Retail Media Age Editor-in-Chief Justin Pearse sat down with Ellie Prendergast, Head of Client Operations at Co-op Media Network, to talk about the inspiration, motivation, and future vision behind Women in Retail Media, a newly launched industry group committed to empowering women working across the UK’s booming retail media space.
Can you tell us a little about your background and journey into retail media?
Of course. I’ve worked in retail media for over nine years, starting my career at ASDA in its media partnerships team, now known as LS1 Meida. I managed general merchandise and gained experience across in-store, online, and above-the-line campaigns. It gave me a solid foundation. From there, I moved to Co-op, joining a team of two and helping to evolve our proposition with support from SMG.
One of the highlights was leading the integration of retail media into our e-commerce roadmap, embedding media thinking into our tech development. Eventually, I took on a leadership role heading up the client and operations team for the Co-op Media Network, which officially launched last year.
What inspired you to launch the Women in Retail Media group?
There were three moments last year that really pushed me to do it. First, stepping into a leadership role made me more focused on supporting my team’s development. I happened to lead a team of all women, and I could clearly see that some of the barriers I’d faced were still real for them.
Second was attending a talk by Stephanie Sword-Williams, author of F** Being Humble*, at MAD//Fest. She spoke about the invisible barriers women face, like waiting to be nominated for awards or questioning whether we’re good enough for opportunities.
That hit home.
And third was the change I felt in networking spaces. I compared a male-heavy event I attended a few years ago with one I went to more recently, where I was welcomed warmly, mostly by women. I realised how much that support helped me, and I wanted to build something that could make others feel the same way.
How did the group come together and what are its core aims?
After deciding I wanted to start something, I checked LinkedIn and Google expecting to find a women’s network for retail media, but there wasn’t one. That felt like a sign. I got the LinkedIn page live, bought the URL, and started talking to other women I’d worked with across the industry.
Within 24 hours, I knew this was something that needed to happen. I also had a powerful reminder during an internal Co-op diversity and inclusion session about the importance of diversity of thought. It reinforced that I didn’t have to represent everyone, but I could create a platform where different voices were heard.
I built a team of ambassadors from all corners of the industry, different retailers, tech companies, agencies like Dentsu, SMG, and GIG, and we shaped the group’s direction together. We landed on three main pillars: networking, public speaking, and careers.
Tell us more about the work you’ve done so far under those pillars.
We started with a networking event to introduce the group, and the feedback was fantastic. People said they met more contacts than usual and felt more comfortable connecting. I’ve since seen attendees use those new connections to access other industry groups and events.
Our first public speaking masterclass in April was also a big success. Dean Harris delivered an excellent session with tips, frameworks, and resources. Then we ran a panel discussion with women at different stages in their speaking journeys, sharing everything from pre-stage rituals, like eating a banana, to overcoming nerves.
We even gave everyone a free professional headshot, thanks to support from SMG. It may sound small, but a surprising number of people were still using selfies or old holiday snaps on their LinkedIn profiles. Giving them something they could immediately use removed another unnecessary barrier.
What’s next for Women in Retail Media?
Our next big focus is the “careers” pillar. We’re planning an event in September that explores different career journeys, whether it’s taking time out to raise children, making career pivots, or dealing with ageism. The idea is to represent as many different stories and paths as possible, so everyone can see themselves in the room.
Another key priority is engaging allies. Women talking to women is important, but we won’t drive industry-wide change without involving everyone. We’re exploring events that include male allies and decision-makers, encouraging open discussions about the challenges and opportunities women face in retail media.
Are there any unique challenges that women in retail media face compared to other sectors?
Yes and no. Retail media is quite mixed in gender overall, especially in food, which is where I work, but it’s not the same everywhere. Tech companies, for example, can be very male-heavy. I’ve had women ask me, “How do I get experience in tech?” The talent and interest are there, but sometimes it’s about opening the door, through training or recognising transferable skills.
Also, while many food retailers are progressive in terms of diversity, others in adjacent sectors may not be as far along.
That’s why it’s so important we’ve built a broad ambassador base, so we can support women working in all corners of the industry, not just those with strong D&I policies already in place.
What does the future hold?
The group is still young, but the momentum is real. Everything we do is shaped by the women we support. We get feedback after every event and adapt accordingly. If our pillars change next year, that’s fine. This group isn’t about us as founders, it’s about creating a space that reflects and responds to what women in retail media actually need.
And if you ask me, that’s how we build an industry that truly works for everyone.
