Experiential Strategy Manager (P4647)

About this role

84.51° Overview:

84.51° is a retail data science, insights and media company. We help The Kroger Co., consumer packaged goods companies, agencies, publishers and affiliates create more personalized and valuable experiences for shoppers across the path to purchase.

Powered by cutting-edge science, we utilize first-party retail data from more than 62 million U.S. households sourced through the Kroger Plus loyalty card program to fuel a more customer-centric journey using 84.51° Insights, 84.51° Loyalty Marketing and our retail media advertising solution, Kroger Precision Marketing.

84.51° follows a 5‑day in‑office work schedule to support collaboration, alignment, and team connection.

Join us at 84.51°!

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As an Experiential Strategy Manager for In-Store Media, you will define and scale experiential media as a core capability within Kroger Precision Marketing's retail media portfolio. This role is responsible for transforming experiential activations from isolated programs into a strategic, commercially viable media offering that drives advertiser investment, customer engagement, and business growth.

You will operate at the intersection of media, merchandising, marketing, store operations, sales, and strategic partnerships to create scalable experiences that connect brands with customers across Kroger's physical ecosystem and near premise locations.

This role is responsible for:

• Defining Kroger's experiential media strategy, portfolio, and long-term growth roadmap

• Building scalable operating models, governance frameworks, and partner ecosystems

• Commercializing experiential capabilities into sellable solutions that drive advertiser adoption and revenue growth

Success looks like establishing experiential media as a differentiated, measurable, and scalable component of Kroger's retail media network, generating incremental revenue while enhancing the customer experience.

This role is responsible for:

• Defining client value propositions and commercial viability for new in-store media capabilities

• Bringing a market, portfolio, and monetization lens to emerging products and pilots

• Driving go-to-market readiness, adoption, and sales enablement across the organization

Success looks like creating & optimizing a portfolio of in-store media products that are clearly positioned, commercially viable, and widely adopted by advertisers, sales teams, and internal partners.

CORE RESPONSIBILITIES

Focus Area

What You’ll Own

Commercial Portfolio Strategy

• Define the role of experiential media within Kroger's broader retail media portfolio.

• Develop a long-term roadmap across sampling, demonstrations, brand ambassadors, premium events, sponsorships, mobile activations, community experiences, and emerging experiential formats.

• Evaluate new opportunities through the lens of client value, operational feasibility, customer experience, and revenue potential.

Product Marketing & Market Positioning

• Translate experiential capabilities into clear, sellable media products.

• Develop standardized packages, pricing principles, sales materials, activation requirements, and measurement approaches.

• Partner with Sales Strategist to identify advertiser demand and develop scalable solutions.

Partner Governance

• Build and manage the partner ecosystem required to execute experiential programs at scale.

• Develop performance scorecards, governance processes, and quarterly business reviews.

• Partner with Partnerships on commercial structures, contracting, and partner management.

Go-to-Market & Adoption Strategy

• Design scalable go-to-market frameworks that move products from pilot to commercial adoption.

•Shape positioning, value props, and launch narratives for new in-store technology. • Partner with sales leadership to enable sellers with training, packaging guidance, and objection-handling strategies. • Ensure internal readiness across sales, campaign operations, and data science teams.

Monetization Strategy

•Develop pricing frameworks, packaging strategies, and commercial models for new in-store media capabilities. • Partner with Finance to inform revenue targets and performance benchmarks. • Ensure offerings integrate seamlessly with broader retail media packages across onsite and offsite channels.

Cross-Functional Leadership

• Build strong partnerships across Merchandising, Marketing, Store Operations, Store Design, Real Estate, Finance, Product, Data Science and Sourcing.

• Establish governance frameworks that define how experiential opportunities are evaluated, approved, sold, and executed.

• Advocate for experiential considerations within store planning, remodel, new-store, and customer experience initiatives.

QUALIFICATIONS & EXPERIENCE

• Bachelor’s degree in Marketing, Business, or related field.

• 7+ years of experience across retail media, experiential marketing, shopper marketing, media strategy, agency, retail, or related industries.

• Proven ability to connect product capabilities with advertiser needs and revenue outcomes.

• Demonstrated experience developing and scaling new products, capabilities, programs, or business models.

• Strong understanding of retailer, CPG, agency, and media network ecosystems.

• Experience leading complex cross-functional initiatives involving multiple stakeholders and partners.

• Proven ability to develop business cases, pricing strategies, partnerships, and revenue-generating programs.

• Experience balancing strategic planning with operational execution.

• Familiarity with retail operations, merchandising processes, first-party data, and retail media measurement frameworks preferred.

KEY COMPETENCIES

• Enterprise Thinking – understands how in-store media impacts merchandising, operations, and brand relationships.

• Financial Acumen – provides input into capital planning and pricing strategy.

• Strategic Vision – connects today’s tactics to a three-year gr

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