RoleSenior Design Director
FocusRetail media creative
RetailersWalmart Connect, Kroger Precision Marketing, Costco
FormatsDisplay, interactive, rich media, video
RoleSenior Design Director
FocusRetail media creative
RetailersWalmart Connect, Kroger Precision Marketing, Costco
FormatsDisplay, interactive, rich media, video
Executive summary
As Senior Design Director, I helped launch and scale Cross-Platform Activation (XPA), a retail media creative offering supporting Walmart Connect, Kroger Precision Marketing and Costco. I led creative execution across the initiative while helping establish creative standards, workflows, documentation and pricing support that enabled the business to scale efficiently across clients, retailers and campaign types.
The challenge
As retail media investment accelerated, brands had plenty of options for buying media, but many lacked creative partners who understood the unique requirements of retailer specific environments.
The challenge was delivering high quality creative across multiple retailers, formats and industries while maintaining consistency, speed and scalability as the initiative rapidly expanded.
My role
As Senior Design Director, I served as the creative lead for the XPA initiative.
Leading creative execution across Walmart Connect, Kroger Precision Marketing and Costco campaigns
Establishing creative standards, workflows, documentation and production processes that supported scalable delivery
Directing creative quality while remaining hands on in execution
Partnering closely with media, account and production teams
Collaborating directly with clients and brand teams throughout campaign development
Creative execution
I led creative development across a wide range of retail media formats, ensuring campaigns remained visually cohesive while adapting to the technical requirements of each retailer and platform. Campaign work included display banners, interactive banners, rich media and video.
Campaigns spanned industries including alcohol, consumer packaged goods, food and beverage, wellness, household products and pharma. Each execution required adapting creative to different audiences, retailer specifications and compliance requirements while maintaining a consistent visual standard.
As the initiative expanded, I also helped establish documentation, creative guidelines and production workflows that improved efficiency and supported long term scalability.
Results and impact
From 2024 to 2025, XPA showed 150% year over year growth, with creative becoming a key value add that supported campaigns for nationally recognized brands across multiple retail ecosystems.
Helped launch and scale an entirely new business initiative
Supported creative across nearly all Walmart Connect and Kroger Precision Marketing campaigns
Established scalable creative standards and workflows
150%
Year over year growth, 2024 to 2025Nearly all
Walmart Connect and Kroger campaigns supportedNew
Business initiative launched and scaledKey takeawayI can help build a new creative offering and still stay close to the craft itself.
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