Kroger Consolidates Media, Loyalty and Insights Under RMN
Kroger Precision Marketing (KPM) is evolving into more than a retailer media network — it's now a full-service brand growth engine.
KPM has unveiled a significant organizational shift that brings together Kroger's retail media, loyalty marketing and consumer insights capabilities into one unified division within data science arm 84.51°.
The move and realigned team was designed to help brand marketers drive growth across every stage of the product and campaign lifecycle, from innovation and planning to activation and optimization, according to a July 30 media release. Hundreds of specialists — including data scientists, engineers, strategists and sales leaders — will now work under one roof.
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"This is more than a new organizational design," Milen Mahadevan, president and CEO of 84.51°, said in the release. "We're eliminating the friction between functions. This unification makes it easier for brands to grow — with Kroger's precision purchase data, world-class personalization science, and marketing technology in one seamless experience."
The updated structure combines teams from Kroger Precision Marketing, 84.51° Stratum, Best Customer Communications (BCC) and other services. Stratum is an analytics self-serve solution, and BCC is Kroger's personalized direct-to-consumer marketing program.
Operating as one group under the KPM brand, the team will offer integrated planning, data-led solutions, and end-to-end activation and self-service tools that minimize operational waste.
Key changes include:
- Integrated planning and strategy across media, insights, assortment and promotion/incentives, led by Christine Foster, SVP of strategy & operations.
- Technology innovation led by Nick Hamilton, SVP of commercial technology, who oversees the tools and engine behind KPM’s performance.
- Industry-specific sales leadership with Jenny Holleran and Sam Walston promoted to vice presidents of commercial sales, managing integrated client teams by industry verticals.
"Today's marketers are held accountable for more than media performance — they're responsible for brand growth," Foster added. "This new structure is designed for exactly that. Our team helps brands translate precision purchase data into actions across every part of their organization."
Why It's Significant
Kroger said the expanded KPM model responds to growing demand from brands for simplified planning, faster insights and a more connected approach to shopper engagement. By consolidating insights, loyalty programs and media under one umbrella, the company aims to offer clearer accountability and more measurable results.
"Technology has been the backbone of our evolution," Hamilton said. "We're building tools that help brands outpace complexity — and their competition."
KPM's evolution reflects a broader trend among leading RMNs to expand their offerings beyond media alone. By centralizing capabilities within 84.51°, Kroger is positioning KPM as a partner for not just media buying, but long-term brand development powered by data science.
