Albertsons' Liz Roche On Full-Funnel Retail Media, Matched Markets & Moving Beyond Vanity Metrics

Liz Roche, VP of Media and Measurement at Albertsons Media Collective, reveals how the retail media giant is expanding into full-funnel activation and using rigorous measurement to prove business outcomes that matter. In this exclusive interview, recorded live from the VusionGroup Podcast Studio at Groceryshop 2025, Liz shares: ✅ Three-channel strategy with CPG spend matching: influencers, in-store screens, on-site ads ✅ Over 2,200 stores across 13 of top 15 DMAs reaching 47 million loyal shoppers ✅ Moving from vanity metrics to KPIs tied to category growth and brand LTV ✅ Using matched market and synthetic control methodologies for sales lift ✅ Multi-cell testing to find channel combination arbitrage (1+1=3) ✅ In-house measurement capabilities: attribution, marketing science, research analytics ✅ Digital out-of-home and last-mile opportunities in grocery ✅ Screens in high-dwell areas: deli, meat counter, pharmacy With experience spanning Meta, LinkedIn, publishing, and agencies before joining Albertsons nearly a year ago, Liz brings a unique perspective on retail media measurement. Discover how Albertsons leverages scale and divisional structure to run sophisticated experiments isolating variables and proving incremental sales lift. Learn why Albertsons believes "when our clients are winning, we're winning" and how that philosophy drives their focus on moving units, not just metrics. Subscribe for more retail media and measurement insights! #RetailMedia #Albertsons #MarketingMeasurement #InfluencerMarketing #SalesLift #Groceryshop This podcast uses the following third-party services for analysis: Podcorn - https://podcorn.com/privacy