What I did

In 2024, Loblaw Digital rolled out LOOP – a Deman-Side Platform (DSP) which allows users internal and external to create on site ads which display on our digital platforms.

My team was engaged to lead the roll out of several new placements on the LOOP platform.

How I did it

Leveraging prior experience, I guided Advance Media Sales in transitioning their landing pages and onsite placements to new Helios components. I collaborated with various cross-functional teams (account management, revenue, measurement, design) to define key milestones and phases.

Phase 1 involved mapping and validating new components, building detailed requirements, and working with design to create mock-ups. I conducted feedback sessions with stakeholders, incorporating revisions into prototypes for approval.

Phase 2 focused on updating existing documentation (spec guides) with creative leads and collaborating with revenue and go-to-market teams to update sales packages, including tiered pricing, based on the new component capabilities.

Results

Since their early 2025 release, the new SDUI Helios landing pages have become a primary driver for Loblaw Digital's Advance onsite tactics. My team has built over 200 of these pages, which now serve as the destination for most shopping journeys, fuelling 558 campaigns across 2,195 tactics and $36 million in client media spend.