Retail media platform Zitcha has appointed Steve Biddle as its chief commercial officer, the company told ADWEEK exclusively.
Biddle was most recently director of retail media at Meta, where he spent 14 years. Prior to Meta, Biddle led advertising for Walmart U.S., following nearly a decade on the agency side at Leo Burnett and The Richards Group.
He joined Australia-based Zitcha in late 2025 after leaving Meta in September. Biddle heads up Zitcha’s global marketing and helps the platform navigate AI disruption as well as the quickly changing retail media landscape, he said.
From his vantage point at Meta, Biddle was able to see how retail media networks struggle to simultaneously deliver for advertisers and fulfill retailers’ own goals.
“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.
Priming retailers for growth
Before leaving Meta, Biddle oversaw a routine review of third-party adtech partners, which showed how different tech enablers were supporting retailers on the platform. Zitcha stood out, he said, in the ways that it was able to support retail media networks to scale in an environment when many are trying and failing to do so.
Currently, Zitcha operates as an orchestration layer for retail media networks—helping retail media networks set up the necessary infrastructure to get an ads business off the ground or running smoothly.
The landscape of retail adtech companies is complex. Many offer overlapping services in a way that could mean they’re competing for the same RFP from one retailer, and then integrating into the same stack for another one simultaneously.
Moving forward, Biddle seems to want Zitcha to take on a more central role for retailers, helping to navigate their tech stack, revenue goals, and performance while helping to ensure the ad business is aligning on overarching business 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.”
That’s where retailers often lose sight of the broader goals, or struggle to align the goals between advertising and retail.
“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?”
