The CPG Guys are joined in this episode by Molly Hjelm, Corporate VP of Red Vest Media, the retail media division of Ace Hardware, the largest retailer-owned hardware cooperative in the world, with over 5,900 locally-owned and operated hardware stores in 71 countries.
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Molly answers these questions:
- Ace has a unique position as a cooperative of independent retailers. How does that structure shape the way you approach retail media compared to traditional big-box retailers?
- We’ve read that Ace balances local relevance with national scale—how do you preserve that hyper-local feel while delivering a unified marketing message through Ace Media?
- Ace Rewards has over 71 million members with impressive active engagement—how are you leveraging this loyalty data to power Ace Media’s audience targeting and personalization?
- Ace Media is launching with a comprehensive full-funnel portfolio from the outset. What led to the decision to debut such a comprehensive offering instead of rolling it out incrementally?
- You’re partnering with Epsilon and launching with interoperability across commerce platforms like Flywheel & Pacvue. How does this commitment to open infrastructure benefit your brand partners?
- Your approach to launch is intentionally curated, not a land grab for ad dollars. How are you choosing which brand partners to bring in first—and why is that intentionality important?
- Measurement seems to be a passion point for you. What can advertisers expect when it comes to transparency and performance reporting from day one?
- Looking ahead, what’s your vision for how Ace Media will evolve—and how do you see it helping both national brands and independent store owners thrive over time?
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