Zitcha Appoints Former Meta Retail Media Lead Steve Biddle as Chief Commercial Officer

As retail media continues to evolve into one of the fastest growing segments of digital advertising, platforms are increasingly strengthening leadership teams to navigate rapid technological change and growing advertiser expectations. Retail media platform Zitcha has appointed former Meta executive Steve Biddle as chief commercial officer, marking a strategic move as the company expands globally and adapts to an AI driven market environment.

Zitcha confirmed the leadership appointment exclusively to ADWEEK, noting that Biddle joined the Australia based company in late 2025 after departing Meta in September. In his new role, Biddle will lead global marketing efforts and help guide the platform through ongoing shifts in the retail media ecosystem, including artificial intelligence disruption and evolving retailer advertiser dynamics.

Biddle previously served as director of retail media at Meta, where he spent 14 years developing advertising strategies and working closely with retail partners. Earlier in his career, he led advertising initiatives for Walmart U.S. and spent nearly a decade in agency roles at Leo Burnett and The Richards Group, giving him experience across agency, retailer, and platform perspectives.

Drawing on his experience at Meta, Biddle said he observed a recurring challenge faced by retail media networks attempting to balance advertiser performance with retailers’ own revenue and margin objectives.

“Our hypothesis is that it is possible to do both—that you’re able to drive performance, and you’re also able to continue to get your own revenue and margin growth goals,” Biddle said.

Before leaving Meta, Biddle participated in a review of third party advertising technology partners supporting retailers on the platform. According to him, Zitcha stood out for its ability to help retail media networks scale effectively at a time when many organizations are still struggling to operationalize their advertising businesses.

Founded in 2022, Zitcha positions itself as an orchestration layer for retail media networks, helping retailers establish and manage advertising infrastructure while aligning performance with broader business objectives. The company operates within a complex adtech landscape where multiple vendors often provide overlapping capabilities, creating fragmented technology stacks that can complicate execution.

Biddle indicated that Zitcha aims to take on a more central role for retailers by helping coordinate technology systems, revenue strategies, and performance measurement while ensuring advertising initiatives remain aligned with overall retail growth goals.

“Zitcha is in a really strong position to address these bigger, emerging challenges that retail media networks have,” he said. “There are a lot of wonderful tech companies doing everything from data storage to audience building to ad serving to measurement. Over time the stack gets pretty full.”

“You have to be able to demonstrate not only parity capabilities for everything you need to run a retail media network,” he explained. “You need to be able to answer the most relevant questions: How do you continue to grow?”

Zitcha has expanded rapidly since its founding, raising $10 million in funding in late 2024 to establish a United States hub. Its client roster includes Baby Bunting, Coles Liquor, Cotswolds Outdoor, Frasers Group, The Hut Group, Leroy Merlin, Ocado, Priceline Pharmacy, Village Cinemas, and The Warehouse Group.

“Steve has seen retail media from every angle, as an agency leader, a retailer, and a platform operator,” Zitcha CEO Troy Townsend said in a statement. “He understands what retailers and brands need to succeed, and he understands the technology required to support that at scale.”

The appointment underscores Zitcha’s ambition to strengthen its position within the rapidly expanding retail media sector, where platforms are increasingly focused on integrating technology, data, and AI capabilities to deliver sustainable growth for both advertisers and retailers.