Aimee Ramaen
Channel Activation Director at Danone
Why retail media should be treated as a growth capability rather than a standalone advertising channel, and how brands can use it to drive both mental and physical availability.
Aimee Ramaen is Channel Activation Director at Danone. In this episode, Aimee discusses retail media drives brand growth.
In this episode:
- How Aimee's career in commercial strategy, category management and digital commerce shaped her approach to retail media.
- Why Danone sees retail media as a growth capability rather than something owned by one function.
- Why Aimee believes “any touch point can do any job” depending on the brand's objectives.
- Why retail media should include everything purchased through a retailer ecosystem, from in-store POS to first-party-data-driven offsite advertising.
- How Danone plans brand-building campaigns and always-on conversion activity around different jobs to be done.
- How retail media can support penetration growth by building brand equity, improving visibility and keeping existing shoppers engaged.
- Why Danone selects retail media partners based on scale, capabilities, audiences, measurement and quality of service.
- Why retail media networks need to connect commercial execution more closely with media activation.
- How Danone balances direct relationships with retail media networks against the capabilities of media agencies.
- Why Aimee believes systematic in-housing or outsourcing of retail media could be dangerous.
About The Retail Media Show
The Retail Media Show is a weekly conversation with the people building, buying and shaping retail media. Hosted by Steve Gray, it brings together retailers, brands, agencies and technology leaders to explore what's changing, what's working and what comes next.
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SG-retail helps retailers turn retail media ambition into practical, commercially effective propositions. We work with retail businesses to shape strategy, strengthen capability and create the operating models, propositions and partnerships needed to make retail media work in practice. Our focus is on building approaches that are commercially valuable, customer-led and sustainable — helping retailers move from opportunity to execution with greater clarity and confidence.
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