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Retail Media: How can brands improve effectiveness across a fragmented retail media landscape?

Discover how better measurement, transparency and collaboration can turn investment in Retail Media into strategic impact.

English Exchange Community
When 13 November 2026
09:30 - 13:00
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Speakers

  1. Nico Rijkhoff

    Nico Rijkhoff

    Director Marketing, Branding & Communications at bvA
    Nico is an experienced marketing professional who leads the bvA Retail Media Taskforce. Working with bvA and UBA, he helps advance retail media for brands in the Netherlands and Belgium. He brings brands, retailers, agencies and partners together around transparency, standardisation and measurem...
    Nico Rijkhoff

    Nico Rijkhoff

    Director Marketing, Branding & Communications at bvA

    Nico is an experienced marketing professional who leads the bvA Retail Media Taskforce. Working with bvA and UBA, he helps advance retail media for brands in the Netherlands and Belgium.

    He brings brands, retailers, agencies and partners together around transparency, standardisation and measurement, linking local needs with WFA Retail Media Taskforce insights and European advertiser associations while supporting retail media development in Poland.

    He believes progress starts with shared language, practical steps and open cooperation, helping brands make better choices and move the market forward.
  2. Stefan Heijdra

    Stefan Heijdra

    Lead E-commerce at Flywheel (Omnicom)
    Stefan works as Lead E-commerce at Flywheel. Together with a team of 16 Commerce and Retail Media experts, they support clients such as L'Oréal, Philips, SC Johnson, Logitech, and Dyson develop and execute their retail media strategy. A key focus of his work is demonstrating the impact of ...
    Stefan Heijdra

    Stefan Heijdra

    Lead E-commerce at Flywheel (Omnicom)

    Stefan works as Lead E-commerce at Flywheel. Together with a team of 16 Commerce and Retail Media experts, they support clients such as L'Oréal, Philips, SC Johnson, Logitech, and Dyson develop and execute their retail media strategy. A key focus of his work is demonstrating the impact of retail media on critical business KPIs such as sales and market share.

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UBA Exchange Communities are conducted in accordance with competition rules: discussions focus on best practices, trends and topics of general interest to the industry, and never on commercially sensitive information.

Participation is exclusively for UBA brand members and is included in the annual membership fee. Sharing experiences is at the heart of every Exchange Community.

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