Retail Media Success Across the Aisle

Jeffrey Bustos is the VP, MAD+Commerce (Measurement Addressability Data) at the IAB where he develops industry standards and guides for measurement and addressability solutions to enable revenue growth, efficiency, and scale with a focus in Retail Media Networks, Video / Advanced Television, and Privacy Enhancing Technology. Key projects include: Categorization & Definitions Buyers Guide for Retail Media, Data Clean Rooms and Privacy Preserving Solutions Research, and Attention & Engagement Metrics Standards. Previously Jeffrey worked at GroupM where he led Data & Audience Strategy for eCommerce clients, consulting them on cookieless solutions, audience strategy & activation, and data taxonomy & identity resolution for CDP and Data Clean Room activations.

As Content Director for AdMonsters, Lynne D Johnson leads the AdMonsters’ content and community strategy, as well as the company’s roster of industry-leading, community-focused events. Prior to joining AdMonsters, Lynne was Director of Digital and Social Media at Waggener Edstrom, a Senior Social Media Strategist at R/GA, SVP, Social Media for the Advertising Research Foundation, Senior Editor & Community Director for FastCompany.com, and General Manager, New Media for VIBE, SPIN, and VIBE Vixen. She’s also a sought-after speaker and has presented keynotes and moderated panels around the world at conferences like PRSA Digital Impact, SXSW Interactive, AdTech, Web 2.0, WebVisions, Web Directions Sydney, Future of Web Apps, BlogHer Biz, Lesbians Who Tech, and more. Lynne holds a BA in Journalism, an MBA in Media Management, and an Advanced Certificate in Multicultural Studies. She also teaches Class, Race, and Gender at SUNY Empire State College, Harry Van Arsdale Jr. School of Labor Studies.

Chelsey Alexander is a digital and retail commerce strategist and legacy builder with nearly two decades of experience at the intersection of big-brand power, emerging technology, and e-commerce transformation.

A former Senior Vice President in the consumer-packaged goods industry, Chelsey has led and influenced over $4.5 billion in retail and e-commerce revenue across powerhouse companies including Bayer and Procter & Gamble, helping iconic brands navigate the evolving ecosystems of Amazon, Walmart, Target, CVS, Walgreens, and Kroger.

Her career also includes experience in hypergrowth startups like Pharmapacks (Packable) — one of Amazon’s top third-party sellers during its planned SPAC phase. That chapter deepened her understanding of what drives — and tests — modern digital commerce, lessons she now channels into helping companies build more resilient, future-ready growth systems.

Through her firm, Open Gate Consulting, Chelsey partners with CPG leaders and high-growth founders to design organizations built for the future of commerce — unlocking growth through clear strategy, capability building, and digital shelf excellence.

Chelsey’s mission is to dismantle the gatekeeping in e-commerce strategy and business transformation. At Open Gate, insights are radically simple and immediately actionable, bridging the gap between corporate complexity and modern growth. Whether you’re scaling or reinventing, Chelsey brings clarity, creativity, and grounded strategy to the ever-changing world of commerce.

Mark Heitke is the Director, Ad Products & Audience Strategy for Best Buy Ads. While a veteran of retail media today, once upon a time Mark was a Blue Shirt at Best Buy, where he saw firsthand the value of building genuine relationships and creating exceptional customer experiences. Today, Mark brings that same focus on customer experience to his role leading advertising products. He believes if you serve real human needs with advertising, client benefits and returns will follow. Mark and his wife live in Minneapolis, where on the weekends you can find them enjoying that lake life, checking out a local craft brewery, or—let’s be honest—chasing their two young sons.

Kelly has been with The Mars Agency for 13 years, working across a variety of functions including media, innovation and analytics, and has developed award-winning engagement strategies for a diverse roster of clients. Most recently, Kelly has helped to build and commercialize the agency’s commerce marketing technology platform, Marilyn®, which helps marketers measure and improve commerce marketing performance.

Kelly spent the first decade of her career in the sport and entertainment industry, marketing concerts and events at several of the top venues in the US, as well as for the teams in the NBA and WNBA. 

Jake leads Crealytics Retail Media team with 9+ years of experience in the digital marketing field. He has created growth strategies to increase sales revenue and managed Retail Media strategies for Fortune 500 clients with a consistent track record of exceeding sales goals.

Claire Wyatt is the Vice President of Business Strategy & Marketing Science at Albertsons Media Collective where she and her team are working on building out innovative, transparent measurement products, advanced audience targeting solutions and the overall business strategy for The Collective. She and her team are hyper focused on the intersection of business performance, industry disruption and underlying current and future client needs.

Prior to her time at Albertsons Media Collective, Claire worked at Roundel owning reporting, insights and analytics for over $600m in advertising spend as well as Roundel’s most significant client accounts. Claire has an MBA through the Kellogg School of Management where she studied Marketing and Managing Organizations. In her free time, you’ll most likely find Claire at her local home improvement store working on her next home DIY project.

Mark Zurfluh is currently Sr. Director of Omnichannel Marketing at Keurig Dr Pepper (KDP) where he oversees development of Omnichannel marketing strategies and programs with leading U.S. retailers. In addition Mark leads KDP’s Retail Media & Analytics COE responsible for elevating in-house retail media capabilities, retail paid search and measurement. Before joining KDP in 2021, Mark worked at Kimberly-Clark where he led integrated media strategy, inclusive of Retail Media. Previous experience included various roles with national retailers: PetSmart and Famous Footwear, leading to balanced career in CPG and Retail over the years.