Cross-Platform Activation (XPA) — Retail Media Creative Leadership
Executive Summary
As Senior Design Director, I helped launch and scale Cross-Platform Activation (XPA), a retail media creative offering supporting Walmart Connect, Kroger Precision Marketing, and Costco. I led creative execution across the initiative while helping establish creative standards, workflows, documentation, and pricing support that enabled the business to scale efficiently across clients, retailers, and campaign types.
From 2024 to 2025, XPA revenue showed 150% YoY growth, with creative becoming a key value-add that supported campaigns for nationally recognized brands across multiple retail ecosystems.
The Challenge
As retail media investment accelerated, brands had plenty of options for buying media, but many lacked creative partners who understood the unique requirements of retailer-specific environments.
The challenge was delivering high-quality creative across multiple retailers, formats, and industries while maintaining consistency, speed, and scalability as the initiative rapidly expanded.
My Role: Senior Design Director
As Senior Design Director, I served as the creative lead for the XPA initiative.
My responsibilities included:
Leading creative execution across Walmart Connect, Kroger Precision Marketing, and Costco campaigns
Establishing creative standards, workflows, documentation, and production processes that supported scalable delivery
Directing creative quality while remaining hands-on in execution
Partnering closely with media, account, and production teams
Collaborating directly with clients and brand teams throughout campaign development
Creative Execution
I led creative development across a wide range of retail media formats, ensuring campaigns remained visually cohesive while adapting to the technical requirements of each retailer and platform.
Campaign work included:
Display banners
Interactive banners
Rich media
Video
Campaigns spanned industries including alcohol, consumer packaged goods, food and beverage, wellness, household products, and pharma. Each execution required adapting creative to different audiences, retailer specifications, and compliance requirements while maintaining a consistent visual standard.
As the initiative expanded, I also helped establish documentation, creative guidelines, and production workflows that improved efficiency and supported long-term scalability.
Results & Impact
Business Impact
Helped scale XPA 150% YoY
Supported creative across nearly all Walmart Connect and Kroger Precision Marketing revenue generated through the initiative
Positioned creative as a core value-add within the retail media offering
Leadership Impact
Helped launch and scale a new retail media creative business
Established scalable creative standards and production workflows
Led the majority of Walmart Connect and Kroger Precision Marketing creative campaigns
Balanced creative direction with hands-on execution throughout the initiative's growth
