RETAIL MEDIA LEADERSHIP FOR MARKETING AGENCIES AND CPG BRANDS
Retail media has grown faster than the leadership around it.
The campaigns are running. What's often missing is someone senior to own the strategy, the standards and the team. I'm Chad McLetchie, and I fill that gap for marketing agencies and CPG brands, without the cost of a full-time hire.
Nearly a decade in digital marketing · Director-level retail media leadership · Working with teams across the US and Canada
SOUND FAMILIAR?
The work is getting done. Nobody’s leading it.
If you run a marketing agency
“Our clients keep asking about Instacart and Kroger, and nobody here really knows those platforms.”
“We said yes to retail media, and now it’s run by whoever has time.”
“I’m the founder, and I’m still the one checking every campaign.”
If you’re on the brand side
“We’re spending across several retail networks, and nobody can tell me which ones are working.”
“Our agency sends reports. I just don’t know if they're any good.”
“Our coordinator runs retail media on their own, and nobody senior checks the work.”
If you’ve said any of these, we should talk.
HOW I HELP
Leadership for your retail media, a few hours a month.
01
Leadership, not just extra hands
Standards, SOPs, QA and coaching, so the work holds up when I'm not in the room. I also help teams use AI where it saves time, and keep human judgment where it matters.
02
Grocery and retail networks
Instacart, Kroger, Loblaw, Criteo, Target and similar networks, in the US and Canada. Your team gets platform know-how without learning it the hard way.
03
Small and senior by design
You work with me directly. Clear, fixed-fee pricing, no performance fees, and honest advice, including when the right move is to spend less.
WHO I WORK WITH
Built for marketing agencies. Useful for brands.
Marketing agencies that don’t specialize in retail media
Your clients sell through grocery and retail, and they're asking about retail media. I can help you:
Set the standards, processes and QA your team works to
Get confident on networks that are new to your team
Review accounts before your clients see them
I can work white-label, as part of your team. Need hands-on execution too? Mention it on your intro call.
CPG and grocery brands
You're spending across several retail networks, with an in-house team or an agency doing the work. I can help you:
See which networks are earning their budget
Check your agency's work with an independent eye
Give your team someone senior to learn from
Not sure if you’re a fit? That’s what the intro call is for.
SERVICES
Start small. Keep going only if it's working.
1. Intro call
20 minutes, free. We check fit, and if I can help, I’ll recommend the right next step.
Strategy Session
A 90-minute working session on one specific problem, plus a written summary of what to do next.
2. A session or a review
A focused, paid piece of work on your real problem.
Reviews
A fixed-scope look at what's working, what isn’t, and what to fix first.
Account Review
Your retail media accounts, with prioritized fixes and a roadmap.
Practice Review (for agencies)
Your team’s processes, QA, reporting and AI use, with a 90-day plan.
3. Ongoing support
A monthly retainer, if you want me to stay involved.
Retainers
Ongoing senior support, billed monthly.
Advisory
A senior advisor on call, with a monthly check-in and a shared Slack channel.
Fractional Lead
A part-time retail media director who owns deliverables, with a call every two weeks.
Every engagement is fixed-fee and scoped on the intro call.
ABOUT
Hi, I’m Chad.
I’ve spent nearly a decade in digital marketing, most of it running retail media for CPG brands across the US and Canada. I’ve worked hands-on across Amazon, Walmart, Instacart, Kroger, Loblaw, Criteo, Target and more, and I’ve led the teams doing that work.
Today I’m Advertising Director at a US retail media agency. I lead the ads team and build the standards, processes and AI workflows it runs on. That kind of leadership work is what I enjoy most, and it’s the focus of Chromatic Commerce.
Chromatic Commerce is my own practice, deliberately small and senior. When you work with Chromatic, you work with me.
KIND WORDS
What people I’ve worked with say.
Recommendations from my LinkedIn. Quotes marked “Previous role” come from roles before Chromatic Commerce and aren’t affiliated with it.
CHROMATIC COMMERCE CLIENT
“Chad delivered in droves. He not only helped with client campaign execution, but also supported with business operational excellence that will support Retail8 with our future growth plans… I would highly recommend to anyone that needs retail media expertise and wants to work with a genuinely good human being too!”
Kacie S.
Founder & Director
Retail8
PREVIOUS ROLE
“Chad is a consummate professional… He was proactive, thorough, intelligent and forthcoming with feedback and solutions. He would often collaborate with our product teams to provide insight around how to improve our product, and do right by his client.”
Carolyn D.
Director of Sales
Canadian retail media network
PREVIOUS ROLE
“His proactive nature and exceptional organizational skills make him an invaluable asset to our team. He excels in setting up efficient processes, a task he not only enjoys but also masters.”
Chirag D.
Executive Director
Search & eCommerce
FAQ
Questions people usually ask.
-
It’s a 20-minute fit call. You tell me what’s going on, I ask questions, and if I can help, I’ll point you to the right next step. I save advice for paid work, so I can give it properly, with the context it deserves.
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My role is leadership: strategy, standards, QA and coaching. Hands-on platform work stays with your team. If you need extra execution capacity, mention it on the intro call.
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Yes. I can work behind the scenes as part of your team, or alongside you in front of your client. We’ll agree on how I show up before we start.
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Grocery and omnichannel retail media: Instacart, Kroger, Loblaw, Criteo, Target and similar networks, in the US and Canada. If you’re not sure your mix fits, ask on the intro call.
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I do my best to check for conflicts before every engagement, and I won’t support two agencies pitching for the same client.
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Yes, where it speeds up analysis or processing data. I check every finding myself before it reaches you.
LET’S TALK
Let’s see if I can help.
Book a free 20-minute intro call. I keep a few slots open each week. Pick a time, answer a few short questions, and we’ll take it from there.
Prefer to write?
Send a message and I’ll reply within one business day.