How Ferrero is Redefining Retail Media and Driving Incrementality

Retail media has been central to that evolution. What started with search campaigns to secure digital shelf space has expanded into a full funnel strategy that now includes social commerce, programmatic, and even the use of retailer data in national media. Danielle points out that while return on ad spend remains a key metric, the true game changer is incrementality, which proves whether media investments are creating new sales that otherwise would not have happened. Collaboration across marketing, sales, e-commerce, and shopper marketing ensures that retail media is a tool that benefits the entire business.

Beyond the strategy, Danielle reflects on her own nonlinear career path, one marked by curiosity and a desire to keep learning. Having worked across industries from CPG to technology and entertainment, she underscores the value of embracing diverse experiences and not comparing one’s journey to others. Her advice to future leaders is clear: run your own race, stay open to opportunities, and focus on the growth that each role can bring. It is this balance of personal perspective and strategic vision that makes her story as compelling as the brands she helps to shape.