Retail Media vs. Brand Media: Untangling the Budget Fight
Jason Landro and Josh Clarkson will cover how to align your organization to ensure retail and brand media along with trade promotions are working together instead of fighting against each other
October 14, 2026
12:00 ET
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Why Now
Retail media keeps growing inside large consumer businesses, yet it often isn’t properly harmonized with brand marketing and trade promotions. However, the reality is consumers don’t shop by brand, trade, and retail media, so they all need to work together to influence the consumer journey.
Credibility Strip
- $250M+ ad spend managed
- $3B+ in annual marketplace sales
- 200+ brands across CPG, beauty, pet, home, apparel
What We'll Cover
- Where the money comes from: Trade, shopper marketing, and brand media each fund retail media on different terms. Which spend belongs to which.
- Two sets of numbers: Why reported retail media ROAS and modelled brand media reach cannot be compared, and what to measure to ensure you’re actually gaining incremental revenue and market
- Reporting lines: What actually changes when retail media moves out of the trade team, from Josh's work at Mars and Lindt.
- Best practices for aligning your org: To maximize your performance, you need to evolve your org structure to align with how e-commerce actually functions today.
Session Format
Live webinar (30–45 minutes)
Real-world examples and frameworks
Time for questions at the end
Replay available after the session
Who's Talking
Jason is the Co-Founder and Co-CEO of Nectar. With deep expertise in retail media and Amazon sales operations, along with creative, Jason helps brands break through growth ceilings by shifting their focus from top-line vanity metrics to highly profitable, incremental market share gains.
Josh Clarkson currently leads Edify Consulting - a boutique consultancy which helps brands understand how different digital commerce channels interact together and drive overall business performance. As former Global Retail Media Director for Mars, eCommerce Director for some of Lindt's North American businesses, and eCommerce lead for Kraft Heinz D2C and Amazon proposition in Northern Europe, he knows what makes CPG products sell well online outside of Grocery, and helps brands figure out how their channels propositions support each other to drive wider business growth.
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