Coworking with Molly Hjelm

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Molly Hjelm is corporate VP of Ace Hardware’s RedVest Media, the retailer’s retail media network that debuted last year.

How would you describe your job to someone who doesn’t work in retail? If I sit next to someone on a plane and they ask what I do, I usually start with the short version: “I help brands advertise where you shop.” But of course, it’s so much more than that. It’s easy for me to geek out on all the nuances and complexities of retail media. The longer version I usually share is that retail media provides the opportunity for brands to connect with shoppers via a retailer’s website, apps, and loyalty programs to see the sales impact of their efforts. It results in more effective and efficient marketing and more personalized experiences for customers. The funny thing is, most people don’t know what retail media is when I start explaining it, but by the end of the conversation, they’re usually pointing out examples they see on their favorite retailer’s app.

One thing we can’t guess about your job from your LinkedIn profile? A big part of my job is being a “translator.” Retail media sits at the crossroads of advertising, retail, technology, and merchandising—each with their own language, priorities, and perspectives. Part of my day is spent helping those worlds connect and rally around a shared goal. It’s one of the reasons I love my job. There’s always something new to learn and no two days are the same.

What’s your favorite project you’ve worked on? Without question, the launch of Ace Hardware’s Media Network, RedVest Media. Few retailers have the brand recognition, customer trust and heritage of Ace, which made the opportunity especially exciting. What made the project unique was that we were building a fully realized retail media offering from the ground up within a company that’s been serving customers for more than 100 years. The effort touched nearly every part of the business, from IT [and] digital to merchandising and operations. Watching so many teams come together to create a new source of value for both our vendor partners and customers has been truly rewarding.

Which emerging retail trend are you most excited about right now, and why? The rise of in-store media. Retail media has spent the last several years focused on intercepting customers digitally, but 84% of transactions in the US still happen within physical stores. There’s a huge opportunity to bring some of the best aspects of digital advertising like measurement, personalization, and innovative content into brick-and-mortar environments. We’re moving toward a future where the in-store experience can be just as relevant, engaging, and measurable as online shopping.

What’s your go-to coffee order? A flat white with almond milk.

Worst piece of advice you’ve received? I have a short memory for bad advice, but if I had to pick one, it would be: “That’s how we’ve always done it.” Retail is one of the oldest industries in the world, but it’s also constantly evolving. Some of the biggest opportunities I’ve seen have come from challenging assumptions and being willing to rethink what’s possible. If everyone accepted the status quo, innovations like retail media wouldn’t exist. I’ve learned that curiosity is often more valuable than certainty and that some of the best ideas come from asking, “What if there’s a better way?”

What was your favorite retail product when you were 15, and what’s your favorite retail product now? As a teenager, I loved shopping the beauty aisle at the drugstore. Low cost, fun to experiment, and it always delivered a little retail therapy. These days, I still appreciate finding a good deal, but my interests have evolved. I’ve gone deep down the K-beauty and skin care rabbit hole. The innovation, ingredient science, and product discovery aspect make it surprisingly similar to what I love about retail itself. There’s always something new to learn and try.