Karina Rocha

Background

About Karina Rocha

I lead marketing initiatives that help retailers and CPG brands rethink the role of the physical store in the modern commerce ecosystem.As a Marketing Manager at Vestcom, I focus on retail media, in-store communication, and sales enablement, helping translate complex retail challenges into clear, actionable stories for the market. My work spans thought leadership, industry research, content strategy, and go-to-market programs that support both retailers and brands navigating an increasingly digitized store environment.My focus areas include:• Retail media and in-store messaging• In-store digitization• Shopper behavior and in-store decision making• Sales enablement and go-to-market strategyAt the core of my work is a simple belief: the in-store environment remains one of the most powerful moments in retail. My goal is to help the industry better understand, measure, and activate that moment.