As retail media networks proliferate, brands face pressured investments that resemble an implicit tax. Harvey Ma, leading Sam's Club's Member Access Platform, seeks to redefine this landscape by emphasizing advertising that enhances the customer membership experience rather than merely being a cost burden. Ma's background as a mechanical engineer grants him a unique perspective, encouraging him to question established advertising norms. His approach could reshape how brands interact with retail media, steering them towards growth while benefiting customers, ultimately positioning advertising as a value enhancer rather than a mere obligation.
As retail media networks multiply-with hundreds of networks now online and spending projected to reach $62 billion in the U.S. alone in 2025, many brands find themselves caught in a cycle of obligatory investment.
Harvey Ma, who leads Sam's Club's Member Access Platform, is determined to change the narrative by building a model where advertising promises to enhance the membership experience.
Ma frequently challenged industry conventions by asking 'why' repeatedly, leading him to reimagine retail media at Sam's Club: not just a revenue stream, but a way to enhance the membership experience.
His background as a mechanical engineer allows him to bring an outsider perspective, proving valuable in asking crucial questions that challenge long-held industry assumptions.
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