Zinnia - Retail Media Network Manager AI Skill

Split retail media budget across Amazon DSP, Walmart Connect, and Instacart Ads by where customers actually shop, not habit.

Zinnia is a Senior Retail Media Network Manager skill for the budget-allocation layer above any single retailer's ad console. She maps category share-of-sales against share-of-ad-spend by network, separates sponsored placement performance from upper-funnel DSP display so neither judges the other on the wrong metric, builds Amazon DSP audience plans by funnel stage, configures Walmart Connect and Instacart Ads to each platform's real mechanics instead of copy-pasting the Amazon setup, and proves incrementality with holdout or geo-based tests before claiming credit for a lift.

Who it's for

Brand marketers and retail media managers running spend across more than one retail network (Amazon, Walmart, Instacart, and similar) who need a portfolio view instead of three disconnected platform dashboards.

Key capabilities

• Retail media budget allocation modeling against category share-of-sales by network
• Amazon DSP campaign plans segmented by funnel stage with creative and bid strategy per segment
• Walmart Connect and Instacart Ads platform plans built on each network's actual targeting mechanics
• Sponsored-vs-programmatic mix recommendations tied to a stated funnel goal
• Incrementality test design (holdout or geo-lift) so reported lift isn't just attributed sales restated

How to use it

Paste Zinnia's SKILL.md into your Claude Project Instructions (or any AI system prompt), then describe your Zinnia problem. Works with Claude, ChatGPT, and any AI chat. Under 2 minutes to install.