Background

As Retail Media Manager for KPM, I successfully managed the end-to-end deployment and optimization of a massive retail media pipeline of over 3,500 paid email, push, and SMS campaigns. This involved working closely with CPG partners and brand managers, reaching more than 20 million customers across Kroger's loyalty ecosystem, including Kroger Plus, Prepaid Cards, Health/Pharmacy, Delivery, and multiple regional banners. 

• Email 

• Push Notifications

• SMS

Compliance Requirements: Strict adherence to HIPAA for health-related communications (e.g., flu vaccines) and CAN-SPAM for all promotional messaging.

Challenges:
Facing challenges in campaign personalization, engagement rates, and ROI measurement in a highly regulated retail environment, I implemented advanced attribution models, AI-driven split testing, and custom dashboards.

Kroger's campaigns faced several hurdles:

• Low Engagement and Personalization: Generic messaging led to average open rates of 20-40% and click-to-open rates (CTOR) of 5-15%.

• Attribution and ROI Measurement: Linking digital interactions to point-of-sale (POS) purchases was complex, with fragmented data from IRI, Nielsen, Numerator, and Kroger's POS systems.

• Scalability and Efficiency: Managing 20+ weekly campaigns required streamlining QA, deployment, and testing, especially for regulated content like flu incentives

• Regulatory Compliance: Health campaigns (e.g., flu/COVID-19 vaccines) demanded secure handling of HIPAA data, while financial promotions needed non-transferable offers.

• Resource Constraints: Manual processes for creative QA, audience targeting, and reporting slowed velocity. 

Cost: Campaign costs ranged from $4,250 to $60,250, with targets of 150,000-250,000 households and 10% control groups for A/B testing.

Measurement and Attribution

• Developed Adobe Analytics dashboards applying first-touch, last-touch, and linear attribution models to tie user behavior to POS purchases.

• Created custom Tableau dashboards for real-time tracking of campaign velocity, POS trends, and omnichannel conversions 

• Oversaw creative for campaigns like the Flu Incentive (landing page with "It Pays to Stay Protected" and $5 grocery coupon) and Holiday 4X (push notifications driving to coupon pools).

• Tested end-to-end experiences: Email clicks to landing pages (e.g., kroger.com/pharmacy), coupon clipping, and digital wallet integration.

Email Metrics 

• Flu Incentive Campaign ("Protect Your Loved Ones from the Flu"):

  • Landing Page: $5 grocery savings redemption

  • Open Rate: 36.12%, 

  • CTR: 3.56%, 

  • CTOR: 9.86%.

• Kroger Health Vaccine Email Campaign (2-Weeks)

  • Reached 2,581,639 households

  • Attributable households purchasing: 877,285.

  • Sales Uplift per HH: $1.015 ($1,131,076)

  • AI Email Split Testing: 18% engagement lift from Persado testing.

Push Notification Metrics

• Monthly Money Order Coupon (50% off Money Order Fee (Save $1.00 off 1)

  • Targeted 150,000 loyal customers (10% control group withheld).

  • Audience: Past Money Order Purchasers & Money Service Customers

  • Metrics Tracked: Sales Uplift, Open rate, CTR, Coupons loaded/redemption, Participation.

• Holiday Gift Coupons 

  • Targeted 250,000 loyal customers (10% control).

  • Metrics tracked: Sales Uplift, Open Rate, CTR, Participation.

  • Open Rates: ~14-23% 

  • CTR: ~5-9% ( Average 6.97% Android / 2.48% iOS), 

Working with a small, high-performing team of QA specialists, developers, and data analysts, I handled an intense volume of campaigns from major CPG brands (such as P&G and similar top-tier partners) and Krogerstore brands.