The Marketing Millennials The Future of Retail Media, with Sephora’s Head of Retail Media
Jul 4, 2025
In this insightful discussion, Marco Steinsieck, the Head of Retail Media at Sephora, shares his expertise in shaping retail media campaigns. He emphasizes the growing significance of retail media in marketing today, particularly in enhancing customer relationships. Marco delves into how to effectively launch campaigns, target the right audiences, and leverage data analytics for better engagement. He also discusses the integration of advertising within physical retail spaces, showcasing innovative strategies that Sephora employs to attract and retain customers.
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Leverage Offsite Retail Audiences
- To reach retail audiences offsite, use platforms like The Trade Desk if the retailer allows it.
- Retailer audiences are verified and segmented, improving targeting precision.
Sephora's Full Funnel Approach
- Sephora's retail media offers full funnel campaigns using sponsored products, display, social, CTV, and influencer content via Sephora Squad.
- This approach integrates product promotion in authentic user-generated content appealing especially to Gen Z and diverse audiences.
Choose Ads That Feel Natural
- Use product listing ads or sponsored product placements onsite to naturally increase visibility without extra creative.
- Choose display ads for broader reach, better suited for bigger brands with higher ROAS.