01
Global Retail Media Ad Spend
277
Active retail
media networks
globally
17%
US market
CAGR
through 2028
$60B
Amazon Ads
revenue
2025
22%
Europe retail
media growth
YOY 2025
02
Roles in Highest Demand
Retail Media Manager
Demand: Critical
$90–130K
Typical range
Sr. Director, Retail Media
Demand: Critical
$160–220K
Typical range
Amazon/RMN Strategist
Demand: Very High
$85–120K
Typical range
VP, eCommerce & Media
Demand: Very High
$180–260K
Typical range
Programmatic Media Buyer
Demand: High
$75–105K
Typical range
RMN Analytics Lead
Demand: High
$95–135K
Typical range
03
Most Sought-After Skills
Amazon Advertising
Sponsored Products
Walmart Connect
First-Party Data
Citrus Ads / Criteo
ROAS Optimization
Incrementality Testing
DSP / Programmatic
CTV Integration
Instacart Ads
Target Roundel
Kroger Precision Mktg
Closed-Loop Attribution
AI/ML Tools
Offsite Media
P&L Ownership
04
The Talent Gap Reality
Retail media expertise is genuinely scarce. The discipline only became a distinct career path around 2018–2019. Most candidates learned on the job at Amazon, a major CPG, or an agency — and they're being recruited aggressively.
eCommerce Placement — Recruiter Observation 2025
Companies hiring for retail media roles are competing with Amazon, Walmart, and hundreds of RMNs themselves — all staffing up simultaneously. Counter-offers are common. Speed-to-offer wins.
eCommerce Placement — Recruiter Observation 2025
05
Why Retail Media Hiring Is Hard
01
No Formal Talent Pipeline
No university programs train retail media specialists. Talent grows organically through brand-side, agency, or platform experience.
02
Platform Knowledge Fragmented
Candidates know Amazon OR Walmart OR Instacart — rarely all three. Cross-platform fluency commands a premium.
03
Measurement Fluency is Rare
Only 36% of marketers feel confident proving retail media incrementality. Candidates who can are in extremely short supply.
04
Competition Is Relentless
277 global RMNs all hiring simultaneously. Brands compete with the very platforms they advertise on for the same talent.
05
Salary Expectations Elevated
Retail media roles command 20–35% premiums over equivalent digital marketing titles due to scarcity and revenue impact.
06
Role Definition Still Evolving
CTV, offsite, and in-store media blurring lines between media buying, eCommerce, and brand marketing — confusing job specs.