Alan Barry

Alan Barry is a media and advertising professional currently based at Lidl US, the American arm of the international discount grocery retailer, where he focuses on media strategy and digital advertising initiatives. His work sits at the intersection of retail marketing and programmatic media, giving him a brand-side perspective on how large-scale advertisers navigate the evolving AdTech landscape. Barry's career has spanned agency and brand-side roles, building expertise in media planning, buying, and digital campaign execution. Working within a major retail brand like Lidl US, he is involved in translating business objectives into media investments across digital and traditional channels, including the growing area of retail media and performance-driven advertising. His experience reflects the broader industry shift toward data-driven media buying and the increasing sophistication of in-house brand media teams, as retailers like Lidl invest more heavily in owned media capabilities and direct relationships with technology platforms.

• Managing media strategy and investment for Lidl US, a major international discount grocery retailer operating in the competitive US market