Introduction to Retail Media 4/13

Jeffrey Bustos is the VP, MAD+Commerce (Measurement Addressability Data) at the IAB where he develops industry standards and guides for measurement and addressability solutions to enable revenue growth, efficiency, and scale with a focus in Retail Media Networks, Video / Advanced Television, and Privacy Enhancing Technology. Key projects include: Categorization & Definitions Buyers Guide for Retail Media, Data Clean Rooms and Privacy Preserving Solutions Research, and Attention & Engagement Metrics Standards. Previously Jeffrey worked at GroupM where he led Data & Audience Strategy for eCommerce clients, consulting them on cookieless solutions, audience strategy & activation, and data taxonomy & identity resolution for CDP and Data Clean Room activations.

Jill leads commerce media strategy for Publicis Commerce and has over twenty-five years of experience in the advertising/shopper/media space, spending the past decade in eCommerce.  

She started her career in National Brand Media Buying, moving to Account and eventually Agency Leadership, servicing a wide range of marketers, including blue-chip clients such as Frito Lay, Peterbilt Motors and Dell. After 10+ years she made the decision to pivot to Shopper Marketing, understanding the importance to get closer to the sale, and she was driven by a curiosity to see how emerging tech would continue to evolve this part of the industry. She held various leadership roles in Shopper for the better part of a decade, leading all customer-specific initiatives and specializing in all classes of trade.

While most of her background has been on the agency side, in 2013, again following the industry, Jill shifted to Retail Media, and she credits the years spent as VP of Sales for one of the early retailer media networks (MyWebGrocer) as some of her most valuable – understanding both the advertising sales and data platforms, as well as the retailer software side.  She has led various agency teams across many different verticals but driving success for CPG brands like P&G, Tyson, GE, Mars and Hershey’s has been a focused sweet spot (no pun intended).  

She is a multi-Effie and Reggie award winner and has been recognized as a Campaign US 40 over 40 honoree, received the Outstanding Retail Media Contributor Award from IAB and the Path to Purchase Retail Media Award. While she is proud of the accolades that she and her teams have won, she cares most about being #1 mama to her two young daughters.  She resides in New York City but hasn’t let go of her proud Texas roots.

Hope Fleming is the Assistant Vice President of Retail Media (“leRetail Media”) at L’Oréal USA, setting cross-divisional strategy and best practices within a corporate COE. In this role, Hope is responsible for accelerating the strategic area of retail media by leveraging data and tech to enable superior media execution. Hope came to L’Oréal in 2022 from Colgate-Palmolive, by way of WPP.

As the marketing lead for eCommerce at Coca-Cola North America, Lauren Freedman sets the vision for digital commerce across Coca-Cola’s portfolio of brands. She brings 15+ years of marketing experience to eCommerce, engaging strategic partners to develop holistic marketing programs that provide consumer value and drive brand growth. Her team’s digital marketing best practices and thought leadership has been recognized and implemented across the global Coca-Cola system. Lauren’s consumer-first mindset was honed while working in brand management on seven different billion-dollar brands at Coca-Cola, Georgia-Pacific, and Campbell Soup Company. Previously, she held marketing and public affairs roles, both in-agency and in professional services. Lauren earned an MBA from Vanderbilt University and a bachelor’s degree from the University of North Carolina – Chapel Hill.