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Aldi Quietly Builds Retail Media Proposition

The discount grocer is recruiting retail media-focused talent to begin building its own network across all the markets it operates in.

Aldi is preparing to throw its hat in the retail media game as the discount grocer begins building its own network across all the markets it operates in, U.K. publisher The Grocer  first reported. 

Aldi has also formed a “center of excellence,” based in London, to support the project as well as all of Aldi’s international operations, according to a recent job listing from Aldi UK. The listing, posted on LinkedIn in January, is for an international retail media analyst who will join its London-based international marketing team, which is “on a mission to lead the development of a world class media and advertising operation within the ever-changing grocery sector,” per the job posting.

The retail media analyst will report to and support the retail media manager with the “creation, launch and rollout” of Aldi’s retail media network proposition across online and in-store channels and in multiple countries, per the listing. 

[Also Read: Shopper Perceptions of Retail Media Across the Pond]

In November, Aldi UK promoted Mark Hardy, who has been with the company for more than eight years, to the international manager role. Hardy most recently served as global business coordination manager of customer interaction (people and processes lead), per his LinkedIn profile.

Some duties the analyst will be tasked with include:

  • Supporting the design and execution of the go-to-market strategy for each country.
  • Developing and structuring innovative retail media propositions.
  • Developing relationships with key stakeholders and partners (agencies and consultants).
  • Creating engaging and insightful content to keep senior management teams regularly informed and updated.
  • Coordinating trials using both internal and external teams.
  • Monitoring trial performance, measuring success and providing actionable insights.
  • Tracking the revenue and profitability of the Aldi retail media network.
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