Mark Hurst

Mark Hurst is the Head of Retail Media EMEA at Circana, a role he has held since early 2024. In this position, he focuses on enhancing retail media strategies across Europe, the Middle East, and Africa, particularly in the context of emerging digital advertising trends and measurement techniques.

Hurst has been actively involved in discussions about the effectiveness of retail media, particularly highlighting how advertising within convenience stores can create a "halo effect" that boosts sales not only in those stores but also in nearby competitors. For instance, his insights were pivotal in a recent study conducted with Co-op, which demonstrated that retail media campaigns could lead to significant sales uplifts—12% in Co-op stores and an additional 3% in surrounding stores, representing a fourfold increase in total incremental sales value for brands.123

His expertise in retail and commerce is complemented by a strong background in managing agency relationships and leveraging data-driven approaches to optimize advertising performance. Hurst emphasizes the need for retailers to adopt more agile and accurate methods for measuring campaign effectiveness as traditional metrics become increasingly limited due to privacy regulations and evolving digital landscapes.45

For more professional insights and updates from Mark Hurst, you can find him on LinkedIn under the username mark-hurst-614b4415.67