Uche Ofili is Director of Agency Partnerships at SMG. We asked him how he found himself working in the retail media industry.
What is your role and what does it entail?
I lead agency and partnership strategy within retail media, connecting brands, retailers, and agencies to unlock measurable growth through data and insight-led media.
My agency foundation means I understand the inner workings of holdcos, their structure, their DNA, and the language that drives planning and investment decisions. That insight has shaped how I build go-to-market strategies for retail media networks, because success depends as much on how you engage agencies as what you bring to market.
Ultimately, it’s about making a complex ecosystem simple, scalable, and valuable for everyone involved.
How did you first become interested in retail media and move into it?
I started my career in agencies from my early days at Mediadge CIA through to Mediacom, working across planning, buying, and trading. Those years gave me a deep understanding of how investment decisions are made, how agency–supplier partnerships work, and how value is created.
After moving to McCann as Head of Digital for Aldi, I saw first-hand how powerful first-party data and customer insight could be. When Tesco approached me to help shape their agency strategy and unlock the potential of their 1PD, retail media was still taking shape and that challenge really drew me in.
Since then, I’ve had the privilege of working across many of the UK’s largest RMNs including Tesco, Asda, Boots, Morrisons, Deliveroo, and Co-op, helping to define and evolve the space as it’s grown.
What excites you most about the industry today, and what might come next?
Retail media has evolved beyond trade activation into a genuine brand-building channel. What excites me is the shift towards smarter measurement, stronger creative, and richer collaboration between agencies, brands, and retailers.
The next chapter will be defined by interoperability i.e., connecting data, platforms, and channels and by networks that balance performance with inspiration. Those who can offer both will lead the industry forward.
Who inspires you in the retail media sector, and why?
The people who inspire me most are those who champion simplicity, transparency, and partnership in a space that’s becoming increasingly complex. Leaders who bridge tech and trust, who understand that innovation only works when relationships are strong.
f I had to name one person, it would be Stephen Shepherd, of dunnhumby fame. His knowledge of the industry is unparalleled, and his support was instrumental in helping us get Tesco’s media proposition off the ground. He embodies collaboration and clarity- two things this industry needs more than ever.
What’s a retail media campaign or strategy you’re most proud of?
I’m proudest of the frameworks and strategies that have helped reshape how agencies and RMNs work together. At Tesco, developing the first agency go-to-market strategy resulted in 1,700% revenue growth in two years and changed how the network engaged the wider market. More recently, building JBPs across multiple holdcos and retailers by aligning commercial goals, transparency, and measurement has been hugely rewarding.
There have been many standout campaigns delivered under my remit, and it wouldn’t feel right to single out just one. In truth, that’s a reflection of how far the category has come and the incredible work happening across the retail media ecosystem today.
