Kiri Masters is an independent commentator, speaker, advisor, and podcast host covering the retail media industry.
Blog
"Why do some products mean something to us while other products—with essentially the same features and benefits—do not?" This is the central question that Patrick Hanlon explores in his 2006 book, Primal Branding. His answer? Brands are belief systems. And building a belief system around your
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Watch Episode Here Listen to Episode Here Show Notes Dive into Kiri Masters’ insightful review of the book Primal Branding as she unpacks the seven elements of the primal branding code that can revolutionize your retail strategy. From creation stories to sacred words, discover how these timeless principles foster deeper
Blog
... Let's talk about careers in ecommerce — what it takes to reach the top and finally get that VP or 'Head of Amazon' role, and what comes after that. I saw two LinkedIn posts last week, one from a Director of Ecommerce and one from a recruiter,
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Watch Episode Here Listen to Episode Here Show Notes Dive into the evolving landscape of senior e-commerce leadership roles, particularly the emerging "Head of Amazon" position. Discover why finding candidates who blend operational expertise with cross-functional influence is proving challenging for the emerging "Head of Amazon"
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Watch Episode Here Listen to Episode Here Show Notes Join industry leaders from Monster Energy, Tom's of Maine, Petmate and Advantice Health as they share invaluable insights on educating leadership teams on e commerce & retail media. Learn how to translate complex e-commerce concepts into relatable analogies, discover
Blog
Amazon's launch of Rufus AI in early 2024 generated plenty of buzz about conversational shopping, but a recently uncovered patent reveals something far more significant: a fundamental shift in how products will be discovered and purchased on Amazon
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Watch Episode Here Listen to Episode Here Show Notes This episode is inspired by Kiri Masters’ Forbes article, "Amazon Wants To Sell Its Ad-Tech To Retailers. Is It A Trojan Horse?" published on January 13, 2025. Will retailers embrace Amazon's bold move into retail media technology?
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Watch Episode Here Listen to Episode Here Show Notes In this deep dive, we unpack Amazon Rufus's patent and what it means for e-commerce strategy. Learn how its semantic similarity model, click training data, and visual label tagging are reshaping product discovery. Discover why traditional keyword optimization may
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Watch Episode Here Listen to Episode Here Show Notes Unpack Kiri Masters' fascinating review of the book "The Kingdom of Prep" delving into the details of evolution of J.Crew from catalog pioneer to modern retailer. Discover how J.Crew's early data-driven approach to customer
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Watch Episode Here Listen to Episode Here Show Notes Curious about the path to leading a retail media network? We analyze the career trajectories of retail media heads at 24 major networks, revealing surprising insights about gender representation and essential skills. From cross-functional leadership to data analytics prowess, discover the
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Watch Episode Here Listen to Episode Here Show Notes Deep dive into the evolving world of retail media metrics with industry leaders from Monster Energy, Quickfire LLC, Petmate, Advantice Health and U Beauty. Unpack the real story behind MER (Marketing Efficiency Ratio), explore the pursuit of cross-channel customer lifetime value,
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Watch Episode Here Listen to Episode Here Show Notes Dive deep into the evolving landscape of retail media as we explore the shift from keyword-driven to product-driven sponsored ads. Learn why retailers are embracing new targeting models, and discover the emerging "behavior first" approach that could reshape digital