limited to geographic location, relevant experience, knowledge, skills, other job-related qualifications, and alignment with market data and cost of labor. In addition to salary, this position is also eligible for variable compensation.
- Below is a list of some of the benefits we offer our associates:
- Health: Medical: with competitive plan designs and support for self-care, wellness and mental health. Dental: with in-network and out-of-network benefit. Vision: with in-network and out-of-network benefit.
- Wealth: 401(k) with Roth option and matching contribution. Health Savings Account with matching contribution (requires participation in qualifying medical plan). AD&D and supplemental insurance options to help ensure additional protection for you.
- Happiness: Hybrid work environment. Paid time off with flexibility to meet your life needs, including 5 weeks of vacation time, 7 health and wellness days, 3 floating holidays, as well as 6 company-paid holidays per year. Paid leave for maternity, paternity and family care instances.
Pay Range
$131,000 - $213,900 USD
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