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Skye Frontier is executive vice president at retail media analytics company Incremental.
How would you describe your job to someone who doesn’t work in retail? I used to joke that I worked for the internet when explaining my job to my grandparents. These days, I say we help people understand the why and how of advertising so they can do it more effectively. If you can make ads more effective, everyone benefits—the consumer, the advertiser, and the retailer.
One thing we can’t guess about your job from your LinkedIn profile? While a lot of my work is client- and market-facing, some of the best days are when I’m diving deep into our advertising data to tackle big questions: Is ROAS a myth? Do pricier ads actually perform better? At my core, I’m an analyst who loves uncovering the story in data.
What’s your favorite project you’ve worked on? Some of our partnerships have been incredibly exciting to bring to life. It’s so rewarding to create and execute a shared vision that helps elevate the entire ecosystem.
Which emerging retail trend are you most excited about right now, and why? I’m really excited about retail media moving up the funnel. While search remains dominant, as retailer data starts feeding into traditionally brand-building channels like CTV, we have the chance to take a more integrated, holistic approach to marketing across the entire funnel.
What’s your go-to coffee order? A classic cappuccino.
Worst piece of advice you’ve received? “Stick to what you’re good at.” Some of my biggest personal and professional breakthroughs have come when I pushed myself outside of my comfort zone and tried things I wasn’t initially good at.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, it was all about books—I was probably rereading The Lord of the Rings for the umpteenth time. The biggest difference now is that, thanks to Amazon, books just show up at my door without me even having to leave the house.—EC
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