MarTech Interview with Umer Paracha, Head of Marketing at Topsort

Umer, you’ve had a fascinating career path that spans across ecommerce, retail, and D2C brands. Could you walk us through your professional journey so far, and what you’re most passionate about in your work?

My career has been an exciting journey through the evolving world of eCommerce, marketing, and digital transformation. I began my career at Rocket Internet GmbH, where I set up Pakistan’s first eCommerce production platform, daraz.pk. We scaled it to over 2 million monthly visitors and made it the country’s #1 marketplace, leading to its acquisition by Alibaba.
I then transitioned to Uberflip in Toronto, where I led growth marketing initiatives that generated $5 million in annual recurring revenue. Afterward, at QIAGEN, I implemented a global lead generation strategy that grew MQLs by 800% in just six months and improved lead-to-close rates significantly. Then, during my time at Lansinoh Laboratories, a maternal health brand, I helped scale the eCommerce portfolio and doubled online revenue to over $90 million.
Currently, with Topsort, I’m spearheading our global marketing strategy, focusing on democratizing access to AI-powered retail media infrastructure. What I’m most passionate about is helping brands realize the power of retail media in opening a completely new revenue stream, helping their advertisers cut through the noise, and enhancing the shopping experience. At Topsort, I really believe we are making massive strides in edging the industry farther and farther away from the status quo of creepy, annoying advertising.

As the Head of Marketing at Topsort, what are your key responsibilities, and how do you see your role evolving as you continue to grow in this position?

First, I’ll give a quick overview of what we do at Topsort for those who might be unfamiliar. We are the leading AI and auction-based retail media infrastructure transforming retailers and marketplaces into top ad networks on par with industry giants like Amazon and Walmart.
Through seamless integration, Topsort provides a comprehensive bidless retail media tech stack, featuring highly flexible API tools, an industry-leading privacy-safe clean room with robust online and in-store attribution, and a transparent ad network for streamlined media buying across multiple ad networks.
To date and in just three years since launch, we’ve raised $38 million in funding from investors like Pear Ventures, Quiet Capital, FJ Labs, and Upload Ventures and our customers span the likes of Poshmark, Cencosud, Unilever, Coca-Cola, L’Oreal, General Mills, Falabella, Glovo (Delivery Hero), Atida, Phillips, and many more marketplaces, retailers, and advertisers.
At Topsort, I’m tasked with leading our savvy marketing team in elevating our brand awareness in the space through event marketing, partnership marketing, digital advertising, and beyond. My goal in this new position is to take Topsort to new heights and help us meet our customers where they are with exciting content and increased presence at important industry events.
What we are doing at Topsort is really exciting and we’ve got such a great, easy-to-use platform that helps brands, marketplaces, and advertisers tap into the powers of retail media like Big Tech has been doing for a long time now. As a I grow within this role, I see myself opening new channels to communicate with our current and prospective customers and the industry at large about why the time to adopt retail media infrastructure is now. These channels include increasing our content output across podcast, webinars, and some really fun activations at industry events.

The retail media boom seems to be in full swing. In your opinion, what factors have contributed to the rapid rise of retail media, and why do you think it’s gaining so much momentum right now?

It’s hard to point to just one reason why retail media is taking off, but the growth is undeniable and the spend being placed into retail media networks (RMNs) continues to grow off the charts. According to forecasts by eMarketer, the United States omnichannel retail media ad spend alone will account for a quarter of total media ad spend by 2028, reaching a whopping $129.93 billion. We’re seeing similar growth patterns in some of our other key markets, including the retail media powerhouse that is Latin America, Australia, New Zealand, and beyond.
I think retail media is rising because it fills a critical gap in today’s advertising landscape and is answering to the long-held consumer desire to do away with advertising that doesn’t make any sense and feels invasive. That is, even though the move to a cookieless future has been bumpy and unpredictable, brands have been looking for a solution that isn’t creepy but still enables direct connections with high-intent consumers. From this perspective, retail media is a win-win for all involved in the advertising ecosystem – from the brand to the advertiser, right to the most important piece of the puzzle, the consumer doing the shopping.

Why do you believe activating retail media is so crucial for brands, especially in today’s market? How can it impact their overall marketing strategy?

Activating retail media allows brands to meet consumers at the moment of purchase intent, which significantly boosts conversion rates. It’s not just about driving sales; it’s about gathering insights that refine the entire marketing strategy. Retail media complements broader campaigns by providing data on what resonates with consumers, enabling brands to optimize both upper and lower-funnel activities.
In addition, it allows brand to tap into resources they already have to open up a completely new revenue stream, help advertisers do their job better, and meet consumers where they are. I don’t think it’s any coincidence that some of the largest IPOs we’ve seen over the last few years have been directly related to a brand adopting retail media infrastructure and taking the leap to launch, rapidly scale, and intelligently optimize their ad businesses.

For brands that are hesitant or struggling to activate retail media, what do you see as the biggest roadblocks they face? And what steps can they take to overcome them?

What we hear most from the industry in terms of barriers to entry is the time it takes for integration. A lot of brands struggle with the idea of taking 3-6 months to integrate a retail media infrastructure and for good reason. When is the best time for downtime? The answer is pretty much always never. For this, many brands view retail media as not an “if” but a “when”.
For this reason, Topsort has invested heavily into our low-code integration, which can take as little as a few days to fully integrate retail media infrastructure. This has answered what we see as the biggest roadblock to participating in the retail media boom and we’re really proud to provide such a quick-turn, seamless integration for brands that might lack a large technical team but see the immediate value in supercharging their advertising.

With major marketplace events like Amazon Prime’s Big Deals Day around the corner, what advice do you have for brands looking to maximize their success on these mega sales days?

Preparation is key to maximizing success during major marketplace events like Amazon Prime’s Big Deals Day. Brands should focus on securing inventory, setting budgets, and aligning campaigns weeks in advance to ensure they are ready to capture the high-intent traffic these events bring.
Equally important is sustaining momentum post-event by analyzing performance data to refine future strategies, especially for the holiday season. Additionally, brands should consider diversifying their ad spend across other marketplaces to discover platforms better suited for specific product categories or audiences. While big shopping days like Amazon Prime Big Deals Days pose major benefits, they aren’t the only show in town and brands can benefit from making sure they allot their spend in more nuanced marketplaces (for example, a hardware brand not forgoing the buyer intent that Home Depot or Lowe’s RMNs bring to the table). By planning strategically and leveraging insights, brands can optimize both their immediate and long-term outcomes.
In addition, we’re seeing major room for innovation in Retail Media 3.0, what the industry refers to as the next generation of retail media. In-store activations that work seamlessly with the online experience and reach consumers in new, exciting ways. These include third-party ads on self-checkout screens to smart displays on cooler doors and in-store radio advertising, revolutionizing how products are showcased to customers. As these technologies advance and grow more sophisticated, in-store retail media is poised to play an increasingly pivotal role in driving sales and fostering customer loyalty, solidifying its place as a vital component of future retail marketing strategies for both everyday shopping and major deal days.

You’ve had great success bringing a CPG maternal health brand to the #1 spot in the baby category. What strategies and tactics did you use to build that level of brand awareness, and what role did advertising on platforms like Amazon play in this success?

The success came from a combination of data-driven advertising on platforms like Amazon, strong product positioning, and consistent customer engagement. We optimized paid search, leveraged authentic customer reviews, and built compelling product pages. The key was understanding the consumer journey and aligning our messaging with their needs at every stage.

With the expansion of retail media networks beyond the legacy players like Amazon, how can brands capitalize on up-and-coming networks that serve more niche markets, such as Best Buy, Saks Fifth Avenue, Costco, The Home Depot, or Chase Media Solutions?
Brands need to diversify their retail media spend by identifying networks that align with their target demographics. These niche networks often have less competition, offering better ROI and more targeted advertising. To succeed, brands should tailor creative assets to fit the platform and leverage its unique targeting capabilities.
To put this to light and in line with the example I gave above, it’s important for a hardware brand to tap into more generalized marketplaces like Amazon due to the massive popularity and the increased brand awareness they can receive. However, it’s also equally important for them to dive into more industry-specific marketplaces like Lowe’s or Home Depot where buyer intent is naturally more elevated.

What personal strategies or philosophies have guided you in your career, particularly when it comes to leading marketing initiatives in the retail and ecommerce space?
Don’t be afraid to be bold and make a mark on the industry. I might be biased as a marketer, but I think too many brands play it safe and don’t try hard enough to bring an element of fun to their offerings. Wherever there’s room to add personal character – whether in the tone you take on your social media channels or through fun activations at industry events – you should take it. Your customers will remember you for taking the time to bring a bit of joy to their days and not take yourself so seriously.

As we look ahead, what are your thoughts on the future of retail media, and how do you envision the evolution of marketing in ecommerce and D2C channels over the next few years?
The future of retail media lies in its continued evolution towards seamless integration, personalization, and innovation. By 2025, “Retail Media 3.0” will focus heavily on in-store digital integration, particularly in sectors like grocery. Retailers will leverage tools such as digital signage, interactive displays, and advanced audience targeting to create omnichannel experiences that connect digital strategies with physical shopping environments. This approach will not only enhance customer engagement but also strengthen brand loyalty at key decision points in the shopping journey.
Sustainable growth in retail media will also hinge on data collaboration and trust. As privacy regulations evolve, technologies like privacy-enhancing tools and clean rooms will become essential for secure, compliant data sharing. Transparency and compliance will be critical for fostering brand partnerships and ensuring retail media remains a thriving, scalable ecosystem.

Smaller retailers will find new opportunities by utilizing loyalty programs as an entry point into retail media. These programs provide valuable data for personalized ad experiences, enabling smaller players to attract brand partnerships and monetize their media presence without requiring heavy technological investments. This trend will democratize retail media, leveling the playing field for businesses of all sizes.
Finally, super-apps will continue to reshape the retail media landscape by offering integrated services and ad opportunities within a single ecosystem. By combining shopping, social, and other features, these apps will drive innovative partnerships, turning retail media into a key revenue driver that supports their expanding services. This reinvention of retail media will open new doors for brands to connect with consumers in dynamic and engaging ways.