Kroger Precision Marketing head of media activation and buying named among top 25 retail media pioneers

At a time when third-party signals are fading, retailers have emerged with new first-party purchase-based signals. This is an important moment for brands and agencies to test grocery signals as a better form of targeting.

Kroger Precision Marketing (KPM) has emerged as a trailblazer in this realm, redefining the possibilities of reaching and engaging audiences at crucial touchpoints along the path to purchase. As a result, The Path to Purchase Institute selected Shannon Hartmann, KPM’s group director of media activation and buying, as one of the top 25 commerce marketers pioneering retail media in 2024.

Each year, P2PI’s Retail Media Awards program recognizes innovative leaders across brands, retailers, agencies, and solutions providers who are effectively leveraging or helping others leverage retail media for successful digital and omnichannel campaigns.

Shannon Hartmann has been a driving force behind the strategic evolution of Kroger Precision Marketing's advertising operations over the past two years, leading the successful in-housing of managed service media buying. Under Hartmann's leadership, KPM has achieved remarkable advancements across critical performance indicators, delivering tangible business outcomes for both Kroger shoppers and advertisers alike.

Winners will be recognized at an awards ceremony and cocktail celebration on Wednesday, June 26, during the Institute’s Retail Media Summit, which will be held June 25-27 in Chicago.

“The breadth of improvements under Shannon Hartmann's leadership is undeniably impressive,” said Christine Foster, VP of Media Product Strategy and Operations for KPM. “Embracing the in-house model has empowered Hartmann and her team to meticulously optimize pacing and delivery of advertising campaigns, ensuring maximum efficiency and efficacy. She is strengthening our commitment to media excellence every day.”

See the full list of Retail Media Award winners on the Path to Purchase Institute website.