Retail media is one of the fastest-growing practice areas in advertising — and one of the hardest to staff. Amazon Ads, Walmart Connect, Instacart Ads, and Target Roundel each require specialized operators. Demand for that expertise far outpaces supply in the US. The result: high salaries, long hiring cycles, and fierce competition from holding companies with deeper pockets.
Advertising agency owners who have cracked this are increasingly looking to Latin America.
Why Retail Media Specialists Are So Hard to Find in the US
Retail media is still a relatively young discipline, which means the talent pool is thin and expensive. A US-based Amazon Ads specialist with 3–5 years of experience commands:
- Base salary: $75,000–$100,000/year
- Benefits: $15,000–$20,000/year
- Recruiting: $12,000–$18,000 one-time
- Total first-year cost: $100,000–$138,000+
For independent advertising agencies competing against larger shops, that math is brutal — especially when you’re staffing for a client at $50K/month in managed retail media spend.
The LATAM Retail Media Talent Pool
Latin America has produced a growing cohort of retail media specialists — many trained at regional e-commerce giants, US brand exporters, and global agencies with LATAM offices. They hold Amazon Ads certifications, have managed Sponsored Products, Sponsored Brands, and DSP campaigns, and understand the measurement frameworks that retail media clients care about: ROAS, NTB sales, Share of Voice.
Platforms we see strong LATAM coverage on:
- Amazon Ads — Sponsored Products, Sponsored Brands, DSP
- Walmart Connect — Sponsored Products, Display
- Instacart Ads — Featured Products, Display
- Criteo Retail Media — Onsite and offsite campaigns
- Target Roundel — Managed service and self-serve
What It Costs to Hire From LATAM
Through LatamForce, a full-time, dedicated retail media specialist working US hours:
| Experience Level | Monthly Cost |
|---|---|
| Mid-level (2–4 yrs) | $1,600–$2,200/mo |
| Senior (5+ yrs) | $2,400–$3,200/mo |
No recruiting fees. No benefits overhead. No payroll taxes. Free replacement within 90 days.
Compare that to $8,000–$11,000/month fully loaded for a US equivalent hire.
How to Build a Retail Media Practice Without Overspending on Talent
The model that works for many of our agency clients:
One senior US-based retail media strategist (client relationships, QBRs, pitch work) supported by one or two LATAM specialists handling day-to-day campaign management, optimization, and reporting.
This structure keeps client relationships strong, delivers high-quality execution, and keeps your cost per managed account competitive.
Getting Started
LatamForce matches advertising agencies with pre-vetted retail media talent within 7–10 days. Brief us on your specific platform needs and experience requirements, and we’ll source candidates who fit your agency’s workflow.
Book a free discovery call to discuss what retail media roles we can fill for your agency.