Examining the New organizational Structure at Albertsons' Executive Team
Albertsons Shifts Focus with New Marketing Strategy
Albertsons Cos., the ninth-largest food and consumables retailer in North America, is embarking on a new marketing strategy following some key leadership changes.
Jennifer Saenz has taken on a broader role as EVP, chief commercial officer, with responsibilities in digital experiences, marketing and loyalty, and the Albertsons Media Collective. The dedicated CMO role, held by Sean Barrett for the past three years, has been eliminated.
Saenz's expanded role marks a strategic shift in the company's approach to its marketing functions. She will focus on expanding and innovating Albertsons' retail media capabilities, with a particular emphasis on improving the in-store shopping experience with relevant, impactful messaging at the point of purchase.
The company is accelerating growth in its Albertsons Media Collective retail media division by enhancing digital advertising solutions. This includes launching digital advertisement displays in stores through a partnership with STRATACACHE and developing advanced measurement and attribution tools for advertisers.
Other key elements of the new strategy include the deployment of in-store digital ad screens to engage customers and brand partners, facilitating product promotions and basket growth. Albertsons is also investing in high-impact digital inventory, personalized advertiser relationships, and reorganizing regional divisions to operate more innovatively following its failed merger with Kroger.
Senior leadership focus under Saenz and Brian Monahan, SVP of Albertsons Media Collective, is aimed at accelerating media growth and innovation. The company is integrating data, technology, and enhanced shopper engagement to drive growth as an independent company.
Meanwhile, Michelle Larson is transitioning into the role of EVP, chief merchandising officer at Albertsons. Her new responsibilities include the merchandising strategy of Albertsons' Own Brands, pricing and promotion, space planning, and fuel and commission income.
In other leadership changes, Anuj Dhanda is expanding his oversight as EVP, chief technology and transformation officer to include Albertsons' data science and product management teams. Rob Backus remains in his current role as EVP, operations - East, while Mike Withers is expanding his responsibilities as EVP, operations - West, with the West region now including the Northern California and Southern California divisions.
Omer Gajial, the EVP and Chief Merchandising and Digital Officer at Albertsons, announced his departure from the company in late May. He will remain with the company through late August.
Albertsons operates stores across 35 states and the District of Columbia under more than 22 well-known banners. As of June 14, the company operates 2,264 retail stores with 1,725 in-store pharmacies, 408 associated fuel centers, 22 dedicated distribution centers, and 19 manufacturing facilities.
In Texas, Rudy DiPietro has been appointed as the president of Kroger's newly formed division.
Sources: [1] https://www.progressivegrocer.com/news/albertsons-cos-names-new-evp-chief-commercial-officer [2] https://www.progressivegrocer.com/news/albertsons-cos-to-accelerate-growth-in-retail-media-division [3] https://www.progressivegrocer.com/news/albertsons-cos-announces-partnership-to-deploy-digital-advertising-displays [4] https://www.progressivegrocer.com/news/albertsons-cos-names-new-svp-albertsons-media-collective [5] https://www.progressivegrocer.com/news/albertsons-cos-focuses-on-digital-platforms-to-build-loyalty-and-marketing-effectiveness
- The new marketing strategy at Albertsons Cos., which includes an emphasis on retail media capabilities and in-store digital advertising, falls under the leadership of Jennifer Saenz, who now serves as the company's EVP, Chief Commercial Officer.
- In an effort to drive growth as an independent company, Albertsons is accelerating its focus in the finance sector, particularly in its Albertsons Media Collective retail media division, by enhancing digital advertising solutions, such as installing digital advertisement displays in stores.
