Retail Media Platform
84.51° Prism — Enabled the full spectrum of campaign types and audience targeting for Kroger Precision Marketing, one of the largest retail media networks in the U.S.
company
84.51° / Kroger
role
Product Manager
product
Prism — Campaign Management Platform
team
Cross-functional (Engineering, Data Science, Sales)
Overview
Kroger Precision Marketing (KPM) is a retail media network powered by 84.51°, Kroger's data science subsidiary. KPM connects CPG brands with Kroger's 60M+ households through targeted advertising across on-site, off-site, and in-store channels. I led the product strategy for Prism, the internal campaign management platform that enabled media planners to build, target, and activate campaigns across every channel in the KPM ecosystem.
The Challenge
When I joined, Prism supported a limited set of campaign types with basic targeting. Brands and media planners needed a unified platform that could activate across all channels — from digital coupons to streaming TV — while leveraging Kroger's first-party purchase data for precision targeting. The platform needed to scale to support thousands of concurrent campaigns across multiple media types without sacrificing targeting accuracy.
Campaign Types Enabled
Unified every media channel under one platform, giving brands full-funnel reach across Kroger's ecosystem.
Digital Coupons
On-Site Ads
Off-Site Ads
Roku / CTV
What I Built
01
Full Campaign Type Coverage
Enabled all major campaign types within a single platform: digital coupons, on-site display ads, off-site programmatic ads, and direct integrations with Facebook, Pinterest, and Roku for cross-channel reach.
02
Household & Demographic Targeting
Built targeting capabilities powered by Kroger's first-party purchase data, enabling brands to reach specific households based on shopping behavior, demographic attributes, and loyalty segments.
03
Unified Campaign Workflow
Designed end-to-end campaign creation flows that streamlined media planning from audience definition through activation and measurement, reducing campaign setup time and operational overhead.