Kroger announced organizational changes for its retail media operations and more under its Kroger Precision Marketing division.
The moves bring together Kroger’s retail media team at 84.51°, along with the grocer’s insights and loyalty marketing services. Following the updates, teams from Kroger Precision Marketing, Kroger’s 84.51° Stratum product and Kroger’s Best Customer Communications will all function under one operation.
Kroger ranks No. 6 in Digital Commerce 360’s Top 2000 Database. The database ranks North America’s largest online retailers by their annual ecommerce sales. Kroger is No. 1 in the database’s Food & Beverage category. Digital Commerce 360 projects that Kroger online sales will reach $19.98 billion in 2025.
Kroger web sales by year
Retail media under Kroger Precision Marketing
“This is more than a new organizational design,” said Milen Mahadevan, president and CEO of 84.51°, in a released statement. “We’re eliminating the friction between functions.”
By bringing together these units, Kroger hopes to streamline their mission and collaboration. Ultimately, the grocer also aims to create new ways to work with brands that use its services.
“This unification makes it easier for brands to grow — with Kroger’s precision purchase data, world-class personalization science, and marketing technology in one seamless experience,” Mahadevan stated.
Prior to the new updates, Kroger Precision Marketing has operated under 84.51°, leveraging Kroger’s first-party customer data. The company opened that data up in 2024, giving Yahoo access to Kroger’s retail media audience as well.
Leadership changes for KPM
Christine Foster, the senior vice president of strategy and operations at Kroger, will be in charge of strategy and operations for KPM, Kroger announced. Nick Hamilton, the senior vice president of commercial technology at Kroger, will lead technology efforts.
“Today’s marketers are held accountable for more than media performance — they’re responsible for brand growth,” Foster said. “This new structure is designed for exactly that. Our team helps brands translate purchase data into actions across every part of their organization.”
Foster and Hamilton will be assisted by Jenny Holleran and Sam Walston, who Kroger has promoted to vice presidents of commercial sales, placing them in charge of vertical-specific integrated client teams.
“Technology has been the backbone of our evolution,” Hamilton said. “From science-driven audience recommendations to frictionless experiences, we’re building tools that help brands outpace complexity — and their competition.”
Kroger assessed that KPM will be able to offer brands more of what they have demanded from services in the past, such as faster insights, flexible media capabilities and broader growth strategies backed by data science.
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