Brands Are From Mars, Retailers Are From Venus

Cody Tusberg on Bridging the Gap Between Trade Marketing and Retail Media 

When merchant, shopper marketing, and retail media teams operate in silos, brands risk duplicating spend or missing key opportunities. It’s a common — and costly — mistake. 

In a new episode of the Retail Media Breakfast Club  podcast, Cody Tusberg, EVP of Connected Commerce & Retail Media Services at Acosta Group, joins host Kiri Masters to explain why merchants still call the shots, how retail media fits into today’s retailer hierarchy, and what it all means for brands. 

Brands often assume retailers are fully aligned internally, but in reality, merchants, marketers, and media teams each have different priorities — sales, awareness, conversion, or proving ROAS. Without coordination, brands can easily overspend or miss out on incremental support. 

“Brands Are From Mars, Retailers Are From Venus” Episode Highlights:  

• Why merchants still drive retail strategy — and how retail media fits in 
• The silos and power struggles are challenging brand-retailer collaboration  
• Common pitfalls when trade and media aren’t aligned 
• How Acosta Group unifies trade marketing and retail media strategy 
• Balancing annual joint business planning with real-time optimization 

Cody shares practical insights and real-world examples of how Acosta Group bridges silos to unlock incremental growth and stronger retailer partnerships. 

Listen to Cody’s expert take in under ten minutes on the Retail Media Breakfast Club podcast.