Winning Moves Retail Marketers Are Making in 2025

Marti Walsh

VP of Customer Experience and Marketing at Kimberly-Clark Professional

In the midst of change and new tech, Marti Walsh, VP of Customer Experience and Marketing at Kimberly-Clark Professional, brings us back to what really matters: showing up with purpose. In this conversation with Setup, she shares how her team builds trust through consistent omnichannel messaging, thoughtful use of AI, and a commitment to authenticity that connects with real people—not just personas.

If you are a marketer in the retail industry, or a marketing leader in any industry, it will be valuable to check out her interview below:

Q1 | With the increasing importance of omnichannel marketing, how do you ensure a seamless consumer experience across various platforms? Can you provide an example of a successful omnichannel campaign?

In today’s landscape, consumers don’t think in channels—they think in moments. Ensuring a seamless experience means showing up consistently, with purpose, wherever your audience is. That requires alignment across teams, clarity in messaging, and a deep understanding of your consumer’s journey.

Our WypAll® Right Purpose Wipes campaign is a strong example. We built an always-on, omnichannel experience that met our audience where they were—digitally, socially, and in partnership with our distributors. Every touchpoint reinforced a single, clear message: The right wipe for the task—because performance drives results. And that consistency didn’t just drive results—it earned us Gold in Digital Transformation at the 2025 ANA B2 Awards.

Q2 | What are the three most important trends that will carry on to 2026?

1. Purposeful Personalization at Scale

AI is enabling us to tailor experiences like never before—but the real opportunity lies in using it with care. The brands that will stand out are those that use data not just to sell, but to serve—delivering relevance while respecting the human behind the screen.

2. Authenticity over Perfection

Consumers are gravitating toward brands that show up with honesty, vulnerability, and purpose. Whether it’s user-generated content, behind-the-scenes storytelling, or values-driven messaging, authenticity is what builds lasting relationships. It’s not about being flawless—it’s about being real. 

3. Content That Flows, Not Forces

Short-form video continues to dominate, but the real trend is how seamlessly it integrates into people’s lives. The most effective marketing will feel less like an interruption and more like a natural part of someone’s day. Seamless, story-driven, and platform-native is the way forward.

Q3 | How do consumers respond to AI-driven personalization—do they feel understood or manipulated?

It depends on how it’s done—and more importantly, how it feels.

When AI-driven personalization is intentional, respectful, and adds value, consumers often feel seen and understood. A well-timed recommendation, a tailored experience, or a message that  anticipates a need can feel like a brand truly “gets” them. That builds trust.

But when personalization crosses the line—when it feels invasive, overly familiar, or purely transactional—it can quickly shift from helpful to manipulative. Consumers are increasingly aware of how their data is used, and they’re holding brands to a higher standard of transparency and ethics.

The difference lies in intent and execution. Personalization should feel like a service, not a strategy. When it’s rooted in empathy and relevance—not just algorithms—it becomes a tool for connection, not control. At Kimberly-Clark Professional, we believe personalization should feel like a helping hand, not a hidden agenda.

Q4 | Will AI make marketing feel more authentic, or will it take away the magic of human connection?

AI has the potential to do both—and the outcome depends entirely on how we choose to use it.

When used with intention, AI can actually enhance authenticity. It can help us listen better, respond faster, and deliver more relevant, meaningful experiences. It frees up time and space for marketers to focus on what really matters: storytelling, empathy, and connection.

But if we rely on AI to replace the human element rather than amplify it, we risk losing the very thing that makes marketing magical—emotion, nuance, and trust. Authenticity doesn’t come from automation alone; it comes from how we use the tools to reflect real values, real voices, and real people.

So, the question isn’t whether AI will make marketing more or less authentic—it’s whether we, as marketers and leaders, will stay grounded in purpose as we embrace the possibilities.

“AI can enhance authenticity—if used with intention. It helps marketers listen, respond, and connect more meaningfully, freeing them to focus on storytelling and empathy. But when AI replaces rather than supports the human element, we risk losing trust and emotion. Authenticity comes not from automation, but from how we use it to reflect real values and voices. The key is staying grounded in purpose.”

Key takeaways:

• Omnichannel must feel like “one channel”—the customer’s
  Consumers don’t think in channels—they think in moments. Successful campaigns like WypAll®’s “Right Purpose Wipes” win by showing up consistently and meaningfully across digital, social, and distributor platforms with one unified message.

• The future of marketing personalization is empathetic, not just algorithmic
  Personalization works when it’s intentional, respectful, and adds value—making consumers feel understood and building trust. But when it feels invasive or purely transactional, it can backfire. The key is empathy and relevance. At Kimberly-Clark Professional, we believe personalization should feel like a helping hand, not a hidden agenda.

• Authenticity beats perfection and AI can help, not hinder
  AI isn’t a replacement for human connection. When used thoughtfully, it amplifies storytelling, frees marketers to focus on empathy, and enhances the emotional resonance that audiences crave. The magic lies in using AI to reflect real voices and values.

---

Marti’s insights are a timely reminder: technology is only as powerful as the purpose behind it. As marketers, our challenge is to stay ahead of trends and anchored in what makes marketing matter: connection, clarity, and care. 

At Setup we work with brands to guide them through their marketing journeys. If you’re a client-side marketer in the retail industry, and you need assistance navigating the ever-changing marketing landscape, contact us to get set up with resources and partners to elevate your efforts.