Kiri Masters is an independent commentator, speaker, advisor, and podcast host covering the retail media industry.
Blog
I started consulting for brands wanting to grow their Amazon business in 2015, and back then, I felt more like a salesperson for Amazon than a consultant. I'd hear things like: "Isn't Amazon a place to buy books?" "We don't want
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Watch Episode Here Listen to Episode Here Show Notes Podean, an independent retail media and marketplaces agency, recently launched the "WOAS" Awards (Waste of Ad Spend Awards), a parody award highlighting how brands unknowingly waste retail media budgets. The awards spotlight three key issues: ineffective targeting, unoptimized budgets,
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Watch Episode Here Listen to Episode Here Show Notes President Trump's sweeping tariffs are forcing consumer brands to make difficult trade-offs, with one of the most immediate impacts being on advertising and retail media spending. As brands face tariffs exceeding 100% on Chinese imports, many are cutting advertising
This post was originally published on my column for Forbes.com on April 8, 2025 President Trump's sweeping tariffs, including a 54% rate on Chinese imports (now 145% since the original article was published), are forcing consumer brands to make difficult tradeoffs across their businesses. Beyond product pricing
Blog
I've been hearing a lot about 'vibe marketing' lately— podcasts, buzzy DTC marketers on X, and even recently in my LinkedIn feed. So naturally I got to thinking about whether marketing newest buzzword actually has any practical applications for brand marketers operating in the pointy end
Episode
Watch Episode Here Listen to Episode Here Show Notes In this episode, Kiri Masters explores how "vibe marketing" - a concept originating in tech circles - can be applied to retail media strategies. She breaks down how this AI-powered approach enables marketers to rapidly iterate emotional angles at
This post was first published to my column for Forbes on April 11, 2025 Walmart is pushing brands to increase their retail media spending by 25% year-over-year as part of joint business plans, despite many brands reporting stagnant sales growth from these investments. According to ADWEEK, brands are being asked
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Watch Episode Here Listen to Episode Here Show Notes In this episode, the host Kiri Masters examines Walmart's reported push for brands to increase their retail media spending by 25% year-over-year as part of joint business plans, based on recent reporting by Adweek. She explores how the impressive
Blog
Last summer I took my 8-year old son to a carnival while visiting friends in Cleveland. We warmed up with some sedate rides and then turned our attention to the most exciting ride: The Wipeout. Like any 8-year-old, he's an aspiring YouTuber and so I dutifully filmed the
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Watch Episode Here Listen to Episode Here Show Notes In this insightful episode, Kiri Masters analyzes data from Momentum Commerce that reveals a fascinating "frugal frenzy" emerging across Amazon's marketplace. She explores how consumers are simultaneously stockpiling products like baby formula (up 26 times week-over-week) while
Blog
The traditional marketing funnel has been a cornerstone of customer journey mapping for decades. But in today's fragmented digital landscape, is this linear model still relevant? With the explosion of touchpoints across social media, retail media networks, and digital marketplaces, the path to purchase has become increasingly complex
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Watch Episode Here Listen to Episode Here Show Notes In this panel episode, industry leaders discuss the evolving nature of the customer journey in today's digital landscape. Josh Clarkson, Global Lead for Retail Media at Mars, and Chief Consultant at Edify Digital Commerce Consulting introduces the concept of