Steve Biddle has been appointed Chief Commercial Officer at Zitcha, marking a significant leadership move for the fast-growing retail media technology company.
The announcement, first reported by ADWEEK, highlights Zitcha’s ambition to expand globally and strengthen its position amid rapid AI-driven transformation in retail media.
From Meta to Zitcha
Before joining Zitcha, Biddle spent 14 years at Meta, most recently serving as Director of Retail Media. During his tenure, he worked closely with retail partners and played a key role in evaluating third-party adtech collaborations that supported retailer growth.
Earlier in his career, Biddle led advertising initiatives at Walmart U.S. and held agency roles at Leo Burnett and The Richards Group. This cross-sector experience gives him perspective from the retailer, agency, and platform sides of the ecosystem.
Biddle joined the Australia-based Zitcha team in late 2025 after departing Meta in September. In his new role, he will oversee global marketing efforts and help steer the company through the evolving retail media and AI landscape.
Addressing Retail Media’s Core Tension
Retail media networks face a persistent challenge: balancing advertiser performance goals with retailers’ revenue and margin objectives.
Drawing on his experience at Meta, Biddle believes the two are not mutually exclusive. His view is that retail media platforms can drive measurable performance for brands while still enabling retailers to achieve long-term growth targets.
This philosophy aligns closely with Zitcha’s positioning as an orchestration layer that helps retail media networks unify operations, measurement, and strategy.
Zitcha’s Role in a Complex Adtech Ecosystem
The adtech environment remains highly fragmented. Multiple providers often compete for the same retail RFP while simultaneously integrating into different retailers’ technology stacks.
Zitcha operates as an orchestration platform, enabling retailers to:
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Establish foundational ad infrastructure
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Manage complex tech stacks
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Align measurement with business outcomes
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Scale retail media capabilities efficiently
As more technology layers are added, retailers can lose sight of overarching business goals. Biddle’s mandate includes ensuring Zitcha helps retailers maintain clarity around growth strategy, revenue targets, and performance metrics.
Scaling Retail Media for Sustainable Growth
Founded in 2022, Zitcha raised $10 million in funding by late 2024 to support its U.S. expansion. Its client portfolio includes:
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Baby Bunting
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Coles Liquor
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Cotswold Outdoor
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Frasers Group
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The Hut Group
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Leroy Merlin
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Ocado
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Priceline Pharmacy
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Village Cinemas
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The Warehouse Group
With increasing competition in retail media, networks must now demonstrate parity capabilities across ad serving, measurement, and data management while answering a central strategic question: how to sustain growth.
Strategic Implications for Retail Media
Biddle’s appointment signals Zitcha’s intent to position itself as a long-term strategic partner rather than a standalone tech vendor. As retail media matures, platforms that can integrate infrastructure, performance analytics, and AI capabilities into a cohesive growth framework will likely hold a competitive advantage.
His background across agencies, retailers, and platforms gives Zitcha leadership insight into how all sides of the ecosystem define success and where friction commonly occurs.
As AI disruption continues to reshape advertising workflows and measurement standards, Zitcha is aiming to help retail media networks scale intelligently while maintaining alignment with broader commercial objectives.