Meet the Marketer: Florence Paoli

For Florence Paoli, CMO of Reckitt Australia and New Zealand, the precision and targeting of Retail Media offers unique opportunities to deliver the right message at the right moment. 

Please tell us your name and role. 

Florence Paoli – CMO Reckitt Australia and New Zealand.

What do you love about what you do day to day? 

I love working with iconic brands that millions of consumers engage with every day. It’s incredibly rewarding to shape experiences that influence daily lives and create meaningful connections between brands and people.

What excites you about the opportunities for brands in Retail Media?

Retail Media offers an unparalleled ability to be targeted and precise: delivering the right message at the right moment. It’s exciting to tell a brand’s story at those critical decision points in the consumer journey, where relevance truly drives impact.

What learnings have you gained from using Retail Media through the years? 

Three key lessons stand out:

1. Strategic alignment between partners is essential for delivering exceptional campaigns.

2. Collaboration across teams— including Cartology team, WW commercial,  Reckitt sales, brand, and media—maximizes impact and ensures consistency.

3. Measurement matters. In a world of tight budgets, demonstrating ROI is the most powerful way to guide smart investment decisions.

What changes are you seeing in customer behaviour and how are your marketing tactics and objectives changing in response? 

The path to purchase is not linear—it’s continuous and increasingly selective. Consumers expect relevance at every touchpoint. Our approach focuses on delivering the right content at the right time, cutting through the clutter and addressing opportunities at each stage of the journey.

What new technologies, such as AI or automation, are you most excited about, and how do you plan to leverage them?

Reckitt Australia is leading the way in AI adoption in Reckitt globally, with brand teams already using AI-powered tools for performance monitoring, media optimization, and artwork automation. What excites me most about Generative AI is its ability to transform data into actionable insights at lightning speed, empowering brand leaders to build smarter and stronger strategic plans.

How do your brand and trade marketing teams collaborate to build effective, full-funnel Retail Media strategies?

Cross-functional collaboration is key to driving campaign success and maximizing ROI. We focus on two pillars:

1. Upfront strategic alignment—ensuring every member across both Cartology and Reckitt teams are on the same page regarding key business objectives and priorities.

2. Integrated planning—synchronizing all touchpoints, from above-the-line to online and in-store, to create a seamless experience and amplify impact through media synergy.

How do you define and measure success in Retail Media, and how do you align on KPIs between your brand and commercial teams?

Success in Retail Media is about creating meaningful impact for both the brand and the shopper. For us, it starts with clear aligned objectives—whether it’s growing awareness of a new product, educating shoppers on a proposition or driving conversion at the point of purchase. We measure success through a combination of performance metrics and strategic outcomes: Sales uplift and ROI to validate investment efficiency, as well as Media effectiveness—reach, engagement, and conversion at key touchpoints.