How Opella’s In-House Team Redefined Retail Media Mastery at Scale

Opella made the strategic decision to in-house its retail media management to increase performance and accelerate growth. This included transitioning from a managed service model to a dedicated internal team powered by Skai omnichannel marketing platform.

However, close to a year in, they faced a new challenge. Taking back ownership of media activation had successfully boosted performance, but to continue this momentum, Opella recognized the need to scale their internal expertise to apply sophisticated strategies at scale. To maintain its position as a leading consumer healthcare brand, they needed to move beyond tactical retail media execution. Opella challenged its team to uplevel from practitioners to sophisticated, data-driven marketers, mastering advanced technologies and AI-powered frameworks to outpace the competition at a global scale.

Recognizing tactical execution was no longer enough, Opella’s objective was clear: build strategic frameworks that could scale across markets while transforming internal expertise. The brand turned to Skai’s Expert Services team as a strategic partner that could help undertake the transformation quickly.

Rather than simply offering platform support and recommendations, Skai offered a comprehensive, consultative approach working directly with Opella’s team. The first step included intensive audits across six key global markets, distilling months of retail media performance data. Next, on-site collaboration sessions between the two teams centered around advanced platform feature utilization and developing strategic optimization skills and recommendations.

At the end of the on-site sessions, and to ensure the workshop would deliver impact and immediate actions, Opella and Skai launched a “30 day Challenge”. Teams prioritized strategic recommendations, focusing first on low-effort, high-impact wins, making these changes directly in-market to validate performance. The goal of this challenge was to ensure the in-house team effectively applied, measured, and created plans of action to implement the complex retail media strategies that resulted from the audits.

During their 30-Day Global Challenge, Opella’s retail media teams took full ownership of their digital evolution by implementing high-impact strategic initiatives across global markets. The team did more than improve metrics. They fundamentally redefined their mastery of retail media. Opella’s team successfully executed optimizations during the challenge that yielded measurable growth:

• Placement Mastery: Opella identified that Top of Search investment for Amazon was most efficient when capped at 60%, preventing spend dilution and maintaining healthy ROAS. In Mexico, this strategic prioritization upgraded traffic quality, resulting in a +11% increase in impressions and a 13% reduction in CPCs (Jul 2025-Dec 2025)
• AI-Driven Efficiency: By deploying Skai’s AI Placement Modifiers, Opella’s team shifted spend toward high-performing inventory, achieving a +22% ROI improvement and a 16% reduction in Cost per Conversion for Italy.
• Structural Transformation: The team championed a Single-ASIN campaign structure in Germany, which outperformed fragmented models by driving 9% higher revenue and 8% better efficiency through superior SKU control.
• Operational Control: Implementing AI Dayparting during high-traffic events in the US, like BFCM, allowed Opella to avoid early budget exhaustion, resulting in 33% fewer out-of-budget occurrences and a 30% reduction in lost revenue.
• Brand Expansion: On Instacart, Opella successfully pivoted toward New-to-Brand strategies, achieving higher ROAS efficiency (up to 2.96) by capturing lower CPCs.

By seizing the full potential of the partnership, Opella’s team transformed from practitioners into global strategists. Through relentless testing and a commitment to innovation, they successfully upleveled to compete at the highest level and turned collaboration with Skai into a true competitive advantage.

Opella is the self-care challenger with the purest and third-largest portfolio in the Over-The-Counter (OTC) & Vitamins, Minerals & Supplements (VMS) market globally. Our mission is to bring health in people’s hands by making self-care as simple as it should be. For half a billion consumers worldwide – and counting.

At the core of this mission is our 100 loved brands, our 11,000-strong global team, our 13 best-in-class manufacturing sites and 4 specialized science and innovation development centers. Headquartered in France, Opella is the proud maker of many of the world’s most loved brands, including Allegra, Buscopan, Doliprane, Dulcolax, Enterogermina, Essentiale and Mucosolvan. B Corp certified in multiple markets, we are active players in the journey towards healthier people and planet. Find out more at www.opella.com.