Sarah Scherer Email & Phone Number

Chicago, Illinois, United States

As the Product Director of Platform Experience, I am responsible for elevating the value delivered to Kroger Precision Marketing’s advertisers, partners, and internal stakeholders through strategic product innovation and customer-centric approaches. I lead the development and launch of KPM solutions that enhance user experiences and provide direct access to vital resources, including core audience data, measurement tools, and inventory (both owned-and-operated and offsite). I craft a forward-looking product strategy that syncs with internal objectives and meets market demands, ensuring our products set industry standards. My core duties involve orchestrating the complete user experience, collaborating with teams across product, activation, engineering, data science, and UX to refine all aspects of ad management, from targeting to reporting, to serve global brands effectively.

Cincinnati, Ohio, United States

As the Director of Offsite Media, I lead the design, development and continual enhancements of KPM's offsite media product portfolio. The Offsite Media team is responsible for driving and growing strategic relationships with media and ad tech partners across the entire media landscape, including (but not limited to) Programmatic, Social, Advanced TV, Audio and emerging channels. By combining best-in-industry offsite media properties, exclusive Kroger purchase data, science and closed-loop measurement, we deliver advertisers with seamless, ROI-driving media solutions.

Denver, Colorado, United States

Responsible for driving incremental customer acquisitions and revenue growth while supporting holistic marketing plan and enterprise-level strategic vision. Oversees channel strategy, performance measurement and optimizations for affiliate, audio/podcast, direct mail, paid inserts, paid search, paid social, programmatic, television, and emerging channels. Identifies, tests, and scales new, viable growth mechanisms and levers that drive incremental revenue and customer acquisitions at an acceptable payback. Responsible for developing, prioritizing and executing against a backlog of data-driven, rigorous experiments to continuously and iteratively optimize growth levers, including landing pages, audiences, bidding, channels/tactics, creative and customer funnels. Represents growth function in cross-functional strategic initiatives, develops and manages relationships with key stakeholders, including Product, Engineering, and Operations, to elevate the customer experience and business.

Denver, Colorado, United States

Promoted from Senior Product Marketing Manager to act on voice-of-customer feedback and lead an enterprise-level initiative to evolve Goodway’s strategic functionality to create needed infrastructure to elevate digital marketing strategies/services and enhance the customer experience for more effective customer acquisition, retention and loyalty. Advise and provide thought-leadership on performance media strategy development, including audience targeting, data strategy, media channel allocations, A/B testing, KPIs, attribution/analytics, dynamic creative and Ad/MarTech stack mapping for clients and prospects with multi-million dollar marketing budgets.

Denver, Colorado, United States

Responsible for developing and scaling a data-driven, strategic vision, backlog and roadmap to drive revenue growth across all Goodway's product lines and target market segments through 360° performance marketing strategies.

Chicago, Illinois, United States

Owned media product backlog and roadmap, determined prioritization based on business impact and resource allocation. Developed media product positioning, competitive differentiators, key benefits, and value propositions. Measured success of product rollouts, continually iterated to gain incremental efficiencies and improvements. Collaborated with Corporate Marketing to develop product launch campaigns, including promotional content, public relations, and media campaigns to drive awareness and increase adoption – developed and authored most downloaded sales enablement content.

Chicago, Illinois

Managed the media department for the Northeast Region. Managed and oversaw the day-to-day, Northeast regional campaign operations/media strategy and focused on creating the right environment for the team to do their best work each and every day. Mentored and developed direct reports, assisted with their career growth and professional development. Acted as ultimate escalation point for questions, guidance, problem-solving, or troubleshooting issues that arise across clients, campaigns, projects, vendors, or platforms as needed.

Chicago, Illinois

Designed and planned omnichannel performance media strategies that delivered on clients' key growth vectors. Led campaign input calls with team to gather necessary information to inform the strategy development, including target audience, media channels, measurement strategy, test and learn and KPIs/success measurement. Utilized industry-leading research tools and resources that provided insight into consumer behaviors, site analytics, and premium inventory across all media channels to develop result-yielding strategies. Collected and organized vendor contacts, acquired publisher rate cards and media kits, and requested pricing and avails. Worked and collaborated with the buying and analytics teams throughout the campaign to ensure tactics chosen for the proposal were working well and were achieving set success metrics of the client. Collaborated with product and sales operations teams to stay current with industry trends, standards, and new opportunities that could be integrated to reach client success metrics/expectations.

Chicago, Illinois

As a Digital Media Buyer, I planned, executed, and monitored the pacing and performance of programmatic, multi-channel digital media campaigns. Evaluated data and converted insights into meaningful optimizations to increase campaign performance and achieve clients' KPIs. Purchased and secured inventory at a competitive rate that was in alignment with the client’s campaign goals and target audience. Executed campaigns across multiple DSPs, platforms, and exchanges.

Bachelor'S Degree, Communications

Activities and Societies: Alpha Sigma Lambda Honor SocietyGraduated with Honors in Communications with a Minor in Asian Studies.

Education record