85 - Navigating the Future of Retail Marketing JBPs: Balancing Collaboration and Complexity with Paul Stafford, Head of Retail Media at Superdrug

Listen to this episode from Time For A Reset Marketing Podcast: Insights from Global Brand Marketers on Spotify. Tune in to Time for A Reset"The retailers that will win are the ones that get their audience proposition right." - Paul Stafford, Head of Retail Media at Superdrug.The latest episode of  Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy and hosted by Paul Frampton, Is live!Paul Frampton sits down with Paul Stafford, Head of Retail Media at Superdrug, to explore the evolution of retail media networks from bottom-funnel activities to a full-funnel strategy. Drawing from his experience at global brands like Pepsi and Virgin, Paul shares invaluable insights on building effective retail partnerships, the importance of first-party data, fostering collaborative retailer-brand partnerships, and balancing sales and marketing strategies. Paul highlights why the future of retail media lies in brand building rather than just conversion metrics. Here are some key talking points from the episode:A Retail Media ResetBeyond Conversion: Retail Media's Evolution as a Brand BuilderSuperdrug's Global Advantage: The AS Watson ConnectionFrom Brand Marketing to Retail Media: A Career JourneyThe Industry's Progress in Full-Funnel MarketingIn-House vs Agency: Building Retail Media CapabilitiesBuilding Better Brand PartnershipsAI's Role in Retail Media GrowthEssential Skills for Retail Media LeadersKey Takeaways: The Future of Retail MediPaul Stafford is a versatile marketing leader with a proven track record of building iconic brands and driving commercial success across FMCG, Beauty, Telco, and more. With expertise in digital marketing, integrated communications, and retail media, Paul has held senior roles at Superdrug, PepsiCo, and Virgin Media. Notably, he launched Superdrug’s Retail Media network and established PepsiCo’s first in-house creative agency. Passionate about creativity and innovation, Paul also advises Irish start-ups through Enterprise Ireland. Outside of work, he enjoys trail running and exploring the outdoors.Support the show