Unlocked with Austin and Elizabeth Episode 5: Ascendent Inside Out Ft. Parbs from CVS #2
Jul 10, 2025
Parbinder Dhariwal, known as Parbs, is a pioneer in the retail media space at CVS. He shares insights on the evolution of retail media and the power of community and collaboration in professional growth. Parbs emphasizes the importance of understanding consumer behavior and leveraging first-party data alongside traditional marketing. He discusses his journey from retail worker to a key leader, highlighting how his immigrant background shaped his career. Listeners also gain valuable advice on education, networking, and the significance of a supportive community.
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Retail Media As The Next Ad Wave
- Parbinder sees retail media as the next major wave in advertising following social.
- He argues retail media uniquely drives measurable outcomes across commerce and advertising.
Manufacturing Roots Shaped His Approach
- Parbinder grew up in the UK with immigrant parents who built a clothing manufacturing business and taught him to outwork everyone.
- That manufacturing process background taught him to map processes end-to-end and optimize how the
Closed-Loop Needs Omni-Channel Signal
- Digital promised deliverable ads and measurable outcomes, but most commerce still happened in-store.
- Recognizing omni-channel behavior made retail media vital to connect digital ad outcomes to in-store sales.