Kroger Brings Retail Media, Loyalty and Insights Together Under One Roof

Kroger has unified the supermarket giant’s retail media, insights and loyalty marketing functions into a single department: Kroger Precision Marketing (KPM) Powered by 84.51˚. The newly unified team, which includes data scientists, engineers, strategists and sales leaders, has been configured to help brand marketers across every stage of the product lifecycle, from product innovation to campaign activations.

“This is more than a new organizational design,” said Milen Mahadevan, President and CEO of 84.51° in a statement. “We’re eliminating the friction between functions. This unification makes it easier for brands to grow — with Kroger’s precision purchase data, world-class personalization science and marketing technology in one seamless experience.”

“Today’s marketers are held accountable for more than media performance — they’re responsible for brand growth,” said Christine Foster, SVP of Strategy and Operations at KPM in a statement. “This new structure is designed for exactly that. Our team helps brands translate purchase data into actions across every part of their organization.”

Nick Hamilton, SVP of Commercial Technology, will oversee the technology innovation behind KPM’s performance, and Jenny Holleran and Sam Walston have been promoted to VPs of Commercial Sales, leading integrated client teams organized by industry verticals.

In May 2024 Kroger Precision Marketing teamed with Yahoo Advertising to bring the retailer’s first-party, purchase-based data to the Yahoo Demand Side Platform (DSP). KPM had previously partnered with The Trade Desk’s DSP.