Beyond The Shelf Creative Finds the Audience — with Salt Media’s Jordan Witmer
Jan 6, 2026
In this conversation, Jordan Witmer, Managing Director at Salt Media, shares his extensive background in CPG with brands like Black & Decker and Hershey. He dispels myths around ROAS, emphasizing its strategic importance when applied correctly. Jordan advocates for campaign-first creative that adapts across platforms, and highlights the resurgence of physical retail amidst AI innovations. He emphasizes the need to align inventory data with media activation for optimal results, all while balancing brand goals with actionable insights.
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From Supply Chain To Retail Media
- Jordan started in supply chain at Black & Decker and drifted into marketing via Amazon work.
- He later moved to Hershey and Johnson & Johnson where retail media became his focus and shaped his career path.
Pick Networks Based On Objectives
- Start with why before choosing retail networks; your objective determines which networks matter.
- If your goal is broad distribution, you may need to be on every platform; if targeted audience reach, pick selectively.
ROAS Works If Used Granularly
- ROAS remains useful but is commonly misunderstood and misapplied when used only as an aggregated headline.
- Proper use requires granular constraints and item-level context to be an effective operational lever.