Retail media technology company Zitcha has appointed Steve Biddle as chief commercial officer.
Based in Melbourne, Zitcha said Biddle will lead its global commercial strategy, working closely with retailers, brands and partners as the retail media category matures and becomes more operationally complex.
His past experience
Biddle will oversee Zitcha’s commercial direction across key markets and help develop new-to-industry capabilities set to launch later this year.
He brings more than 25 years of experience spanning advertising, retail and digital platforms.
Most recently, Biddle spent 14 years at Meta, where he served as director of retail media network strategy and solutions, helping shape the company’s global retail media approach as the category emerged.
Earlier at Meta, he founded and led the retail vertical, managing relationships with major retail advertisers as the platform expanded its commerce capabilities. During his tenure, he developed five patents related to advertising and commerce innovation.
Prior to Meta, Biddle led Walmart’s US advertising organisation for nearly four years, overseeing brand campaigns across television, digital, print and radio.
He also held senior agency roles at Leo Burnett, working with global CPG brands including Kraft and Kellogg.
Biddle comments
Commenting on his appointment, Biddle said retail media networks are entering a phase where operational rigour is critical.
“Retail media networks are entering a phase where execution and foundations really matter. Most retailers do not want to build and maintain complex media infrastructure on their own, and many simply can’t. What they need is a partner they trust,” he said.
“Zitcha stood out to me because of the strength of its engineering, the stability of the product, and the way the team approaches the real challenges retailers face as they grow their media businesses.”
CEO Troy Townsend comments
Zitcha Group CEO Troy Townsend said Biddle’s cross-sector experience would be instrumental in the company’s next stage of growth.
“Steve has seen retail media from every angle, as an agency leader, a retailer, and a platform operator,” Townsend said. “That perspective is incredibly valuable. He understands what retailers and brands need to succeed, and he understands the technology required to support that at scale.”
Biddle will collaborate with Zitcha’s global teams, including its APAC operation led by Jack Byrne.
The appointment follows a strong growth period for the company. In November, Zitcha ranked fifth in Deloitte Technology’s Fast 50, recording 1,391% revenue growth over the qualifying period and joining a cohort of Australia’s fastest-growing tech companies.
Top Image: Steve Biddle