Podcast Summary: Women In Retail Media Collective Join The CPG Guys

Podcast Information:

• Title: The CPG Guys
• Hosts/Authors: Peter V.S. Bond & Sri Rajagopalan
• Description: CPG & FMCG eCommerce industry icon Sri Rajagopalan & consumer loyalty guru Peter V.S. Bond explore how brands and retailers understand and engage with consumers in-store, online, and everywhere in between. http://cpgguys.com
• Episode: Women In Retail Media Collective Join The CPG Guys
• Release Date: March 15, 2025

Introduction

In this compelling episode of The CPG Guys, hosts Peter V.S. Bond and Sri Rajagopalan engage in an enlightening conversation with Emma Helslot and Alen Alvara Sain from the Women in Retail Media Collective (WRMC). The discussion centers around the formation, mission, and impact of WRMC within the rapidly evolving retail media landscape.

Background of the Women in Retail Media Collective

The episode begins with Sri Rajagopalan emphasizing the explosive growth of retail media and the essential role it plays in today's omnichannel marketing strategies. He introduces the Women in Retail Media Collective as a pivotal initiative aimed at enhancing female leadership and representation within the industry.

Notable Quote:

Sree Rajagopalan [00:00]: "Retail media is rapidly becoming the go to channel for brands, aiming to engage consumers with measurable performance along the path to purchase."

Genesis of the Collective

Emma Helslot and Alen Alvara Sain share their personal journeys and the inspiration behind establishing WRMC. Both professionals, with extensive backgrounds in ad tech and retail media, recognized a significant gender gap in leadership roles within the sector. Their shared experiences of underrepresentation and the lack of female voices in high-level discussions motivated them to create a supportive network for women in retail media.

Notable Quotes:

Alen Alvara Sain [06:44]: "I've always led marketing teams and noticed the scarcity of women in leadership within ad tech."

Emma Helslot [07:44]: "I realized how women can lift each other up in this space, which inspired me to help create a platform like WRMC."

Challenges Faced by Women in Retail Media

The conversation delves into the systemic challenges that women face in the retail media industry. Despite women driving 70-80% of consumer spending, their representation in leadership roles remains disproportionately low, with only about 30% of retail media network heads being women.

Notable Quotes:

Alen Alvara Sain [09:05]: "Based on stats collected by Curie Masters, only 30% of leadership roles in retail media are held by women worldwide."

Emma Helslot [12:40]: "Women drive 70 to 80% of all consumer spending, yet they're so underrepresented in leadership roles in commerce and retail media."

Mission and Goals of the Collective

WRMC is committed to addressing these disparities through a multifaceted approach. The collective's mission is to Connect, Grow, and Lead women in retail media, fostering an environment where female professionals can network, develop their skills, and ascend to leadership positions.

Primary Goals:

1. Increase Representation: Achieve 50% female representation in speaking roles at industry events by the end of 2026.
2. Thought Leadership: Publish 50 thought leadership articles authored by women by 2026 to amplify their voices.
3. Community Building: Establish both global and local networks to support and empower women across different regions.

Notable Quotes:

Emma Helslot [20:45]: "We're creating a space based on three pillars where women can connect, grow, and lead."

Alen Alvara Sain [15:19]: "We saw a dinner at NRF with no women, which highlighted the urgent need for this collective."

Initiatives and Strategies

WRMC employs various strategies to achieve its goals, including organizing networking events, establishing industry partnerships, and creating platforms for women to publish their insights. These initiatives are designed to provide tangible support and visibility to female leaders in retail media.

Key Initiatives:

• Networking Events: Both local and international events to foster meaningful connections among members.
• Thought Leadership Publishing: A dedicated blog and journal for members to share their expertise and experiences.
• Industry Partnerships: Collaborations with organizations like NRF, Stratakash, CPG Guys, and FMCG Guys to create speaking opportunities for women.
• Surveys and Research: Conducting surveys to understand the barriers women face in the industry and inform future initiatives.

Notable Quotes:

Emma Helslot [22:44]: "We want to publish 50 thought leadership pieces authored by women by the end of 2026."

Alen Alvara Sain [24:39]: "We have a database and encourage members to pitch for the Journal, fostering diverse content from across the industry."

Collaboration and Support from Allies

A significant portion of the discussion focuses on the importance of allyship in advancing women's representation in retail media. Emma and Alen highlight how men in the industry can support WRMC's mission by advocating for female speakers, partnering on events, and actively participating in the collective's initiatives.

Notable Quotes:

Alen Alvara Sain [25:43]: "Men coming to us saying, 'I care about this mission and want to help,' have been incredibly supportive."

Peter V. S Bond [27:45]: "Allyship is crucial. Men need to make an effort to understand and contribute meaningfully to achieve gender parity."

Impact and Future Plans

The guests reflect on the positive traction WRMC has gained, with over 600 members and growing influence across various markets, including the US and Germany. They share success stories from local chapters and outline ambitious plans for expanding their impact, such as furthering thought leadership publications and increasing female representation at global industry events.

Notable Quotes:

Emma Helslot [34:21]: "By the end of 2026, we want 50% of all people speaking at industry events to be women."

Alen Alvara Sain [31:37]: "Local initiatives like our Minneapolis chapter have been instrumental in raising awareness and increasing participation."

How to Get Involved

Emma and Alen extend an invitation to listeners to join WRMC, whether as members or as allies. They emphasize the importance of collective effort in driving change and provide multiple avenues for engagement, including their website, LinkedIn, and participation in events.

Call to Action:

Emma Helslot [35:42]: "If you're a woman in retail media, please join us at wrmcollective.com. Allies can help by creating opportunities and inviting women to speak at events."

Conclusion

The episode concludes with heartfelt commendations from both hosts for the founders of WRMC, recognizing their courage and dedication. Peter V.S. Bond and Sri Rajagopalan express their commitment to supporting the collective's mission through partnerships and by amplifying their efforts on The CPG Guys platform.

Notable Quotes:

Peter V. S Bond [36:27]: "It takes courage when you're working full time to start something. My hat's off to these two women for their courage and perseverance."

Sree Rajagopalan [38:40]: "We have been committed to this cause and are excited about what the Women in Retail Media Collective is creating."

Key Takeaways:

• Women in Retail Media Collective is a pioneering initiative aimed at increasing female representation and leadership in the retail media industry.
• The collective focuses on connecting, growing, and leading women through networking events, thought leadership publications, and industry partnerships.
• Allyship from men in the industry is crucial for achieving gender parity and ensuring the success of WRMC's mission.
• WRMC has set ambitious goals of 50% female representation in industry event speaking roles and publishing 50 thought leadership articles by 2026.
• The collective encourages both women in retail media and allies to join and support their initiatives through various engagement channels.

For more information and to join the Women in Retail Media Collective, visit wrmcollective.com or follow them on LinkedIn.

Notable Quotes with Timestamps:

• Sree Rajagopalan [00:00]: "Retail media is rapidly becoming the go to channel for brands..."
• Alen Alvara Sain [06:44]: "I've always led marketing teams and noticed the scarcity of women in leadership..."
• Emma Helslot [07:44]: "I realized how women can lift each other up in this space..."
• Alen Alvara Sain [09:05]: "...only 30% of leadership roles in retail media are held by women worldwide."
• Emma Helslot [12:40]: "Women drive 70 to 80% of all consumer spending..."
• Emma Helslot [20:45]: "We're creating a space based on three pillars where women can connect, grow, and lead."
• Alen Alvara Sain [15:19]: "We saw a dinner at NRF with no women, which highlighted the urgent need for this collective."
• Emma Helslot [22:44]: "We want to publish 50 thought leadership pieces authored by women by the end of 2026."
• Peter V. S Bond [27:45]: "Allyship is crucial..."
• Alen Alvara Sain [25:43]: "Men coming to us saying, 'I care about this mission and want to help,'..."
• Emma Helslot [35:42]: "If you're a woman in retail media, please join us at wrmcollective.com."
• Peter V. S Bond [36:27]: "It takes courage when you're working full time to start something."
• Sree Rajagopalan [38:40]: "We have been committed to this cause and are excited about what the Women in Retail Media Collective is creating."

This episode serves as an inspiring call to action for enhancing female leadership and representation in retail media. By highlighting the efforts of WRMC, The CPG Guys podcast not only raises awareness but also provides actionable steps for industry professionals to participate in fostering a more inclusive and equitable environment.