OFFBounds Retail 88. Ferrero's SVP of Media and Marketing Services, Danielle Sporkin: "ROAS is only the starting point."
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Sep 23, 2025 
Danielle Sporkin, the SVP of Media and Marketing Services at Ferrero, is steering the marketing strategies for iconic brands like Nutella and Kinder. In this conversation, she highlights Ferrero's digital transformation and innovative retail media journey. Danielle explains how they measure success beyond just ROAS, focusing on incrementality and omni-channel impact. She emphasizes the need for collaboration across teams and shares insights on balancing data with brand creativity, all while preserving Ferrero's rich heritage.
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Data To Get Closer To Consumers
- Ferrero's digital transformation centers on using data and technology to get closer to consumers and customers.
- They prioritize turning data into sharper insights, personalized messaging, and internal efficiency with automation and AI.
Retail Media Evolved From Search To Full Funnel
- Ferrero's retail media journey began in search and expanded into full-funnel activations as retailer capabilities grew.
- Retail media now supports omni sales and upper-funnel metrics like brand awareness and consideration.
Start With ROAS But Prove Incrementality
- Use ROAS as a baseline metric but recalibrate benchmarks by channel and role.
- Prioritize incrementality to prove media drove sales you otherwise wouldn't have received.