How do you explain your profession to people outside of the industry? What do you find most exciting and/or rewarding about this work?

As Albertsons Media Collective’s VP of Business Strategy & Marketing Science, Claire Wyatt is taking the complexities of data and breaking it down to guide leading CPG brands in reaching customers and growing their business. With retail media ad spend expected to more than double by 2027, Claire and her team are focused not only on helping clients achieve maximum value by leveraging insights, but also on championing transparent measurement methodologies, such as incrementality, for the industry as a whole. Industry standardization is top of mind for Claire and the team, who are not only advocating for it, but working toward simplified solutions that carry the industry into the next era of retail media.

Following her work at Target’s Roundel, where she owned reporting, insights and analytics for over $600 million in advertising spend as well as Roundel’s most significant client accounts, she recruited and hired a team of 30 people for Albertsons to build a robust analytics function. She led the strategic efforts during the design phase of the new retail media network and her work led vendor partners to strategically align their marketing investment with Albertsons and ultimately drive incremental return on their investments. She and her team have built a best-in-class media reporting group to provide transparency to vendors and brands so they can make better decisions.

What are the core requirements of your job and how do you measure success?

What is one notable professional achievement you've made over the past year that you are most proud of?

What professional challenge or failure has stuck with you, and how did you embrace it?

What trend or technology do you believe will have the most profound impact on your work (and the work of your peers) over the next year?

If you could say one thing to your younger self, what would it be?