Career as a Retail Media Specialist in India: Skills, Courses and How to Begin

E-Commerce & Digital Marketplaces

Updated

At a glance

A retail media specialist runs paid ad campaigns on marketplaces such as Amazon and Flipkart, helping brands reach shoppers at the moment they search to buy.

A retail media specialist plans and runs paid advertising on online marketplaces and retailer platforms, so that a brand's products appear in shoppers' searches and on product pages. Brands pay marketplaces such as Amazon and Flipkart for these sponsored placements, and the specialist decides what to promote, how much to bid and how to measure the sales that follow.

The role combines marketing, data and e-commerce. Day to day, you work with product listings, budgets, dashboards and brand teams, so people who like both creative ideas and numbers tend to do well in it.

Most people start with a graduate degree in business or commerce, add digital advertising and analytics skills through short courses and practice, and then move into entry roles such as associate or executive. This page covers what the work involves, the route in, skills needed and how pay and demand look for the role.

Minimum Qualification
Class 12 pass; graduation typically expected
Typical Degree
BBA, B.Com, BMS or any graduation (typically)
Expected Entry Salary
To be confirmed from current data
Entry-level to Senior
Rises with campaign scale and team lead roles
Job Demand Growth
Tied to growth in e-commerce and retail ad spend
Work Hours
Typically full-time, office or hybrid
Places of Work
Marketplaces, brands, agencies, retail media networks

What Does a Retail Media Specialist Do?

Day-to-Day Responsibilities

  • Plan sponsored product and display campaigns for brands on marketplace ad platforms, with goals and budgets agreed with the client.

  • Choose which products and keywords to promote, and set and adjust bids so that spend stays within budget.

  • Check product listings, prices, images and stock so that ads lead to pages that can convert.

  • Track sales, ad spend and return on ad spend (ROAS), and report results to brand managers.

  • Run A/B tests on ad copy, images and targeting, and keep the versions that perform best.

  • Work with brand, category and sales teams to plan promotions, festive sales and product launches.

  • Keep up with changes to marketplace ad formats, policies and reporting tools.

Where They Work

Many retail media specialists work for the marketplaces themselves, such as Amazon and Flipkart, or for other online retail platforms that sell ad space to brands. Others sit in the in-house digital teams of consumer brands that sell on these platforms, such as food, beauty, personal care and electronics companies.

Media agencies and performance marketing firms also hire for this work, managing ad budgets for several brands at once. Openings are most common in larger cities, so check current job listings for locations and whether hybrid roles are on offer.

How to Become a Retail Media Specialist in India?

After Class 12

Any stream can lead to this career. Commerce and humanities students often find it easier to relate to the business side, but what matters most is building strong analytical and communication skills.

Undergraduate

Take a BBA, B.Com or BMS, ideally with a marketing focus, or any graduation that includes statistics or data subjects. Run small campaigns for a college society or a local business to build early practical experience.

Certification

Complete digital advertising and analytics certifications offered by marketplaces and e-learning providers. These show employers that you can use ad consoles and read reports, even without work experience.

Postgraduate and Specialisation (optional)

An MBA or PGDM with a marketing specialisation can help you move into management roles later. It is not usually required for entry-level jobs.

First Job

Start as a retail media associate, sponsored ads executive or account executive. Move up by showing measurable results, such as improved return on ad spend, and by taking on bigger budgets.

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Eligibility and Subjects Required

Stream and Subject Requirements

  • There is no mandatory stream. Commerce, business and humanities students commonly enter through BBA, BMS or B.Com courses.

  • Maths or statistics helps with the reporting and data side of the work.

  • No specific Class 12 subjects are required for this role in our sources. Check the entry requirements of the degree you choose.

Minimum Qualification

  • Class 12 pass is needed for undergraduate courses.

  • A bachelor's degree is typically expected by employers for this role.

  • Some employers may consider candidates with relevant certifications and internship experience. Requirements vary by company, so check each job listing.

Courses and Degrees for Retail Media Specialist

  • Undergraduate Degrees
    • BBA with marketing specialisation (3 years)
    • B.Com (3 years)
    • BMS, Bachelor of Management Studies (3 years)
    Postgraduate Degrees
    • MBA with marketing specialisation (2 years)
    • PGDM in marketing (typically 2 years)
    • MA in advertising or marketing communication (2 years)
    Diplomas
    • Postgraduate diploma in digital marketing (typically 1 year)
    • Diploma in e-commerce management (typically 6 to 12 months)
    Certifications & Short-term Courses
    • Digital advertising certification with a paid search focus (typically 1 to 3 months)
    • Marketplace seller and advertising programmes from the platforms themselves (self-paced; check current offers)
    • Web analytics and reporting courses (typically a few weeks)

Skills Required to Become a Retail Media Specialist

Technical Skills

  • Sponsored product and display ad management
  • Keyword research and bid management
  • Marketplace ad consoles and reporting tools
  • ROAS, ACoS and conversion metrics
  • Excel and Google Sheets for analysis
  • Product listing and catalogue basics
  • A/B testing and basic data interpretation

Soft Skills

  • Analytical thinking
  • Communication with brand teams
  • Negotiation with clients and platforms
  • Attention to detail
  • Working to tight deadlines during sale seasons
  • Creative thinking for ad copy and visuals

Retail Media Specialist Salary in India

0 to 2 years

Entry Level

To be confirmed

  • Typical job titles: Retail Media Associate, Sponsored Ads Executive
  • Runs campaigns, bids and reports under the guidance of a senior colleague

3 to 6 years

Mid Level

To be confirmed

  • Typical job titles: Retail Media Specialist, Marketplace Ads Account Manager
  • Owns budgets for several brands and shapes campaign strategy

7+ years

Senior Level

To be confirmed

  • Typical job titles: Retail Media Manager, Head of Retail Media
  • Leads a team, negotiates with marketplaces and sets the retail media plan for brands

Career Opportunities and Job Roles

Retail Media Associate

Supports campaign setup, bid updates and daily reporting for a set of brand accounts.

Sponsored Ads Executive

Manages sponsored product and display ads for one or more brands on marketplace platforms.

Marketplace Ads Account Manager

Looks after client relationships, budgets and campaign results for brands on marketplaces.

Retail Media Manager

Leads retail media strategy, planning and a team of specialists for a brand or agency.

Performance Marketing Manager

Plans paid campaigns across channels, with retail media as one part of the mix.

Marketplace Operations Manager

Oversees listings, pricing, stock and promotions that support a marketplace business.

Scope and Future of Retail Media Specialist in India

Brands sell heavily on online marketplaces and pay for sponsored placements there, so the skill of running these campaigns is relevant across many consumer categories. Demand is best judged from current job listings, since our sources did not include a verified India-specific figure for retail media ad spend or hiring.

Pay across the Indian job market is rising. Aon's 2026 survey projects an average salary increase of 9.1 percent, up from 8.9 percent in 2025, and EY and Deloitte report similar pay rises of about 9.1 percent for 2026. These are overall figures for all roles, not retail media pay, so use them as background only.

Growth is likely in e-commerce, quick commerce and brands' own online stores, all of which can run advertising on their platforms. We did not find a government programme aimed directly at this role. Global marketplaces also run retail media businesses in many countries, so the skills can transfer abroad, but work-visa rules differ and must be checked country by country.

Is Retail Media Specialist
the Right Career for You?

Retail Media Specialist can be an exciting career, but the right choice depends on more than academic eligibility.

Interests

What excites you?

Aptitude

What are you good at?

Personality

How do you work?

Work Preferences

What kind of environment suits you?

Discover careers that match your interests, strengths and preferences.

See how well this career fits you

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Retail Media Specialist: Frequently Asked Questions

What does a retail media specialist do?

A retail media specialist runs paid ad campaigns on online marketplaces and retailer platforms. They choose which products to promote, set budgets and bids, check that product pages convert and measure sales and return on ad spend. They report results to brand teams and suggest changes. The role sits between marketing, sales and data, so it suits people who enjoy numbers as much as creative work.

Is retail media a good career in India?

It can be, especially if you enjoy performance marketing and e-commerce. Brands sell heavily on marketplaces and pay for sponsored placements there, so the skill applies across many consumer categories. Our sources did not include verified demand figures for this role, so compare current job listings before you decide. Indian employers projected pay rises of around 9.1 percent for 2026, though that covers all roles.

Which degree is best for a retail media specialist?

There is no single required degree. Many people start with a BBA, BMS or B.Com that has a marketing focus, then add digital advertising and analytics skills through short courses and practice. An MBA or PGDM in marketing can help later for management roles but is not needed to start. Choose the course that gives you the most hands-on projects and internships.

Do I need an MBA to become a retail media specialist?

No. An MBA helps when moving into management, such as retail media manager or head of a retail media team. Entry roles usually ask for a graduate degree, relevant skills and internship experience. Certifications in digital advertising and analytics can help you stand out. Requirements vary by company, so check the expectations in current job listings.

What is the salary of a retail media specialist in India?

Pay varies by experience, employer and city, and verified salary ranges for this role are not yet confirmed on this page. General pay surveys show average increases of about 9.1 percent for India in 2026, but these cover all roles. Check current job listings and reputable salary surveys before you negotiate. This section will be updated once verified ranges are available.

Can I become a retail media specialist without a degree?

It is harder, because most employers expect a graduate degree. Some candidates with strong skills in digital advertising, Excel and analytics, and proven results from their own campaigns or internships, may still be considered. Short certifications and a portfolio of case studies can support your application. Check each job listing for its specific requirements.

How is retail media different from digital marketing?

Digital marketing covers many channels, including social media, search and email. Retail media is a narrower field focused on paid ads placed on retailer and marketplace platforms, where the ad appears next to a product that shoppers can buy straight away. Many retail media specialists also use general digital marketing skills, so the two areas overlap.

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