The Kroger Co.’s 84.51° data analytics arm has hired Nancy Winé as vice president of advertising sales for its Kroger Precision Marketing (KPM) retail media advertising solution.
Winé comes to 84.51° from Amazon, where led sales for the e-tail giant’s consumer packaged goods (CPG) vertical. In her new role, she will oversee the KPM media sales team across all regions and clients.
Kroger unveiled the KPM cross-channel media solution in October 2017 as a way to develop more relevant customer campaigns across the Cincinnati-based digital ecosystem. Powered by Kroger’s loyalty program, KPM offers CPG companies advertising tools to reach potential customers as well as track conversion to gauge success. The 84.51° data science unit was formed in 2015 after Kroger acquired the rest of “customer science” firm dunnhumby, its joint venture with U.K. food retailer Tesco.
“Nancy was a natural choice for our team, with her strong track record of successfully partnering with CPG brands,” Cara Pratt, vice president of commercial and product strategy for KPM at 84.51°, said in a statement. “Her wealth of experience and disciplined leadership are a perfect addition to KPM as we make the digital advertising industry more effective for CPG brands and increase the overall accountability for media investments.”
A 25-year veteran in media and digital commerce, Winé previously spent more than nine years at Amazon, most recently as head of the CPG scale. Kroger 84.51° noted that Winé co-created Amazon’s consumables vertical, which is now e-tailer’s largest advertising vertical. Before joining Amazon, Winé served on the senior management team for Integer/ TBWA, where she launched and scaled Integer’s Digitail practice across 600-plus associates.
According to 84.51°, Winé has a track record of building high-performing sales teams and driving media advertising product innovation. “I am thrilled to embark on this new chapter, applying my experience to drive the growth of this industry disrupting platform,” she commented.
