Women In Retail Media Collective join The CPG Guys

7 snips

Mar 15, 2025

Emma Helsloot and Ana Laura Zain, co-founders of the Women in Retail Media Collective, share their inspiring journey to promote female leadership in retail media. They discuss the gender disparity in the industry and the importance of representation and allyship. Key initiatives are highlighted, including a goal for 50% female representation in industry events by 2026 and plans to publish thought leadership articles. With a focus on community and global outreach, they explore how digital platforms can facilitate networking and empowerment for women.

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INSIGHT

Women in Leadership

Women are underrepresented in retail media leadership, especially in Head of Retail Media roles.
While there are pockets of female leaders, particularly in the US and Germany, more opportunities for advancement are needed.

INSIGHT

Women Drive Consumer Spending

Women drive 70-80% of consumer spending, yet are significantly underrepresented in retail media leadership.
This disparity highlights the need for initiatives like the WRMC to address the imbalance.

ANECDOTE

Dinner at NRF

The Women in Retail Media Collective (WRMC) was founded after a dinner at NRF where the lack of women was noticed.
This sparked conversations and the realization of a need for change in retail media leadership.

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The CPG Guys are joined in this episode by Emma Helsloot and Ana Laura Zain - cofounders of the Women in Retail Media Collective. Their mission :Connect, grow, and lead via a community designed to empower women to shape the future of retail media.

Find Emma Helsloot on Linkedin here: https://www.linkedin.com/in/emma-helsloot-78767a64/

Find Ana Laura Zain on Linkedin here: https://www.linkedin.com/in/analaurazain/

Find WRMC on Linkedin here: https://www.linkedin.com/company/women-in-retail-media-collective/

Find WRMC online here: https://wrmcollective.com/

Click here to join: https://wrmcollective.com/#join-us

Here's what we asked them :

Let’s start with the proverbial meet-cute story. How did you two come to know each other and what is your involvement in retail media?
As we look across the leadership in retail media, we notice pockets of female leaders, but generally, it is fairly isolated. What are you seeing?
We’re all about data here at the CPG Guys. What are some cool industry data points about women in commerce that you want to highlight to our audience?
So how did you decide to create a community for women in retail media and what were the goals you established?
What are the primary resources/benefits that the WRMC offers to its members? We understand you have established a blog on your site.
How do men fit into the equation when it comes to the WRMC? Is this community designed to be inclusive?
How are you making yourself known to the industry and what channels are you leveraging to connect with potential members?
What do you hope to achieve in this first year of launching the WRMC?
How does our audience best get involved in WRMC?

Apply to join the Cornell retail media program https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/?utm_source=cpg+guys&utm_medium=multi-channel_campaign&utm_campaign=mktgstrat_Retail+Media+Strategy+-+CPG+Guys

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