Kroger Precision Marketing Evolves into Full-Funnel Brand Growth Engine

New leadership team will build integrated commercial services at 84.51°

Retail media was just the beginning for Kroger Precision Marketing.

Today, 84.51° announces the unification of Kroger's retail media, insights, and loyalty marketing services into a single division under the brand, Kroger Precision Marketing (KPM). This new team is built to help brand marketers grow across every stage of the brand lifecycle — from product innovation to campaign activation.

With hundreds of specialists working under one roof — including data scientists, engineers, strategists, and sales leaders — KPM Powered by 84.51° has become a centralized force for media performance, consumer insights, and long-term brand building.

"This is more than a new organizational design," said Milen Mahadevan, President and CEO of 84.51°. "We're eliminating the friction between functions. This unification makes it easier for brands to grow — with Kroger's precision purchase data, world-class personalization science, and marketing technology in one seamless experience."

What's changing?

The newly unified KPM team brings together capabilities from Kroger Precision Marketing, 84.51° Stratum, Best Customer Communications, and more — under a singular mission: to grow brands.

• Integrated planning. One point of view. One team. From promotion and assortment planning to media activation and optimization.
• Seamless activation. End-to-end experiences and self-service tools that minimize operational waste.
• Data-led solutions. Confidence at every decision point, from innovation to fulll-funnel media investment.

"Today's marketers are held accountable for more than media performance — they're responsible for brand growth," said Christine Foster, SVP of Strategy & Operations. "This new structure is designed for exactly that. Our team helps brands translate purchase data into actions across every part of their organization."

Foster will lead strategy and operations, ensuring a unified offering across media, insights, and incentives. Nick Hamilton, SVP of Commercial Technology, will oversee the technology innovation behind KPM's performance.

"Technology has been the backbone of our evolution," said Hamilton. "From science-driven audience recommendations to frictionless experiences, we're building tools that help brands outpace complexity — and their competition."

In addition, Jenny Holleran and Sam Walston have been promoted to Vice Presidents of Commercial Sales, leading integrated client teams organized by industry verticals.

Why now?

The impact of purchase data extends beyond retail media. As brands demand faster insights, flexible media capabilities, and broader growth strategies enabled with data science, KPM is stepping into a bigger leadership role — offering marketers what they've been asking for: simplicity, accountability, and business results.

This structure sets a new bar for future collaboration — and reimagines how brands and retailers will grow together.