The Challenge
RETHINK Retail’s annual Grocery Trends Report had already become a cornerstone of the brand’s thought-leadership strategy and a key lead-generation asset for retail technology audiences.
By 2024, the publication needed a strategic refresh. The goal was to deepen its editorial sophistication, broaden its thematic scope, and better reflect the innovation, storytelling, and data-driven insight that defined RETHINK Retail’s growing ecosystem of partners.
The challenge was to evolve a long-standing format into a high-value, multi-sponsor editorial experience—one that elevated both sponsor perspectives and RETHINK Retail’s reputation for quality, insight, and industry leadership.
The Solution
As Managing Editor, I led the ideation, editorial refinement, and project management for the 2024 edition, guiding the publication from concept through completion.
I expanded the report’s focus beyond traditional grocery topics to capture the convergence of AI, neuroscience, sustainability, retail media, and unified commerce—showcasing how innovation and data are shaping the future of value delivery in grocery retail.
Key initiatives included:
Redefining the editorial framework and theme, Shopper-Driven Innovation, to align with the year’s most influential industry conversations.
Interviewing and integrating insights from senior executives at Albertsons, Hy-Vee, PepsiCo, Lobyco, Dawn Foods, and Cognizant, ensuring each section reflected authentic, actionable leadership perspectives.
Overseeing cross-functional collaboration, coordinating between design, editorial, and sponsor teams to ensure consistent voice, message alignment, and visual storytelling.
Providing creative direction and editorial oversight for report graphics and social promotion, ensuring brand alignment across visual and written assets.
Authoring and editing several of the report’s lead features, including:
Leveraging Data and Digital Tools for Competitive Advantage
Building a Memorable Brand
Enhancing the Grocery Shopping Experience with Sustainability Initiatives
Execution & Approach
This project was developed as a multi-sponsor editorial initiative, with contributions from leading retail technology companies including Cognizant and LobyCo.
I managed the full production lifecycle, from early outline development and contributor outreach through sponsor review, final editing, and design coordination.
Throughout the process, I ensured that sponsor and SME perspectives were woven seamlessly into a cohesive, research-rich narrative—balancing journalistic storytelling with RETHINK Retail’s commercial objectives.
The final publication combined rich data visualization, expert interviews, and actionable insights to deliver an authoritative look at the forces transforming grocery in 2024.
Results & Impact
The 2024 Grocery Trends Report: Shopper-Driven Innovation reaffirmed its position as one of RETHINK Retail’s most-read and widely shared publications—earning industry recognition for its depth, clarity, and visual presentation.
Performance Highlights:
460K impressions across social, website, and email channels
2.3K+ engagements (clicks, likes, and shares)
235 qualified leads generated through report downloads
Featured participation from top retail executives and experts across technology and grocery sectors
The success of the 2024 edition demonstrated how refined editorial structure, strong project leadership, and integrated storytelling can transform a recurring report into a high-impact thought-leadership vehicle for both readers and sponsors.
