NielsenIQ (NIQ) has announced a strategic appointment in its retail media leadership with Drew Dabbelt stepping in as Vice President of Retail Media for NIQ North America. Dabbelt, who brings nearly 15 years of experience spanning media, advertising technology, and retail sectors, will lead NIQ’s efforts to innovate retail media networks and deliver integrated solutions tailored for both retailers and brands. This move underscores NIQ’s commitment to bolstering its retail media team and maintaining a competitive edge in this fast-evolving industry.
Before joining NIQ, Dabbelt led high-growth enterprise sales and retail measurement programs at Amazon, including the go-to-market strategy for Amazon’s Demand Side Platform (DSP). His background also includes pivotal roles in the early development and scaling of retail media solutions for Target’s Roundel in partnership with Google, focusing on search, display, and video media formats. Such a wealth of expertise positions Dabbelt well to drive forward NIQ’s ambitions in retail media innovation and client engagement.
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Dan Bonert, NIQ’s Senior Vice President of Retail Media who joined the company in late 2024, highlighted the benefits this leadership strengthening brings to NIQ’s clients. He stated that this expansion promises access to more sophisticated and impactful retail media solutions capable of enhancing engagement and business outcomes. Bonert emphasized that the consumer packaged goods (CPG) industry, among others, stands to gain significantly as NIQ doubles down on retail media to unlock new efficiencies and connections with consumers.
Dabbelt expressed enthusiasm about his new role and the opportunity to advance retail media growth. He noted a convergence of industry trends fueling greater investment in retail media by brands, and praised NIQ’s strong positioning to accelerate these developments. His focus will be on building partnerships with retailers and creating brand-centric solutions that harness the vast potential within retail media networks.
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NielsenIQ’s confidence in Dabbelt’s vision and expertise comes as the company invests heavily in expanding its retail media capabilities, delivering tailored solutions designed to meet evolving market demands and propel client success. This leadership move signals a decisive step in NIQ’s strategy to lead the next chapter of growth and innovation in the retail media sector.
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