How Cool CPG Brands Buy Retail Media with Eleanor Hayden

In this episode of The Middlemen podcast, Eleanor Hayden, known for her hands-on experience with emerging brands like Graza and Skinny Dipped, offers a unique perspective on the retail media landscape. The discussion covers the practical realities of buying retail media, the impact of self-serve platforms like DoorDash and Instacart, and how traditional shopper marketing is evolving. Eleanor shares her expertise on navigating complex retail media platforms, the importance of attribution, and why smaller brands are investing heavily in holistic strategies that integrate both in-store and digital media. A must-listen for those looking to optimize their retail media spend and gain a competitive edge in the market. Find Eleanor here: https://www.linkedin.com/in/eleanorhayden/ Hayden Consultancy's Linkedin Profile: https://www.linkedin.com/company/hayden-consultancy/about/ Chapters 00:00 Introduction and Episode Overview 00:40 Meet Eleanor Hayden: A Practitioner in Retail Media 01:18 The Reality of Retail Media for Indie Brands 02:06 Challenges and Insights in Retail Media 04:49 Eleanor's Journey and Experience 06:31 Shopper Marketing Explained 07:13 Early Campaigns and Retail Media Evolution 09:51 Platform Preferences and Performance 14:08 Hands-On Approach vs. Automation 18:51 Holistic Shopper Marketing Strategies 23:29 The Role of Attribution in Retail Media 29:40 CTV and Retail Media: A Critical Perspective 34:55 Conclusion and Final Thoughts