Dave’s guest this week is Jordan Witmer, Managing Director of Retail Media & Consulting at Salt Media, where he helps brands unify creative, data, and performance across today’s fragmented retail media landscape.

Jordan’s journey spans Black & Decker, Hershey, and Johnson & Johnson (now Kenvue), giving him a rare, full-funnel view of how commerce, media, and measurement intersect.

In this episode, he and Dave unpack:

Why ROAS isn’t dead — it’s just misunderstood
How to balance brand goals and item-level data for smarter optimization
The shift toward campaign-first creative that adapts across every platform
Why physical retail is making a comeback in an AI-saturated world

Connect with Jordan on LinkedIn

Follow Beyond the Shelf on LinkedIn

Learn More about It'sRapid

Get the It’sRapid Creative Automation Playbook

Take It’sRapid’s Creative Workflow Automation with AI survey

Email us at sales@itsrapid.io to find out how to get your free AI Image Audit

Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producer: Jake Musiker

Creative Finds the Audience — with Salt Media’s Jordan Witmer