Stephen Biddle.
Retail media company Zitcha has appointed Steve Biddle chief commercial officer.
Biddle joins Zitcha to lead the retail media platform’s global commercial strategy, working closely with retailers, brands, and partners as retail media networks continue to mature.
He brings more than 25 years of experience across 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.
Earlier at Meta, Biddle founded and led the company’s retail vertical, overseeing relationships with major retail advertisers as the platform developed its commerce capabilities.
Before joining Meta, Biddle led Walmart’s US advertising organisation for nearly four years.
Earlier in his career, he held agency roles at Leo Australia, working with global CPG brands including Kraft and Kellogg.
“Retail media networks are entering a phase where execution and foundations really matter,” said Biddle.
“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.
"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.”
Biddle will work closely with Zitcha’s global teams, including its APAC operation headed by Jack Byrne.
Zitcha Group CEO, Troy Townsend, said Biddle’s background made him well-suited to 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,” said Townsend.
“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.”
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