BEYOND THE BRAND

How to scale retail media without losing control or clarity | Katrina Smart (V{of Digital Commerce, Europe at Mars United Commerce)

In this episode of Beyond the Brand, Adam Wright sits down with Katrina Smart, Head of Digital Commerce at Mars United Commerce. They explore how retail media is evolving into a more sophisticated, full-funnel discipline. Katrina shares her perspective on global frameworks, the rise of in-store digitalisation, new measurement approaches, and how brands can prepare for the future of retail media. Key takeaways ▶ Retail media has moved beyond conversion to support brand building, requiring brands to adopt a more holistic approach across teams. ▶ The most successful brands create consistent global frameworks while allowing for local flexibility to match market maturity. ▶ In-store digitalisation and self-serve search platforms are accelerating, reshaping how brands plan and buy retail media. ▶ Clean rooms and first-party data strategies are becoming critical as third-party cookies phase out. ▶ Upskilling teams and building cross-functional capability are essential to keep pace with innovation and avoid working in silos. Why listen ▶ Gain insider insight into how Mars United Commerce helps brands navigate the complexity of retail media. ▶ Learn practical steps for building a unified measurement strategy that goes beyond ROAS. ▶ Understand the skills and talent gaps emerging as self-serve models and data capabilities grow. ▶ Hear Katrina’s advice on testing new approaches before they become table stakes. Links & resources▶ Katrina Smart on LinkedIn▶ Mars United Commerce website▶ Women in Retail Media

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How smart CMOs are changing how they measure success | Azlan Raj (EMEA CMO at dentsu)

In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Azlan Raj, CMO for Merkle and Dentsu across EMEA. Named one of the UK’s most influential marketers, Azlan shares how he helps global brands turn complexity into progress. The conversation covers the changing role of the CMO, how to measure meaningful progress, the shift back toward brand-building, and how to apply AI in a practical, human way. Key takeaways ▶ CMOs must blend brand, data, growth and creativity to lead effectively ▶ The right metrics drive better decisions and behaviour ▶ AI works best when it’s invisible and useful ▶ A clear purpose keeps teams focused through uncertainty ▶ Broad skills and curiosity build stronger marketing leaders Why listen ▶ Hear how one of the top marketers in Europe sees the future of the CMO role ▶ Learn how to rethink measurement and align marketing with business outcomes ▶ Get real examples of how AI is being used inside complex organisations ▶ Understand why purpose and clarity still matter in a cautious, efficiency-driven climate Links and resources ▶ Azlan Raj on LinkedIn ▶ Azlan’s book, Shift: Transform Motion into Progress in Business ▶ Sampl – precision trial and growth platform