Melanie Zimmermann is Vice President of Macy’s Media Network, an in-house media agency for retail’s premiere brands—Macy’s and Bloomingdale’s. Tapping into cross-category consumer insights, Macy’s Media Network connects brands to shoppers through relevant and personalized advertising cultivating greater engagement.

Melanie brings more than 15 years of experience creating and executing growth strategies at the intersection of marketing and digital. As the leader of Macy’s Media Network, Melanie is responsible for developing and executing strategy and leading all retail media functions inclusive of Advertising Sales, Account Management, Media Planning, Campaign Management and Analytics. In her previous roles at Macy’s, Inc., Melanie led the Strategy & Innovation and Customer Analytics function. Before that, Melanie worked as strategy consultant at Bain & Company.

In August 2020, she launched the retail media network for Macy’s from the ground up, quickly followed by an expansion to Bloomingdale’s. Within a year of launching, Macy’s Media Network exceeded $105 million of net revenue (FY21). Given her background in strategy and customer analytics, Melanie has chosen to take a consultative approach to working with brands.

“Strategy is at the heart of what we do. Every day, we work with leading lifestyle brands to develop media plans that drive new customer acquisition and foster loyalty. We are surgical in our targeting and use data and insights to optimize the media investments to desired business outcomes.”