Life at SMG

Our Culture

We have an extraordinary culture built by exceptional people.

Our culture is driven by our values: Stay Hungry, Stay Honest, Stay Foolish, and Have Fun. Our behaviours are how we bring these values to life everyday, and it is this that creates the high-performance environment where everyone can thrive and stay endlessly curious.

We are committed to attracting and retaining the most talented, diverse and motivated people and giving them the opportunity to grow personally and professionally within an inclusive
environment. We bring in brilliant people and give them the trust and responsibility to do great things from day one. At SMG we support people in being the best versions of themselves by finding their balance and enabling them to grow. By working as a team, we achieve exceptional results together and for each other.

Our values

Our values and behaviours are woven into everything we do, shaping how we show up, collaborate, and engage with each other and our clients. They define our culture and set clear expectations for what excellence looks like at SMG, guiding how we work together every day.

These shared beliefs have driven us from the start, enabling us to achieve the remarkable results we see today. At SMG, our values and behaviours are the foundation of our work, our growth, and our success as a team.

Stay hungry

We were born from dissatisfaction with the status quo, and that drive still fuels us today. Ambitious and results-focused, we bring a tenacious, can-do mindset to every challenge. With a passion for problem-solving, we’re committed to growth, improvement, and achieving big things together.

As pioneers in connected commerce, we don’t follow trends - we set them. By pushing boundaries and being proactive, we help clients stand out in ways only we can. Our tight-knit, driven team is the engine of our success.

Stay honest

We’re straight talkers. Honesty and integrity define how we work and what we expect from our people.

Transparency and trust shape our culture, with clear communication and feedback at the heart of how we operate. We empower our people to make the right choices, balancing work and life while delivering high performance.

Stay foolish

Curious and unconventional, we challenge norms - like when we launched the first shopper media planning service after discovering agencies “didn’t do retail.” Staying “foolish” drives creativity, risk-taking, and continuous learning. Every failure is an opportunity to grow.

We embrace change together, confident in the support we give each other. That’s how we keep evolving and winning as a team.

Have fun

We create a lively, positive environment where teamwork, celebration, and fun go hand-in-hand. And yes - our events are legendary!

As we grow across the UK and US, we stay connected, building relationships that fuel collaboration and team spirit. We balance hard work with fun, knowing a healthy culture boosts morale and performance. Together, we win - and when setbacks come, we lift each other up.

Explore. Adapt. Grow.

At SMG, you’ll solve real challenges, learn on the go, and shape your own path. Whether you're switching roles, stepping up, or trying something new, we back those who stay curious and make things happen.

We take pride in providing countless opportunities for continuous learning and career progression, this is one of the amazing perks of being part of a scaling business. It’s safe to say no two days truly are the same, and each day you have the opportunity to learn new skills and take on new opportunities whilst being part of a fast paced and growing industry.

Learning Experience

Learning is central to our people philosophy, and building capability is key to our success. The SMG Learning Academy is your hub for growth, offering engaging masterclasses, training bites, and practical tools to sharpen skills in areas like stakeholder management, marketing, and reviews. Our vision is to create commerce experts - and give you what you need to do your best work.

Career Fulfilment & Progression

We’re committed to shared goals, high performance, and celebrating success. Our reward philosophy fuels growth and career progression, with regular check-ins to develop skills, build strengths, and make impact. High performers can progress faster here than anywhere else in the market.

Internal Mobility

Performance drives opportunity at SMG. Exceptional talent is recognised with bigger challenges, new projects, and fresh partnerships. Internal mobility keeps careers moving - not just up, but across the business - broadening expertise and creating unique career journeys.

Career Stories, Told by SMGers

Find out more about the journeys shaping SMG careers by clicking on the below.

Charlotte Santander David Moore Jodie Dunnington

Celebrate. Include. Belong.

We celebrate diversity, include all voices, and create a culture where everyone belongs and thrives.

At SMG, we believe that creating a truly diverse workforce isn’t just the right thing to do – it’s integral to building a successful, innovative, and future-ready business. Diverse teams bring different perspectives, challenge assumptions, and uncover opportunities. This diversity of thought fuels creativity, drives performance, and helps us, and our partners, achieve transformative results.

Our EDI Commitment

Equity, Diversity, and Inclusion (EDI) is central to our mission: to attract diverse, talented people and help them grow in an inclusive environment.We’re building a culture where everyone feels represented, celebrated, and empowered - and where diversity is embedded in how we grow, work, and lead.

EDI Strategy

Our EDI team drives strategy across three pillars: Workforce - Embedding and celebrating EDI in values, training, and culture. Workplace - Reflecting the diversity of our industry and communities, with inclusion as standard. Community - Championing change across our industry and local areas.

Employee Resource Groups

Belonging comes to life through ERGs -employee-led networks that create safe spaces, raise awareness, and provide support. At SMG, these include: Parents & Carers, EnaBLE (Disability), LGBTQ+, Christianity, Neurominds (Neurodiversity), Women’s Mentorship Network (Next15). Open and active, these groups ensure every SMGer can connect, belong, and be supported.

At SMG, we are guided by a clear vision: to build an inclusive culture where everyone feels represented, celebrated, and empowered.EDI has long been a priority for us. Our EDI working group - comprising colleagues from across the organisation - has been active for many years, driving awareness and positive impact.I believe that the most creative and high-performing teams are those that have diversity at their core. In other words, having diversity is not only morally the right thing to do but also critical to business success.As a business, we want to remain brave and honest as we continue this journey. We know we’re not perfect, but we’re committed to making progress, ensuring meaningful and lasting change.

Katie Streeter Hurle CEO

Transparency & Progress

As part of our commitment to openness, we are proud to share our first EDI Report 2025 - a step toward greater transparency and accountability as we continue this journey.

SMG’s 2025 EDI report

First. Fast. Fearless.

We’re game changers, leading with bold ideas and innovation. Create, disrupt, and shape the future of retail media with fearless ambition and speed.

We launched the UK’s original commerce media event, the Retail Media Summit, and continue to lead on the industry’s biggest stages – from MadFest to Retail Media X and Cannes Lions. We don’t just show up; we influence, sponsor, and host the conversations that matter.

Our people power this leadership. Recognised on the P2PI Women of Excellence Awards, Performance Marketing World Powerlist, and Management Today’s iPower List, they’re celebrated for vision, ambition, and impact. These honours prove the fearless talent that makes SMG a home for innovators – where you’ll have the freedom to create, courage to disrupt, and support to go further, faster.

See How We’re Shaping the Industry

Agencies and Retail Media: 5 Takeaways from the New Frontline of Brand Strategy

Boots Media Group: How alignment across influencers, brands, and retailers powers campaign performance

Co-op Media Network: Co-op Compass leads the way to a new era of retail media

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Brands. Retailers. Icons.

As pioneers in connected commerce, we empower iconic global brands and retailers to change the game. Together, we’re shaping the future of retail.

These partnerships create a global ecosystem where brands and retailers join forces to deliver exceptional shopping experiences. It’s why we’re trusted by icons, chosen by leaders, and recognised as pioneers in retail media. At SMG, you’ll help shape the campaigns, networks, and ideas defining the future of connected commerce.

Brands: We partner with some of the world’s most loved names - Nike, Dyson, LEGO, Mattel, Estée Lauder, PepsiCo, Red Bull, Coca-Cola, Nestlé, and many more. By blending data, creativity, and commerce, we help global icons connect with audiences in new, meaningful ways, giving them the tools to stand out and inspire action.

For Brands

Retailers: Our impact extends to retailers shaping how people shop, online and in-store. From Boots, Very, WHSmith, Deliveroo, Morrisons, Asda, Co-op and beyond, we deliver connected commerce solutions that drive growth, loyalty, and innovation.

For Retailers

See Our Work in Action

Boots Media Group x Clarityn

BrewDog x Co-op Media Network

Budweiser x LS Eleven Media Services

LEGO® x LS Eleven Media Services

Very’s Fabulously Festive Christmas Gift Guide

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