From Shopper to Screen: Inside the Evolution of Retail Media
Amy Vollet has spent her career at the intersection of media, commerce, and retail — watching the entire landscape transform around her. Now leading the digital commerce practice at Saatchi X, part of Publicis Commerce, she brings together media planning and buying, data and analytics, and e-commerce into one end-to-end approach that reflects how consumers actually shop today.
In this episode, Amy shares her perspective on how retail media has evolved from shopper marketing, why the brand-retailer relationship is more complicated than ever, and what it takes to stay competitive when private label is growing and AI is rewriting the rules of media buying. She also gets candid about leadership, the lost art of humanity in business, and what the next generation is teaching us about intentional personal branding.
Episode Highlights
- How the retail media conversation has expanded to include the retailer as a full partner — and why that changes everything
- Why social media has collapsed the traditional purchase funnel, turning a single piece of content into an end-to-end brand experience
- The “four shelves” framework: digital, physical, social, and agentic — and what it means for content strategy
- Why brand-building remains the most powerful answer to private label competition
- How AI agents are already changing media planning — and why the human 20% is what separates good from great
- Her “no dead ends” philosophy and what it really means to be omni-channel
- Why she defines influence as advocacy — and how that shapes the way she leads
Links and Resources
Connect with Amy Vollet on LinkedIn
Learn more about Saatchi X and Publicis Commerce
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