The Future of Retail Media: What’s Next & Who’s Hiring?

 3rd Apr 2025

Retail media has evolved rapidly over the past few years, transforming from an experimental ad channel into one of the most powerful forces in digital marketing. But where is it heading next? And what kind of talent is needed to fuel this growth?

Paul Stafford, Head of Retail Media at Superdrug, recently sat down on Pivotalk, our marketing mentors podcast, to unpack the latest retail media trends, the challenges of building a retail media network, and the key roles brands need to succeed in this space.

Whether you’re hiring in retail media or considering a move into the field, here’s what you need to know. If you want to jump straight into the full podcast episode, you can listen to it here.

The Retail Media Evolution: Where We Are Now

Retail media has evolved rapidly over the past few years, becoming a game-changing advertising channel for brands. But where exactly are we now, and what does that mean for businesses looking to capitalise on this shift?

According to Paul, we’ve moved beyond the early experimentation phase and into a period of structured growth and investment. Major players like Amazon, AS Watson, and Carrefour have already built sophisticated retail media networks, many others are playing catch up.

One of the biggest shifts has been the rise of Retail Media 3.0, a term used to describe the next stage of evolution where retail media extends beyond traditional sponsored product ads. Previously, retail media was mostly about on-site advertising, brands paying for premium visibility on a retailer’s website. But now, it’s expanding across:

• Off-site media. Retailers are using their valuable first-party data to target audiences across the open web, social platforms, and CTV.
• In-store digital advertising. Screens in physical stores are becoming valuable real estate for brand promotions.
• Full-funnel measurement. Brands are demanding better attribution models to track sales impact, not just impressions and clicks.

This shift means that retailers need strong tech infrastructure, skilled teams, and clear measurement frameworks to stay competitive. Companies that invest in talent and technology now can reap the rewards in the future.

The Biggest Hiring Gaps in Retail Media

As retail media evolves, so does the demand for talent. Paul highlights that brands and retailers alike can find it challenging to find people with the right blend of experience across media, data, and commerce.

So, what are the most in-demand roles in retail media right now according to Paul?

Where Is Retail Media Heading?

Retail media has already transformed how brands connect with shoppers, but where is the industry heading next? Paul states that we’re on the cusp of an even bigger shift, one that will redefine how advertisers engage with consumers.

A few trends that will shape the future of retail media:

1. The rise of AI-driven personalisation. As AI and machine learning advance, brands will be able to deliver hyper-personalised ads based on real-time shopping behaviours.
2. Retail media beyond retail. Traditionally, retail media has been limited to brands selling physical products. But in the future, expect to see service-based industries (like finance and travel) tapping into retail audiences as well.
3. Connected commerce & CTV integration. More brands are looking to merge shoppable TV, influencer marketing, and retail media to create a seamless purchase journey across multiple channels.
4. Retailers acting like media companies. The biggest shift? Retailers are no longer just selling products; they’re becoming media powerhouses.

Why Retailers Are Struggling to Monetise Their Media Networks

Building a retail media network sounds like a no-brainer – retailers have rich first-party data, a captive audience, and growing advertiser interest. So why do so many struggle to make it profitable?

According to Paul, one of the biggest challenges is getting internal buy-in. Many retailers still see retail media as a side project rather than a core part of their revenue strategy. This often leads to underinvestment in talent and technology, making it difficult to scale.

Another roadblock? Legacy systems and siloed data. Retailers may have valuable shopper insights, but if their tech stack isn't set up to activate that data effectively, it limits how well they can target and measure campaigns.

Additionally, brands are demanding more than just ad placements. They want robust measurement, transparent reporting, and a seamless connection between retail media and their broader marketing mix. This means retailers must invest in better attribution models, stronger programmatic capabilities, and deeper partnerships with brands.

How to Land a Job in Retail Media

For professionals looking to transition into retail media, now is the time. There’s a demand for talent with transferable skills from AdTech, digital marketing, and eCommerce.

Paul advises that understanding both the retail and advertising sides of the business is crucial. Candidates with experience in media buying, data analytics, customer insights, or programmatic advertising are well poised to find opportunities. If you're looking for a role in retail media, you can browse our open vacancies to see any recent opportunities.

Here are some ways to stand out in a retail media job search:

1. Showcase your understanding of first-party data. As third-party cookies phase out, retailers are prioritising talent who can harness customer insights for targeted advertising.
2. Stay on top of industry trends. Retail media is evolving fast. Candidates who can speak confidently about Retail Media 3.0, AI-driven personalisation, and offsite retail media will have an edge.
3. Highlight cross-functional skills. Many retail media teams sit at the intersection of marketing, sales, and tech. Being able to navigate multiple disciplines is a major advantage.

Hiring in Retail Media?

Retail media is evolving fast, and hiring the right people is the biggest challenge brands and retailers face today. If you’re looking for specialists in retail media, programmatic advertising, or digital marketing, we can help you build a winning team.

🎙️ Want to hear Paul’s full insights? Listen to the full episode of Pivotalk.

📩 Need hiring support? Get in touch with us today.