Strategic clarity for the business of retail.
BMH Retail Media Advisory provides independent strategic analysis, editorial coverage, and executive advisory services at the intersection of retail transformation, connected commerce, and brand strategy.
About the Principal
A decade of Fortune 100 strategy, now independent.
Britta Halvorson is the founder and principal of BMH Retail Media Advisory. With over a decade of experience leading enterprise strategy at Fortune 100 retailers, she brings a rare combination of operational depth and analytical rigor to her advisory and editorial work.
At Target, she led enterprise portfolio strategy across the entire Private Label portfolio within a ~$60B brand ecosystem, driving C-Suite investment decisions spanning brand strategy, operating model design, and growth priorities. Earlier in her Target tenure, she led the strategic partnership that launched Ulta at Target, scaling the shop-in-shop concept across 800 stores.
At Nike, she led enterprise strategy projects that drove long-term strategic and financial value, including winning the UCLA Bruins Football contract, leading P&L and strategic planning for 2025–2030 across all business segments, and charting the company's future from 2030–2100 as part of Blue-Sky strategic work.
Since founding BMH in July 2025, Britta has provided independent editorial coverage and strategic analysis at major industry events including NRF at Javits Center, NRF Nexus, and the VIP Awards. She authors white papers on retail strategy and consults with senior executives on retail strategy development, media placement strategy, and organizational transformation.
Britta Halvorson, Founder & Principal
"Translating enterprise strategy into execution across large, matrixed organizations."
$60B
Portfolio Managed
10+
Years Fortune 100
800
Stores Scaled
C-Suite
Advisory Level
Services
From boardroom strategy to editorial analysis.
Strategic Advisory
Executive-level counsel on retail strategy, portfolio management, brand architecture, and enterprise transformation. Engagements range from targeted strategic assessments to ongoing advisory relationships.
Editorial & Media Coverage
Independent analysis and reporting from the industry's most influential events. Credentialed editorial coverage of retail conferences, trade shows, and executive summits, translating complex industry dynamics into actionable intelligence.
White Papers & Research
Original research and long-form analysis on emerging trends in retail media, connected commerce, private label strategy, and brand ecosystem development.
Media Strategy Consulting
Strategic guidance on media placements, thought leadership positioning, and executive communications for retail brands and technology providers.
Focus Areas
Insights & Coverage
On the ground at the industry's most consequential events.
Independent editorial coverage from major retail industry events
Event Coverage
NRF Nexus 2026
The Broadmoor, Colorado Springs, CO
2026
ShopTalk Spring 2026
Mandalay Bay, Las Vegas
March 2026
NRF 2025
Javits Center, New York
2025
NRF Nexus 2024
Terranea Resort, Rancho Palos Verdes, CA
2024
VIP Awards
2025
Featured Analysis
Event Coverage
Five Takeaways from NRF 2026: Retail's Big Show
From agentic AI to the K-shaped consumer, the industry's largest gathering signaled a retail sector that is maturing fast.
Read AnalysisEvent Preview
What to Watch at ShopTalk 2026: Five Storylines That Will Define the Week
From agentic commerce to retail media accountability, the industry's largest gathering is poised to separate signal from noise.
Read PreviewEvent Coverage
VIP Connect New York 2025: Why Retail's Most Intimate Gathering Matters
The Vendors in Partnership community confronted uncomfortable truths about how retailers and solution providers actually work together.
Read Analysis"The future of retail is not a single trend. It is the convergence of media, commerce, and brand experience into something entirely new."
— Britta Halvorson, BMH Retail Media Advisory
Experience
Built at the intersection of strategy and execution.
BMH Retail Media Advisory
Founder & Principal
July 2025 – Present
Independent strategic advisory and editorial coverage at the intersection of retail transformation, connected commerce, and brand strategy.
Key Engagements
- —Fortune 30 media consultancy for press releases
- —Engaged consultant with Uber for AI transformation delivery services
- —Contributing Retail SME to Forrester research reports on macro-retail changes related to AI, Consumer Behavior, and Retail Transformation
- —Retail SME for emerging snacking brands in South Korea
Target
Portfolio & Brand Strategy Leader
2023 – 2025
Led enterprise portfolio strategy across Target's entire Private Label portfolio, supporting strategic direction across a ~$60B P&L. Partnered with senior executives on portfolio decisions spanning brand strategy, operating model design, and growth priorities.
Nike
Enterprise Strategy
2022 – 2023
Led enterprise strategy projects driving long-term strategic and financial value. Won the UCLA Bruins Football contract. Led P&L and strategic planning for 2025–2030 across all business segments. Charted the future of the company from 2030–2100 as part of Blue-Sky strategic work. Shaped C-Suite consensus on the future of retail, sports, and connected commerce.
Target
Strategy Implementation
2017 – 2022
Strategy implementation and corporate strategy operations. Led the strategic partnership that launched Ulta at Target, scaling the shop-in-shop concept across 800 stores. Translated enterprise strategy into execution across large, matrixed organizations.
Contact
Let's discuss what's next for your business.
For advisory engagements, media inquiries, event coverage partnerships, or speaking requests, I welcome the conversation.