This article traces my personal growth journey in retail media—from Sales Operations Specialist through to Senior E-commerce & Retail Media Manager. Along the way, it highlights competencies developed, challenges overcome, and milestones achieved. For the full professional background, see my LinkedIn profile.
1. Career Path & Personal Journey
An integrated view of typical roles, key achievements, and evolving skill sets:
| Stage | Responsibilities & Achievements | Skills & Mindset |
|---|---|---|
| Sales Operations Specialist | Managed CRM data, optimized sales pipelines using Excel, SQL and Salesforce to ensure accurate lead qualification and campaign reporting. | Data analysis, CRM proficiency, attention to detail |
| Specialist in PPC Advertising | Ran Amazon Ads PPC campaigns (Sponsored Products & Brands), honing audience-targeting strategies, bid optimization and ROI tracking. | Targeting strategy, bid optimization, analytical rigor |
| Account Manager | Oversaw client portfolios: conducted quarterly performance reviews, aligned campaigns with brand goals and negotiated budget increases to scale media spend. | Client communication, negotiation, project management |
| Trainer | Designed and delivered workshops on retail-media tools and best practices, upskilling colleagues and standardizing workflows across teams. | Coaching, presentation, instructional design |
| Team Manager | Led a team of Account Managers: set performance targets, delegated tasks and ensured campaign objectives were met. | People leadership, delegation, cross-team alignment |
| E-commerce Media Lead | Coordinated multi-channel retail-media strategies—integrating DSP and on-site campaigns, testing new ad formats and optimizing cross-platform ad spend. | Strategic planning, cross-functional coordination |
| Senior E-commerce & Retail Media Manager | Currently responsible for end-to-end retail-media strategy and P&L oversight, guiding a high-performing team to deliver consistent year-over-year revenue growth. | Business acumen, vision setting, decision-making |
For a broader look at career pivots, see The Pivot Moment: Moving from Digital Marketing to Retail Media.
2. Lessons & Challenges
- Evolving Skillset
Each promotion demanded new competencies—from technical training delivery as Trainer to strategic vision and P&L oversight at the senior level. - Managing Upwards
Translating complex data into clear, actionable insights for executive stakeholders is critical for securing buy-in and resources. - Balancing Strategy and Execution
Rising through the ranks requires a shift from hands-on campaign work to high-level planning; mastering this balance prevents operational bottlenecks.
3. Actionable Advice for Aspirants
- Pursue Stretch Assignments: Volunteer to lead internal trainings or pilot new ad formats to showcase leadership potential.
- Cultivate Cross-Functional Relationships: Engage consistently with marketing, sales, product and analytics teams to broaden influence.
- Invest in Leadership Development: Enroll in management or coaching courses (e.g., through LinkedIn Learning or CXL Institute).
- Solicit Structured Feedback: Use 360-degree feedback surveys to uncover blind spots and refine growth plans.
4. Conclusion & Next Steps
Climbing the ladder in retail media—from data-driven operations through to senior management—demonstrates the power of combining technical expertise with people leadership. Leveraging CRM mastery, PPC proficiency and instructional experience provides a solid foundation for strategic roles. Continuous learning, mentoring others and sharing insights through internal channels and industry forums will accelerate future growth.
For additional career frameworks and personal stories, explore the Retail Media Career Blueprint category or read:
