Albertsons’ Brian Monahan on turning shopper data into retail media gold

Shoppers don’t always make decisions in an instant, but brands that understand the journey can turn a casual grocery run into a master class in marketing. Brian Monahan, senior vice president of retail media at Albertsons Media Collective, is leading that charge.

“Our customers are juggling a lot as they’re trying to think about how to manage their household budget … if you listen, they’ll guide you. They vote with their pocketbook,” Monahan says.

With a résumé that spans Walmart Connect, Dentsu and Pinterest, Monahan now helps brands make smarter, data-driven connections with shoppers. He’s not just talking about ads; he’s talking about insight-driven campaigns that turn data into action.

In conversation with The Big Impression, Monahan explores how shopper insights, creative storytelling and omnichannel strategies intersect. Take Kraft Heinz: a cross-selling “meal solution” campaign that boosted ROAS threefold.

“We have a number of small advertisers, and all of a sudden that product can scale nationwide,” he adds, highlighting how Albertsons’ data-driven approach opens doors for brands of every size.

For him, the future of retail media is clear: Leverage technology not just for efficiency, but to unlock creativity and real impact for brands and the local communities Albertsons serves.