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Kim Hatch is senior director of the retail media network at Goodway Group, an agency working with brands like Dr Pepper and Kodiak Cakes.
How would you describe your job to someone who doesn’t work in retail? We take the data from retailers to help advertisers get the right message at the right time in front of customers based on past purchase history. Messaging for what I specifically work on is typically around savings and promotional offers that might appeal to customers as they come back in market for a product, like laundry detergent or snacks for their family.
One thing we can’t guess about your job from your LinkedIn profile? How much collaboration goes into making things come to life. It’s my favorite part of the job!
What’s your favorite project you’ve worked on? Building out the retail media team at Goodway Group. It’s not often you get to build something from scratch (and it was a heavy lift!), but it’s been so rewarding to see the team flourish in the last year.
Which emerging retail trend are you most excited about this year, and why? Since the pandemic, it feels like everything retail has been focused on e-comm, but in the last year, there is a newer appreciation for brick and mortar again that I’m really excited about. Customers are still shopping in stores, and there’s a lot of potential for advertisers to tap into there!
What’s your go-to coffee order? Black coffee, but occasionally a matcha latte with almond milk.
Worst piece of advice you’ve received? Early in my career, I was told I was too assertive. Luckily, I had a great mentor at the time who helped me see that my assertiveness was a good quality that would benefit me and my career in the years to come.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, I got my first pair of Birkenstocks, and those shoes lived through a lot of life with me. Today, I’m a huge fan of a good pair of jeans and still love my (newer) Birkenstocks.