Tiffany Chen. Credit: Coles
Coles has appointed former McKinsey & Company retail media specialist Tiffany Chen as general manager of Coles 360, as the supermarket group looks to scale its retail media business.
Chen joins Coles 360 after almost a decade at McKinsey, where she was a founding member of the consultancy’s Retail Media Network practice and advised retailers on building and expanding retail media operations globally.
The appointment comes as retail media continues to attract agency and advertiser attention as a performance channel, with Coles flagging further development of its offering.
Coles chief customer experience officer Michael Courtney said Chen’s experience would shape the next stage of the business.
“We’re thrilled to welcome Tiffany to the team. She brings a rare combination of global experience and deep insights into Coles and the Australian retail media landscape,” he said.
“This positions her perfectly to lead the next phase of innovation and champion stronger outcomes for our supplier partners in 2026 and beyond.
“Our vision for Coles 360 is clear. We want to set the benchmark for retail media performance in Australia. Tiffany’s leadership, combined with the momentum already in place, will be key to taking our network to the next level.”
Coles said Coles 360 is undergoing targeted changes, including updates to reporting and measurement, performance scalability and ad formats.
Chen said the business was entering 2026 with momentum.
“I couldn’t be more excited to join Coles 360. As we begin 2026, we are in a strong position to unlock new opportunities for our partners and deliver more effective ways to connect with our customers.
“I’m looking forward to building on the strong foundations already in place and helping shape the next chapter of retail media innovation,” she said.
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