Kristi Argyilan has extensive experience in retail media, developing businesses at Target, Albertsons, and Uber. She acknowledges the evolution of retail media from traditional marketing to effectiveness driven by first-party data. Careers in this industry are shifting due to advancements in technology, making previous trajectories obsolete. Argyilan discusses her career pivots, including recognizing the right moments for change, and suggests a potential reckoning in retail media as changes in the industry unfold. Innovative roles are increasingly necessary, driven by the rise of automated and programmatic advertising solutions.
"The career trajectory that I've been on, I don't think that's how careers are going to go going forward," Argyilan said on a recent episode of the Digiday Podcast.
"I was at Target at the time that this idea of retail media really started to emerge, because retailers were sitting on top of all of this first-party data that was starting to inform their marketing decisions."
"As a media professional, I could easily see the opportunity that this could actually represent in the marketplace. It's at Target I was actually overseeing media measurement, social guest engagement - so really driving the media practice at Target."
"I was asked to take what was Target Media Network at the time and turn it into the media business for Target, and did it with the intention of bringing the same benefit that Target was realizing on first-party data applied to advertising decisions to bring that to the market."
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