Built for Retail: Creating a Unified Retail-Back Strategy that Converts

Retail success isn’t built in silos. When sales, marketing, retail media, and operations operate independently, brands miss the chance to create consistent performance across retailer ecosystems.

In this course, Lisa Hurst (Client Services Lead, Amp Agency) will share how to move from fragmented execution to a unified retail-back strategy that connects every part of the business.

We’ll explore how brands can integrate insights, creative, and operations into one seamless growth engine. You’ll learn how to build strategies that spark demand, drive conversion, and deliver consistent performance across retail ecosystems.

You’ll Learn:

• Why a retail-back approach ensures brand, media, and operations stay aligned with retailer expectations
• How to bridge sales, marketing, and retail media into one unified execution plan
• Tactics for leveraging omnicommerce marketing and digital shelf management to maximize impact across channels
• How behavioral science and creative storytelling work together to convert demand into consistent performance
• Examples of brands that shifted from siloed campaigns to retail ecosystems that deliver sustained growth
• Why end-to-end integration (brand strategy, content, retail media, operations) is critical for winning with retailers like Walmart and Amazon

About Advantage Marketing Partners (AMP) & Advantage Unified Commerce

Advantage Marketing Partners (AMP) is the marketing services arm of Advantage Solutions, built around Amp Agency and Advantage Unified Commerce (AUC).

Together, they deliver true end-to-end commerce marketing solutions by combining award-winning creative, full-funnel media, digital shelf expertise, and retail intelligence. AMP helps brands grow by unifying brand love and buyer behavior—sparking demand and guiding the shopper journey from first impression to final purchase.

With deep roots in brokerage, sales, DTC, and supply chain, AMP reimagines commerce marketing not as a transactional function, but as a strategic growth engine that connects consumers to brands through data, behavioral science, and retail execution.

About Lisa Hurst
Lisa Hurst is the Client Services Lead at Amp Agency, part of Advantage Marketing Partners. She partners with leading brands to ensure excellence in client engagement, strategy, and delivery across omni-channel campaigns. Lisa’s leadership centers on aligning creative, media, and operations to deliver seamless, high-performing programs. With deep expertise in client service and an ability to navigate complex retail environments, she ensures that AMP solutions not only meet but exceed client expectations—building stronger relationships between brands, retailers, and shoppers.

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