Melbourne, Australia – Australian retail media company Zitcha has appointed Steve Biddle as chief commercial officer, as the business expands across key markets.
Biddle joins the company after 14 years at Meta, where he most recently served as director of retail media network strategy and solutions. In that role, he worked with retailers and managed relationships with major retail advertisers during the development of the company’s commerce platform. He also developed five patents related to advertising and commerce.
He brings over 25 years of experience to Zitcha, having also previously held roles working with Walmart, Leo Burnett, as well as Kraft and Kellogg.
At Zitcha, Biddle will lead the company’s global commercial strategy, working closely with retailer and brand partners. He will also support the development of new capabilities that the company plans to introduce later this year.
“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,” said Biddle. “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.”
Commenting on Biddle’s appointment, Troy Townsend, chief executive officer at Zitcha Group, said, “Steve has seen retail media from every angle, as an agency leader, a retailer, and a platform operator. 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.”
