James Nallathambythyagarajan

Senior Performance Manager Reckitt

James heads the eComm and Retail Media practice within Reckitt's North American Health business unit. With a decade of experience in technology, media, and data, his core focus is on strategy development, go-to-market planning, highly targeted performance marketing, and media measurement to drive sustained e-commerce growth. Known for his people-first leadership, growth mindset, and authentic, transparent approach, James is a respected leader in his field.

Residing in New Jersey, James enjoys spending time with his family and participating in church activities.

Day 1: Integrating Commerce Media to Drive Revenue

11:00 AM Panel Discussion: Cracking the Code on Retail Media Funding - Strategic Budget Allocation for Maximum Impact

Retail media is more than another line item in your digital ad spend. It is a unique ecosystem that demands a fresh approach to budgeting and allocation. Hear from a panel of cross industry experts who will discuss approaches for creating a functional budget and making informed decisions on where to allocate funds to maximize ROI, including:

Reallocating funds from traditional channels without compromising overall marketing effectiveness
Strategies for maintaining visibility and performance in an increasingly competitive retail media environment
Understanding the relationship between retail media investment and organic product listings performance
Deploying innovative methods for measuring and maximizing return on commerce media investment

Day 2: Brand Retailer Collaboration and Future Growth

10:35 AM Panel Discussion: Measuring Effectiveness in Commerce Media: Standards, Incrementality, and Predictive Modeling

With so many different networks and KPI definitions, measuring commerce media is a pain point across the industry. Yet understanding the effectiveness of commerce media investments is crucial for driving incrementality and ensuring that advertising efforts are not just subsidizing existing sales. Panelists will discuss how they are tackling this challenge to drive success, including:

Understanding the guidelines and standards set by the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC)
The importance of metrics like ROAS, TACOS, and new-to-brand customers for measuring effectiveness
Demonstrating incrementality to show the lift of commerce media campaigns
Developing internal processes and responsibilities for consistent reporting and measurement

Check out the incredible speaker line-up to see who will be joining James.

Download The Latest Agenda