The Challenge
After the success of the 2024 Grocery Trends Report, RETHINK Retail aimed to elevate both lead quality and sponsor ROI for 2025. The goal was to increase total leads while ensuring at least one-third were VP or senior level, providing greater value for participating sponsors.
To achieve this, the publication needed to evolve beyond traditional trend coverage. The challenge was to create a research-driven, design-forward, and SEO-optimized report that united editorial depth with coordinated campaign execution—integrating ABM strategy, social media, and community engagement into one cohesive effort.
The Solution
As Managing Editor, I led the full creative and strategic development of Realizing Value with Unified Commerce, expanding my role to include cross-team collaboration and campaign oversight.
Working closely with the ABM, social, and community teams, I helped align every stage of production, from concept through post-launch promotion, to deliver measurable sponsor outcomes and audience reach.
Key initiatives included:
Redefining the report’s editorial theme to reflect the intersection of AI, connectivity, and consumer trust in grocery.
Collaborating with ABM and marketing teams to refine outreach, personalize messaging, and target senior-level decision-makers.
Sourcing expert contributors through RETHINK Retail’s community network to strengthen authority and diversity of perspective.
Writing and reviewing social copy for LinkedIn, Meta, and X to ensure message consistency and editorial accuracy.
Partnering with design to improve layout, data visualization, and landing-page graphics for stronger reader flow and retention.
Supporting SEO optimization and metadata to boost ongoing organic visibility and lead generation.
Coordinating sponsor collaboration post-publication, amplifying reach through shared promotion and thought-leadership alignment.
This integrated approach transformed the 2025 Grocery Trends Report into a high-impact, cross-functional campaignthat delivered strategic value to sponsors and meaningful insights to retail leaders.
Execution & Approach
The report’s editorial architecture was built around five thought-leadership features that connected technology innovation with shopper behavior. I oversaw all content development, managed cross-department collaboration, and ensured sponsor alignment across copy, visuals, and data storytelling.
Contributors included senior executives from VTEX, VusionGroup, T-Mobile for Business, Diebold Nixdorf, Eataly, Bayer, and Kellanova, whose insights helped bridge themes of AI, connectivity, and unified commerce.
By blending editorial craftsmanship with campaign precision, the report positioned RETHINK Retail as both a strategic storyteller and industry connector—delivering depth, clarity, and commercial impact.
The execution required tight cross-functional coordination, aligning editorial, ABM, and design workflows to keep multi-sponsor feedback on schedule and ensure a seamless reader experience across print, digital, and promotional channels.
Results & Impact
Through enhanced SEO, refined targeting, and cohesive design execution, the 2025 edition became one of RETHINK Retail’s highest-performing multi-sponsor reports, demonstrating how unified creative and marketing strategy drives measurable impact.
468.9K+ impressions across web, social, newsletter, and ad placements
9.6K+ engagements across LinkedIn, Meta, and email
274 qualified leads, surpassing prior-year benchmarks
1/3 senior-level (VP or above), meeting target quality goals
90+ top executives engaged through ABM outreach
Top companies engaged: Walmart, H-E-B, Sprouts, Wegmans, Albertsons, Amazon
This project redefined RETHINK Retail’s multi-sponsor approach, proving that when editorial, marketing, and design operate as one, thought leadership becomes lead leadership. The campaign now serves as a benchmark for multi-sponsor report performance.
