The Wine Group — Multi-Channel Retail Media Creative Leadership
Executive Summary
As Senior Design Director, I led creative direction and hands-on execution for The Wine Group's retail media business across a broad mix of digital channels and platforms. Working directly with the client and partnering closely with media, account, and production teams, I helped scale creative support across a multi-brand portfolio while maintaining cohesive storytelling across Walmart Connect, Kroger Precision Marketing, CTV, programmatic display, rich media, interactive, and social campaigns.
From 2025 to 2026, the partnership continued to expand. Annual revenue grew 12.5% year over year in 2025, with 2026 pacing to more than double 2025 revenue, supported by always-on creative across an evolving portfolio of brands and retail media programs.
The Challenge
The Wine Group required creative support across a rapidly expanding portfolio of brands, retailers, channels, and campaign formats. Each platform introduced different technical requirements, audience behaviors, and creative constraints, while each brand demanded its own distinct visual identity and messaging.
The challenge was delivering high-volume creative at scale while ensuring every execution remained cohesive, polished, and tailored to its platform.
Leadership & Responsibilities
As Senior Design Director, I served as the creative lead across The Wine Group retail media business.
My responsibilities included:
Leading creative direction across The Wine Group portfolio
Maintaining creative consistency across multiple retail media platforms and digital channels
Directing creative quality while remaining hands-on in execution
Partnering directly with client stakeholders and brand teams
Collaborating closely with media, account, and production teams
Mentoring and collaborating with designers Lamar Tittle and Danny Khan
Supporting the continued growth of the retail media partnership through scalable creative execution
Creative Execution
I led creative development across a diverse range of retail media channels, ensuring each campaign reflected its brand while adapting to the technical requirements and user behaviors of each platform.
Campaign work included:
Programmatic display
Walmart Connect
Kroger Precision Marketing
Connected TV (CTV)
Rich media
Interactive banners
Meta and social campaigns
Supporting multiple brands simultaneously required balancing creative consistency with platform-specific execution, enabling campaigns to remain visually cohesive while optimizing for different formats, placements, and audiences.
Results & Impact
Business Impact
Grew partnership revenue from 12.5% YoY
Supported an account projected to double revenue in 2026
Creative work supported a majority of overall account revenue
Creative Impact
Delivered continuous, high-volume creative across always-on retail media programs
Supported hundreds of campaign executions spanning multiple brands, retailers, and platforms
Maintained creative consistency across a complex multi-brand ecosystem while adapting work for diverse channels and campaign objectives
Leadership Impact
Served as a trusted creative partner to both client stakeholders and internal cross-functional teams
Balanced creative direction with hands-on execution across simultaneous campaigns and launches
Helped strengthen and expand a long-term enterprise client partnership
