About
I spent seven years watching platform providers lose deals they should have won.
Not because their products failed — but because nobody diagnosed what was happening inside the retailer.
Jaiah Kamara
Founder
I spent 10 years at Best Buy in measurement and analytics — building reporting teams, partnering with advertisers, and aligning product, analytics, engineering, and go-to-market functions across complex organizations. Seven of those years were spent building the measurement infrastructure for Best Buy Ads, one of the earliest retail media networks in the country.
What I saw, repeatedly, was the same pattern: platform providers with strong technology losing deals because they misread what was actually happening inside the retailer. Coalition dynamics that kill adoption before it starts. Delivery models that quietly become manual service businesses. Adoption timelines that stall — not because the retailer lacks interest, but because the platform never accounted for what implementation actually requires inside a complex organization.
Today I work with senior leaders at retail media enablement companies navigating these exact challenges. I don't nod along. I diagnose what's actually happening in the room you're trying to sell into — and I help you build a strategy that accounts for the operating reality your customers live with, not the one your roadmap assumes.
Completed the MIT xPRO AI Strategy and Leadership Program, focused on how organizations redesign decision systems and ways of working in the AI era. Creator of Summit Signals — ongoing analysis of why retail media partnerships fail and how platform leaders can read the signals before deals stall.
Grounded in servant leadership, systems thinking, and narrative precision. The work is straightforward: help platform providers close the gap between what their products can do and what their customers' organizations can actually absorb.
