Hjelm possesses nearly a decade of experience consulting with retailers and manufacturers on media and marketing strategy and attribution. Prior to joining SPINS as the VP of Marketing, she worked at IRI's Media Center of Excellence, where she crafted learning plans that enabled CPGs to optimize their media spend and hold their digital spend accountable to in-store sales. While there, she specialized in CRM optimization, developing and commercializing a suite of solutions around CRM personalization with some of the world's leading manufacturers.

Hjelm cut her teeth in retail data at dunnhumby, bringing retailers and brands together through the language of consumer purchase data. Later, at 84.51º, Kroger's data analytics arm, she aided in the launch of a consulting practice to help brands create innovation and media campaigns that resonated with their most loyal shoppers.