Michael Schuh Headshot

Path to Purchase Institute Recognizes KPM VP of Media Strategy, Michael Schuh

April 05, 2022

The Path to Purchase Institute announced the recipients of its inaugural 40 Under 40 Awards for exceptional young professionals in the commerce marketing industry, including Kroger Precision Marketing’s (KPM) product and strategy lead, Michael Schuh.

The awards spotlight the next generation of leaders in omnichannel marketing, showcasing their contributions to the industry as well as their individual accomplishments, according to The Path to Purchase Institute.

Schuh, 34, was honored for his role in leading the strategy and innovation for KPM’s media product suite, including onsite media and offsite media such as advanced TV, social, and programmatic.

“Since Kroger Precision Marketing launched in 2017, Michael Schuh has served as a major force behind our mission: to make brand advertising more transparent and accountable,” says Cara Pratt, SVP of Media for 84.51°’s Kroger Precision Marketing. “Today, retail media is forming what eMarketer called the ‘third wave of digital advertising’ – following the first wave of search advertising and the second wave of social media. Through his leadership at KPM, Michael is driving that wave through a higher standard of advertising accountability.”

As the retail media business of Kroger, KPM has been on a streak of innovations including:

  • A private marketplace for programmatic advertising. This capability unleashes Kroger’s first-party data in the programmatic ad environment. Brands can reach the most relevant consumers across the open web, using their own DSP of choice, and then optimize performance against actual retail sales.
  • Streaming TV advertising with Roku. This solution brings shopping data from the #1 grocer in the U.S. to America’s #1 TV streaming platform. CPG brands use Kroger purchase data to more intelligently reach relevant streaming TV audiences and then measure sales performance at Kroger.
  • Expanding inventory access to ad-management platforms. Announced just last week, advertisers may now use one of three preferred advertising management platforms to buy product listing ads on Kroger ecommerce sites. Pacvue, Skai, and Flywheel Digital are the inaugural platforms with access to the API.

Schuh said he’s excited to represent the larger KPM team in this inaugural list of next-generation leaders. “It’s a huge reflection on the full team driving our KPM business forward, which is the real win here.”

Prior to Schuh’s decade at 84.51°, he worked as a consultant at Booz Allen Hamilton and earned a master’s of science in systems engineering degree from the University of Virginia.

Click here to read full Path to Purchase article.

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