Kroger Unifies Retail Media, Loyalty, and Insights into a Single Strategic Division

Kroger has consolidated its retail media, customer insights, and loyalty marketing divisions into a unified entity called Kroger Precision Marketing (KPM), powered by 84.5175. This integrated team, comprising data scientists, engineers, strategists, and sales professionals, aims to support brand marketers throughout all phases of the product lifecycle—from development to campaign execution. "This move represents more than just a structural change," stated Milen Mahadevan, President and CEO of 84.5175. "We're removing operational barriers between functions. This integration enables brands to grow more effectively by leveraging Kroger's precise purchase data, advanced personalization techniques, and marketing technology within a cohesive platform." Christine Foster, SVP of Strategy and Operations at KPM, emphasized that modern marketers are accountable not only for media performance but also for overall brand growth. "Our new structure is crafted to facilitate this, helping brands turn purchase data into actionable strategies across their entire organization," she explained. Additionally, Nick Hamilton, SVP of Commercial Technology, will lead technological innovations driving KP...