Retail media is quickly becoming a core capability in retail, yet many category managers are still figuring out where it fits into their role. This session breaks down retail media in plain terms, explaining what it is, how it works, and why it matters at the category level.

Joining the conversation is Bryen Bloomfield, Senior Category Manager at Love's, who will share firsthand experience and practical advice on integrating retail media into day-to-day category management. Attendees will learn how retail media supports category objectives like trial, conversion, and supplier collaboration—not just advertising revenue—and hear real examples of what works from someone doing it on the front lines. The goal is to help category leaders see retail media as a practical tool they can use, not a black box owned by marketing.

Location: Waller Ballroom B (Level 3)

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Thursday, February 26 - CT (Central Time, GMT-06:00)