79 - Balancing Product Innovation, Test and Learn, and Agile Strategies in Retail Media: A Conversation with Jack Johnson of Ocado Retail

10/29/24 • 41 min

Time For A Reset Marketing Podcast: Insights from Global Brand Marketers

"We need to stop recycling past strategies. Too often, brands fall back on what worked before instead of innovating. We need a 'test and learn' mentality to drive real growth with retail media." Jack Johnson, Head of Ocado Ads

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Jack Johnson, Head of Ocado Ads at Ocado Retail, UKs popular and preferred online grocer.

Jack highlights Ocado’s unique position as a leading online-only grocery retailer, emphasizing their innovative use of data and flexible advertising solutions. He stresses the importance of moving away from legacy retail media strategies and advocates for a “test and learn” mentality. He shares insights on their groundbreaking "MPDLab" initiative and how Ocado's comprehensive data approach sets it apart from competitors. Jack also discusses key industry challenges, like a greater need for measurement standardization and the essential skill set for current and future leaders in a dynamic retail media landscape.

Here are some key talking points from the episode:

Understanding Ocado's Retail Business
Innovation in Retail Media to Drive Rapid Product Launch
How Ocado Ads Sets Itself Apart from Other Players
The Need for Flexibility and a Customer-Centric Approach
The Need for Standardising Measurements in Retail Media
Attributes of a Retail Media Leader

Jack started his career at IRI before moving to Dunnhumby in 2015, a global leader in customer data science. After various commercial roles at Dunnhumby, working with P&G, GSK, and L'Oréal, Jack led a programme to develop a new approach for commercializing Clubcard data across a client syndicate. Jack then went on to manage several teams responsible for commercializing Tesco Clubcard data and insight solutions before working directly with the Tesco insight team, managing a group of insight managers and data science teams to advise on the launch of Aldi Price Match and Clubcard prices.

Since joining Ocado back in 2021, Jack has led teams responsible for the data monetization of Ocado's wealth of sales and customer data and now leads Ocado Ads, Ocado's retail media network.

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Here are some key talking points from the episode:

Understanding Ocado's Retail Business
Innovation in Retail Media to Drive Rapid Product Launch
How Ocado Ads Sets Itself Apart from Other Players
The Need for Flexibility and a Customer-Centric Approach
The Need for Standardising Measurements in Retail Media
Attributes of a Retail Media Leader

Since joining Ocado back in 2021, Jack has led teams responsible for the data monetization of Ocado's wealth of sales and customer data and now leads Ocado Ads, Ocado's retail media network.

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Previous Episode

78 - Unlocking Brand Growth Through Retail Media Integration with Amir Rasekh, Managing Director of Nectar360

In this episode, we speak with Amir Rasekh, the Managing Director at Nectar360, a fully integrated loyalty, insights, and media services company.

Here are some key talking points from the episode:

Challenging the narrow view of retail media
The unhealthy obsession with the monetary value of retail media
The value of data in retail media
Changes in the CPG industry and retail media
Integrating retail media into the marketing mix
Differences between the US and UK markets
The future of retail media
Viewing retail media as part of brand growth
Attributes of future leaders in the retail media industry

Amir challenges the narrow view of retail media as merely a conversion tool, highlighting its potential for brand growth when integrated across in-store, on-site, and off-site channels. They discuss the power of data in enhancing customer experiences and the importance of incorporating retail media into a well-balanced marketing mix. The conversation also covers the evolving industry, emphasising the need for leadership skills like continuous learning and creative problem-solving.

Amir Rasekh, with 20+ years in loyalty, data, and retail media, leads Nectar360. He excels in using first-party data for customer engagement and has a strong background in building high-performing teams at Sainsbury’s. Amir holds a BA in Marketing and focuses on delivering measurable client impact.

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Next Episode

undefined - 80 - Breaking Barriers in FMCG: Creating Supportive Work Environments and Nurturing Diverse Paths to Success with Patrick Zinga from Heineken

80 - Breaking Barriers in FMCG: Creating Supportive Work Environments and Nurturing Diverse Paths to Success with Patrick Zinga from Heineken

“Every time you optimise for something, you’re losing out somewhere else. If you’re optimising for clicks, you’re actually optimizing for people who click a lot. Is that what you really want?” Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken Company

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Nick King connects with Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken Company.
Patrick delves into the challenges of modern advertising, advocating for consumer-first, value-driven approaches over intrusive practices like pop-ups and autoplay videos. He discusses Heineken’s strategy for balancing high-quality ad placements, the role of data in driving efficiency, and the importance of inclusivity in hiring. Patrick also shares his insights on AI’s impact on marketing, the dynamics of in-house teams, and the value of compassionate leadership in fostering a creative and thriving environment.
Here are some key talking points from the episode:

Resetting the Marketing Industry: The Days of Intrusive Strategies are Numbered
Industry Responsibility in Digital Advertising
The importance of in Quality Content for modern advertising
Importance of Mentorship and Team Development
Media In-House Team Dynamics
Data Strategy and Consumer Experience
The Role of AI in Marketing
Compassion in Leadership

Patrick Zinga is a marketer with over 12 years of experience working in top agencies and client-side roles. He has collaborated with leading companies like WPP, Dentsu Aegis, and Publicis across the FMCG, tech, finance, and travel industries. Patrick's expertise spans digital media, data-driven strategies, and cross-channel activations. With a focus on aligning audiences, data, and creative messaging, his skills include programmatic planning, analytics, audience segmentation, and dynamic creative optimisation, driving impactful marketing results for brand and direct response clients.

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