For years, RMNs had distinct operations, tech stacks, and were standalone business units. Today, a rapid strategic shift is underway across some retailers, bringing media operations under merchandising and enterprise marketing leadership. While consolidating media, trade, and merchandising promises a single view of the customer and unified inventory management, it can also create organizational friction, brand budget misalignments, and potential blind spots for non-endemic growth.

This roundtable discussion explores whether the structural convergence of media and merchandising is desirable or if it’s a reshuffling of corporate silos. Led by Carlos Paulo (MC Sonae) and Nick Hinsley (Vantage), participants will discuss how retailers and brands can navigate change management, resolve inventory friction across enterprise marketing and media teams, and align brand, trade, and agency budgets across the entire customer journey.