Tim Massa
Senior Vice President, Loyalty & Alternative Profit at Kroger
Massa is known for architecting Kroger's loyalty and retail media strategy, turning first-party shopper data into a scaled advertising and alternative profit business through Kroger Precision Marketing and 84.51°.
Last updated Jun 11, 2026 by ATDb automated enrichment
Tim Massa is a senior executive at Kroger who has played a central role in building and scaling the company's loyalty ecosystem and alternative profit businesses, most notably Kroger Precision Marketing (KPM) — one of the most prominent retail media networks in the United States. His work sits at the intersection of first-party data, customer loyalty, and advertiser monetization, making him a significant figure in the rapidly growing retail media segment of AdTech. Under his leadership, Kroger has leveraged its vast shopper data assets to offer CPG brands and advertisers highly targeted, closed-loop advertising solutions powered by purchase-based insights from tens of millions of households. Massa has spent the majority of his career at Kroger, rising through various roles in human resources, talent, and corporate strategy before taking on broader responsibility for loyalty and alternative revenue streams. His background in people and organizational strategy has informed a distinctive approach to building data-driven customer relationships that go beyond transactional loyalty programs. He has been instrumental in positioning Kroger's 84.51° data science subsidiary as a foundational engine for both internal merchandising decisions and external media monetization. As retail media has emerged as one of the fastest-growing channels in digital advertising, Massa has become a recognized voice on how grocery retailers can responsibly and effectively monetize first-party data. His work at Kroger is frequently cited as a benchmark for how traditional retailers can compete with Amazon and Walmart in the media and data business, making him a notable operator in the broader AdTech and retail media landscape.
SVP, Chief People Officer
Kroger (2014-2019)
VP, Human Resources
Kroger (2010-2014)
Various HR and Talent Leadership Roles
Kroger (2000-2010)
- Bachelor's Degree, Miami University (Ohio)
- Helped scale Kroger Precision Marketing into one of the top retail media networks in the U.S., competing with Amazon Advertising and Walmart Connect
- Oversaw the strategic integration of 84.51° data science capabilities into Kroger's advertiser-facing media products
- Led Kroger's loyalty program evolution to support data-driven personalization at scale across tens of millions of households