FULL PROGRAM
8:00am
Wallet First, Retail Second: Welcome to Media’s New Frontier
As we enter a world where commerce is the new cookie, fintech isn't just transforming how people pay; it's revolutionising how they discover, consider, and connect with brands.
Join us for an enlightening breakfast session where we'll reveal how payment platforms are becoming the most powerful media networks of tomorrow, reaching the audiences that will define the future of commerce.
Discover the transformation:
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From Retail Media of today to the Commerce Network opportunity of tomorrow.
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The Wallet Advantage: Learn why payment platforms offer richer, more predictive consumer insights than traditional retail media networks—all while maintaining privacy-first principles.
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Next-Gen Audiences: Understand how to connect with millennials and Gen Z who are abandoning credit cards and transforming shopping behaviors.
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Ecosystem Innovation: Experience how the convergence of payments, discovery, and media is creating new opportunities for brands to engage consumers at the moment of intent.
This session will challenge everything you thought you knew about commerce media while providing a blueprint for what's to come.
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This breakfast is curated and presented by our breakfast partner Afterpay.
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*Please Note: The Breakfast is open to invited delegates ONLY. If you have not received an invitation but are interested in attending, please express your interest by contacting us at  events@mumbrella.com.au.
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**Numbers are limited and will be on a first-come-first-serve basis.
Speakers:
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Chloe Sanderson, Director, Strategic Partnerships - Data & Platforms, Afterpay ANZ (Part of Block Inc)
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Andrew Gilbert, VP of Advertising, Afterpay ANZ (Part of Block Inc)
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Brendan Graham, Senior Director of Marketing APAC, Foot Locker
8:45am
Conference Arrival & Registration
9:15am
Welcome Address
9:20am
Retail Media 3.0: The Full-Funnel Amazon Ads Playbook
The modern consumer's shopping journey rarely follows a straight line. Customers discover, consider, and purchase products in highly personal ways, often while engaging with their favourite entertainment across multiple screens.
In this opening keynote, General Manager of Amazon Ads ANZ, Willie Pang, unpacks how brands can leverage trillions of signals, AI-powered optimisation, and Connected TV to build meaningful customer connections through full-funnel advertising. This is your front row seat to insights into the future of retail media and how it's transforming the way customers discover and shop for products.
Speakers:
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Willie Pang, General Manager, Amazon Ads ANZ
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Anneliese Douglass, Director of Marketing & Communications, Nestlé Oceania​​
10:00am
Who Owns Retail Media?
Retail media is exploding in scale and influence, but inside many organisations it’s still up for grabs. Is it a marketing channel, a media investment, a sales lever, or an extension of trade spend?
In this fast-paced panel, leaders from across the ecosystem will debate the tug-of-war for ownership: who holds the budget, who sets the KPIs, and what the customer experience suffers (or gains) when the wrong team is in charge. The conversation won’t stop at turf wars; we’ll explore how collaboration, new ways of working, and clear accountability can turn retail media from a battleground into a driver of growth.
Speakers:
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Janice Hoogeveen, Head of Marketing, Terry White Chemart
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Adam Freedman, Head of Brand, Communications and Loyalty, The digiDirect Group
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Robbie Hills, Director, Robbie Hills Advisory & Consulting
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Jon Harding, Co-Founder, Retail Media Works
10:40am
Morning Tea
11:10am - Stream 1
Retail Media Without Borders: Global Insights Driving Australian Success
Get ready to shake up your approach to retail media. Join Epsilon’s Lachlan Brahe (Commercial Director) for a lively, no-spin session that cuts through the hype and dives deep into what actually works. Drawing on front-line experience with some of the biggest grocery retailers across the US and Australia, Lachlan will share an unfiltered look at the strategies that drive real results—and the missteps you’ll want to dodge.
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In this data-rich and refreshingly candid keynote, you’ll explore:
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The Playbook: How to build or elevate your retail media network with practical tactics proven in mature markets.
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The Pitfalls: What brands and retailers wish they’d known sooner—and how you can avoid the same headaches.
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The Power Moves: Smart ways to blend on-site and off-site channels to create sustainable revenue streams.
But it’s not just about tactics. You’ll walk away with a clear framework for measuring what matters most—incrementality, attribution, and true ROI—so you can back every dollar spent with solid evidence and optimize your program with confidence.
Expect real-world examples, straight-talking insights, and a roadmap you can immediately apply to the Australian market. Whether you’re just getting started or looking to level up your retail media game, you’ll leave inspired, informed, and ready to make measurable impact.
Speaker
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​​Lachlan Brahe, Commercial Director, Epsilon​​
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This session is curated and presented by stage partner Epsilon
11:10am - Stream 2
From Billboard to Basket: The Converging Worlds of Retail Media and
Out-of-Home (OOH)
In-store screens have become an integral part of many leading Retail Media networks, blurring the lines between Retail Media and Out-of-Home (OOH) in the process.
But can in-store screens really be considered as Out-of-Home? And if so, what lessons could retailers learn from Out-of-Home companies? 
     
This session explores the opportunities, challenges and questions emerging for brands, retailers and media owners at the intersection of these two ecosystems.
Speaker:
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Ben Allman, Regional VP of Sales, Broadsign
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Barry McGhee, General Manager, reo - Powered By oOh!media
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Brooke Rau, Head of Partnerships – Agency, Market Media (powered by The Warehouse Group)
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Jodie Koning, Consultant, Retail Media Academy
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Tim Burrowes, Publisher, Mumbrella Media
This session is curated and presented by delegate lounge partner Broadsign
11:55am - Stream 1
Beyond the Shelf: Retail Media's Reshaping of the Ad Landscape
With almost half of retail media investment coming from reallocated budgets, how are media platforms adapting their strategies to this significant shift in ad spend?
This no holds barred session unpacks how the rise of retail media is forcing a rethink of JBPs, fuelling new measurement collaborations, and driving product roadmaps to align with sales strategies.
From Meta to Google to OOH, hear how established media players are adapting to the growth of retail media, where partnerships with retailers are opening new data and self-serve opportunities, and what’s coming next as retail media reshapes the broader advertising ecosystem.
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Speakers:
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Raphael Hodes, Commerce & Retail Media Lead, Google
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​Marc Wilson, Client Partner Retail & Marketplaces - Global Business Group, Meta
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Renae Usher, Director of Revenue, reo - Powered By oOh!media
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Leah Jackson, Group Director Commerce Strategy, WPP Media (Moderator)
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11:55am - Stream 2
Mythbusting & Future Proofing: Putting a Retail Media Playbook into Action
Retail media is growing fast, but myths and fragmented practices still hold the sector back.
In this case study session, Coles 360 and Circana unveil new research using local and global benchmarks to prove what really drives omnichannel success. They’ll bust common misconceptions, such as the belief retail sites only drive “add to cart” sales, and demonstrate the longer-term brand impact of well-executed campaigns. Then they’ll move from principles to practice, sharing the evidence-backed playbook for aligning retail media with broader marketing: creative consistency, flighting, and integrating trade and brand plans.
The speakers will unpack a real Coca-Cola campaign case study that puts these ideas into action and show how best practices scale, regardless of budget.
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Audience takeaways:
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Debunk retail media myths with fresh data on brand and performance impact.
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Adopt best-practice frameworks for integrating retail media with wider campaigns.
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Understand how external validation from Circana's measurement approach strengthens the case for investment.
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Apply practical tools like scorecards, flighting strategies and creative cues.
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Learn from a real-world case study bridging ecommerce and in-store results.
Speakers:
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Anna Mcloughlin, Head of Digital & eCommerce, Coca-Cola Europacific Partners
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Andy Ford, Head of Measurement & Data Intelligence, Coles 360
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Alistair Leathwood, Head of Media & Analytics, Asia Pacific, Circana
12:30pm - Stream 1
Measuring Creativity in Retail Media
This session draws on new research to inform the critical task of evaluating effective versus ineffective creative in retail media campaigns. In this presentation Marieke will unpack methodologies for quantifying both successful and underperforming creative executions, offering actionable insights for optimising your retail media strategies. Attendees will learn how to identify the hallmarks of impactful retail media and leverage data to drive stronger ROI.
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Speaker:
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Marieke Van Bruggen, Director, Most Valuable
12:30pm - Stream 2
Retail Media in the Age of Agentic AI
Retail media is evolving fast, but the next wave is AI-augmented. As agentic AI systems begin not only shaping ad targeting and optimisation, but actively shopping on behalf of consumers, the rules of engagement are shifting. This session, presented by Zitcha's head of data and AI, Alberto Vergara, explores how AI agents making decisions without human prompts could upend retail media networks, impact ad inventory, and reshape brand strategy from the shelf up.
What does media planning look like when your customer is a machine? And how do brands earn trust, relevance, and preference in a world where AI makes the buys?
Speaker
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Alberto Vergara, Head Of Data And AI, Zitcha
1:00pm
Lunch
1:15pm - Stream 2
Roundtables
AI in the Aisles
Will AI commerce be retail media’s rocket fuel or wrecking ball?
Facilitator:
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Roger Dunn, Global Retail Media Lead, Diageo & Retail Media Consultant ​​​​​​​​
Elevating the Future of Retail Media
How do we champion women to lead, inspire, and shape the next chapter of retail media? 
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Facilitator:
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Sarah Minassian, Head of Operations, LocalEyes Retail Media, Metcash
Rising Spend, Falling Satisfaction
Advertisers are investing more in retail media than ever, but reported satisfaction is heading in the opposite direction.
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What has to change to turn rising spend into rising value?
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Facilitator:
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Hope Williams, Managing Director, Podean Australia & New Zealand
The ROI Reckoning
Sales remain the default measure of success, but are we missing the bigger picture on growth, effectiveness and incrementality?
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Are we measuring the wrong things in retail media?
Walled Gardens Vs Open Access
Closed ecosystems protect value but frustrate advertisers. As global platforms open up, pressure is building on retail media networks to follow.
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Should retail media open the gates or keep control?
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Facilitator:
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Lachlan Brahe, Commercial Director, Epsilon
Platform Proliferation
The rapid growth of retail media networks creates more choice, but also more complexity.
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Are more platforms creating competitive advantage, or is it just operational chaos?
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Facilitator:
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Paul Brooks, Partner, Customer & Brand, Tenet Advisory & Investments
2:10pm - Stream 1
Fast, Frictionless, & Full Funnel: How Quick Commerce is Rewriting Retail Media
The age of “add to cart” is over. In a world where instant delivery is the norm, the path to purchase has collapsed into seconds, and retail media is being reinvented in real time. This session will reveal the insights of research from PHD and Uber Advertising, and lifts the lid on how quick commerce is reshaping the rules of engagement for brands. McCain will join the conversation to unpack what it means when every moment becomes a shoppable one, and why delivery platforms offer some of the most valuable real estate in retail media.
Speakers:
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Georgina Woodcock, Media, Social & PR Marketing Manager, McCain
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David Bielenberg, National Head of Strategy, PHD Australia
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Matt McGinley, Head of CPG & Retail, Uber Advertising ANZ
2:10pm - Stream 2
Retail Data Unleashed: Powering Media Beyond the Walled Garden
This session explores one of the region’s most innovative strategic retailer partnerships with The Trade Desk and what it signals for the future of retail media. The Warehouse Group /Market Media shares why it stepped beyond its own ecosystem, balancing customer closeness, privacy safeguards and the need to support local media, while The Trade Desk brings a global lens on how similar partnerships have matured in the US.
Together they unpack the practicalities of making retail data work beyond social platforms: from fuelling attention led planning across streaming and audio to enabling credible, retailer verified measurement for brands.
The discussion also tackles the industry’s bigger pivot: shifting budgets from the walled gardens into the broader open internet. Expect candid insights into what unlocks investment from marketers, the role of data collaboration in proving ROI, and how privacy first approaches can future proof retail media as regulation tightens and consumer expectations evolve.
Speakers:
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Rory McDonald, General Manager, Market Media (powered by The Warehouse Group)
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Isabella Spragg, Director of Data Partnerships ANZ, The Trade Desk
2:45pm - Stream 1
Inside the Maturity Framework: Logitech's Amazon Journey with Flywheel
Scaling up retail media requires a roadmap. Flywheel and Logitech unpack their journey through Amazon’s Business Maturity Framework, showcasing how to evolve from foundational practices to a scalable, high-performing model that delivers brand and commercial outcomes.
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Speakers:
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Mo Heidari Far, Managing Director, Flywheel Australia
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Karen Franco, National Account Manager, Logitech
2:45pm - Stream 2
Connecting the Dots: Retail Media & Omnichannel Attribution
Retail media is on track to hit $3 billion in Australia by 2027, but are we really measuring its full impact? In this panel, leaders from Criteo, Endeavour Media Group, and Amperity unpack how smarter attribution can bridge the gap between clicks and carts, online and in-store.
Expect a frank discussion on breaking down data silos, the realities of closed-loop attribution, and what it takes to turn first-party data partnerships into real ROI. From attribution modelling to customer behavioural insights, this session will spotlight the strategies and partnerships that prove retail media’s value across every channel.
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Speakers:
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Hayley Robinson, Head of Sales & GTM Retail Media, Mixin by Endeavour
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Bel Lloyd, Senior Technical Account Manager, Amperity
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Meredith Lewis-Jones, Head of Digital & Omnichannel Connections, Vinarchy Wines
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Jess Truesdale, Client Lead - Retail Media, Criteo
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Hope Williams, Managing Director, Podean Australia & New Zealand (Moderator)
3:15pm
Afternoon Tea
3:40pm
Building a Retail Media Network Customers Can Trust: Inside CommBank Connect
CommBank Connect is building a new kind of retail media business and putting customer trust, experience and relevance at the centre. By opening up its physical and digital channels to advertisers, CommBank is helping brands connect with millions of Australians in a more engaging way.
In this case study session, CommBank's General Manager of Owned & Paid Media, Pat Crowley, and Sonder’s Co-Founder, Jonathan Hopkins, share details on their strategic partnership and how the bank built a scaled and sustainable retail media network from the ground up. The session explores prioritising content over ads, maintaining clear governance and ensuring customer value remained front and centre throughout.
Attendees will also hear about how CommBank Connect is powered by CommBank iQ insights, leveraging CommBank’s de-identified transactional data set to deliver customer relevance and targeted campaigns. Alongside the bank’s 16 million customers, 8 million app users and more than 2000 digital screens across its national branch network, CommBank Connect is one of the largest small-format networks in Australia. Hear how it’s already delivering results and what’s next for this unique retail media network.
Speakers:
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Jonathan Hopkins, Co-Founder, Sonder
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Patrick Crowley, General Manager, Paid & Owned Media, Commonwealth Bank
4:20pm
Retail Media Needs to Grow Up - From Ad Sales to a Business Strategy
Retail media is no longer the shiny new thing; it's growing fast, getting louder, and demonstrating significant potential. But with growth comes awkwardness. In this session, we’ll unpack the teenage phase of retail media: the identity crises, the clumsy collisions between teams, and the big question: what does maturity really look like?
From ecosystem alignment to commercial clarity, join us for a lively debate and deep insights on why it’s time for retail media to act its age and step up as a core business strategy.
Speakers:
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Paul Brooks, Partner, Customer & Brand, Tenet Advisory & Investments
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Melissa Polglase, General Manager - Marketing & Retail Media, David Jones
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Simon Porter, Head of Retail, Hatched
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Kate Steven, Head of Commercial - Retail & Platforms, LiveRamp
