Alice Anson is Director of Digital Media at Nectar360 and a member of the RMA Advisory Board. We asked her how she found herself working in the retail media industry.
What is your role and what does it entail?
I’m Director of Digital Media at Nectar360, where I oversee Sainsbury’s and Argos’ digital retail media strategy – everything from defining the proposition, sponsoring the tech, to working with clients and getting campaigns live. My role is all about creating engaging digital shopping experiences that connect brands with customers meaningfully – be that instore, on our websites, or when they are browsing on their phones or computers.
What energises me most is the variety – one day I’m deep in working out how we optimise our channels, then talking to a brand about how we can support their strategy with us and the next presenting my view on our forward-looking strategy to the C-suite. My ADHD brain thrives on that constant change and challenge, so the constantly challenging and changing world of retail media is the perfect home!
How/why did you first become interested in retail media and move into it?
My path was anything but linear. I studied law which was just too structured for me. So, I pivoted hard, bouncing between Amazon, The Body Shop (when owned by L’Oréal), Lastminute.com, and Eurostar, collecting skills in marketing, commercial strategy, and product roles.
Then I got made redundant. Spent six weeks on my sofa, covered in Cheerios, nearly driving my husband to divorce. Anyone who’s been there knows that crushing feeling of questioning your worth. But sometimes those low points become launching pads.
Sainsbury’s came along with the opportunity to build their onsite retail media division from scratch. I saw the massive opportunity – first-party data, customer touchpoints, the ability to create real value rather than interruption. I took that chance and ran with it, because retail media isn’t just about advertising – it’s about transformation. Seven years later, I’m still enjoying this transformation.
What most excites you about the industry today and what might happen next in retail media?
The authenticity revolution happening in retail media excites me most. We’re moving beyond simple static ads to creating genuinely valuable shopping experiences. The integration of AI means we can optimize campaigns in real-time while keeping the human connection central.
What’s coming next? Retail media becomes the backbone of performance marketing. But here’s my prediction – the winners won’t just be those with the best tech. They’ll be the ones who embrace authenticity, who understand that our differences are competitive advantages, not weaknesses to hide. The industry needs more diverse voices, from diverse backgrounds, industries and perspectives to truly innovate.
Who is your biggest inspiration in the retail media sector and why?
It’s impossible to pinpoint one person, we have an amazing team at Nectar360 who inspire me every day with their hard work and dedication. I am lucky to have a large network who also challenge and inspire me and keep me top of my game. I’d hate to name people with the fear of missing anyone out but this list is made up of ad tech-ers, competing retailers in the UK and abroad as well as industry experts, you know who you are! And then there are the leaders creating the future through creating environments like Women in Retail Media and Women in Retail Media Collective – opening the doors for many amazing women to come.
I’m also inspired by leaders who are open about their challenges. As someone with ADHD, I want others to see that what makes us different – our varied thinking, our need for change, our authentic selves – these aren’t weaknesses. They’re exactly what this industry needs to keep evolving and the work the Neurodiversity in Media group do here is incredible.
What one retail media campaign or strategy you’ve been involved in are you proudest of?
Over seven years, it’s hard to pick just one. But winning our first Grocer Gold Award (the grocery Oscars) for the launch of our onsite media proposition was pretty special, and since this point we’ve seen a lot more retail media entries in this and many other awards. And Cannes 2024, the first Nectar360 Retail Media Summit, which I was crazy enough to plan and pull off in just under two months!
But here’s what made me proudest – it’s not the recognition or pats on the back, it’s watching my team embrace the challenge, getting promotions and taking on new roles and challenges. Seeing people who’d never believed they could build something innovative and suddenly realising their potential. I’m proud, with the whole of the Nectar360 leadership team, we’ve created environments where people can bring their whole selves to work – ADHD brain, unconventional backgrounds, different perspectives – we don’t just succeed, we transform entire industries. That cultural shift is worth more than any revenue target we will ever hit.
